MxMIndia

Tag: OOH campaign

  • The campaign was executed for four weeks in 400+ towns across a wide array of 1200+ large format touch points like billboards, gantries, wall wraps, mall facades and unipoles

    Milestone Brandcom rolls out OOH for Binani

    By A Correspondent

     

    Milestone Brandcom has rolled out Binani’s new Out-of-home campaign. Along with extended reach, the brand boasts a number of creative executions spread across circles.

     

    The communication objective was to ensure that the campaign be distinguished on OOH and also associate with people’s lives and be part of festive cheer. The brand ambassador for Binani Cement is Amitabh Bachchan, to further aggrandize his personality, only high impact media touch points were taken up. The campaign was executed for four weeks in 400+ towns across a wide array of 1200+ large format touch points like billboards, gantries, wall wraps, mall facades and unipoles. Extended presence was built using bus shelters and kiosks across all major junctions and arterial routes. The campaign was also taken onto the airports of all major metros for greater reach.

     

    There were a number of innovations executed for this campaign. Large 3D LED letters of ‘Binani Cement’ were installed over numerous billboards and bus shelters across the country. The campaign creative featured one of Binani’s manufacturing plants in India, the creative was enhanced with the help of LED lights aptly installed behind media to light up the windows in the creative. These ensured dominant visibility not only in the daytime, but even at night.

     

    “Milestone’s forte lies in their planning and innovations. The best part about Milestone is that they put the brand before the budget. They always provide us with an in-depth understanding of the market. Their OOH strategy is not skewed to the traditional planning route, but altered to suit what would work best for the brand,” said Bina Verma, Managing Director, Media Magix Braj Binani Group.

     

    Imtiyaz Vilatra

    Commenting on the campaign, Imtiyaz Vilatra, Founder Member & Managing Partner, Milestone Brandcom said, “The media mandate given to us for this campaign was to build salience for the brand and maximize impact through visibility and scale. In a highly cluttered media space, it was essential for the brand to stand out. We took an approach unconventional to the brand’s image and executed a number of innovations to ensure visibility and recall, and filled every city with a dominant presence of Binani Cement.”

     

  • StreetSmart helps create buzz for Disney original movie ‘Phineas & Ferb: Across the 2nd Dimension’

    StreetSmart buzz for Disney movie

    By A Correspondent

    Disney Channel’s Emmy Award winning global hit series ‘Phineas and Ferb’, recently scaled another peak with a new TV movie inspired by the series. The movie made its debut on Sunday, September 25 on Disney Channel.

    StreetSmart was given the mandate to plan and execute the OOH campaign to create the needed buzz and awareness for the television premiere. The campaign was executed in Mumbai and started on 14th Sep.

    Disney Channel wanted to build a dominating visibility and high level of awareness for the upcoming movie telecast. To achieve this impact, it was important that the outdoor campaign was well planned and targeted the family and kids audience to achieve the desired impact and eyeballs.

    To achieve this objective, Streetsmart meticulously planned the entire campaign roll out to ensure that the priority zones are well covered. The other important touch points across the city were also identified and impactful media vehicles were deployed to create the desired visibility.

    A mix of large format billboards and backlit bus shelters were used for the campaign.

    The strategy used by Streetsmart was to identify the top TG heavy zones in the city and create media corridors in these zones using a series of backlit bus shelters spaced at regular intervals coupled with core billboards at key touch points to create impact along with the reach. This ensured high level of visibility and OTS for the brand. It also optimized the campaign visibility, minimizing spillover in lesser priority areas.

    The well designed layout and attractive visuals used in the creative multiplied the impact and noticibility of the campaign manifold. For the bus shelters, Streetsmart used a combination of three different visuals which highlighted the three main characters of the movie – Phineas, Ferb and Agent Perry. As the series is already popular amongst the TG, it was very easy for them to connect with the communication.

    This campaign was a part of a 360 degree activity planned by Disney Channel for the premiere.

    Mr Anirudha Pawar, Group Account Director, StreetSmart said: “Phineas and Ferb are extremely popular with kids and the movie with several viewership records globally was highly anticipated in India as well. OOH was an integral part of this launch and we were mandated to deliver a well planned campaign to convey the message across to the TG. Through well defined priority zones in the city we targeted key TG at regular intervals using media corridors and maintained TOM for the upcoming premiere. Gauging from the degree of response received for the campaign, I am sure our efforts paid off. Team Streetsmart thanks Disney Channel for keeping the faith in us. ”

    This is the third campaign executed by Streetsmart for Disney Channel. Spiderman Live! and Shooting Stars were the two properties launched earlier by the agency. The innovation done by the agency for Spiderman Live! won a metal at the OAC 2011 Awards held this year.

    “The campaign planned by Mudramax for the premiere of the Phineas and Ferb Movie: Across the 2nd Dimension was so well planned and executed that the exposure delivered seemed much greater than the outlays for a similar campaign. Once again team Mudramax has reinstated our faith in their OOH expertise and innovative solutions” added Mr Srikanth Sarathy – Director Marketing and Creative Services, Walt Disney Television India Pvt. Ltd.