Diageo: Combating the Consumer Blind Spot on TV with Smartphones

Diageo, a drinks brand, increased brand awareness in India by using a TV to mobile advertisement synching tech engine.

Campaign details

Brand: DIAGEOLead agency: Mindshare IndiaRegion: APAC

Objectives

Diageo India wanted to increase spontaneous awareness within their target audience, the barrier however was outshouting the competition - Pernod. In a market which was dominated by Television, outshouting the competition was not possible without burning up a major chunk of the client's marketing budgets.

The media task was to therefore outshout competition in terms of target audience reached and in turn drive up the spontaneous awareness.

Target audience

Both Diageo and their competition wrestled for the mind space of the same audience - Male over...

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