News from the Ad World

Dentsu-Aegis Network (DAN) agency Carat India has won the media duties of General Motors, Nokia and Microsoft.

Ashish Bhasin, chairman and CEO, South Asia, DAN, said, “In the past six to eight weeks, Carat has been on a winning spree. Nokia is globally aligned to Carat for the past four to five years, and in India it has just bagged the account. DAN bagged Microsoft earlier this year, and now, we won the account in India as well. DAN has been handling General Motors globally since the past two years. In India, we have now started work on that."

Sennheiser demo units pop up across Singapore

Meanwhile in Singapore, Sennheiser, the maker of premium headphones, is taking its product directly to the ears of its target consumers by partnering with 24 cafés and bars to engage with the so called trendsetters in the places they frequent.

The campaign for the Momentum line of headphones combines traditional and digital campaign branding with placement of demo units in the café locations, plus a loyalty-reward element and pop-up stores.

The ‘Places with Momentum’ campaign is said to have cost the company a six-figure sum (Singapore dollars) and runs parallel to a global initiative that features music artists sharing their unique stories.

Ng Chee Soon, president of Sennheiser Electronic Asia, highlighted four key elements to the six-month campaign. The first is to persuade the firm’s target audience—people from 18 to the mid-30s—to demo the product in these places. Customers are then encouraged to explore the network of cafés the company has tied up with to secure loyalty stamps and a chance to win Sennheiser goodies. The firm has also placed pop-up stores at some of the cafés (although it has yet to make a sale). Finally, the audio company has established activation centres across the city where people are encouraged to take part in a Momentum challenge to win prizes. Sennheiser is promoting the campaign via bus and cinema advertising.