OOH is mainly a consideration medium. The role of OOH becomes so important when it comes to launching a challenger brand in a growing category.

Our target audiences are the millennials & Genz'ers & to engage them, we selected one of the most premium HoReCa hotspot. That blended in our communication as well 'Restaurants' Secret.

Staying within a designated Budget, we gave Hellmann's new life by using technologically advance projectors in order to give the infamous 3D look of an Anamorphic.

Some of the restrictions faced pertained to the Laws connected to the use of Public Spaces for advertisement purposes, which narrowed down the possibilities for us but we overcame these obstacles

The context was that the product is a challenger brand, which set the tone for the campaign. Keeping that in mind we did something that ultimately changed the OOH landscape

Budget- Creating an intercept within a CPC of 0.5 penny per contact, the total budget of the campaign was $18,000 from which we created 3.5 Million intercepts

This is one of the biggest hotspot of Pakistan during Eid-ul-Adha festivities capitalizing on the prevailing customers going to HoReCas.

The location is deemed as one of the major food streets in Karachi and also it matched the TG of the brand. The cultural context of campaign was that it was done during the period of Eid-Ul-Adha, a period of time which is important for Muslims and is a especially important period due to the fact that during this time the demand of various food is high.

The idea is an anamorphic display which is a new innovation in the OOH context as this is something new and brands all over the world are investing in them. The display was meant to do something completely new in the local OOH market so that Hellmann's product would be imprinted in the consumers' minds.

The purpose was to introduce restaurant's secret for amazing food which was Hellmann's which was to be portrayed in a manner that would remain in the consumer's mind when they would be grocery shopping due to that we also placed the display on a famous food street in Karachi. The idea was to have Hellmann's pack to jump out of the display towards the audience to give it that 3D element.

24th-June-2023 was day zero

25th-June-2023 we were live

An anamorphic display manipulates visual perception through distorted images that appear normal when viewed from a specific angle or with a designated device. It typically involves stretching or compressing the image in one direction, making it look distorted when viewed directly, which also gives it a three dimensional element.

Components used:

1. Location of the display

2. Vantage Point and viewing angle consideration

3. High quality Projectors

4. Proper Lighting and Maintenance

The development stage started of by first considering the optimum location of the display, afterward the content needed to be aligned as per the location. Next was the execution phase which involves setting up all of the elements in order to get the perfect final result

The display had long term impact as the display is something that is still talked about, as it was an industry first in the Pakistani market. The display garnered a lot pf views and became a sensation in the OOH community and in the consumers' minds as well.

This held relevance because it brought something new to the table in the OOH context, this led to breaking away from the traditional elements in OOH and doing something completely new, essentially a clutter breaking idea which rejuvenated OOH.

The result of the campaign was that it was something that remains fresh in consumer's mind to this day. Plus, the campaign also helped build awareness of the product to the consumer as it led to more consumers knowing about the product.