Bureau, New Delhi
PC Jewellers recently launched an outdoor media campaign exclusively dedicated to its range of their diamond jewellery with outdoor advertising agency, Addefy targeting the residential of Hyderabad. Addefy which is based out of Hyderabad & covering all the major locations like Hi-Tech city, Gachibowli, Kondapur, Madinaguda, Kukatpally, Miyapur, Attapur, Chandanagar, L B Nagar, AS Rao nagar, Trimulgherry, Himyatnagar & Tarnaka.
Addefy is a team of advertising professionals whose goal is to improve everyone's life through our unique advertising initiatives. Addefy adds potential to social neighbourhood improvements through their active participation in the medium. The solutions are designed keeping in mind the advertiser and the consumer, to bring a prosperous relationship between all our clients (both advertisers & consumers). Residential Advertising is one such medium where the agency have invested and are nurturing it since 2010 ever since Addefy was established. They started their Journey with Static Advertising Panels next to the elevator in 2010 and have now evolved to Live Digital OOH Screens which are connected since 2015. Even though the concept was totally new when they started out, the agency got very good response and grew from 100 panels to 1200 panels. Once they reached this milestone and saw that both the Brand and the Buyers were happy and actively associating with them on a daily basis, so that was the time, the agency decided to go Digital.
Below are the excerpts of the interview with client, M/s PC Jewellers that followed:
1. What was the Communication Strategy behind the campaign?
To reach our potential customers and to establish a connect with them.
2. How was the Media planning categorised?
The media plan was categorised based on the Socia economic classification of the residents living in those apartments for our Diamond Exhibition. Also, the month (Shravan Maas between July-August is considered most auspicious) in which the media was planned was the right time for buying Jewelleries.
3. On what basis did you select the site?
During the planning process we as a brand believed that Addefy's Residential DOOH Network works well for our brand. It reaches out to the people at the right place and right time.
4. Execution details including - When did the campaign commence? What is the total duration of the campaign? And which all arterial routes have you selected for the imposition?
The total duration of the campaign is for 20 days & a total of 256 digital boards were used as a part of DOOH campaign. The campaign started on 13 Aug'17. We have selected all the screens in their network.
5. On which Format is the campaign running?
The campaign is running on D-OOH format.
6. Have you incorporated any innovation?
This medium is in itself a new innovation.
7. Did you come across any challenges? If yes than what?
No Challenges at all, everything went smooth and good.
8. Who was your TG for the campaign?
High Net worth Individuals, Women
9. What are your or brand's expectations from the campaign?
Customer awareness about PC Jewellery
10. If it's live, how had been the response from brand and market?
Yes, our campaign is live. The response has been good and walk-ins have started.
11. Anything special that you'd like to mention in regard with the same.
As a company they explained about their new medium very well and cleared all my doubts. The agency Account manager, Mr Dwarak was very helpful in coordinating with the central team and getting the campaign live successfully.
PCJ, Mr K. Hari, Store Manager says " Festivals are always special and celebrating them with Diamonds is even more special, and hence our Diamond exhibition, to make your festival a great memory forever."
Nirvitha Amancharla from Addefy added "We understood how important this Diamond exhibition campaign is for the Brand, and hence we did not take up any other jewellery brand to make sure they are exclusive."