Outdoor Asia

www.vjmediaworks.com

info@vjmediaworks.com

Volume 4

Issue 8

February 2013

News Indian Update Intnl Update Campaign Regulation Technology Creative Profile Innovation Branding New Media Acquisitions

News Times OOH goes stronger on DMRC

Rs-100 Column

Resources

OOH made for you!

T

imes OOH has acquired advertising rights to three additional key stations of DMRC Yellow Line – Rajiv Chowk, Kashmere Gate and Vishwa Vidyalaya till the end of March 2013.

With this inclusion, Times OOH offers extensive coverage of Delhi NCR, reaching out to a major cross section of India’s elite consumers.

The three acquired stations are some of the busiest and most popular metro stations that

D

elhi Outdoor Advertising Association (DOAA) has taken serious action against Global Connect and Brand Talk Mediacom due to non-payment of outstanding dues to media owners. The agency handled by Ms. Samiksha Sachdeva and Devashish Chaudhari has been blacklisted by the DOAA. Prior to this decision, DOAA sent out a notice to the agency and also organized a Tri-Meeting Party between the media owners and the agency in the presence of DOAA authoritative members to sort the issue.

Said Mukesh Gupta, General Secretary, DOAA, “We tried hard to sort this issue, but the agency denied paying Rs 15 lakh to one of our media owner members. We have handled payment issues earlier, which were sorted out with the mutual consent of both the parties but in this case, we were bound to take harsh decision as the agency wasn’t ready to pay. We will also request the IOAA to ban this agency across India.”

odafone and Bates Asia designed a high-decibel national OOH campaign to promote the ‘121 Made for You’ scheme. In keeping with the theme, the campaign had numerous innovations happening in several cities showcasing the different needs of different customers – a challenging task that Bates Asia took on and worked towards producing results. Read on to know the details.

Page 30

Red FM tunes into OOH

B

angalore’s Red FM 93.5 radio station has managed to capture a loyal listenership with its concept of 24x7 Hindi Superhits. They have now come up with a new OOH campaign to actively woo the Bangalore listener. Outdoor Asia gives you the details.

Page 34

page no 42

DOAA black-books Global Connect

V

Innovation

cater to a predominantly youth population – nearly 80% are in the age group of 18-30 years. AC Nielsen Research figures reveal that premium brands enjoy higher penetration levels among the audience at these stations.

The inventory available for branding is a good mix of formats across platforms, concourse and entry/exit points. While large format sites at platforms benefit from high recall due to higher dwell times, formats at concourse and entry/exit are extremely effective in making an impact on the brand conscious Delhi denizen.

As per a Nielsen Ad Recall Survey, 2/3rd of the commuters at these stations notice ads.

It’s all about experience It seems that experience is at the core of what brands and agencies do in any media campaign these days. When it comes to OOH, it obviously takes connectivity to a new level.

I

magine there is this message which the TG has to absorb in a few seconds – depending on the location – and one can only hope that the communication has been registered and duly triggered a decision somewhere. Now, throw in a dash of experiential element and it takes on a whole new dimension, converting hope into something more tangible. May be this is the reason why brands are all vying with one another to give their consumers an experience -- either of their own product or a different experience which reinforces the brand philosophy. Take Vodafone for instance, one brand that has consistently been active in the OOH space. In its latest initiative, the brand has gone all out making customization the core of its campaign, thus telling the consumers, “this is made for you”. Apart from the personal touch added to the OOH, what made it truly experiential was through the tie-ups the brand entered into with Cocoberry outlets and saloons where special offers were waiting for their customers – offers made just for them! The same kind of experiential buzz was extended to mall spaces where dieticians gave dietary tips to the customers.

Yet another example is FM Radio brand Red FM’s campaign in which the brand, in collaboration with its agency CROSSROADS, identified a few strategic bus shelters and installed a single frequency audio device playing 93.5 RED FM for live experience. And then there is Dainik Jagran, the ubiquitous newspaper brand in the North, which decided to add some experiential elements in its OOH campaigns.

These range from –‘Compose Your Own City Anthem’ contests to splashing the hoarding with that day’s edition of their newspaper. And finally, there is Woodland, which by leveraging a popular music fest in Goa, gave the target audience a taste of what it means to be truly green-conscious! Well, you get the idea. All of these have been told to you in detail in the pages inside ...and while you are at it, you will also realize that offering an experience can often result from a very simple idea, just as most innovations result from the simplest of ideas.

Cheers!

Vasant Jante

Corrigendum This is inform that in January 2013 issue of Uttar Pradesh OOH supplement carried with Outdoor Asia, in Jagran Engage: An OOH Legend story under Profile section on Page no. 32, the company name was incorrect in all the photo tags. The correct company name is Jagran Engage. We apologies for this mistake.

4

February 2013

CONTENTS

News

8

Indian Update

12

International Update 28 Campaign Vodafone Red FM idea

Brand Talk Dainik Jagran

Innovation Aamby Valley City Woodland

Activation McAfee

New Media

32 36 38

40

42 44

46

Connectiv

48

Resources

50

Volume 4 - Issue 8 February 2013 Editor & Publisher Sr. Reporter - Mumbai Correspondent - Kolkata Reporter - Delhi Reporter - Bangalore Asst. Manager Production & Operation

Vasant Jante Archana Singh Nabamita Chatterjee Bhawana Anand Nameeta Renchi Vinod Kumar. V

Circulation / Editorial Office #1019/2, 1st Cross, Geetanjali Layout, New Thippasandra, Bangalore-560 075.

Tel : 91-80-40522777, Fax: 40522727 Email: subscribe@vjmediaworks.com Website: www.vjmediaworks.com Mumbai Office 201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar, Nr. Kamat Club S.V.Road, Goregaon (W), Mumbai-400 062.

Tel: 022-28769616 Delhi Office 3rd Floor, building No. 489/55/II, Corner Market, Malviya Nagar, New Delhi - 110 017, India, Tel: 011-4710 3402 Kolkata Office Mobile: 9674321579 Email: Nabamita@vjmediaworks.com Sales

Nimisha Shah 98210 84383

Vishal Shah 74981 81143

Akash Jante 97427 73627

Abhishek Agarwal 98116 94060 (Delhi) 93194 74711 (UP)

Outdoor Asia is a monthly. Owned, published and edited by Vasant Jante, printed by B S Suresh Pai, published from 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New Thippasandara, Bangalore-560 075 and Printed at Sri Sudhindra Offset Process, #97-98, D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003.

The opinions expressed by authors and contributors to Outdoor Asia are not necessarily those of the editors or publishers. Outdoor Asia may not be reproduced in whole or in part without permission of the publisher.

Subscription for one year Rs. 1,200/Nepal Rs. 5,000/For overseas: $ 190 by air All subscriptions are to be pre-paid. The claims and statements made in the advertisements in Outdoor Asia are those of the Advertisers and are in no way endorsed or verified by Outdoor Asia.

Advisory Board Arminio Ribeiro

CEO Madison Outdoor Group

Gautam Chadha Director Broadview Mediacom Madhuri Sapru Woman-in-Charge Encyclomedia Networks Nabendu Bhattacharyya Founder & Managing Director Milestone Brandcom

N D Mehta Chairman Selvel Advertising Pratap Bose

COO, Mudra Communications

Praveen Vadhera

Country Head, 141 Wall Street

FOR SUBSCRIPTION INDIA Deepa: 91-80-4052 2716 email: subscribe@vjmediaworks.com

6

Februrary 2013

Times OOH acquires ad rights to BMTC’s premium terminal

I

News

n a move to expand presence in South India, Times OOH has entered into an 11-year partnership with GS Media to gain marketing rights to the Bangalore Metropolitan Transport Corporation’s (BMTC) new bus terminal near the International Technology Park (ITPL), Whitefield. The key media offering is a 55ft(w)*65ft(h) façade display at the terminal building – a high impact OOH vehicle targeting traffic moving from ITPL towards the SAP Labs headquarters and vice versa. The larger-than-life site can be used as one spectacular format, or as multiple smaller media units carrying diverse brand messages. The terminal building also presents a golden opportunity for building landmark Neon signage, which can be exploited for long term brand building among a niche audience by top brands. The stateof-the-art IT Park houses some of India’s leading software firms like TCS, SAP, GE and HCL. The corporate centre is flanked by prominent hospitals, hotels and entertainment complexes, making the Tech Park a powerful zone for economic activity l

I

n a bid to promote the third Zee ETC Bollywood Business Awards, Zee TV has joined hands with the out-of-home advertising firm Bright Outdoor.

As part of the mandate, Bright Outdoor has conducted a promotional campaign for the awards through h o a r d i n g s throughout Mumbai.

Founded two years ago, the Zee ETC Bollywood Business Awards is the country’s only awards show that celebrates and recognizes the efforts of marketers, distributors, production houses and exhibitors who contribute towards a film’s collections at the box-office along with the actors and directors l

Global Advertiser to promote Lions Gold Awards

Eastern Railway offers empanelment opportunities

G

E

lobal Advertisers has been assigned the outdoor promotion duty for the 19th Lions Gold Awards, which recognizes stalwarts from different walks of life for their outstanding contributions in their respective fields. The awards are broadly classified in three categories: Films, Television and General. The award also aims to create awareness regarding the fast spreading issue of Cervical Cancer. Global Advertisers has promoted the event on hoardings across Mumbai l

Coming soon: LED screens at Mumbai Ry stations!

E

uphoria Advertising, a recently launched company, has bagged the rights to install 9 feet LED screens at Western & Central Railways stations in Mumbai. The duration of the tender is 3 years which will start from August 2013. The screens will be displayed facing the crowd at the entry and exit points. This media will help brands in approaching the captive audience for 5-7 minutes. The screens will be playing live info related to domestic news, international news, Bollywood, cricket, stock market and weather and also entertainment content like cartoons etc. This will give a reason to passengers to connect with the media every time they are in the premises. The media can be used differently by different clients as per their requirements l

8

Bright Outdoor’s OOH campaign for Zee ETC

Februrary 2013

astern Railway has invited applications from experienced and reputed advertising agencies accredited to Indian Newspapers Society (INS) and having a fully functional office in Kolkata for empanelment to carry out its media and publicity related activities for a period of one year, which can be extended to another year. On empanelment, these agencies will be required to produce creative artworks and designs on railway themes, publication of advertisements (tender, classified and display) to DAVP approved or non-DAVP publications.

The agencies should be able to handle production & designing of advertisements and publication thereof in various print media and planning, designing and putting up Eastern Railway’s stalls/pavilions at various exhibitions. The requirements also include design, production and printing of publicity literatures i.e.

Eastern Railway’s House Journals, single/multi-colour brochure, folder, poster, handout, invitation cards, greeting cards, booklet, book etc. and designing and printing of flex/cloth banner, framing/lamination work.

The turnover of the Kolkata office of the agency should not be less than Rs.5 crore (Rupees Five Crore) per annum for the last three consecutive financial years.

The Kolkata office of the agency should have a strong infrastructural and organisational base. Duly filled applications are to reach the office of the Chief Public Relations Officer, Eastern Railway, 14-16, Govt. Place East, Kolkata – 700069 l

Indian Update

Cut and tell

G

old loan company Muthoot Fincorp rolled out an innovative OOH campaign to communicate their new product offer- Reduced Interest Rates with the benefit of Daily Interest. The aim of the campaign was to highlight the cut-down on the interest rates and to attract eyeballs. So two different innovations were showcased. First, scissors and percentage image cutouts were bounded with LED lights wherein the scissor was highlighted with a movement showing cutting down of the percentage of interest. Secondly, the entire image was made into non-lit cut-out and the part of the percentage was depicted as fallen due to the cut made by the scissors. The innovation replicating the major theme of the campaign practically helped in grabbing the attention of most viewers. The two-month campaign was executed in 54 towns in AP including Hyderabad, Vijayawada, Visakhapatnam, Tirupathi, Warangal, Kurnool, Rajahmundry etc to capture almost 400 + branches of Muthoot Fincorp in the state. Main junctions, land marks & eye catching sites were mainly picked for the campaign. The challenge was to print and execute the 1 lakh sft within 72 hours from the time the artwork received and in every nook and corner of the state. DDB MudraMax handled the outdoor duties for the campaign l

Hot & Cool!

P

recept Out of Home rolled out an OOH campaign for the Hot & Cold AC of Panasonic India.

This emerging player in the AVHA (Audio Visual Home Appliances) category aimed to communicate the premium features of the Hot & Cold AC to the relevant target audience of high income categor y. The campaign was seen in Tier I and Tier II cities of North India; Delhi, Uttar Pradesh and Rajasthan, mainly on large size media formats including unipoles, billboards, gantries, wall wraps and mobile vans. The creative was designed to enhance the features of the product through unique Backlit Boxes and Pop up Led cut outs l

10

Februrary 2013

Indian Update

Reliance cements its position

T

he Reliance Group has made its foray into the construction sector through its venture Reliance Cement Company Private Limited (RCCPL). To position the brand in the market, RCCPL rolled out a huge OOH campaign in association with DDB MudraMax group’s outdoor agency. The aim of the outdoor campaign was to convey that RCCPL was ushering in refreshing changes in a segment stuck with outdated ideas. So one of the objectives of the campaign creative was to make consumers think and ask questions they had hitherto not thought of. Questions such as: Why can’t one get 50kgs of cement in a 50kgs bag? Why does cement take so long to set etc? This was done by depicting everyday people who could portray the new confident India. The campaign was accompanied by various innovations to enhance brand presence. Basically, four different types of innovations were seen viz. cement mannequin, pole kiosks in the shape of cement bags, moving cranes lifting cement bags and neons etc. A total of 365 formats including Unipole, BQS, Kiosks & Billboards etc were used as part of the campaign, which was launched in Vidarbha and ran for seven monthsl

12

Februrary 2013

Hythro Ad

February 2013

13

Indian Update

Star Jalsha makes an OOH splash K

olkata recently witnessed the grand launch of 24x7 Bengali movie channel of Star TV India Limited called Star Jalsha Movies through a 360 degree media campaign where out-of-home played a very significant role. Conceptualised by DDB Mudra the outdoor campaign for the brand included their presence in every premium catchment area of the city apart from other B towns of West Bengal such as Siliguri, Asansol and Durgapur. The major OOH formats used for the campaign included big billboards, all above 40x20 , besides traffic booths, unipoles, gantries & kiosks. Approximately 400 sites have been used for this launch campaign of the channel which has been the talk of the town long before it hit the TV sets of the viewers. The major spots covered in Kolkata were EM Bypass, AJC Bose Road, Ballygunge Circular Road, Salt Lake and so onl

16

Februrary 2013

T

o showcase Gujarat’s progress as a state, Tata Housing and Arvind Real Estate with the help of DDB MudraMax designed an OOH innovation at Kankaria Lake, Ahmedabad. The 12 feet Gandhian Charkha was installed with the backdrop of Gujarat’s progressive skyline exclusively sculpted from scrap materials from various industries in and around Ahmedabad. The idea behind the art installation was to showcase Gujarat as a state that has evolved as a prospering and industrial one. In the process it also highlighted the need to minimize industrial waste for a greener and a sustainable tomorrow. The art installation took about a month to weld together by well-known local artistes Kishor Pawar and Haresh Patel. The whole Charkha basically represents the development aspects of Ahmedabad --the small wheel indicates the housing clusters and the walled city from which the city has gradually grown into an energetic megacity that it is now. The skylines depict the evolution of real estate in the city, tracing the transition from small housing apartments to modern townships with high quality infrastructure, while the larger wheel depicts the growing industrialization, which is also directly related to the growth of real estate. The wheel also stands for the automobile industry hub that is clustered around the city outskirts of Sanand. Finally, the running thread of message is the importance of co-existence of both industrialization and real estate growth for the betterment of citizensl

Indian Update

‘State’ of art innovation

Indian Update

Via.com takes off with a bang

V

ia.com, an established name in the Indian travel industry, leveraged the OOH medium to enhance awareness about the brand amongst frequent flyers.

The brand chose airports to reach the desired audience.

In association with JCDecaux, Via.com executed a highdecibel OOH campaign at the BIAL airport in Bangalore to address and capture 100% of the departure traffic of BIAL. The online travel website strategically selected the check-in area’s glass façade to deploy branding for high recall. Keeping the target audience in mind, the JCDecaux team created a dominating presence at the Domestic Departure area through a 90.2mX 2.47m (w x h) glass façade branding located behind the checkin counters. The large message board was creatively designed establishing the brand as a complete travel solution provider for flight information and booking, hotel booking and holidays. The creative implementation managed to instill a feeling of thrill involved in travelling amongst the passengers l

18

Februrary 2013

Indian Update

Vodafone’s new customer connect campaign

V

odafone is allowing its customers to stay connected not only through calls but also through mobile internet.

The telecom leader has introduced unlimited possibilities and a whole new world of faster connectivity with an array of Vodafone 2G and 3G mobile internet plans and to communicate the same, the brand executed an OOH campaign in Mumbai. The objective of the campaign was to enhance the user’s experience while ‘on the go’ and showcasing the fun possibilities of the internet. The campaign was meant to build intrigue, excite and educate through experience and was designed to relate near life

situations with popular mobile applications ranging from videos, music, social networking, games, to health, jobs, news and finance and showcased how these user-friendly apps can make life easy and comfortable for the user at just one click. The campaign was strategically promoted at bus-stops, railway stations, cinema halls, market street hoardings etc. The copy of the campaign was crafted to capture the audience’s attention with striking lines such as, “Catch buses and hot news here. News is fun on Vodafone” or “Stuck behind a truck? Watch a Trailer. Videos are fun on Vodafone 3G”l

Scan, shop & fly!

H

omeshop 18 constructed a virtual shopping wall named ‘Scan N Shop’ in association with Delhi International Airport (P) Ltd. (DIAL). The idea was to offer premium merchandise to consumers along with a new and innovative shopping experience at Terminal 3 (T3) in the Domestic side of New Delhi’s-IGI Airport (IGIA). The brand has used world-class technology to make a presence with this innovation. Through Scan N Shop wall, flyers were

20

Februrary 2013

able to order by simply scanning the QR code displayed against each item or over the phone at the call centre. The brand has also enabled the convenient cash on delivery payment method to drive trials and will follow it up with mobile payments subsequently. The airport property was strategically opted as around 45,000 passengers depart daily from T3 of IGIA with each having an average of 60 minutes at hand before boarding a flight l

Indian Update

Vodafone’s campus blitzkrieg V

odafone recently came up with an innovative brand campaign that saw multiple activation strategies in the college campuses of Kolkata and its outskirts. Balaji Ads, the outdoor media partner for the brand, helped executing the campaign venture in about eleven colleges including St. Paul’s College, Basanti Devi College, Behala College, APC Ray Polytechnic College, The Indian Institute of Arts & Draftsmanship, New Alipore College, Nava Ballygunge College, Khudiram Bose College, Deshbandhu College, Nabagram Hiralal Paul College and Panihati Mahavidyalaya. To grab the attention of the youth in colleges, several interesting activities were planned such as nail polishing and throwing balls into the basket competitions. The highlight was the hair styling session communicating the offer “Made for You”.

On winning, the winners were given attractive prizes. All the information related to SIM cards, recharge and other services were provided to the students at the counters created by Vodafone. Various areas in the colleges were also branded with Vodafone message. These included wall paintings with the message, ‘Join Vodafone For Pocket Friendly Offers’ and notice boards carrying the logo of the brandl

22

Februrary 2013

Indian Update

Run with a reason

T

his Standard Chartered Marathon OOH campaign executed by A Comms was seen across hangout joints to capture the youth audience of Mumbai. The brand utilized places such as Coffee Shops - CCD & Barista and Multiplexes - INOX & PVR to basically ask the audience the reasons why they ran.

The message was communicated through Tent Cards. Also, cups were tagged and saucer rings placed on saucers.

To amplify the entire campaign, 60 seconds commercials are being played at Multiplexes. The

campaign was executed across more than 30 locations in Mumbai. The idea of asking “your reason to run” campaign was to drive the motivation for the participants and for the thousands of people cheerleading the spirit.

The campaign was strategically designed on these locations to cater to the footfalls it invited l

Vodafone connects with polo fans V

odafone recently organized a simulated Polo facility at MGF Mall (Baais Godam) and Pink Square Mall (Raja Park) in Jaipur. This idea behind the activity was to give the audience an engaging experience of Polo.

A miniature polo ground was replicated in the mall to give an exciting and real image to the audience. Initial response to the ‘simulated Polo’ contest has reportedly been very positive, with hundreds of mall visitors and polo fans queuing up to take a shot at the nets in the hope of winning passes. The activity lasted till January 28, 2013 in both the malls l

24

Februrary 2013

Indian Update

199 and flying high V

odafone has utilized the occasion of Makara Sakranti to woo its customers by introducing a special bonus card of Rs 199 that gives 450 local and STD minutes. To talk about the offer, the brand designed an OOH innovation that fitted well with the mood of Sakranti in the Rajasthani tradition. The innovation showcased a Rajasthani person in turban flying three kites together with 199 written on them. The kites were tied with a string called Manja which was illuminated with LED lights. The tetris was backlit and the kites swaying together were seen at two places in Jaipur from 11th January to 16th January. The brand received an overwhelming response from the audience l

Simple yet effective!

I

n the Mumbai Marathon Brand-War, Star Plus, a leading Hindi GEC, adopted a simple and effective route to attract visitors. In association with DDB MudraMax, the brand installed two mammoth larger-than-life 26 feet tall 3D Star Plus logo units. The idea behind showcasing only the logo was to create a differentiating branding element at the Mumbai Marathon which would out-shout the huge

26

Februrary 2013

brand clutter at the venue. The locations were strategically determined on the marathon route to dominate the sea face. The challenge was to install two huge logo units within a span of few hours on the night before the start of the event. It took detailed and meticulous planning to ensure the execution was completed as per schedule l

International Update

WiFi break, KitKat style!

T

he world is becoming one big WiFi zone. It’s available in bars, restaurants, trains, airports, supermarkets.

There’s even WiFi on Mount Everest. Result? People are constantly online. Time for a break? Yes, and the first brand that comes to mind when we want a break is KitKat which, along with agency JWT Amsterdam, Netherlands, played it cheeky and created a Free No-WiFi Zone to give

people a break from their overload of connectivity. In a radius of 5 meters, the agency and the brand blocked all signals so people could escape e-mails, updates, tags or likes. Instead, they could enjoy a good old newspaper or a hardcover book. Some even had a real conversation, whilst eating a KitKat of course l

The writing’s in the code!

B

ritish Airways faced a problem in Brazil – owing to its name, the perception of British Airways in Brazil was that it only flew to destinations in the UK. Agency AgeIsobar, Brazil teamed up with the brand to not only clear this perception, but also lead the prospects to act soon. The team used the bar code readers in the book stores’ travel guide section as a medium to pass

28

Februrary 2013

on the information. As soon as the customer purchased a travel guide and read the bar code, the screen in the bar-code reader would display the destination on the book’s cover along with promotional offers. The results were two-fold -- it helped clear the perception and with the call for action element in the message, the results were also visible in the sales numbers l

International Update

Hot and happening

H

ot Wheels, the popular brand of die cast toy car, teamed with agency AgeIsobar, Brazil, to make the daily activity of parking the car an interesting one. They set up a giant Hot Wheels box inside which people could park their cars and once parked, people clicked pictures

and instantly shared it on social networking sites, giving more mileage to the campaign. The response was tremendous and the numbers proved there were more than 3,000 cars parked inside the box in just the first week of the campaign l

Scare and thrill I

magine you are driving the car just behind a truck from which a ghost seems to have popped out and is about to pounce on you right out of one of the scariest movies you’ve seen‌ spine chilling right? This is exactly how some people in Toyko felt as a truck promoting the Japanese horror movie Sadako 3D with a huge Sadako ghost/monster on the back went around the city. Supporting this campaign were monster-like people moving all over the city. Well, agency Dentsu Inc. Tokyo, Japan, managed to scare an entire city and in the process driving enough curiosity to lead the people to the theatres to watch the movie of course l

February 2013

29

International Update

Top of the car and top of the mind

W

here do you place an ad that only truck drivers can see? On car-tops of course, as demonstrated by the Mercedes-Benz rooftop stickers campaign. Mercedes launched this innovative campaign with agency N=5, Amsterdam, in an effort to promote its Actros truck models to a specific target group: truck drivers. The Mercedes-Benz rooftop stickers were made in the shape of rooftop windows and placed on the top of cars, which drove across Netherlands. Each ad featured a photo of a passenger who was really excited about the Mercedes Actros truck. The photos were made to demonstrate to the truck driver how excited car drivers would be if they saw him driving a Mercedes Actros l

Sofa so tough!

H

“

ow long can you stand your old couch?” This was the question posed by a poster at the Lar Center’s Summer Sale which invited people to sit on it. The sofa that resembled an old sofa was not very comfortable and that was the challenge. To promote the furniture retailer Lar Center’s Summer Sale, agency Ageisobar, São Paulo, Brazil, came with the ‘Mechanical Sofa’, a couch built with the innards of a mechanical bull. The offer -- the longer you ride, the bigger your discount l

On track & on a new note!

T

he all-new Nissan Patrol is one of the most hotly anticipated vehicles in the 4WD market. It’s a halo model for Nissan and an icon in Australia. The 2012 model combines incredibly tough off-road elements with new levels of luxury and refinement. To demonstrate both ruggedness and refinement, Whybin\TBWA Group Melbourne and Nissan Australia created a 4x4 track based on the sound wave of Beethoven’s Ninth Symphony. Over five stories high and half the length of a football field, the highpoint of the communication was when expert driver Pat Callinan (Mr 4x4 Australia), had to drive the Nissan Patrol over it. He confessed that this track was the hardest he ever rode. He conquered the mountain in style thereby highlighting both the ruggedness and the refinement of the vehicle l

30

Februrary 2013

Campaign

OOH made for you!

Bhawana Anand

“The campaign was very noticeable in terms of visibility, but considering the brand and the stage of its lifecycle, we now need to work harder to ensure the creatives are better suited to the medium and can go beyond mere information dissemination.”

– Shamine Panthaky

V

odafone has just taken a step closer towards connecting with its customers by introducing the 121 ‘Made For You’ scheme. The 121 scheme essentially facilitates the end users to customize their package to suit their needs. To inform and educate them about the scheme, the brand developed a 360 degree campaign in which OOH obviously played a vital role. A nationwide OOH campaign saw exclusive innovations showcasing the offer. The media planning itself was done keeping the overall campaign objectives and TG in mind. Also, individual market attributes were considered when planning for each circle. The duration of the campaign ranged from 14 days to a month, depending on the circle where it ran.

Speaking about the campaign, says Shamine Panthaky, Sr. Vice President, Team Vodafone, Bates Landscapes, “The campaign was very noticeable in t e r m s o f v i s i b i l i t y, but considering the brand and the stage of its lifecycle, we now need to work harder to ensure the creatives are better suited to the medium and can go beyond mere information dissemination.”

Shamine Panthaky Sr. Vice President Team Vodafone Bates Landscapes

The media brief focused on high catchment areas to target the masses.

Also, there was a high decibel TV campaign for 121, which set the pace for the proposition of customization.

Thus when it came to OOH, the agency planned disruptive innovations which helped take the message

32

December 2012

of the films forward, using similar visual hooks. Since the campaign was being rolled out in multiple markets, the agency created different options to reinforce the singular message of personalization.

In M&G, high visibility was created at Saloons and Gyms. Besides this, an OOH innovation was created by displaying different moving bags to highlight the uniqueness/need of each subscriber.

Campaign In MPCG, a live billboard was designed where different kinds of gym equipment were being used by people, based on their fitness requirements or goals. It also featured different comb structures fitted with LED installed showcasing different styles of combs for different hairs dos.

In Delhi, a scroller was created where different looks could be seen. A scroller of size 4 X 4 was placed on the hoarding with changing images. The visual depicted a person with changing hair to reinforce the concept of customising and choosing your style. The communication was installed on a backlit box. Yet another creative had images of a girl with 8 different images. On a billboard, 2D backlit boxes of these images were installed wherein each got lit one by one.

The communication was displayed using LED letters.

In Bihar & Jharkhand too, LED technology was used in billboards where the individual offers were highlighted separately.

“This 121 campaign in Bihar and Jharkhand was not a typical promotional campaign to promote the 121 service; instead, it also had a direct link with revenue generation.

In this campaign, the customers are urged to dial 121 to know their best offers and alongside this messaging, the special recharge offers were also promoted. The agency came up with a very effective innovation to promote this campaign. This innovation was a classic case of effective advertisement where functionality met creative excellence.”

– Shamik Chakraborty

For the agency, the main challenge was to make sure the OOH campaign was up to the mark in comparison with the TVC, which generated a lot of popularity. To being with, the visuals had to connect with the TG given that it’s a static medium. Secondly, the campaign was being rolled out in various markets, at various points in time. Therefore, creating innovations for the same brief, but which would also allow each individual activity in the circle to stand out, was a challenge. Different cities faced different challenges to develop the campaign.

For example, in Mumbai the campaign began during the Diwali holiday season, which was a difficult time to execute the campaign. In Delhi the agency found it very hard from a creative point of view to communicate the message to the TG. Besides, using a scroller on outdoor

February 2013

33

Campaign In addition to the OOH campaign, the brand also tried experiential marketing to give a real experience of the tailor-made service with the theme ‘Made for you’. The brand engaged with 23 outlets of Cocoberry across Delhi and NCR, wherein Vodafone customers could walk in and get a small cup of frozen yoghurt free with the choice of their favourite 3 toppings

billboard was not feasible for long duration and blinking effects on billboard faced regulatory restrictions in cities. But despite all these challenges, the agency found an intelligent way to execute the innovations essentially by converting challenges into opportunities.

For example, each region came with its own regulatory requirements, so if an idea could not be executed in one place; the agency had the option of doing it elsewhere, where the laws were not so stringent.

Talking further about the Bihar & Jharkhand innovation, Shamik Chakraborty -- BTC Marcom Head, Vodafone says, “This 121 campaign in Bihar and Jharkhand was not a typical promotional campaign to promote the 121 service; instead, it also had a direct link with revenue generation. In this campaign, the customers are urged to dial 121 to know their best offers and alongside this messaging, the special recharge offers were also promoted. The agency came up with a very effective innovation to promote this campaign. This innovation was a classic case of effective advertisement where functionality met creative excellence.”

In addition to the OOH campaign, the brand also tried experiential marketing to give a real experience of the tailor-made service with the theme ‘Made for you’. The brand engaged with 23 outlets of Cocoberry across Delhi and NCR, wherein Vodafone customers could walk in and get a small cup of frozen yoghurt free with the choice of their favourite 3 toppings. Apart from this, Vodafone has also tied up with Hair & Shanti, a saloon chain in Delhi where male and female customers could walk in to any of the 9 outlets and get a free hair-wash.

Threading for females and head massage for males were the other freebies offered. Some highest catchment areas in prominent malls of Delhi also saw activations to target the audience. Vodafone 121 kiosks were

34

Februrary 2013

made for interactions with walk-in visitors and there were also opportunities for all walk-ins to get dietary tips from a renowned dietician, besides hair style recommendations and customized coffee mugs.

Observing on the equation between the brand and the agency, Sharmine says, “Over the last few months, our drive with respect to Vodafone has changed. We are doing our bit to ensure that the medium can do its job in taking the brand image forward, instead of merely being a passive reminder of a TVC or a print ad. Towards this objective, our commitment to innovation has increased across markets. Wherever possible, we try and give inputs about the possibilities even outside of the static creative.”

Well, the campaign has certainly created huge awareness about the 121 services of Vodafone, ably supported by the various innovations which have garnered good reviews for the brand from consumers, trade as well as media due to their uniqueness l

Campaign

Red FM tunes into OOH Nameeta Renchi

Bangalore’s Red FM 93.5 radio station has managed to capture a loyal listenership with its concept of 24x7 Hindi Superhits. They have now come up with a new OOH campaign to actively woo the Bangalore listener. Outdoor Asia gives you the details.

“Bangalore has a very unique, yet clearly defined demography.

With our understanding of the outdoor eco system and consumer understanding intelligence from RED FM sales and marketing team we identified the touch points, which were then scanned for the best available media to deliver the fun, quirky communication ” – Lokesh Kumar

T

he objective of the new campaign by Red FM is to create awareness of their value added offerings and OOH medium played a key role in making this campaign a success. The extensive campaign, created by CROSSROADS, has been planned in a way that a listener gets to see it multiple times during the day while moving around the city.

The fun campaign designed by the CROSSROADS team communicates the core message: “Red Fm 93.5 Now playing only Hindi super hits 24x7” in a musical note format. It uses a mix of multiple media vehicles including hoardings, metro pillars, bus shelters and pole kiosks. Also, interesting ambient media such Nisha Narayanan as malls, multiplexes, Sr. VP, Programming & Projects parking spaces, food Red FM courts, corporate parks & transit media like cabs have been used. The idea is to reach out to the relevant target group at every nook and corner of the city with a message about the change delivered in a very topical, quirky and ‘Bajaate Raho’ signature style. Though other mediums were used for the campaign, 70 %-80% of the advertising pie has been spent on OOH campaign which is supported by an

36

Februrary 2013

aggressive on-air promotion and a digital campaign on the website and social media handles.

“Bangalore has a very unique, yet clearly defined demography. With our understanding of the outdoor eco system and consumer understanding intelligence from RED FM sales and marketing team we identified the touch points, which were then scanned for

the best available media to deliver the fun, quirky communication,” says Lokesh Kumar, Business Head -- CROSSROADS. The team thus had a clear cut vision of the medium they used for brand communication: l

Billboards are used to create impact. Strategically positioned at the eye-level, large format were selected predominantly at “Traffic intersections” to facilitate ample time for visibility and also to fit the communication creatives like “Traficum Signalum Critical Conditionum”

l

Pole Kiosk creates awareness & established RED FM frequency (93.5) in the audience mind.

l

Bus shelters create ‘Reach’, primarily to entertain the awaiting commuters. The CROSSROADS team identified a few strategic shelters with high footfall and low decibel noise pollution, and installed a single frequency audio device playing 93.5 RED FM for live experience Transit & Ambient media and Multiplex & IT parks branding communicate “RED FM now plays Hindi Super hits 24x7” in a quirky “Bajaate Raho” Signature Style.

Well, the number of correct and positive entries received in response to RED FM’s On Air / Online contest conducted by their Radio Jockeys – “Identify the creative, location and the media on the RED FM outdoor campaign” is a clear cut proof of the popularity of the campaign. The audience not only remembered the exact lyrics, they also knew the location and the media details. “The campaign objective to communicate the repositioning of RED FM Bengaluru as Hindi superhits 24X7 has been met. We are extremely optimistic Lokesh Kumar Business Head about the change CROSSROADS made in Bengaluru.

The initial response has been very encouraging and we would continue build and market the new programming in the coming year,” says Nisha about the success.

l

Around 30 billboards, 15 BQS, 100 pole kiosks and 225 MERU cabs have been used creatively to reach out to the target group and ambient mediums have been put into effective use at prominent locations in Bangalore such as Mantri Mall, Forum Mall, Garuda Mall ,PVR – Orion & forum , FAME , 12 bowling alleys at Amoeba , IT Parks – RMZ nxt , RMZ Infinity, EGIL, ITPL and Manyata Tech Park.

Meanwhile Lokesh from CROSSROADS has the last word as he quotes D.H Lawrence, “At crossroads we believe and follow this quote from D.H.Lawrence –‘Be still when you have nothing to say, when genuine passion moves you, say what you’ve got to say, and say it hot.’ Our passion is OOH, and every time we had something to say, we have said with passion and we will continue to do so.” l

“Around 30 billboards, 15 BQS, 100 pole kiosks and 225 MERU cabs have been used creatively to reach out to the target group and ambient mediums have been put into effective use at prominent locations in Bangalore such as Mantri Mall, Forum Mall, Garuda Mall , PVR – Orion & forum , FAME , 12 bowling alleys at Amoeba , IT Parks – RMZ nxt , RMZ Infinity, EGIL, ITPL and Manyata Tech Park”

“CROSSROADS has been very efficient. They have done a pretty good job in picking up sites at major locations and installing them on time,” says Nisha Narayanan, Senior Vice-President, programming and projects, Red FM, speaking about the agency’s role in the whole campaign.

When asked about the challenges faced while executing the campaign, Lokesh replies, “The campaign did not face any hurdles as a lot of effort was spent on planning which ensured smooth execution. Each of the team members in CROSSROADS knew their well defined roles & responsibilities and hence execution was flawless.

CROSSROADS team believes in a hands-on marketing experience. The team always works with very clear objective & keeps a hawk eye on every step of planning & execution in order to give the best output to the client.

The same helped us sail through this campaign as well.”

February 2013

37

Campaign “This campaign started in Jan 2013 and in the very first month we have seen a good growth in brand recall and network perception parameters through our research,”

The idea that connects Nameeta Renchi

Mobile telecom player Idea, in order to create awareness about its seamless coverage and network across rural Karnataka, has come up with an effective outdoor campaign in collaboration with Platinum Communication. Outdoor Asia gives you the details.

I

dea, in collaboration with the Platinum Communication team, came up with a unique solution to reach out to Karnataka’s huge spread of rural population. Transit media like Government buses and water tankers were identified for branding. They were then transformed to an ideal medium to communicate the campaign objective by painting them fully with the brand message of ‘Idea Network Connects More than 21000 Towns and Villages Across Karnataka’. The messages have been inscribed in Kannada for better people connect.

The three month campaign execution was strategically planned and covered 80 towns across the state with the following formats: i) Rural Bus Branding - Buses connecting small villages of Karnataka were chosen. 200 buses covering 80 towns in total 40400 sq.ft area communicated the brand message. ii) Tanker Branding – 60 tankers in 6 to 8 district in total 2400 sq. ft were used for this rural impact campaign.

Speaking on the media parameters considered for the campaign, an Idea spokesperson says “The main consideration for this campaign was to increase reach and exposure to the rural population with minimum

38

Februrary 2013

logistic hassle. Increasing exposure for Brand Idea, multi- fold, and at minimal cost was the reasoning behind this campaign.”

Communicating technical messages to rural population requires specific skills and any effort in this direction will face a lot of challenges. “Looking at the size of state of Karnataka and the huge spread of population in rural; reaching out to potential mobile users through regular outdoor mediums is a challenge. Hence Team Idea came up with a unique solution and picked up transit media like Govt. run busses and water tankers to connect and communicate with the vast and dispersed rural audience. It helped in communicating the campaign message: Seamless Network of Idea connects more than 21000 towns and village across Karnataka,” says the spokesperson.

This well planned campaign seems to have been well received by the targeted group.”This campaign started in Jan 2013 and in the very first month we have seen a good growth in brand recall and network perception parameters through our research,” says the company spokesperson.

Transit media platforms have got a great potential in India. They are also cost effective compared to other outdoor mediums and this campaign seems to prove it

Campaign .As the Idea spokesperson says, “The economy of India is driven by rural and Idea as a mass brand empowers the rural and semi- urban population by providing seamless mobile connectivity through its strong network bundled with best tariffs. Transit media like Rural Buses and Water Tankers are ideal mediums to spread this message of connectivity in states like Karnataka.�

Brand Talk

OOH scoop with a dash of innovation Bhawana Anand

At a time when different mediums vie with one another to prove their efficacy, ratings and popularity, here is one media brand that has successfully leveraged both the print and the OOH mediums, creating a perfect sync between the two. Outdoor Asia tells you how Dainik Jagran, a renowned daily newspaper brand, has consistently built its faith in the OOH medium and benefited from it.

“Indeed Outdoor as a medium works for our brand. When you have a particular set of readers and customers and when you know where these figures are coming from and what your circulation distribution is, then it becomes important how you cater to the entire city. This is because, in a city of 10 lakh residents you can’t actually publish 10 lakh copies, it may be 1-1.5 lakh, so in that case outdoor becomes an essential tool for us. If we actually want to penetrate the market we have to have a strategic approach towards the implementation. This is where outdoor comes in; it makes it very easy for us while planning any campaign, be it a thematic campaign or a consumer centric campaign” – Dinesh Dixit

40

M

etros spaces and the regular tried and tested OOH formats are what most brands would cash in on while planning their OOH campaigns. But there are some who have banked on strategically developed OOH mediums in Tier II cities and have enjoyed great results from it too. One such is Dainik Jagran, a popular daily newspaper brand, which has not only used the II Tier cities’ outdoor medium adequately but has also innovated through a lot of formats, adding a wow factor to the city and the outdoor industry in general in the process.

Discussing the equation between the brand and the OOH medium, Dinesh Dixit, Sr. Manager- Strategy & Brand Development, Dainik Jagran says, “Indeed Outdoor as a medium works for our brand. When you have a particular set of readers and customers and when you know where these figures are coming from and what your circulation distribution is, then it Dinesh Dixit becomes important Sr. Manager- Strategy & Brand how you cater to the Development entire city. This is Dainik Jagran because, in a city of 10 lakh residents you can’t actually publish 10 lakh copies, it may be 1-1.5 lakh, so in that case outdoor becomes an essential tool for us. If we actually want to penetrate the market we have to have a strategic approach towards the implementation. This is where

Februrary 2013

outdoor comes in; it makes it very easy for us while planning any campaign, be it a thematic campaign or a consumer centric campaign”.

To fulfil the advertising needs, Dainik Jagran has also taken a step ahead and developed several new formats like Dhaba branding, designer pole kiosks, etc. But the question arises as to how exactly these work and how easy is it to maintain these properties? “If you see, while going on a highway, there will be lesser number of hoardings there, so capturing a dhaba and doing a branding definitely gives more eyeballs. When a car is on a high speed of about 100-120 kmsph, then the overall branding creates an impact. It is also quite

Brand Talk Campaign manageable because we are quite fortunate enough to have an agency like Jagran Engage and they have a lot of manpower to interact with that particular vendor,” says Vinod Shrivastava, GM- Strategy & Brand Development, Dainik Jagran.

Vinod Shrivastava

GM- Strategy & Brand DevelopmentDainik Jagran

Well, the brand works with a particular set of vendors and as far as buying and implementing the dhaba campaign are concerned, the brand ties up with one or two vendors based on the market scenario.

The brand’s creative approach behind any campaign is to stay unique and fresh and plan innovations with an open mind. For instance, for the city anthem campaign, the brand zeroed in on a concept which called for entries from people, composing their own anthem for the city they lived in. The selected entry would be composed by a renowned singer. The podium where that song was played was the perfect OOH setting for the campaign.

‘Nasha Mukt’, a caricature was also designed for the campaign which became very popular. So depending on the nature of the campaign, different innovations are arrived at. Another example was a branded Christmas tree on the road which helped connect with their TG. Yet another interesting OOH innovation by the brand to increase the engagement level amongst the target audience, happened when in 2009 in Jalandhar, the brand changed the hoarding flexes on a daily basis to match that day’s city edition of the newspaper delivered at people’s doorsteps in the morning.

The brand’s OOH strategy essentially involves using media parameters in a way that it connects with the whole city. “We always emphasis on arterial roads of that city or the geographical area and then we accordingly scrutinise the markets, locating malls and other public areas frequented by the TG. For instance in Jammu, we have put only two gantries on the highway connecting Jammu and Katra and vice-versa so that travellers going to the Vaishno Devi shrine near Katra can actually see it,” articulates Dinesh.

Speaking about the size of formats and also the share of spends on OOH, Dinesh further elaborates, “In terms of outdoor formats, we believe in bigger formats as we are a big brand and we always try to communicate in a big manner. Since our communication is that Dainik Jagran is the largest daily newspaper, we don’t buy smaller formats like 20/10. For example, in Agra we always buy formats more than 40/20 in size and in Dhanbad we have the largest site with us i.e. 100/20.

Also, we spend approximately 50% of our advertising share on OOH medium.”

Vinod for his part talks proudly about the agency’s role, “We have an excellent team of professionals in our agency. And, we have got very good support from them. Being from the same family also makes a lot of difference. The agency’s senior management is also very supportive. Thanks to them and the whole team, the campaign has been executed much faster than would have been expected. We look forward to such support in the future too.”

Unfortunately there are no statistics to measure the efficacy of the medium for the brand. But recently it conducted a research in Punjab in partnership with ACNielsen and the results showed that 80-90% people recalled the ‘Nasha Mukt’ activity. It also proved that 80-90% of the readers, or the segment comprising the ‘common man’ was reached, which was pretty satisfying for the brand

Going ahead, Dainik Jagran plans to be in step with the changing trends in the outdoor medium and is all geared up for more innovations and bigger formats or sites. Says Dinesh, “We will definitely go for anything that is new in the OOH segment and experiment with it. We started using outdoors in 2005-06 and in 200809, we transformed ourselves doing dbaha branding and highways and then in 2010 we went for backlit trees in petrol pumps, among other things. And now we are enhancing dhaba brandings with some more innovations. So you have to keep on changing. As far as floating campaigns are concerned, adding sites is actually the need of the hour, but when it comes to connecting and engaging the reader, we need to do innovations.” He sumps up, “We tell our agency- Jagran Engage – this: please give us some solutions in outdoor so that we can connect with our reader. Innovations make live interaction with the viewer possible”.

“If you see, while going on a highway, there will be lesser number of hoardings there, so capturing a dhaba and doing a branding definitely gives more eyeballs.

When a car is on a high speed of about 100-120 kmsph, then the overall branding creates an impact. It is also quite manageable because we are quite fortunate enough to have an agency like Jagran Engage and they have a lot of manpower to interact with that particular vendor.”

– Vinod Shrivastava

February 2013

41

Innovation

Free dive into a creative campaign Bhawana Anand

A new and innovative campaign by Aamby Valley City executed by Milestone Brandcom proves that the medium can also electrify and persuade the audience with its power of realistic depiction. Outdoor Asia brings you the details of the campaign.

“The communication objective for the Out-ofhome (OOH) campaign was to create hype and grab as many eyeballs as possible thereby luring the TG down to Aamby Valley to experience this exciting event. Milestone executed an assortment of innovations to distinguish the campaign amidst the clutter in the OOH space.”

– Vivek Kumar

A

amby Valley City, an adventure hub situated in Maharashtra has launched a fun-filled sky diving event for nine-weeks. One of the highlights offered is the opportunity to sky dive with an internationally acclaimed Sky Diving crew from Spain. It offers adventure seekers without prior training an experience of a full skydive. To communicate all of this to the daring audience, the brand leveraged the OOH medium and spent 70-80% share of their advertising on it. The ideation and execution part of the campaign was handled by Milestone Brandcom, an OOH agency.

“The brand, Aamby Valley City is synonymous with luxury and we aim to constantly provi de our customers with unique and exclusive offerings.

At Aamby Valley City we offer high quality recreational and leisure facilities to Vivek Kumar CEO, Aamby Valley City our customers and and Hotel Sahara Star through this skydiving event we are proud to present yet another thrilling experience that adventure lovers can cherish. The

42

Februrary 2013

Innovation Campaign communication objective for the Out-of-home (OOH) campaign was to create hype and grab as many eyeballs as possible thereby luring the TG down to Aamby Valley to experience this exciting event. Milestone executed an assortment of innovations to distinguish the campaign amidst the clutter in the OOH space,” shares Vivek Kumar, CEO Aamby Valley City and Hotel Sahara Star.

The campaign communication carried electrifying visuals of divers free falling with the tagline ‘If sky is the limit, here’s the chance to touch it’. Billboards & kiosks located on key stretches & junctions were converted into parachutes where one even witnessed skydivers landing & soaring on billboards with 3D like cutouts in motion.

These were implemented across various media formats including billboards, gantries & kiosks at key locations within the city to connect with the TG and create additional hype around the experience.

The OOH medium was optimised to generate a larger than life impact and build ‘Brand Imagery’ as the brand believes that the medium acts as an effective media multiplier enhancing reach and awareness levels. It also helps to cue awareness during product launches / promotions and create high level of quick awareness generating significant recall. The 21-day campaign was seen across all premium locations across Mumbai focused on high profile areas with SEC A segment. The innovations were executed to make the campaign stand out amongst the clutter more effectively.

Commenting on the work done by the agency, Vivek says, “Milestone Brandcom seized the opportunity to unveil this exciting new event by bringing the most innovative brand connects with the consumers at the most relevant touch points. Milestone’s forte lies in their planning & innovations. They ideated & executed an assortment of innovations to distinguish the campaign amidst the clutter in the OOH space.

We have gained immense mileage resulting from the OOH campaign.”

“It was a great opportunity to work on such an exhilarating brief from Aamby Valley. Team Milestone worked and executed multiple innovative ideas on Out-of-home to give the adventure seeking audiences a glimpse into this spectacular event, with the scale and magnitude of OOH to best suit the proposition of going beyond the limit & touching the sky,” said Nabendu Bhattacharyya, Founder & Managing Director, Milestone Brandcom talking Nabendu Bhattacharyya about the campaign.

“It was a great opportunity to work on such an exhilarating brief from Aamby Valley.

Team Milestone worked and executed multiple innovative ideas on Out-of-home to give the adventure seeking audiences a glimpse into this spectacular event, with the scale and magnitude of OOH to best suit the proposition of going beyond the limit & touching the sky” – Nabendu Bhattacharyya

Founder & Managing Director Milestone Brandcom

The result of such an innovative campaign was overwhelming. In the first 3-4 days, the response level from the consumers was very high and approximately 20 enquiries were made per day. Thus the brand’s trust and the agency’s hard work obviously paid off l

February 2013

43

Innovation

Trod on the green path, Woodland shows how Bhawana Anand

To fulfill the dream of carbon neutral planet by 2015, Woodland has started working aggressively, enlightening their customers about social responsibility and sustainability via the Out-of-Home medium. The brand strategically selected the popular Sunburn Goa festival to send out the message to the youth segment. Outdoor Asia brings you the details of the eco-friendly campaign.

“We have taken on Proplanet – our CSR initiative, born with the brand, to educate our target groups on environment so that they can take up adventure without harming the environment. ‘Leave no Trace’ campaign with Sunburn Goaone of the biggest musical festival in Asia, was one of the many initiatives to connect with our target groups, to educate youngsters towards the increase in level of environmental pollution in everyday and to enhance the level of responsibility for the Planet in them.

The pod structure made us more versatile in terms of communicating the message of social responsibility and sustainability” – Harkirat Singh

W

oodland, an outdoor and adventure brand, has always believed in keeping the outdoors and environment clean. As a follower of this policy, the brand also practices sustainable developments with almost every new product. To further promote their philosophy of “Conserve Nature and make our planet a better place to live’, the brand designed

44

Februrary 2013

an innovative OOH property- Proplanet Pod booth at Sunburn Goa 2012 Festival and ran a ‘Leave No Trace’ campaign around it. The Proplanet Pod was installed with the aim of spreading the message of sustainable and pollution free environment.

The booth showcased the latest eco-minded, stylish footwear from the brand’s Fall Winter 2012

Innovation Campaign

Collection, and also educates and inspired consumers to be sensitive towards our Planet.

Proplanet Pod was made from 300 kilogram of discarded plastic drinking bottles sourced from the venue. These were contained in a circular structure made of recycled steel mesh. The interior of the booth integrated other earth friendly materials that included reclaimed wood, low energy LED lighting and low VOC paints. The brand sourced and used locally available raw eco friendly materials and constructed the Proplanet Pod with a view to reducing overall carbon footprints. In addition, many on-ground activities also engaged and motivated people at Sunburn to enjoy the musical festival while keeping the venue clean.

“We feel that adventure category starts at an early stage of life, basically during the school years when children are more active and want to explore more. Sticking to our sustainable agenda, we have already made strong steps in the right direction and continue to explore new ways to become better stewards. We have taken on Proplanet – our CSR initiative, born with the brand, to educate our target groups on environment so that they can take up adventure without harming the environment. ‘Leave no Trace’ campaign with Sunburn Goa- one of the biggest musical festival in Asia, was one of the many initiatives to connect with our target groups, to educate youngsters towards the increase in level of environmental pollution in everyday and to enhance the level of responsibility for the Planet in them. The pod structure made us more versatile in terms of communicating the message of social responsibility and sustainability,” says Harkirat Singh, MD, Woodland.

In terms of impact, the booth played an important role as an innovative reminder. Woodland reportedly received over 500 applications from participants and prospective Woodland ProPlanet Ambassadors l Harkirat Singh, MD, Woodland

February 2013

45

Activation

Smart campaign to woo smartphone users Archana Singh

McAfee, the anti virus software brand, joined hands with Airtel to promote their new Mobile Security Application in which OOH played an important role. Outdoor Asia gives you the details.

“It is the “smart confidence” that we wanted to pass on to all the smartphone users giving them the freedom to use their smartphone in whichever way they want to, wherever they want to, whenever they want to and for whatever they want to because “you are secure only when YOU feel secure”. We encourage people to see this MMS mascot as their “new best friend” in whose company they will always feel secure & protected.”

– Savio .A

T

oday consumers are exposed to various anti-virus options for their smartphones. For McAfee, the challenge was to drive acceptance of their new mobile security application among users. They thus joined hands with Airtel to promote their application through an integrated campaign and signed on Realm Media, an integrated media agency of the Indraksh Group, to make it work.

Realm strategized, designed and executed a 3 day Outof-home activation program at the Airtel Campus in Gurgaon.

The objective was to create a buzz for the launch of McAfee’s Mobile Security Application with basic features for all Airtel subscribers with smartphones.

Sharing the insight behind this campaign, Marketing Manager-India Consumer Savio .A, Sr. Manager Mobile Small Business Division McAfee (An Intel Company) -- Client Servicing, Realm Media Solutions Private Limited; said, “For this campaign Realm created the “smart protection for your Krishita Motwani

46

Februrary 2013

Activation smartphone” concept which was promoted using a BTL + Digital approach. From designing of the creatives to strategizing & executing the entire plan, we worked closely with both the brands to ensure that the launch not only creates an impact from a brand perspective but also generates an amplified brand recall.”

Savio .A

Sr. Manager -- Client Servicing Realm Media Solutions Private Limited

Yuvraj Agarwal

As part of the campaign the show stealer “Coot Coot” was launched, a YouTube sensation and the face of the campaign who as Savio says, “is smart, cool, friendly, funloving, confident, happy and free from worries because he always feels protected, whether he is on the go or in whatever he does”.

they want to, whenever they want to and for whatever they want to because “you are secure only when YOU feel secure”. We encourage people to see this MMS mascot as their “new best friend” in whose company they will always feel secure & protected.”

Talking about the agency’s role in the whole brand activation programme, says Krishita Motwani, Marketing Manager-India, Consumer Mobile Small Business Division, McAfee (An Intel Company), “Having worked with Realm in the past and knowing the passion and commitment they bring to the table, they were our preferred Agency. Realm Media doesn’t function like an Agency but more as an extended arm of our Marketing team. They understood our tonality and got their plan in action for the activation which was a success and we gained the expected R.O.I via this activation program. ” Adds Yuvraj Agarwal, Co-Founder and Group CEO, Indraksh Media & Realm Media Solutions Pvt. Limited, “Today clients are constantly striving to use innovative ways of engaging with the TG, With Krishita’s support and guidance, the team at Realm worked tirelessly to create an out of the world experience that actively brought the brand message to life and allowed the TG to have a lasting impression. Coot-Coot as a concept is absolutely great and can be carried forward in an engaging manner and successfully used across media platforms.” l

“Today clients are constantly striving to use innovative ways of engaging with the TG, With Krishita’s support and guidance, the team at Realm worked tirelessly to create an out of the world experience that actively brought the brand message to life and allowed the TG to have a lasting impression.

Coot-Coot as a concept is absolutely great and can be carried forward in an engaging manner and successfully used across media platforms.”

- Yuvraj Agarwal

Co-Founder and Group CEO, Indraksh Media & Realm Media Solutions Pvt

He adds elaborating on the objective behind the whole campaign, “It is this “smart confidence” that we wanted to pass on to all the smartphone users giving them the freedom to use their smartphone in whichever way they want to, wherever

February 2013

47

New Media

Taking digital communication to new heights Bhawana Anand

In the age of digital advertising, airports are a perfect venue for digital displays, providing numerous opportunities for reaching a captive audience. Keeping this in mind, Connectiv, a digital screen solution provider, designed and deployed a chain of 100 screens at the Dubai Duty Free Concourse A to target different profiles of passengers.

Outdoor Asia brings you details of the new digital media.

“We know that advertising to consumers as potential shoppers is not the same as advertising to consumers simply as passengers. Every airport is different, with a different passenger profile, a different mix between business and leisure, a different demographic balance.

Thus, every duty-free/ travel retail environment requires its own unique digital media offer,” - Stewart Caddick

O

OH medium is one advertising media that can be altered according to the location, need and target audience. Understanding this nature of outdoor, Connective, a global digital media company specializing in the duty-free and travel retail business, now provides a huge opportunity for digital advertising in Dubai Duty Free’s Concourse A. The Dubai based company deployed over 100 digital screens ranging from Video Walls (3 x 3: 60 Inches) to 10 Meters LED at a single location. Connective Bernard Menhem handled the design Head of Sales & Marketing & specification of Connectiv the hardware and software, along with the advertising, scheduling and day to day operation of the network.

A special chain of screens was designed given the airports’ heavy footfall -- more than 50 million passengers yearly and an extremely busy environment selling almost every category product. This huge advertising potential coupled with the fact that the Dubai Duty Free is a leader in adopting a bold approach

48

Februrary 2013

“We know that advertising to consumers as potential shoppers is not the same as advertising to consumers simply as passengers. Every airport is different, with a different passenger profile, a different mix between business and leisure, a different demographic balance.

Thus, every duty-free/travel retail environment requires its own unique digital media offer,” says Stewart Caddick, Managing Director, Connectiv.

The digital screens are not purely LED. The video walls are a mix of Full HD- NEC and Sharp- and the LED from Daktronics - 4 mm pixel pitch. The players are procured from Onelan (a UK based company), which makes a lynix based software. Basically three different suppliers were chosen: • Daktronics (US Based Company) is the provider for the LED Screens. All the LED screens have 4mm pixel pitch with the ability to adjust the brightness according to the environment.

• NEC is the provider for the LCD screens ranging from 70, 55 to 46 Inches. All these screens support full HD resolution (1920x1080) with LED backlight technology providing a clear bright image to reduce the amount of consumed power and increase the life time of the LCD Panel.

• Sharp is the second provider of LCD screens ranging from 70, 55 to 46 inches. These screens support full HD resolution (1920x1080) with LED backlight technology providing a clear bright image to reduce the amount of consumed power and increase the life time of the LCD Panel.

The screens have been embedded during the initial design stages of Concourse A, positioning the screens at the center of the shopping experience, thus maximizing visibility and optimizing reach and engagement in high dwell locations. The locations where strategically selected in collaboration with the Dubai Duty Free Design Consultant Team, RCD; and expert consultants in the travel retail industry working closely with Dubai Duty Free.

to understand traveler’s movement in the concourse.

New Media

to innovation, Connectiv proposed the initiative of digital media to help in promoting products and increase sales.

While working on the complex technology, Connective faced difficulties in deciding the best combination of specification and technologies to be used since there are many high-end competing brands. This made it hard to settle on the optimum assortment to produce best reliability and resolution.

As for results, it’s a little too early to measure them.

“Since the format has only been partially operating for the past four weeks, showcasing results would be a little tough as of now. But it is clear that the digital screens bring a new level of dynamic excitement and interest to the retail environment. Coupled with the fresh new look of the Dubai Duty Free shops, the screens add a layer of sophistication and visual impact that was not previously possible with light boxes,” shares Bernard Menhem, Head of Sales & Marketing, Connectiv.

Commenting on the operation’s focus on digital media, ColmMcLoughlin, Executive Vice Chairman, Dubai Duty Free says “Our decision was based on realizing that we were not maximizing the potential of the digital screens already in place within the retail operation and, for Concourse A, we wanted to ensure that this media source would work to create a really dynamic, engaging and effective platform that could also drive sales. Through the digital media platform, we are not just selling advertising space, it’s about selling the airtime to the right brands and scheduling content taking into account factors such as promotions and activations, passenger profiles and time-sensitive marketing messages.”

Going further, Connectiv’s aim is to make a presence in every Duty Free shop worldwide and being able to run the same campaign at the same time on different Duty Free screens -- from Los Angeles to Dubai to Sydney.

Talk about long-term vision! l

“Since the format has only been partially operating for the past four weeks, showcasing results would be a little tough as of now.

But it is clear that the digital screens bring a new level of dynamic excitement and interest to the retail environment. Coupled with the fresh new look of the Dubai Duty Free shops, the screens add a layer of sophistication and visual impact that was not previously possible with light boxes,” - Bernard Menhem

The clients can acquire the advertisement spots on the loop basis for instance 90 seconds of 9 slots (with 10 sec’s for each slot). Also the spots are available in packages including several screens in many locations of the Concourse in circuits. The pricing model is pretty cost effective and based on CPM (Cost Per Thousand) and the circuits can be sold weekly, monthly or yearly.

As the property is located in a high footfall environment, it works for any campaign aiming at increase in sales at the Point Of Purchase, maintaining or increasing brand equity, product launch, rebranding and etc. Furthermore, Connectiv is also working on the methodology and analysis software of property which can assist their advertisers and retailers in targeting the audience appropriately. They are at present implementing a tracking methodology, capturing the traveler’s mobile phone signals and plotting it into a heat mapping model

February 2013

49

Resources

Digital Printing

Media Owner Graphisads B 18/1, Okhla Phase - II, New Delhi - 400020. Tel: 4537 9999 ga@graphiads.com, www.graphiads.com Hythro Power Corporation Ltd. 301, Somdutt Chambers - II Bhikaji Cama Place, New Delhi, Delhi 110066.

Ph. No. 011 - 26186038 / 26180238 hythroengineers@airtelmail.in Midas Media Network Pvt. Ltd. 301-302, 3rd Floor, Durga Complex, LSC, Pocket-B, Mayur Vihar, Phase-II, New Delhi - 110 091. Tel: 011-4505 8550 Mob: 09560001738 sales@midasads.com

Kanika Digital A/302-304, Virwani Industrial Estate, Western Express Highway, Goregaon (E), Mumbai - 400 063.

Tel: 022-2871 4719 Mobile: 96300 82905 Email: mumbai@kanikadigital.in

Midas Infratech Pvt. Ltd. A-166, Patel Nagar II, Ghaziabad (U.P) Mobile: 09560001738 nagesh@midasinfratech.com

Mermaid Print Concepts Pvt Ltd. No. 3157, 12th Main, HAL 2nd Stage, Indiranagar, Bangalore - 560 038.

Tel: 91-80-25216146 Email: info@mermaiddigital.com www.mermaiddigital.com Printech Digital Imaging Pvt. Ltd. #207/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore – 560 068.

Tel: 080 4061 1800/ 06 Fax: 2573 2266 Email: prasad_b@mac.com www.printechdigital.net Vijas Digital (India) Pvt. Ltd. Vijas House, C-1, Cama Estate, Walbhat Road, Goregaon (E), Mumbai - 400 063.

Tel: +91-22-4068 3700 www.vijasgroup.com

Machine & Material Ess Dee Nutek Infinities Pvt. Ltd. IInd Floor, Orchid Plaza, Plot No-4, Rajya Sabha, West Enclave, Pitampura, New Delhi – 110 034.

Tel: 011-32561023 / 24 / 25 Email: info@essdee.com

50

Februrary 2013

Origins Advertising Pvt. Ltd. 2nd Floor, 382-383, Akarshan Complex, Vibhuti Khand, Gomti Nagar, Lucknow - 10.

Tel: 2720925-26 Fax: 0522 2720927 info@origins.co.in www.origins.co.in

Prakash Arts Pvt. Ltd. P.B. No.406, Museum Road, Governorpet, Vijayawada – 520 002. Tel: 0866 2578113, Fax:0866 2571554 prakasharts@yahoo.com vja@prakasharts.com www.prakasharts.com Surge Media Pvt. Ltd. WZ-3208 C, First Floor,Rani Bagh, Delhi - 110 034.

Tel: +91-11-4754 4070 - 99 surge@surgemedia.in www.sergemedia.in Zero Degree 15/735,736, Near Daya General Hospital, Shornur Road, Thrissur, Kerala - 680 022.

Tel: 0487-2327830 info@zerodegreeindia.co.in Vistaar Communication 3/1/II,Site IVth Industrial Area,Sahibabad, Ghaziabad-201 005.

Ph.No.-0120-4568094 Mob: 9654040000 Email: ravi.ooh@gmail.com Corrigendum This is to inform our readers that in the resource section of Outdoor Asia magazine the address of Midas Infratech Pvt Ltd. has been wrongly printed. The correct address is Midas Infratech Pvt Ltd,A-166,Patel Nagar II, Ghaziabad (U.P),Mob.:0 9 5 6 0 0 017 3 8 , n a g es h @ m i d a s i n f r a te c h . i n . We apologies for this mistake.

Resources