Percept Out-of-Home, a division of Percept Limited, in what could be called a ground-breaking outdoor innovation, has executed a month long campaign for ‘Horlicks ProHeight’ in the city of Kolkata. With outdoor innovations riding a new high of late, this latest campaign for ‘Horlicks ProHeight’ executed by Percept-Out-of-Home kick-started in January 2010, will act as another feather in the cap for good work done in the OOH space.
Speaking on this latest campaign, Sanjay Pareek, President, Percept Out-of-Home said, “The current outdoor landscape is cluttered and the only way to break the clutter is to ‘innovate’. But it is easier said than done, clients have to buy in into innovation. GSK supported us to go for innovation and we must thank JWT to have worked on a creative which suited outdoor medium. I am sure this campaign will help the client to get more than what they wanted.”
“OOH as a medium is highly cluttered and an average person hardly spends time standing under a standard billboard reading the copy. Therefore, the team took upon the challenge to break this clutter and create a campaign that can make heads turn. As per the initial feedback, we have certainly created a lot of buzz about the launch and there is a steady demand building in for the brand in a short time which is a possible result of the innovative 360-degree approach,” added Mr. Puneet Das, Marketing Manager-Nutrionals, GSK.
The launch concept was to highlight, for all those moms who are concerned about their children’s height, are they growing as fast as their friends, will they be among the taller ones in the class, can they reach the top of the shelf where you can’t….the question is: Is your child really well nourished. Translating this idea into a campaign, a larger than life “boy Cut-out” standing on a stool trying to reach to the all new Horlicks pack was conceptualized and created on various media vehicles attracting huge attention. Ideated by JWT, the creative partner for GSK, and executed by Percept OOH, this campaign promises to gain all the attention on the city roads.
In another outdoor innovation, programmed sequential illumination bring alive the key visual of the Horlicks ProHeight pack on various hoardings at key junctions / stretches across Kolkata city.
Percept OOH has executed the campaign in Kolkata using different media formats which include wrap around pillars; Traffic beat branding, hoardings etc. Commuters were pleasantly surprised in Kolkata when they found the larger than life cut out of the boy. From the plush areas of Kolkata including Salt Lake to VIP Road, and major flyovers like the AJC Bose flyover to Park St flyover, the campaign reached out everywhere including the city’s other key junctions and stretches.