Brand Experience and Activation > Use of Media

SPORTS CAPTURE

PUBLICIS COMMUNICATIONS, Mumbai / WESPRO DIGITAL PVT. LTD. / 2009

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

Wespro is the largest individual seller of digital cameras in India. They wanted to promote their digital cameras with an advanced sports mode to middle class consumers in Mumbai. This mode lets you take multiple pictures with a single press of a button and is perfect for capturing the sequence of moves of an object in motion.

Implementation

Instead of using conventional media, we hired a group of professional actors who froze in a continuous sequence to depict an entire action. Different sequences were performed in different places, literally bringing the camera's ability of capturing motion to life.

Outcome

The activity created buzz in malls across Mumbai with 8 choreographed performances of 10 minutes each within 4 hours, every day. Performances costed less than Rs. 5000 ($100 or 75 Euros) per day in malls that get up to 15, 000 footfalls in a day. Since the malls also had shops that stocked the cameras, the activity directed curious onlookers to these stores, thus converting them from passive viewers to potential consumers.In addition, thousands of product catalogues kept at the activity site were picked up by curious passersby, which helped brand retention in the minds of the public.

Relevancy

Budget constraints restricted the use of conventional mass media, so we performed this simple activity that could be done on any scale in malls, to target customers when they were looking for a reason to spend. Since cricket is easily the most popular sport in India, typical cricketing situations were enacted to create an instant connect with the mall-going public. It also established a direct relation with the ‘sports’ function of the camera.

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