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News=20 > OOH News

Sprite wows with in-tunnel advertising in Sprite Xpress = campaign
Rohit=20 Nautiyal | afaqs! | New Delhi, February 23, 2009 =

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In=20 September 2008, afaqs! reported on Coca-Cola=92s innovative outdoor = campaign for=20 the launch of Sprite Xpress =96 a new pack variant of its clear drink, = Sprite.=20 This time, the beverage giant has used transit advertising to give a = push to the=20 on-the-go beverage culture that it established with the launch=20 campaign.

As part of the outdoor campaign, the tunnel of the = Delhi Metro=20 Rail Corporation (DMRC) from Kashmere Gate to Chandni Chowk has been = used for=20 executing a transit innovation.

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Specially designed = display boxes,=20 which house images of a Sprite campaign, frame-by-frame, have been = placed one=20 after the other on the wall of the tunnel. The images are known as ad = cards,=20 which are film negatives coated with silver halide. As a train enters = the=20 tunnel, the ad cards provide passengers with the experience of watching = a=20 television commercial, whose picture quality is bright and undistorted.=20

The advertising displays in tunnels are a series of static = images that=20 appear to move as a train rolls by. Passengers looking out of the = windows get to=20 see what seems like a silent movie clip.

As the train enters the = tunnel,=20 the box senses the speed, acceleration and de-acceleration of the train. = Microprocessors control the illumination of each box on which the ad is = mounted=20 and it is lit for a fraction of a second as the train zips by. The boxes = are lit=20 exactly when a passenger window is perfectly aligned to it. The display = design=20 varies with each tunnel, based on factors like distance from the window, = train=20 speed and average viewing distance.

This in-tunnel technology is = used=20 essentially for playing television commercials and has been used = internationally=20 by brands like Cadillac and Gatorade.

For Sprite Xpress, the = technology was=20 modified by EncycloMedia Networks. Mukesh Manik, man-in-charge, = Encyclomedia=20 Networks says, =93While usually it is TVCs that are rendered to such = in-tunnel=20 advertising, we created an animation film for Sprite, especially for = this=20 medium.=94

The company has designed and rendered a 15-second = animation for=20 Sprite Xpress. This animation has the new and improved 350 ml bottle = engaging in=20 all sorts of outdoor sports, to convey the message that the new pack is = for the=20 on-the-move consumer.

The animation was split into 280 frames, = which=20 were then used for the innovation. Thus, when the train passed through = the=20 tunnel, the passengers could see a short animation film on the walls of = the=20 tunnel, which had the new Sprite Xpress bottle skateboarding, surfing = and=20 breaking through glass panels.

While the creative communication = of the=20 campaign has been handled by EncycloMedia Networks, the media and = technology has=20 been provided by C2E Technology Labs. The campaign was kicked off in = mid-=20 January and will run up to the first week of March.

A = Rabindranath, chief=20 executive officer, C2E Technology Labs says, =93We partnered with DMRC = four years=20 ago to develop in-tunnel advertising. Kotak was our first client, who = came=20 onboard in March 2008. The company used the media for close to four = months.=94=20

He points out that one of the best aspects of using this media = is the=20 accountability it ensures. On an average day, more than six lakh = commuters pass=20 the section from Kashmere Gate to Chandni Chowk. He confesses that = though the=20 media requires large investments, it is an option that ensures eyeballs, = because=20 it catches a bored passenger's attention = instantaneously.

Srinivasan=20 Murthy, general manager, marketing (Flavour Brands), Coca Cola says, = =93Outdoor=20 media has worked well for our brand due to two main reasons. One is that = the=20 media can be customised for different markets we are present in. Second, = it=20 works as a perfect reminder medium for the soft drink category. It was a = conscious decision to use outdoor innovatively right from the first = Sprite=20 Xpress campaign. In-tunnel advertising is an extension of that=20 decision.=94

The monthly rental for this media is steep, at = approximately=20 Rs 2,500,000. Additionally, the advertiser has to bear the cost of the = ad cards=20 too. Interestingly, Coca-Cola has also used in-tunnel advertising in the = US.=20 This OOH format is also widely used in Paris, Moscow, Barcelona, = Istanbul and=20 Kuala Lumpur.

=A9 2009 afaqs!

2 Comments
From MJ=97 Tue = 24 Feb 2009=20 10:21:51 AM Done many years ago. It even won at Cannes.

From Dr. Bijoy = Kuanr=97 Mon=20 23 Feb 2009 05:20:30 PM Have seen the Sprite Ad. It was really = beautiful.=20 I think it is a great idea to entertain commuters and earn Delhi Metro = lots of=20 money. Hope this helps in reducing the ticket prices!

Leave a = comment=20
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