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News=20 > OOH News

Lexi Pens billboard campaign 'grips' viewers
Surina=20 Sayal | afaqs! | Mumbai, October 01, 2008 =

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Lexi=20

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Pens, the = stationery brand=20 which is more than a decade old, is a renowned brand in its category. It = manufactures a million pens a day and sells about 360 million pens = worldwide=20 annually.

For the promotion of its Lexi Slim brand, the company = has=20 decided to launch only a billboard campaign. The creative communication = for the=20 billboard was created by EncycloMedia Networks and shows a 3D man = hanging off a=20 pen. He looks as if he has been painting the Lexi logo onto the = hoarding. An=20 arrow points to the grip area of the pen, saying 'Perfect Grip', and the = brand=20 name, Lexi Slim, is seen on the pen cap nearby.

The objective was = to=20 bring alive the core strength and key communication of the pen for the = consumer=20 in a compelling way with a stunning and high impact creative.

The brief was to show = that Lexi Slim=20 pens have perfect grip and make writing easier, smoother and a = pleasurable=20 experience.

Discussing the creative idea with afaqs!, Mukesh = Manik, the=20 man in charge at EncycloMedia Networks, says, =93Our campaigns are = usually more=20 visual than textual. We prefer to stick to the brand's unique selling=20 proposition (USP). Here, the pen's USP is the perfect grip it offers and = an=20 arrow points to that.=94

Mukesh=20 Manik
He adds, =93The = man is seen=20 hanging off the pen to prove its grip. Instead of just hanging off the = pen for=20 no good reason, the idea was to make him look like one of the billboard = painting=20 artists who used to paint billboards till some years ago.=94

He = adds that=20 the visual on the creative does not have many digital effects and is = simple=20 enough for anyone to think that it is being painted. This caused a lot = of people=20 to do a double take, wondering if a man was really hanging off the = billboard,=20 painting it.

The interesting part about the billboard is that the = painting idea led to the name of Lexi, with its red logo, being given = prominence=20 to grab attention and increase brand recall.

EncycloMedia has = handled the=20 entire creative and production duties for the campaign. The media agency = is=20 Portland Outdoor.

The campaign has been executed in Karnataka and = coastal=20 Andhra Pradesh, with a total of 50 high impact billboards. It will also = be=20 executed later in North India and in other states in a phased=20 manner.

Informed sources revealed that Rs 25-30 lakh has been = spent on=20 the creatives and a total of Rs 1 crore has been spent on the total = campaign,=20 including the media spend.

For the record, Lexi Pens is known for = India's=20 highest selling single model pen, Lexi 5. The brand also has a global = presence,=20 including countries in South Africa, West Asia and the Far East. =

=A9 2008=20 afaqs!

2 Comments
From Mukesh = Manik=97 Fri 03=20 Oct 2008 12:47:54 PM Hi Manyata, This is Mukesh from Encyclomedia = Networks. Thank you for your positive comments on the Lexi campaign. We = will=20 continue to come up with such path breaking campaigns for our clients. = Thank=20 you. - Mukesh

From = manyata=97 Wed 01 Oct=20 2008 04:02:45 PM for the first time lexi pens has something good = to=20 showcase. till now the product was selling just cos the pen itself is a = nice=20 product with very reasonable price. now it has hit the head of the nail = in this=20 ad.
good work...EncycloMedia Networks

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