MUMBAI: Dentsu Aegis Network's out of home (OOH) agency Posterscope India has rolled out a technologically-advanced innovation to promote Hitachi's latest variant New Fresh Bottom Freezer in the out-of-home space.

The agency has crafted a campaign delivering mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.

Based on the brand communication, ‘Inspire the Next’, the agency has come up with an innovative billboard integrating digital with OOH. The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions. The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population - confident urban dwellers with a modern, progressive and open-minded outlook.

The refrigerator with side by side door has innovative features like smart open vege compartment, selectable mode compartment, LED Light, tempered glass shelves, double-deck drawer, movable twist ice tray, inverter control, dual fan cooling. The refrigerators have large door pockets which are suitably wide and enable the storage of big size bottles.

Technology used behind this latest innovation is based on addressable pixel programming with every pixel coded and mapped on the hoarding.

Posterscope has zeroed down on a specific location on Ring road in Delhi based on understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding.