celebrating -...

Monthly Milestones

Celebrating

of

Nabendu Bhattacharyya, CEO & Managing Director Milestone Brandcom

2nd Anniversary Special

From the CEO & MD’s Desk

Milestone’s e-newsletter - Monthly Milestones was a small initiative that began in 2012. It started out as a email blast for some of our clients & eventually evolved into a corporate communication tool.

It has been our constant endeavor to keep you updated on the latest events, campaigns & activities in the global OOH market. Monthly milestones also enables us to share with all of you our latest work & achievements. Monthly milestones has now become a key marketing tool for us to keep in touch with our clients &

Celebrating 2 years of Monthly Milestones

stakeholders. Clients & marketers have widely appreciated our inputs, updates & stories.

It ‘s already been 2 fabulous years and we couldn’t have done it without your constant support & encouragement. Your valuable feedback has continuously helped us improve and better ourselves.

The last 2 years have been noteworthy for us. Milestone, now a part of the global Dentsu Aegis Network (DAN) is now a global company. We have won over 80 prestigious awards in the past 2 years alone.

We strive to deliver the best for your brands and promise to take them to newer heights together. We hope you enjoy reading this newsletter just as much as we do.

Do feel free to drop us a line or share your feedback and suggestions with us.

- Nabendu Bhattacharyya

Contents

Feature Story

What role does location play in the success of a campaign?

OOH Industry Updates To keep you in sync with the latest, most talked about

Out-of-Home media campaigns

Brand Activations

The brand activations that kept consumers engaged

Campaigns by Milestone Brandcom, Sept’14 Latest campaigns executed by Milestone Brandcom



What role does location play in the success of an OOH campaign?

Location plays an integral role in the success of any campaign. The location is important as it gets the attention of the target group. It needs to deliver ROI which is the biggest function of scientific planning. If you cannot guarantee a certain ROI, then the campaign is not a scientific one but a more gut led one. These campaigns are not feasible in today’s world as more and more brands are looking at perfecting their scientific planning to increase revenues through advertising.

Every location that you tap must be measurable in terms of visibility index i.e. quality score of each site. If the billboards and hoardings do not get the right placement in the right location and it doesn’t reach out to the potential consumers then it an ineffective campaign as there would be no ROI for the brand. Hence better the location, better the delivery and ROI. It is essential that the campaign used a combination of sites, each with a good VI (visibility index) to make it a successful project.

While clients are now opening up to the medium, most brands still have limited budgets for OOH advertising and hence give us very specific briefs. They are very particular about the objective of the campaign, its messaging and that they would like to derive from the OOH medium. It is the outdoor agency that creates the specific role of the medium in the media mix to garner maximum and strategic visibility for the brand and product. We select the best media mix that will further help us in reaching out to the target group. The Milestone Optimizer helps us in this process. It delivers the GIP (gross impression point) of a campaign to enable us to choose the best mix of locations for the campaign. Once we select the mediums of communication, we calculate the VI scores using the Milestone Optimizer.

How do you ensure that all the locations chosen for your campaign will ensure optimal reach and penetration among target audiences?

We at Milestone Brandcom, treat location selection as a pure science. Using the Milestone Optimizer, we evaluate the ROI that each site and location brings to the table to derive the best result. The Optimizer uses the following benchmarks to arrive at the VI (visibility index) of a site and its quality score:

• Height of the site from ground – the ideal height would be about 10-12 feet from ground • Size of the site – here the larger, the better • Angle of vision – a 90 degree angle is the best from visibility point of view • Illumination –better the lighting over the site, more the VI • Obstruction – any kind of obstruction or noise in the form of trees, buildings and other

infrastructure can reduce the impact of the site • Viewing distance • Clutter level – the amount of noise in the background affects the VI. A good site will not have

a lot of infrastructure or noise that competes with it for visibility • Deflection – the site needs to be more straight forward and at a right angle to garner

maximum visibility

These parameters are the most important ones while planning the campaign. Using simple arithmetic calculations, one can decide on the best VI score and quality sites.

FEATURE STORY

Use the optimizer in your next campaign. Get in touch with us now!

mailto:[email protected] ; [email protected]?subject=Milestone Optimizer Query

24 October 07 | 2014

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

Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013

www.milestonemedia.in

OOH INDUSTRY UPDATES

4

Milestone Brandcom & United Technologies Create a Pioneering Outdoor Campaign to Promote Their Latest Elevator Model by Otis Combining cutting edge technology from Otis with Milestone’s vision, the latest campaign by United Technologies features innovations that push through the boundaries!

Milestone has created Mumbai’s most striking innovation so far at Mahim Junction Causeway, featuring three sleek working elevators that move throughout the day.

The campaign brief was to create a strong brand image and showcasing the stealth of the product while building on their tagline ‘One Powerful Idea’ at the same time. With this campaign, United Technologies aims to demonstrate how an idea with the right technology can completely transform human lives. The elevator is a culmination of the best technology and the smartest minds in the country. The campaign to support this invention had to be nothing short of spectacular.

This campaign proves that there are absolutely no limits when you have a great product to play around with. Numerous positive responses from the audiences have come in enquiring about the installation!

The key objective of this execution was to display the spearheading technology and design of the elevators from Otis. Inspired by the success of their previous campaign involving a unit of S-76D helicopter model stationed at the same location from Sikorsky, the helicopter making subsidiary, United Technologies decided to set the bar higher this time.

Watch the video here

https://drive.google.com/file/d/0B3InQ8C3IibpX2tDTDhiby13QzQ/view?usp=sharing

24 October 07 | 2014




Fastrack urges youth to ‘Just Be’ via offbeat outdoor campaign Fastrack from the house of Titan has launched a line of bags, sunglasses, helmets and watches with an

offbeat outdoor campaign to promote the same. Executed by Milestone Brandcom, the ‘Just Be’ campaign has been rolled out across 30 cities in the country for a period of 45 days.

The campaign entails international models sporting the brand’s accessories. With ‘Just Be’, Fastrack has not moved away from their core philosophy of ‘Move On’, but is more of an extension for the new line of products.

According to the brand, its approach to the campaign creative is not very different from the usual ‘turn-neck’ advertising that it does, but it also creates an outlook for newer interpretations of the core ‘Move On’ philosophy. “‘Move on’ is at the heart of the brand, but it has different meanings when it comes to the youth. With any campaign that we execute, be it television or outdoor, we try and come up with a different interpretation of ‘Move On’. This campaign talks about embracing yourself and the acceptance that who you are, in whatever form, works.

The ‘Just Be’ campaign is purely a traditional outdoor campaign being executed by Milestone Brandcom with a bit of print advertising too. With about 90-95 per cent of the communication being executed outdoor, the brand has targeted key arterial roads in eight metros and upcountry locations, focusing at large market areas. For instance, in Bangalore it has taken up Kuramangala, Indiranagar and Commercial Street, where a large mass of the youth – the core TG – hang out.

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24 October 07 | 2014





6

Uninor takes a social stand & provides transport for the elderly and physically challenged Uninor, as a part of its on-going CSR activities, has sent out a strong message by providing free transport to the aged and differently abled public using (eco-friendly golf carts around the Lucknow railway station. Constantly bustling with activity, the Lucknow railway station can be difficult to maneuver and Uninor found that there were limited resources for those who needed help. By providing these services Uninor hopes to create spread awareness about the lack of infrastructure for these groups.

Conceptualized by Storyboard Brandcom, Uninor’s outdoor advertising agency, the idea took off with assistance from MP funds and Uninor’s enthusiasm to contribute in their own way. Uninor will maintain the golf carts and pay for salaries amongst other running expenditures. Starting from 25th September “14, the golf carts have been providing transport to near-by areas

Speaking about the concept, Nabendu Bhattacharyya, CEO Storyboard Brandcom said, “Uninor is constantly pushing the envelope in terms for their CSR activities and are always willing to go further in order to make a difference to society. While brainstorming for a completely different project, we can to realize that in Lucknow’s scorching heat, many people are left hapless trying to find their way through the railway station which sees thousands of people every day. This might be a very small step but it’s a thoughtful one for a client to take. We are honoured to be working with a responsible brand such as Uninor and hope to extend this service later to a larger space as well.”

24 October 07 | 2014





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Milestone Brandcom creates a high octane outdoor campaign for Bigg Boss 8 Milestone Brandcom has created an outdoor campaign for Bigg Boss 8, the latest season of the most watched non-fiction show in India. Keeping in mind the disruptive content and fan following long associated with the show, We created a larger than life outdoor campaign featuring the show host Salman Khan as a pilot keeping in the plane-themed setting of the season.

Building on the unpredictable factor of the show, the campaign features Salman with cryptic captions such as “Vimaan Kahan Utarunga, Nahin Bataunga” and “Kahan Le Jayega Safar, Yatri Rahenge Bekhabar” to create suspense and excitement around the show. The campaign brief was to get the audience to “Get ready to go on a journey to an unknown destination”. The billboards create a buzz around the show while giving out as little as possible. Poised as the “Baap of all previous Bigg Boss”, it will take the audiences to a whole new level with new twists, location, tasks and games that are unheard of.

Targeting C&S 15+ group and SECs A, B, C in Mumbai. The billboards could be seen at key touch points such as metro stations, train panels, arterial areas and other consumer centric thresholds.

Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom said about the campaign, “Bigg Boss is the most awaited reality show and is a landmark property of sorts in India but the latest season is also the 8th instalment making it a very challenging project to work on. It is difficult to do something interesting which is not repetitive in nature and still catch the audience’s eye. Using route mapping, we have designed the campaign to reach out to the target group with interesting and colourful visuals featuring the host to generate interest.”

24 October 07 | 2014





8

Milestone Brandcom creates high octane outdoor campaign for premium chocolate brand “Schmitten” Milestone Brandcom launched a pervasive campaign for the launch of Schmitten, a premium chocolate brand by the Rajhans Group in India. Targeting the biggest metros of Mumbai, Delhi, Kolkata, Chennai and Bangalore; the outdoor campaign was one of the biggest this year with over 700 high impact media touch points. Billboards, bus shelters, kiosks, flag poles, metro, traffic booth & unipoles were some of the media formats used in the campaign.

The campaign brief was to provide incremental reach to the TV campaign in key markets with a focus on the SEC AB category and the 10-44 year age group. Creating brand recall for the brand with high level of continuous reach while being cost effective and localizing the selling message to demographic targets, the campaign is one of the biggest successes in the outdoor space this year. Milestone chose locations by mapping the target group and their city travel patterns and focussed more on the mothers as they are the ultimate decision makers when it comes to grocery shopping and has the last say in her family’s nutrition.

Nabendu Bhattacharyya, CEO Milestone Brandcom said about the campaign, “Schmitten is one the best premium chocolate brands to enter India in the recent past and we have employed the most scientific methods to do justice in tapping the target audience to deliver the highest ROI. Using methods such as TG mapping with topography and identifying arterial routes, we tried to create maximum impact. We have been lucky to work with a brand that understands the importance of the outdoor space as Schmitten.”

24 October 07 | 2014




BRAND ACTIVATIONS

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Milestone Brandcom executes an Offsite for Axis Bank’s Marketing & Electronic Banking Team Axis Bank recently took its Marketing division of 85 members to Goa for their offsite. The event was conceptualized, designed and executed by Milestone Brandcom. The brief was to come up with a 2 nights/ 3 days trip, at a property out of Mumbai and came up with the theme Team Up to Progress taking forward the brand tagline Progress On. So what better destination other than Goa?

To build up the excitement regarding the offsite, various comical mailers were designed and sent to the employees. The mailers were based on the famous comic strip of Spongebob Squarepants and Patrick Starfish. Since the entire theme was on coming together as a team, we chose a beach property – The Holiday Inn at South Goa’s scenic Mobor beach.

As the guests reached the venue, badges were distributed as per the division of the teams. Teams were then allocated a particular thematic sea animal. To create curiosity, the guest witnessed a Bigg Boss standee while proceeding towards conference room saying somebody is watching over you. At the main conference area, the sea elements such as Star fish, sea plants, beach sand, etc. were utilized. The conference began with the marketing and electronic banking sessions.

Numerous engaging team building activities on the beach and in the premises were conducted in the course of the 2 days. Candid photographs were taken over the period of 2 days & awards were given out to the guests with the best photos. Some of the guests were awarded for their contribution towards Axis Bank. The second night commenced with a gala dinner followed by the DJ grooving the audience with various mashups. As a gratification, the group photographs in branded photo jackets and personalized pen stands were given to all the employees as they reached office.

24 October 07 | 2014




BRAND ACTIVATIONS

10

Axis Bank – Burgundy Launch Axis Bank launched their new brand “Burgundy” which caters to the affluent segment. Milestone Connect conceptualised and executed the event taking forward the Burgundy theme which was present on collaterals to the décor of the event. The décor was as classy as the Burgundy offerings.

The event was graced by Mr. Rajiv Anand – President Retail Banking. Mr. Rajiv unveiled the logo to the Head Honchos, Relationship Managers & Regional Heads of Axis Bank. The unveiling took place at the touch of a button by Mr. Rajiv Anand after which a 3D AV was played on the LED screen as a prelude to the launch. Post the AV the LED screen split to unveil the larger than life LED BURGUNDY logo.

All the guests were enlightened with the brand BURGUNDY by the respective heads. Brand positioning along with future growth aims and potential for Burgundy brand were discussed. An interactive session was held wherein employees were shown the Burgundy Account Kit Box and its features. The Burgundy visiting folder was distributed amongst all the relationship managers with which they can visit their clients. There were motivational speeches from the Dale Carnegie team which motivated the stake holders to offer BURGUNDY as a proposition to all their HNI clients.

An award ceremony was conducted across 3 categories for the high performing Relationship managers and employees. Trophies and framed certificates were also presented to the winners. A DJ party was held on the first night of the event which saw enthusiastic participation on the dance floor from the Axis relationship managers.

24 October 07 | 2014




BRAND ACTIVATIONS

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Milestone Connect executes the first ever ‘in-store’ activation for Hamleys The brief given was to promote their new set of toys i.e. Nancy doll & Bear. The objective was to drive footfall to the store through engaging activities. Interactive activities were conducted which made kids engaged with the mascot that is the Bear and Nancy doll.

The activity was held in 10 Hamleys stores in Mumbai, Delhi, Chandigarh, Chennai, Pune, and Ahmedabad. It was conducted on 5 consecutive weekends, i.e. 30th & 31st of August, 6th & 7th of September, 13th & 14th September, 20th & 21st September and 27th & 28th September. Promoters had encouraged participation by girls above 4 years and asked them to pick their favorite Nancy doll and describe why they like her. Children describing a minimum of 5 qualities were gratified with Hamleys goodies. A special photo opt was conducted wherein the promoters asked kids

to pose with Nancy and get clicked. Post the photo opt activity, the photographs were uploaded on Hamleys Facebook page. The bear promoters would engage kids around the mall playing with them and clicking photos and drawing them to the store.

24 October 07 | 2014




BRAND ACTIVATIONS

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Life OK launches daredevil, dance - based reality show, Dare 2 Dance Life OK launched a new dance based reality show Dare 2 Dance. The press conference was held on 3rd September at Le Meridian Hotel in New Delhi.

The entire execution of the press conference was executed by Milestone Brandcom. An enormous LED screen was set up. A special one on one zone with a checkered backdrop was installed for the media to interact with the stars.

The flow of the event started with the dance performance of Emille Callion, a professional dancer from Paris and Sanam Johar. Post their performance, the host and mentor of the contestants Akshay Kumar joined the dance contestants to describe the show along with Ajit Thakur, EVP and GM of Life OK.

Post addressing, the media had one on one interaction with Akshay Kumar and the dance contestants.

Shot in South Africa, Dare to Dance will see ten contestants not just putting their extraordinary dancing prowess on display but also fighting their fears. For instance, fear of height and water, among others.

24 October 07 | 2014




Garnier Fructis Colors Axis Bank

OOH INDUSTRY UPDATES [Campaigns by Milestone Brandcom, September’14]

Triple Nutrition NRI

Aashirwaad Ek Vaada Saccha Sa

Schmitten

Big Boss 8

FlyDubai

SONY MAX XOLO Onam Campaign

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Fastrack Just Be

Sare Homes Hero

Chocolates

Cyles

Brand Campaign

Brand Campaign

Filmon Ka Jadoo Rustomjee Festive Offers

24 October 07 | 2014




Uninor – UP(E) Uninor – UP(W) Uninor – UP(W)

OOH INDUSTRY UPDATES [Campaigns by Milestone Brandcom, September’14]

Chota Recharge Badi Baatein Badhta Network

Uninor - ROM Ganesh utsav par sabhi calls @ 25 P/min

Uninor - AP

STD @ 25 Paisa/ min

Uninor - BJ

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This Dussehra talk your heart out Ab nahi to kab

24 October 07 | 2014





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