Use of Outdoor
Client H & R Johnson
Brand Johnson Tiles
Agency SOHO SQUARE ADVERTISING PVT.LTD
Brief The tiles category is perceived to be a commodity with very little differentiation at both – emotional and rational levels. Given this situation, the campaign had to identify a non-rational point of difference and provoke branded conversations amongst the general public and thus achieve more than fair share of salience.
Scale & Location
 The activity was conducted at a local beach in Goa for one day and this was generated into video content for the campaign. This was proliferated purely through online media.
Solution
 One beach in Goa was identified and a ramp made of Endura tiles was thrown open to 3 physically challenged protagonists and a host of disabled people in the state. This event was converted to content and shared nationally. This campaign was hosted on redrampproject.org, where people were invited to discuss the issue as well as geo-tag any locations they would like ramps to be built at.
Results
 The video got 2 million views. Post-offices, banks, corporates reached out seeking partnership to build more such ramps. A Member of Parliament as well as the Gujarat government carried out an identical activity on a local beach in Chennai and Gujarat respectively. India’s Prime Minister launched the “Accessible India” initiative & the government reached out seeking partnership.
Insights
 Less than 5% of India is disabled-friendly in terms of access to basic infrastructure. Residential buildings, offices, shopping malls, multiplexes and public spaces are mostly inaccessible for the 10 million or so physically-challenged people. Endura Tiles are tough and suited for outdoor use. The campaign made a compelling connection between these 2 apparently disparate aspects of the campaign.