Coca-Cola's First Outdoor Campaign in India

Coca-Cola never used billboards since theirs is a mass
product and Television gives them the reach that outdoors
just becomes too expensive to do
We @ Encyclomedia convinced them to try one billboard
with us and made the Minute Maid billboard which was
installed at just one location in Bangalore, India
The response they received and the buzz they witnessed
proved to them that outdoor works and they started to give
us campaigns for all their others brands and that too on a
national level

Minute Maid – Original Creative

Minute Maid – Encyclomedia Creative
1st billboard for Coca-Cola
Note = This campaign with the same creative was repeated one year later to a full national
campaign across 400 locations and many OOH media formats ….

Minute Maid – Encyclomedia Creative

Table
Graphics Minute Maid – Encyclomedia Creative

Minute Maid Media Coverage – Outdoor advertising
Press
Article

Maaza - Original Client Creative

Maaza – Encyclomedia (Creative And Production)

Maaza Media Coverage – Outdoor advertising
Press
Article

Fanta – Encyclomedia (Creative And Production)

Fanta Media Coverage – Outdoor AdvertisingPress
Article

Thums Up – Original Creative

Thums Up – Encyclomedia (Creative And Production)

Thums Up Glass Façade Branding – India

Thums up Media Coverage
– Outdoor Advertising
Press
Article

Limca – India
Limca – Encyclomedia (Creative And Production)

Limca – Encyclomedia (Creative And Production)

1st Time in INDIA or in the WORLD
an Outdoor Campaign was adapted to
the TVC during the Cricket Matches

Coca Cola (UAE)
Unipole
(Scaffolding)

Schweppes - Ghana
Unipole
(Vertical)

23/F,Laxmi Industrial Estate,
New Link Road,
Andheri (W).
Tel: 26374715/16

• Brand: Sprite
• Category : Beverages Non-alcoholic
• Product : Sprite Xpress pack 350ml
• Creative & Production: Encyclomedia Networks Pvt. Ltd.

The Market Scenario
• Absence of on-the-move beverage culture in India
• Choice made by most Indians is to stop at a particular place for tea,
coffee and carry out their snacks.

Sprite Xpress !!
• The Mobility factor of the product is the big Idea behind Sprite Xpress. It is
more of a ‘package’ communication, focusing on the new packaging.
• The Category context in which Sprite Xpress is rooted is that in India, while
eating or snacking culture is rampant when individuals are travelling or on the
move, the habit of moving around and consuming a beverage is largely under-
developed. Sprite Xpress is the change catalyst that aims to open up this new
space and provide consumers an opportunity to enjoy their beverages while
they are on the move!!

Campaign Name : “Sprite Xpress Ghumo Ghumao!”
The word ‘Ghumo’ represents the take it anywhere quality of the product, and
‘Ghumao’ is an attribute of today’s go-getter youth, which symbolizes clarity of
thought and smartness

Campaign Objective’s
• To build a stronger connect with the youth.
• Offer convenience to the end consumer.
• To adapt to the dynamic and on the move lifestyle of the consumers.
• To emphasize on the mobility characteristic of the product.

Medium Used to Create Awareness:
OOH !

The Creative Angle……
• 22 different outdoor media formats were used.
• Every media format had a customized creative designed specifically keeping
in mind the media and it’s size.
• The idea was to create a forced visibility scenario wherein the target
audience sees the message while on the move !!
• The outdoor campaign was planned in a way that it reinforced the mobility
of this pack.
• In the tagline, ‘ Ghumo Ghumao’ the word Ghumo represents the take it
anywhere quality of the product and Ghumao is an attribute of today's go
getter youth, which symbolizes clarity of thought and smartness. Based on
this tagline and what it stands for, various high impact and eye catching
creative's were designed and executed.

Media Formats Used……
1) Billboards
2) Bus Shelters
3) Complete train Wrap (Mumbai)
4) Volvo bus wrap ( Mumbai & Bangalore)
5) Platform Branding (Mumbai)
6) Elevators
7) Escalators
8) Delhi metro station branding.
9) Metro in coach panels
10) Metro Grab Handles
11) Railway Led ( Mumbai)
12) Suvarana bus wrap ( Bangalore)
13) National Highway Boom Barriers ( Delhi)
14) Pole Kiosks
15) Center Medians.
16) Truck Backs
17) Car window graphics
18) Glass Façade Branding,
19) Subway Animation
20) Car Glass Graphics
21) Bus Back Panels
22) Mall Drop Downs

Billboard A
Unipole
(Vertical)

Billboard B
Unipole
(Horizontal)

Bus Stop
Bus Stop
Bus Stops - Note that the steel bars are ‘fake’ and created by our design.

Airport
Conveyor Belt
(Airport)

Highways
Toll Plaza Boom Barriers

The Sprite Bus won “Gold Award”
Volvo Wrap (Side)

This is the back of the bus made to look like the front
Volvo Wrap
(Back)

Train Wrap
Local Train Wrap
(Side)
Complete train wrap done in Mumbai/India for the 1st time

The ‘fake’ door confused commuters
Local Train Wrap
(Side)

Sprite Xpress
Railway Station
Below the Timer

Metro Train
Overhead panels inside the Delhi Metro subway train

Subway – In Tunnel Advertising

About The Innovation….
• It is common experience for most of us traveling in a lift or bus or a train to stare out of the window, at nothing.
In a confined space, where people are forced to concede personal spaces, their discomfort makes them avoid
looking at each other. Capitalizing on this fact Encyclomedia along with Sub Media India has come up with a
media first - an innovation in the Delhi Metro for the brand.
• The Dark Tunnel through which the train passes is the place where this innovation is executed.
• The technology consists of two sets of processes – one a specially designed display box, which houses the
images, frame-by-frame placed next to one another; and -the other process consists of changing images in such
a manner that when installed in the displays and watched by a moving audience, they appear moving without
any blur, any distortions.
• The design of the boxes incorporates variables like speed of the train, distance of the viewers etc. The ‘software’
consists of modifying the images in manner consistent with the above variables. Both these together along with
the moving audience creates the ‘motion picture’ effect.
• The technology in question is used essentially used play television commercial films but Encyclomedia took this
innovation to another level when they designed and rendered a 15 second animation for Sprite Xpress .This
animation had the new and improved 350ML bottle doing all sorts of outdoor sports such as skate boarding,
surfing etc. accurately conveying the message that the new pack is for on-the –move consumer.
• The animation was then broken frame by frame thereby making 280 frames which were then used for the
innovation. This being achieved, when the train passed through the tunnel, the people inside the train could
see a short animation film on the walls of the tunnel which had the new and improved 350ML bottle skate
boarding, surfing and breaking through glass panels.

… and the result…………

• “The campaign received an overwhelming response and Sprite has been
consistently gaining market share month on month.” – Spokesperson
from Coca Cola India.
• “Sprite has trounced PepsiCo's flagship Pepsi to emerge as the Number
2 in the pecking order of soft drink sales in India. Sprite overtook Pepsi
in October 2008 and since then, its market share has inched upwards
while that of Pepsi has slipped.” – Industry Source.

Fanta
Single Panel | Detailing

Brrring it on
Campaign Objective: To trigger a craving for an ICY cold Coke
among the consumers in sweltering heat
Insight:
Highly Impulsive Driven Category
Consumers largely interact with this category outside home.
Inviting visuals are a key driver to enhance craving for consumption and
resultant impulsive purchase
Action :
700 Sites Across 32 cities
20 Different Creatives
24 Media Formats

Media Formats Used
• Billboards
• Gantries
• Mall facades
• FoB’s
• Bridge panels
• Backlit walls
• Bus shelters
• Mega shelters
• Cantilevers
• Unipoles
• Towers
• Roundabouts
• Buses
• Bus Seat backs
• Hydraulic vans
• Scrollers
• Signages
• Utilities
• Stadium Billboards
• Coke gift packs
• Pole kiosks
• Information panels
• Pole mounted MUPI’s
Total number of touch points across the country – Around 1000 

Transit Media – Bus Wraps – These were Customized based on the different types &
sizes of buses available. Some of them were full wraps whilst the others were made
to look like full wraps

Billboards
Three different designs were used based on the various sizes of the billboards available

Hyderbad –Abids MPM Mall – 30 X 30
Unipole (Vertical)

Pune – Shankarsheth Road – 42 X 64Unipole (Horizontal)

Spectacular Sites – Large Format Special Sites

Worked on Coke packaging during the Brrr campaign where we were specifically asked
to work on a few bits and pieces on the design

Awarded Silver | Campaign of the Year (Creative) @ Outdoor Advertising Convention 2011 India
Awarded Silver | Outdoor Media Plan of the Year @ Outdoor Advertising Convention 2011 India
Awarded Silver | FMCG Category (Creative) @ Outdoor Advertising Convention 2011 India

Animations
Played during
ICC Cricket World Cup
VIDEO

Coke 125 Years – Latin America

Objective : Coke is an iconic brand with a legendary evolution
When Coke turned 125, they wanted the world to celebrate and
turn nostalgic with them
Encyclomedia Solution : The Mobile Coke Museum
Communication Objective

Awarded Silver In International Work Category @ The Outdoor Advertising Convention 2011 India

Coca Cola, Colombia : July 2011
Creative by Encyclomedia

Coke Gift Truck
Coca Cola Turkey - June 2011
Gifting Article : Replica of the delivery truck
Creative by Encyclomedia

Samier Amritwar
Salt Glocal FZE
Encyclomedia ME & Egypt (Partner)
C : +971552153136 (UAE)
C : +919892440050 (India)
Skype/Twitter : samieramritwar
samier@encyclomedia.me, samier@saltglocalfze.com
www.saltglocalfze.com
BB : 31551A1F

Coca-Cola's First Outdoor Campaign in India

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