07 march 06 | 2013 ooh industry...

07 March 06 | 2013

* The content is a compilation of industry information from leading global advertising media publications & web portals.

OOH INDUSTRY UPDATES Clever and creative use of escalator branding by Vodafone To offer something special to its loyal customers across India, Vodafone has come up with Vodafone Made for You Offers – an Offer for every one. As a part of the campaign, the agency used 67 steps on the escalator with different hairstyles and at the end of the escalator was the brand message: Vodafone Made for You Offers. As the steps kept escalating the hairstyle kept changing. at the end of the escalator is a boy’s head on which all the hairstyle automatically fit & change to the next one on every step.

Idea on transit to rural Karnataka The telecom brand has launched a 3 month campaign in the rural areas of Karnataka to increase visibility. It uses transit media to spread the brand message. The campaign uses transit media such as state government buses and water tankers branded with the Idea logo and a message in Kannada saying 'Idea Network Connects More than 21,000 Towns and Villages across Karnataka'. Idea has painted 200 buses and 60 tankers that carry water in six to eight districts.

Idea connects at Kumbh The Purna Kumbh Mela, held once in every 12 years, is an important Hindu religious gathering and attracts huge footfalls over an extended period of time. Telecom brand Idea has planned to make maximum use of this opportunity to increase brand visibility and engage with consumers. The brand has carried out extensive branding across Allahabad and

07 March 06 | 2013


2

OOH INDUSTRY UPDATES

Tata Docomo Unveils a New Offer The month of February has made Tata Docomo come up with a fresh offer especially for those who wish to stay connected through the thick and thin of life. With this new offer added to their logs they have more than enough reasons to gain popularity among the youth.

Communication is an integral part of today’s world and SMS and Internet are the most popular means of staying connected. Understanding this need, Tata Docomo went ahead with launching the two new amazing offers: SMS Pack and Data Pack which provided value to those who are totally interested in this means of communication. The basic insight behind launching these two new offers was “Need to Stay Connected at All Times”.

Tata Docomo launched the SMS pack especially for Ahmedabad, Baroda and Rajkot cities while in rest of Gujarat they launched the Data Pack which is for the internet. The reason was yet another insight that people within Ahmedabad, Baroda and Rajkot in the target group use SMS as a tool to communicate as against internet on phone while in the rest of Gujarat it works the other way round.

What was the offer? An approximate of 3000 SMS at Rs. 84 and 400 SMS at Rs. 29 was the SMS scheme offered by the company. While the data is another too good to resist offer! 2GB data at Rs. 126 and 1GB at Rs. 95 was the data pack offer provided by the company for rest of Gujarat.

With this offer Tata Docomo aspires to retain its existing customers by keeping them happy with the offers while increasing their customer database with the inclusion of new customers.

launched a high decibel out of home campaign spread over more than 1000 touch points in the city. The OOH campaign uses several outdoor formats such as welcome gates, indication balloons, traffic barriers, maps, boats, shlok signages, helpline kiosks, indication kiosks, umbrellas, generic kiosks, inter-city buses, railway stations hoardings, unipoles, bus shelters and others. The brand is providing 'Mela Maps' to the devotees, with information on all key areas of interest. It is also supporting the local authorities and pilgrims through the welcome gates installed at

various entry points across Allahabad, traffic barricades and signage displaying various administrative helpline numbers like fire, police and ambulance, among others. The mobile operator has also arranged boats to carry the devotees who plan to take a dip in the confluence of the three rivers, the Ganga, Yamuna and Saraswati, To engage customers in the circle, the telecom giant has also launched a contest, 'Shahi Nav mein sangam snaan ka Idea'. Consumers recharging their phones between January 18 and February 3 can win the boat ride and take a dip in the holy waters during February 12-24.

07 March 06 | 2013


3


Storyboard Brandcom’s eye-catchy innovation for Uninor in UP West Did you know that by simply moving to Uninor Sabse Sasta offers, all mobile users put together in UP West can save up to Rs. 100 crores each month? Uninor customers in UP West have the advantage of talking more with the clutter breaking product of Recharge 24 where the customer get talktime of Rs. 30 with a validity of 4 days. With this recharge Uninor customers can now talk 25% more as compared to other operators.

To make noise, the telecom giant has rolled out an outdoor campaign initially conceptualized by the creative agency - Leo Burnett and further cracked by the Outdoor partner - Storyboard Brandcom.

Uninor has specially designed this campaign in order to link its ‘Sabse Sasta’ commitment with the common masses. Uninor has always come up with tariffs that suit the requirements of the weaker sections and project the brand to be the most reasonable along with best in class services.

Storyboard Brandcom executed the simplest yet the most eye catching proposition possible, through an outdoor that was clutter breaking and high decibel. The out-of-home plan has more than 100 touch points across cities namely Agra, Moradabad, Bareilly, Meerut, Dehradun etc.

Simple branding has been carried out on media vehicles like Hoardings and BQS (Bus queue shelters) at the most strategic and high traffic locations in the city with taglines as ‘Isse sasta to muche saaf” – “Isse sasta to golgappe band”. Through this communication Uninor is promoting a very strong and invariably “sabse sasta” tariff that offers Rs 30 talktime on a recharge of Rs 24 with a validity of 4 days.

Uninor has also installed innovative hoardings with actual moustache at all prime locations in the main towns of UP West where a guy with actual moustache claims to shave it off if a subscriber finds cheaper tariff than Uninor.

Introducing Photon parking tags To increase conversion rates & calls for Photon Demo’s in the ROM circle, Photon introduced PHOTON PARKING TAGS, a very simple yet concept to target customers. The idea was taken up at hotels extending valet services.

A photon look alike valet tag was handed over to the customers. The car keys were also tagged with the photon look alike. As a result, exposing the consumer to the brands messaging. Over 700 cars were exposed to this unique activity.

07 March 06 | 2013



4

HomeShop18 launches virtual shopping wall at IGI Airport Network18's e-commerce and home shopping brand HomeShop18, in association with Delhi International Airport (DIAL), has introduced a virtual shopping wall named 'Scan N Shop' at Terminal 3 (domestic side) of New Delhi's Indira Gandhi International Airport (IGIA). The passengers will get to browse through its entire range of products and order by scanning the QR code displayed against each item with their smartphones. Consumers can also order by calling at the call centre. An estimated 45,000 passengers depart daily from the T3 terminal of IGIA, each with time on their hands before boarding a flight. The company also looks to extend the innovation in other geographies and locations

UTV Movies woos cable operators, audience in UP and MP The Hindi movie channel from the Disney-UTV umbrella has launched an out-of-home campaign in the Hindi-speaking markets of Uttar Pradesh and Madhya Pradesh. The activation began on January 21 and will continue for more than four months. It involves two canter vans decked with a collage of posters of several super hit Hindi films that are also properties of UTV Movies.

The vans will cover 8,000 km in a journey spread over more than 100 days in the two states. Each time a van arrives at a particular city or a town, the cable operator of the area inaugurates the van and flags off the activities. The van then moves around in the town with the promoter making announcements to attract and gather crowds. The vans also screen one movie every evening

07 March 06 | 2013



5

Via.com checks in at Bengaluru Airport Travel portal Via.com has created a striking innovation at Bengaluru airport that attempts to increase brand visibility. The innovation comprises a larger than life glass facade behind the check in counters of the airport& it covers more than 50 check-in counters at the airport and talks about the various offerings of the portal such as lowest fares, best deals for hotels, best price holidays and others.The four-month campaign began in December, 2012 and will continue till March, 2013.

The glass facade behind the check-in counters ensures that no one catching a flight from Bengaluru misses the campaign. Also, it engages people waiting during the check-in procedure and communicates about the various offerings from the brand

UTV Movies takes OOH route to market newly acquired movie titles The channel recently inked a telecast rights deal with STAR and Viacom for over 150 mega blockbuster Bollywood movies such as Khiladi 786, Cocktail, OMG, RaOne, Golmaal and many more. The channel, to strengthen its proposition, is ready to announce its offering through an outburst of marketing campaigns. An outdoor campaign is rolled out in 86 cities across Madhya Pradesh, Uttar Pradesh, Gujarat and Rajasthan. The outdoor medium used in the campaign will be the large format ones.

07 March 06 | 2013


McDonald’s Skoda Rapid Times Now

OOH INDUSTRY UPDATES [Latest Campaigns by Milestone Brandcom]

Happy Price Menu EMI @Rs. 8,999 You and the budget

Tata Sky Samosa se kam daam mein Tata Sky!

Emirates Emirates

ABP News Best city awards

Axis Bank Badhti Ka Naam Zindagi

ET Now Budger’13

6

ITC Ultra Mintz

DSP Blackrock Mutual Fund

DSP Blackrock RGESS fund

L'oreal Paris White perfect Laser

07 March 06 | 2013


Uninor Maybelline British Airways

OOH INDUSTRY UPDATES [Latest Campaigns by Milestone Brandcom]

Sabse Sasta Super stay 14 hour lipstick Upgrade to extra legroom, baggage & business class meals

Sahara Q-Shop

Sahara One Ghar aaja Pardesi

Tata Docomo Unlimited

7

OLX Bech De @OLX,in

ETV Subh Bibaoo

ETV Rang Mathay Chiruni

07 March 06 | 2013


OOH Media Consumption by Sector [Feb’13]

8

CONSUMER SERVICES 20%

ORGANIZED RETAILS 20%

REAL ESTATE & CONSTRUCTION

18%

FINANCIAL SERVICES 13%

FMCG 10%

MEDIA 8%

TELECOM 5%

AUTOMOBILE 3%

ELECTRONIC DURABLES 2%

PHARMACY 1%

Organized Retail sector continues to hold the position of the highest spender for Feb’13, closely followed by Consumer Services & Real Estate sector. The spends amongst the Financial Services Industry has increased over the past month. In the automobiles Industry, Hyundai, Chevrolet & Tata are amongst the highest spenders. FMCG brands maintained good visibility throughout the month. In the Banking & Financial Products sector LIC, SBI, DSP Blackrock & Axis Bank were amongst the highest spenders.

07 March 06 | 2013


INTERNATIONAL OOH

9

Pixels Not Paper: Tree Ring The average office worker in the U.S. consumes about 10,000 sheets of copy paper each year. “Pixels not Paper™” is a non-profit charitable initiative lead by Pumped For Change aimed to raise awareness about the urgent need for businesses to reduce their paper consumption. As part of the message we want to educate people about the very real environmental and economic costs of excessive paper use and the equally important benefits of tree conservation. The posters were installed in public transit locations reaching passengers on their commutes to and from work / offices.

Hakusetsusha Dry Cleaning: Pants The objective was to communicate the cleaning service’s immaculate finishing job. In order to convey quality press, the brand decided to create a huge pressed pant onto the side of a column corner. The idea was executed in Japan’s highest traffic commercial area, attracting attention, provoking WOM & inducing viral buzz on blogs, twitter & facebook.

Wilkinson Razors: Smooth Valentine's Day To promote Wilkinson's smooth razor edge, the brand associated itself with Valentines Day. A billboard was installed amidst a busy junction. The creative was half of a mans face with a sharp beard protruding out. Curious passer-by's started to tug on the beard which was attached to a rose through the back of the billboard. A message from the brand was glued onto the rose. Every one was amused! A number of people handed over the roses to their near & dear ones & the execution instantly became a social media hit!

07 March 06 | 2013


INTERNATIONAL OOH

10

Emirates NBD: The Awesome Traveling Machine We’ve all tried to find an ATM. But what if an ATM found you? To illustrate their extensive ATM network, the leading UAE bank, Emirates NBD created the Awesome Traveling Machine – the first ATM specifically designed to be impossible to ignore.

Land Rover LR4: The Land Rover Escape Key Every prospective Land Rover adventurer has a day job and spends hours working on their PC every day. To surprise them with the Land Rover LR4 Escape Key, a small object that lets them personalise their keyboard in a special way was created. Now when they’re at work and routine drives them up the wall, the key will serve as a gentle reminder to escape the everyday. The main objective was to get people to consider test driving the Land Rover LR4. As a result of this activity, the number of queries tripled, test drives went up by 208% !

07 March 06 | 2013


11

BRAND ACTIVATIONS

Aircel presented ‘Murder’ by Aamir Raza Husain & Virat Husain to its HNI customers across cities in India Aircel presented the humorous thriller titled “The Murder” by Aamir Raza Husain and Virat Husain. This evening show with a captivating 110 minute murder mystery was a first for the cities - Delhi, Chennai, Bangalore, Hyderabad, Srinagar, Lucknow & now in Mumbai. Aircel provided its HNI customers with a primary opportunity to experience this enthralling plot with an exhilarating climax. The play was a calculated collaboration of sets, sound, props, lighting and of course the performers which provided support to the magnificent script. The event production was handled by Milestone Connect, the event & experiential marketing division of Milestone Brandcom (the largest Out of Home agency and fastest growing integrated communications agency in India.)

Milestone Connect manages the press conference of Life OK’s new fantasy mega series – ‘Savitri’ Such is a story of Savitri whose Tryst of love goes beyond the ordinary. Life OK’s latest offering Savitri, launched on 18th February narrates a fantasy tale unheard of before. Starring Ridhi Dogra, Yash Pandit, Krip Suri, Savitri brings to life a unique tale of love. Milestone Connect, an event & promotions division of Milestone Brandcom, played along as the perfect host and managed the Press Conference of this new fantasy TV series held on the sets of Savitri in Naigaon on 15th February 2013. This event witnessed around 100 people as well from all forms of media. The event flow was a soft launch to the first episode of Savitri where the characters of the serial where launched by performing a small snippet of their roles on stage followed by the official peek into the first episode.

07 March 06 | 2013


12

BRAND ACTIVATIONS

Milestone Connect executes one-of-a-kind “Devon Ke Dev… Mahadev” DVD Press Launch In order to expand its reach and brand beyond television, Star India has released its Life OK’s mythological saga ‘Devon Ke Dev... Mahadev’ on DVD. The company has tied up with Ultra for this purpose.

Milestone Connect, an event & promotions division of Milestone Brandcom, played along as the perfect host and managed the Press launch at The Trident Hotel, Nariman Point, on February 18th 2013. A hi-tea was organised for the guest and the media following with one on one interaction with the Cast and team. Milestone Connect handled the on-ground production, ensuring a smooth flow to the show, backstage management, stage design and structure, stage management, and the technical and logistical requirements.

UTV Bindaas on a buddies hunt In order to extend its brand presence among youth across the country, UTV's youth entertainment channel has initiated an out-of-home campaign across 100 colleges in 10 cities to reach out to the youth.

These buddies are the better known faces of the college and their nominations have been taken following a survey. The buddies from each college are put in a tricky situation and the channel gives them several tasks before choosing four buddies and the one Axe Lander. Along with the on-ground promotions, the channel is trying to bond with the students using digital promotions via Facebook, Youtube and www.bindaas.com.

07 March 06 | 2013


13

BRAND ACTIVATIONS

What women want: Something that lasts long enough Maybelline India New York launched its Super Stay 14 hr lipstick through an exciting social media driven activity that concluded in Phoenix Mall, Mumbai. For 14 hrs, Tweeple across the country were encouraged to tweet with #doesntlastlongenough to express their exasperation with things that finish too quickly. All of the tweets used to form and reveal the shape of the only thing that last long enough – Maybelline Super Stay 14 hr lipstick as compared to your regular ones that need a re-touch every 4-5 hours.

The revelation happened at Phoenix Mall in Mumbai where a 25 feet tall setup that re-created the iconic Times Square, New York was up to display all the tweets. Inspired by the busiest place in the world – Times Square and launched in the city that never sleeps – Mumbai, the campaign hit home hard with its unique concept and execution. In an exciting count-down to the big revelation, a 14 hour clock was the countdown to the unveiling of the product.

A huge digital screen with cheeky responses to the handle generated a lot of buzz as the idea was that more the tweets, the quicker the revelation of the product. The tweets displayed in the digital outdoor screen created a flutter among curious onlookers who were waiting expectantly to read tweets as they were displayed.

More and more people were involved with the help of promoters at the mall who engaged people with fun games and photo-ops while encouraging them to tweet on the spot. Capturing poplar public sentiment was the ‘Vox Pop’ where people could share bytes of what doesn’t last long enough for them. These were broadcasted on the huge digital screen to generate excitement among people at the mall.The handle became the no.1 trending topic in India for 14 hours on the day it was launched – February 8.

07 March 06 | 2013


NEW MEDIA MONETIZATION

14

Delhi Airport Metro Express Covering 23 km, the Delhi Airport Metro Express Line runs on a dedicated elevated and underground corridor, delivering the highest levels of comfort for the public. It is also one of the most upmarket out-of-home environments in the city, providing access to the same target audience as that of Terminal 3 and Terminal 1D at the Indira Gandhi International Airport.

With the elevated corridor, piers, pillars and gantries, this line offers the most impactful outdoor locations on the road leading to the airport. This will also ensure coverage of the traffic moving to and from the airport & serve as a it as an effective medium to target the high profile TG.

Go Try and sample A multi-brand sampling platform set up in the malls of Delhi and Mumbai allows brands to interact in a new and innovative way with the right target audience by providing them with free samples. Calling the method 'precision sampling', Go Try takes basic details of the consumers such as gender, age and income bracket, and then gives them the products that they are eligible to sample.

Later, if the consumers revisit the kiosk, they have to enter the password and give feedback for the previous products sampled before trying new products. Go Try kiosks will be on at the malls for a year. Some of the brands that have associated with Go Try are Ponds, Vaseline, Quaker Oats, Dabur Real, Nivea, Comfort, Knorr, Hippo, Surf Excel, Tang, L'Oreal, Garnier Light, Pepsodent, Veet and Vanish.

07 March 06 | 2013


UNCONVENTIONAL MEDIA

15

Bus Branding Bus branding may be very common but what GSRTC has done is expanded its audience for communication. These buses have found ways to advertise and communicate the brand’s message to regular/irregular interstate travellers. They have come up with Pass branding, Ticket Roll branding as well as branding within the buses. An interesting way to cater to a larger group of audience!

E-Ticket Roll

Student Pass

Bus Handle

Branding at Lake Kankaria Lake has now become a high impact location attracting maximum traffic on any evening and weekends. They have currently introduced Segway Rides, Target Archery and Water Aqua recreational activities. Advertisers have started looking at these activity places as a chance to communicate their brand’s message to the people. The lake has a new public attraction – Balloons. Balloons have today become the hub to display creativity in every way. Advertisers today are interested in getting their messages communicated using this simple yet beautiful media-balloon. This unconventional medium of communication, a helium balloon has been placed at Kankaria Lake, Ahmedabad.

07 March 06 | 2013


07 March 06 | 2012

Contact Us Sheetal Jain D: 022-61370738 [email protected]

Nidhi Kavle D: 022-61370711 [email protected]

Milestone Brandcom 809-810 Crystal Paradise, Veera Desai Road, Off Andheri Link Road, Mumbai - 400053 Board Line : 022-61370700 www.milestonemedia.in

Delhi 249 A, 1st Floor Okhla Industrial Estate Phase-III New Delhi-110020 Board Line: 011-49490300

Bangalore No. 946, 1st Floor, 11th Main Road H.A.L. 2nd Stage Indiranagar, Bangalore-560008 Board Line: 080-4094 1904

Kolkata Keshar Vatika 2nd Floor, Flat No.2B 7A,Gurusaday Road. Kolkata- 700019

Board Line: 033-407071755

Chennai Golden Rays Business Centre, Lake View Road, West Mambalam Chennai - 600 033 Board Line : 044-42073530

Hyderabad Plot no: 48, UBI Colony Banjara Hills, Road No : 3 Hyderabad – 500034 Board Line: 040-65863770

Pune Cabin 9, 1/1, Rambaug Colony, Opp BP petrol pump, LBS Road, Navi Peth Pune 411030 Board Line: 020 -65005761

Regional Offices:

mailto:[email protected]

mailto:[email protected]

http://www.milestonemedia.in/

http://www.milestonemedia.in/

https://twitter.com/MilestoneB

http://www.youtube.com/user/MilestoneBrandcom

http://www.facebook.com/MilestoneBrandcom

07 march 06 | 2013 ooh industry...

Documents