MUMBAI: Kinetic India’s campaign execution efforts for Lenovo K900 smartphone launch got recognized and rewarded during ‘Lenovo Recognition and Rewards’ event held in Bangalore on 4th June 2014. Kinetic India was honoured with campaign of the year award.
Kinetic India took up the challenge to create top of the mind brand recall and create buzz during the launch campaign titled Power Play for Lenovo K900 smartphone in key metro cities Delhi, Mumbai and Bangalore among TG SEC A, A+ through the Out of Home during August-September 2013.
The journey started with understanding the TG for the brand, their lifestyle and travel patterns in weekdays and weekends. Kinetic extensively used tools like locator and affluence meter in each market to ensure right locations / format for display placements aiming to best optimize impact, value and budget deployment.
Maximum share of voice for the brand presence was created at important and strategic footfalls/traffic locations, key arterial roads which are the lifeline of the city, popular shopping destinations, inside airports, corporate hubs, major residential apartments and enclaves, IT parks and important connector routes between the city’s IT hubs, CBDs and airports.
Large impact formats like billboard, unipole, gantry, skywalk; frequency builders like BQS, signage; corporate hub branding, mall branding (drop downs and glass facade) and airport branding was done. This was to ensure efficient presence and coverage of all the touch points. The larger than life installations turned out to be attention grabbers. The promotion took mammoth one lakh sq ft. plus media space across 102 media units in three cities covering every possible corridor in the key markets.
All the way along, Kinetic India worked closely with the client to ensure smooth and flawless on time campaign execution. Lenovo India marketing head – smartphones Anuj Sharma said, “The is the first ever campaign for Lenovo led by outdoor media. Kinetic team balanced reach and effectiveness with panache. The sales jumped 3X for the K900 during the campaign. The campaign also got Lenovo (a new brand at the time) valuable shelf space with the top large format retailers.”
The campaign was a success causing much WOM and the client received consistent overwhelming feedback from their distribution and sales network. The end result was that those who saw the promotion no doubt understood that Lenovo with this impressive smartphone offerings line up has ultimately arrived in India with a bang. Kinetic India was bestowed with campaign of the year award recently by Lenovo in a public event, in presence of the Lenovo India management team along with other agency partners (Ogilvy & Mindshare).
