CASIO G-Shock
Stay Cool Stay Tough Stay Fit
Idea:
Casio’s G-Shock is a sturdy product for strong people. The watches are designed based on the latest trends. The GBA-800 series is introduced in the Athleisure Section of G-Shock keeping in mind the everyday requirements of the health-conscious people with loads of new features. Haji Ali, Worli is a retreat for regular joggers. Our objective was to engage with fitness-oriented audience and make them aware of the features of the watch in an innovative manner. This gave birth to the OOH concept of #StayCoolStayToughStayFit.
Execution:
In the cluttered market of watches, we wanted to increase awareness about the new product (GBA-800) that is tough and comes with added functionality for fitness enthusiasts. Hence, first part of the campaign included innovative hoardings in Delhi, Mumbai, Hyderabad & Kolkata. The hoardings had 3-D watch cut-out that made it seem like wrapped around the hoarding. This helped in grabbing the consumer’s attention. Second phases supported the OOH campaign with print and digital promotions. The third phase included an activity at Haji Ali, Worli, where people were asked to run on a treadmill which were synced to the LED screens attached to the hoardings and the statistics were shown on the same. The message was simple, track your fitness activities in style with G-Shock!
Campaign Effectiveness:
Each installation was done at high-visibility sites across the main cities of the country. The activity conducted at Worli saw a total participation of 1500+ joggers spread across a duration of 4 weeks, that is the direct target audience. People who participated in the event covered the same on their social handles. The activity was covered in major media too across the country. Since the launch of the campaign, we have witnessed not only increase in product queries at the stores but also increase in traffic at our website. The 10 % increase in sales justifies the success of the campaign.