Case Studies

Background & Context

The Great Online Shopping Festival was launched in the Year 2014 by Google. Back then it was touted to be the first great launch of its kind on a 14-day campaign. Google came out with a very innovative campaign that calls for a change in communication once every day for 14 consecutive days.

Scope of work:

• India-wide campaign spreading across 20+ major cities in India
• Creative adaptations for 100 (approx) display hoardings
• Printing in white background
• Creatives to be changed every day for a period 14 consecutive days
• Activity to happen during the festival season

Key learnings/challenges:

• This was a new kind of assignment for Macromedia Digital – the whole concept of changing communication everyday
• Logistics turned out to be the most critical of the lot and hence, everything revolved around execution
• The original creative was sent to Macromedia Digital corporate office which was then distributed to all the 8 printing units of Macromedia Digital across India. Creative adaptations were to be done locally across all our 8 units
• Google, being a quality conscious brand, had quite a few stringent checks which were passed by Macromedia Digital
• One of the most difficult task was to understand which creatives were for which day and printing them as per schedule and dispatch. Operations had to be perfectly executed to ensure next days creative was not hosted today

Even though, this was a very challenging job in terms of the logistics and deadlines, the team of Macromedia Digital leaved no stone unturned to ensure that the right artworks were installed on-time at the right location, on all the 14 days across all the 20+ cities.

Background & Context

Maruti is a leading car brand in India with over 50% market share in passenger automobile industry. It launched its premium experience stores with the brand “Nexa” and wanted to launch a flagship product which could give visibility to both “Nexa” and the car “Baleno”. It was a prestigious launch for Maruti and hence the pressure was immense to deliver good quality in time across locations during the peak festival season.

Scope of work:

• Creative adaptations across 8+ languages
• Printing to be done with dark background
• Print material to be dispatched to over 60+ locations/cities across India
• Timelines to deliver was less than 3 days in total
• Quality needs – color consistency across 250+ display hoardings

Key learnings/challenges:

• The original creative was sent to Macromedia Digital corporate office which was then distributed to all the 8 printing units of Macromedia Digital across India
• Creative adaptations were to be done locally across all our 8 units. Due to the time limitations, we had to complete all 250+ creative adaptations in all languages within a span of 24 hours
• Approvals from the agencies was a critical task to ensure machine works start
• Time pressures pushed us to limits – we had to print across all 8 units of Macromedia Digital which required the ink to be adequately distributed. The master scheduler had to be altered to provide this task on high priority
• Customers had to be communicated about alterations in priority. Critical employees required to be called back on leave and some of them were to work on multiple shifts
• Post printing quality check process was amplified to ensure zero defect on display
• Logistics process & vendors were firmed up during the process

This was certainly demanding but we, at Macromedia Digital, make our client’s requirements our priority. Our trained staff, state-of-the-art technology and most of all, our dedication towards our work, made us deliver the best possible service to our client, both in terms of quality and time sensitivity.

Even though this was a very challenging job in terms of the logistics and deadlines, the team of Macromedia Digital left no stone unturned to ensure that the right artworks were installed on-time at the right location, on all the 14 days across all the 20+ cities.