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Financial investment app, Groww, launched a strikingly innovative campaign at Terminal 1 of Kempegowda International Airport Bengaluru (KIAB).
The brand took over the retail LED screen – purchasing 100% SOV – as well as the entire wall around it, creating an instant impact. Groww used its well-established brand name to good effect – taking advantage of existing audience association with its colours.
Whilst the 100% SOV ensured constant brand exposure, branding the wall around the LED created a visually memorable, viral brand experience that made the brand seem larger than life.
The selection of the T1 retail area meant that not only did Groww reach the maximum number of passengers, but also targeted them when they were in a relaxed frame of mind. Due to the high dwell time associated with this area, passengers were able to experience this campaign over and over again.
This campaign successfully made the brand part of the airport experience for passengers, ensuring both short term virality and long term impact.