INDUSTRY: Retail | MEDIA: PRINT (OUTDOOR) & DIGITAL
It is very difficult for any marketer to catch Kids attention and, the Metro junction gave us a similar challenge. Our creative team moreover looked at it as an opportunity to break free the logical barriers as the campaign had to engage kids. The Metro junction had the famous India origin cartoon characters visiting the mall. Chota Bheem and Chutki are the most famous characters in the Indian cartoon world. The challenge at hand was to ensure that Metro mall looks like a usual hangout place for this characters and hence getting their fans/followers to relate with the characters and have a blasting great time together.
The whole campaign had to be named in a way that'd fetch the young minds in within seconds and, we named it "Meet Super Bheem". Considering how observant the very young minds are we thought of covering all the touch points that the kids can eye for. Not just mall or around area but bus stands, auto stands and areas in & around the school premises. To get the parent's attention we took it to the digital platform as well. The creatives were considering the perception of the TG. Every design had an appeal to it that got the kid's attention and the objective was completed. The next step was to keep them engaged. We had to think and act like them to hold their attention.
The campaign served the purpose and we got the kids in the mall. The engagement activities ensured the kids enjoyed every second of meeting their super hero.Also, we ensured that the kids definitely take home some ideal life learnings from their superhero so that they can become one in their respective lives.