02 October 06 | 2012 Aircel – Unlimited 3G now starts at Rs. 7 Aircel executed a very interesting campaign to promote its latest 3G scheme. The campaign was spread across Kolkata & its suburbs. The major formats used for the campaign were hoardings, kiosks, airport branding, gantries etc. To create a buzz, the campaign tagline “Unlimited 3G starts at Rs. 7” was transformed into multicolored LED letters. Reliance’s Blue Bot is on the move To promote its 3G services, Reliance Communications has launched an outdoor campaign that urges smartphone users to switch to android on Reliance 3G to enjoy the fastest smartphone experience. This branding is in line with the company's mainline campaign that promotes the two-year collaboration with Google to exclusively market android devices in India. The campaign has been executed on bus queue shelters (BQS) in Delhi, where 3D icons of the Blue Android Bot, Google Play, YouTube and Google+ are mounted on the shelter roof to enhance the visual impact of the creative, and grab attention of commuters and vehicular traffic. The ongoing campaign kicked off during the first week of September and will continue for two months. Vodafone – At the touch of a Button With the installation of several touch screen information kiosks by the Indian Railways, branding the kiosks has emerged as a new medium of communicating with consumers travelling by railways. The kiosk has 2 backlit signages & a rotating hexagon backlit signage with audio - visual displays. Vodafone took advantage of this advertising opportunity and branded the kiosks. OOH INDUSTRY UPDATES
Transcript
02 October 06 | 2012
Aircel – Unlimited 3G now starts at Rs. 7 Aircel executed a very interesting campaign to promote its latest 3G scheme. The campaign was spread across Kolkata & its suburbs. The major formats used for the campaign were hoardings, kiosks, airport branding, gantries etc. To create a buzz, the campaign tagline “Unlimited 3G starts at Rs. 7” was transformed into multicolored LED letters.
Reliance’s Blue Bot is on the move To promote its 3G services, Reliance Communications has launched an outdoor campaign that urges smartphone users to switch to android on Reliance 3G to enjoy the fastest smartphone experience.
This branding is in line with the company's mainline campaign that promotes the two-year collaboration with Google to exclusively market android devices in India.
The campaign has been executed on bus queue shelters (BQS) in Delhi, where 3D icons of the Blue Android Bot, Google Play, YouTube and Google+ are mounted on the shelter roof to enhance the visual impact of the creative, and grab attention of commuters and vehicular traffic.
The ongoing campaign kicked off during the first week of September and will continue for two months.
Vodafone – At the touch of a Button
With the installation of several touch screen information kiosks by the Indian Railways, branding the kiosks has emerged as a new medium of communicating with consumers travelling by railways. The kiosk has 2 backlit signages & a rotating hexagon backlit signage with audio - visual displays. Vodafone took advantage of this advertising opportunity and branded the kiosks.
OOH INDUSTRY UPDATES
02 October 06 | 2012
KBC: Countdown on OOH Kaun Banega Crorepati is back not only on television but also on the outdoors. The show, which always makes its presence felt on television, does the same on the out of home route through various innovative executions during each season.
The next season of the show begins on September 7 and to announce it, the channel has rolled out a high-decibel out of home (OOH) campaign with a number of innovation-led OOH creatives along with the regular ones, a van activation and a television campaign. The campaign started on August 29 and will continue for 10 days.
The campaign has been executed in 30 cities across Tier I and Tier II towns
Bollywood music channel 9XM has always come up with new initiatives to connect with its viewers outside television. the channel has taken the out of home (OOH) route with a focus on current issues.
The campaign idea is to view topical news through the lens of Bade-Chhote and Bakwaas Bandh Kar and take the popularity of the Bakwaas Bandh Kar show from television to various media. The outdoor creatives feature images of Bade-Chhote with dialogue boxes that show they are talking rubbish (bakwaas) on topical issues.
The creatives will be changed after every 15 days depending on the current affairs. In a recent creative, the duo talks about 'Coalgate', in which Bade asks 'Apne PM ka favourite Tooth-paste kaunsa hai' and Chhote replies 'Coal-gate'
Expanding the reach of Bade-Chhote
OOH INDUSTRY UPDATES
With the sudden monsoon showers that Mumbai has received, an average local train commuter has to spend a minimum of 15 to 20 minutes waiting at railway stations. Interestingly, few media brands have tapped this ‘wait’ as an advertising opportunity.
Your attention please…
Sony Entertainment Television rolled out a railway announcement activity for Kaun Banega Crorepati on September 7 and 8, after an overwhelming response that the channel received for a similar activity conducted for its last season. This activity was a marketing push for KBC’s launch episode. Considering the stardom that Amitabh Bachchan has amongst the masses, this activity led to a lot of word-of-mouth publicity.
Sur-Kshetra aggressive on outdoor with 29+ Hindi mkts Colors’ and Sahara One’s Indo-Pak musical show ‘Sur-Kshetra’ has undertaken an aggressive outdoor campaign. The initiative is live across 29 plus Hindi Speaking Markets (HSM).
The campaign was rolled out by advertising along with movie ‘Ek Tha Tiger’ that hit more than 6750 screens. Outdoor promotion has been dynamic as large format display units have been used coupled with transit media, bus panels and stations.
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02 October 06 | 2012
OOH INDUSTRY UPDATES Hyundai: Brilliant in massive format
The outdoor campaign leverages Hyundai's global campaign by portraying the brand's concept, 'Live Brilliant', in a larger than life format. The outdoor display measures 400 feet and will be up for one year at Delhi's T3 International Airport Terminal. The outdoor creative showcases images of the Red Fort and the India Gate
SCG Jewelers – Seven generations of entrapment expertise
McDonald’s McEgg McDonald’s announces the launch of McEgg in an ‘eggciting’ & innovative way in Delhi.
Fem’s Bubbling Billboard Oxygen is important for healthy skin and the same is conveyed through an innovative billboard in Delhi. The billboard has real bubbles originating from it. The innovation promotes Oxylife bleach, a part of the Fem range of products from Dabur.
The billboard has real bubbles gushing out from a three-dimensional pack of Oxylife bleach that has been separately attached to the billboard.
The floating bubbles not only emphasize the product but also create interest. The background of the billboard features an image of a model with Oxylife's tagline, 'Flawless Fair Skin, The Oxygen Effect'.
as the backdrop as these are associated with Delhi, along with two of Hyundai's cars - the Elantra and the Sonata. The overall design is engaged well with the copy, 'Welcome to Delhi where brilliance happens. Live Brilliant', to bring out the execution strategy, highlight the context of place, the philosophy of Live Brilliant and the two Hyundai cars.
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02 October 06 | 2012
Ganesh Chaturthi Bus Shelters in Indore & Bhopal Lord Ganesha is worshipped as ‘Vighnaharta’ (destroyer of obstacles). A life like structure of Lord Ganesha was created on bus shelters showering flower petals on the persons ringing the bell that had been attached with the structure. This activity created lots of buzz for the brand and became talk of the town.
The concept is original, unique & never been done before. The devotees felt as if they were getting direct blessings from the lord of wisdom, success & prosperity. It had been designed in such a way that the devotee, when rings a bell (attached to the Structure) the chant ‘Ganpati Bappa Moraya’ would sound out & rose petals were showered from lord Ganesha’s deity.
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Tata DOCOMO launches unlimited local calls for GSM & CDMA prepay customers with RCV 666 RCV 666 allows unlimited local calls on any mobile or fixed-line network across various states in India with a validity of 30 days. Tata DOCOMO has reinforced its position as pioneer in introducing innovative offer for its HVCs through this new RCV.
Unlimited voice calls without any network restrictions offers unparalleled benefits to Tata Docomo customers who desire to remain connected with family and friends. Milestone Brandcom executed the OOH campaign promoting the RCV in 7 circles spread across 77 over a 2 lakh sqft of display area cumulatively.
OOH INDUSTRY UPDATES
02 October 06 | 2012
Bajaj Discover
Blackberry Axis Bank
OOH INDUSTRY UPDATES [Milestone’s latest Campaigns]
Bajaj discover campaign executed across north India.
My Action is to touch the sky My Wings credit cards
September has been a fairly competitive month for most of the categories. The spends among BFSI & Telecom sector have reduced over the last month while the others increased. Organized Retail is the highest spender amongst the category, closely followed by Consumer Services & Real Estate & Constructions. This month saw a substantial increase in spends amongst the Jewelry & retail sector.
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ORGANIZED RETAILS 18%
CONSUMER SERVICES 17%
REAL ESTATE & CONSTRUCTION
16%
FINANCIAL SERVICES 11%
MEDIA 10%
TELECOM 9%
FMCG 9%
AUTOMOBILE 6%
ELECTRONIC DURABLES 3% PHARMACY
1%
02 October 06 | 2012
Ford Sensor Poster To advertise the rear parking sensors feature in the new Ford Focus, a poster that simulates how parking sensors work was created. When someone gets close,
INTERNATIONAL OOH
the reverse lights automatically turn on and a beep sound starts. Increasing its frequency according to the proximity.
BMW Golf Poster A glow-in-the-dark poster, mounted over hotel bed. In daylight, poster appears nearly solid black, with faint headlights and a prominent BMW M car logo. At night, headlights shine in green and copy reads, “Don’t count sheep. Count RPMs.” Body adds, “To reserve your spot at the BMW M driving experience, visit the BMW hospitality concierge”.
Missing Children Every year in Germany, more than 100,000 children and young people are reported missing. So on behalf of “Initiative Vermisste Kinder” (Missing Children’s Initiative), we launched a unique campaign designed to track them down: Deutschland findet euch (Germany will find you).
The brief was to quickly establish the facebook page as a high-profile cause. More than 40,000 new facebook fans recruited. There were uncountable reports in numerous print and online media, including all main TV channels. Today, over 100,000 Facebook fans are currently participating via “Deutschland findet Euch”.
At the match of FC Bayern Munich versus Real Madrid, Bayern captain Mark van Bommel entered the playing field without a player. Instead, the Munich player was carrying a poster with a photo of the missing.
Broadcasted live in over 40 countries, the kick-off put the fate of missing children at the forefront of public attention nationwide for the very first time.
Audi A3 The New Audi A3, Shifts everything ahead.
The OOH campaign for Audi takes forward the communication message from the new TV Commercial. The commercial expresses the idea of professional, clear and always stylish vehicle. The simplicity and endurance of the German technique is being expressed by the creatives.
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02 October 06 | 2012
First National Bank – bleeding billboard The Huskers are Nebraska’s football team and it is common to show support for the team by saying “Bleeding Husker Red.” The bank is showing their support with this board by literally bleeding Husker red. As the Official Bank of Husker Nation, First National Bank plays a large role on game days.
INTERNATIONAL OOH To fuel excitement for the start of the season, Bozell developed a campaign that got to the heart of Husker fever. With progressive billboards that built up to game day and an online video, Bozell helped First National Bank tap into the psyche of Husker fans everywhere. The billboards were changed out to show a progression of blood dripping down the canvas of the billboard
The Passage : Boards The Passage is a Christian organisation. Its mission is to provide resources which encourage, inspire, and challenge homeless people to transform their lives. A creative idea to collect money for the homeless. Instead of letting homeless people beg for money, people who have a job to it for them.
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02 October 06 | 2012
HDFC Life connects on-ground with urban women In an extension to HDFC Life's ongoing television commercial (TVC) that promotes Smart Women's Insurance Plan, the brand now urges working women in the age group of 25-40 years to be a part of its on-ground initiative and share their story - where they have acted independently and provided happiness to their family members.
BRAND ACTIVATIONS
As a part of the initiative, 12x12 feet video booths titled 'Model of Happiness' will be installed inside key malls and corporate parks. The booths will represent mini film sets, with movie elements such as a 'Director's chair' and lights. Women who have been a 'Model of Happiness' in their families can create their own personal video films about their stories in these booths. The video booths will act as a platform for women to narrate the happiest moments in their lives in a public forum.
Tintin on a promotional adventure Sony Pix has brought The Adventures of Tintin: The Secret of the Unicorn as the movie of the year, to be showcased on September 16. To give the consumers a feel of the adventures of Tintin, Pix has executed several on-ground activations, along with promotions on outdoor, digital and print media.
As part of the campaign, the channel organised an inter-college on-ground treasure hunt activity in Mumbai, wherein 15 groups of students from various colleges participated.
Bacardi: Enjoy weekends with NH7 Weekender Bacardi brings back the third edition of its multi-genre music festival, Bacardi NH7 Weekender in a much bigger format compared to previous years.
The festival will travel to 3 cities with more than 200 artists participating and 6 stages in every city, each dedicated to a different genre of music and experience.
Each festival is designed according to the city and will feature a host of different bands and artists.
The 6 stages that play different genres of music are based on the various labels of brand Bacardi as every label is connected with a certain genre of music.
Nickelodeon celebrates Grandparent's Day A large part of childhood memories of today's adults is dominated by grandparents and their fairytales, bed time stories and gentle playful times. In today's world, these softer emotions are being replaced by television, video games, mobiles and computers..
In a bid to bring back the playful time with grandparents, kid's channel Nickelodeon celebrated Grandparents' Day on September 8 at Phoenix Mills in Mumbai, Organising various activities such as painting, karaoke, dancing and games
like housie, cooking contest and reading challenges to be played together by kids and their grandparents.
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02 October 06 | 2012
New media options at Delhi Airport
As the outdoor industry is booming, the number of media options is henceforth increasing. New Delhi Airport Terminal-3 has come up with 5 new media options which is further a symbol of growth for the Outdoor. Advertising at Airports helps in targeting the most affluent segments. It is an excellent media option to target for high-end and high involvement products.
The new options include the following:
1. Welcome to India Site- At the T-3 International Arrival Pair Junction
NEW MEDIA MONETIZATION
2. Business class site- Area that caters to the high profile people for focused target approach.
3. Security frisking pillars – At the Domestic Departures, these pillars have almost zero probability of getting missed from anyone who passes by.
4. Arrival hall backlit paper – At the Domestic Arrival. Backlit Pillars look interesting enough and are hard to miss.
5. Outdoor SAV – 89 x 24 – Connecting Bridge. As you enter the Airport, this huge signage will surely capture your attention, without a miss.
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02 October 06 | 2012
New ideas on Existing media Opportunities
Further, the flag signage, in a row, can be used on the roads to make the branding interesting. These options can be explored in each and every city across all states in the country.
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2. Barricade Branding:
Barricades can also be used as an effective branding option, specifically for CSR Campaigns. As the traffic becomes slow around these barricades, the probability of the creative and promotion getting caught by the eyeballs increases.
UNCONVENTIONAL MEDIA
1. Island Branding/ Circle Branding:
Island Branding is the option of advertising at lamp posts, tree guards, pole signage, railings etc, in and around the small parks on the roads. It offers a low cost, high impact option because of the clutter. The Island Branding around the traffic signals is even more impactful because of the static traffic. It captures the attention of any one passing by.
3. Prasad Bags Branding:
Prasad Bags being distributed at several famous temples like Shirdi, Mahalaxmi Temple, Vitthal Mandir, During Ganpati Festival, Navratra Festival, can also be used to advertise, depending upon the product category and the TG.
Similarly, Bags in the Hospitals can also be branded for complimentary product category like Insurance.
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02 October 06 | 2012
New ideas on Existing media Opportunities
4. Water Tank Branding:
Water tanks on a visible height can also be used for branding of different product categories keeping in mind the TG living and roaming around the option. This particular option is being utilized at various places in ROM.
5. Revolving Restaurants:
Glass Facades and SAVs can be used around these circular structures at elevated places on the buildings, which is an option with fairly good visibility.
6. Metro Cards :
After the Inside Metro Branding, branding in the concourse area and outside metro stations; the new option which has come up is the ‘Metro card’.
The Smart card is valid for more than 5 years and is the best option for a product category which wants to convey the message of the type ‘We are as good today as we were tomorrow’.
A brand which aims to build trust and a genuine image in the minds of consumers has this excellent long term option with it; which every consumer will keep in his pocket and is sure to try the brand and stick to it if it serves his purpose well.
A low cost option with one time investment offers constant Brand Recall.
