MxMIndia

Tag: Posterscope India

  • The tool is one of a kind in providing detailed information on media pricing across markets in the OOH commercial ecosystem

    Posterscope’s ‘rateOOHmeter’ to evaluate buying efficiency on out-of-home

    By A Correspondent

     

    Posterscope India, the out-of-home division from Dentsu Aegis Network, has launched its OOH rate benchmarking tool called – rateOOHmeter. The ‘rateOOHmeter’ platform is based on field data of OOH campaign universe with information on 400+ brands, 1600 cities, 3000+ campaigns and 85000+ OOH inventory across formats pan-India. Commenting on the launch, Haresh Nayak, Managing Director Posterscope India, said: “The only gap in India’s OOH scenario is the lack of neutral, credible and standardised data. From audience measurement to media rate regulations, this data gap has been subtly stifling industry’s growth. And we have only seen this gap widening, even as the demand for data driven solutions are on the rise. OOH’s very lopsided buying and selling process is largely governed by the whim and fancy of the media asset owner that gives rise to disproportionate rate verdicts. This too varies from campaign to campaign and media buyers likewise. The onus of delivery, therefore, falls into the agency’s court to deliver a lean and effective campaign. Now, with the help of rateOOHmeter we can have a controlled environment in which the media rates will be regulated with historical buys in OOH campaigns aligned with the media asset owners for the respective regions.  Clients will now be able to map their productivity through the agency’s buying process and the agency will be able to deliver beyond the brief.”

     

    Subhashish Trivedi

    Added Subhashish Trivedi, Vice President – Media Buying, Posterscope India added, “With the help of rateOOHmeter, the buying efficiency will immensely improve, the results of which will shine in leaner and productive campaigns. In the future we will be able to reach to the level where we can reduce inconsistent buying by over 95%.”

  • The tool encompasses media inventory of over 60,000 OOH sites across 1700+ cities in India

    Posterscope automates out-of-home planning with ‘OOHZONE’

    By A Correspondent

     

    Posterscope India has launched ‘OOHZONE’, a fully automated live dashboard for OOH media planning. Its shear scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media planning and execution mapping.

     

    The tool encompasses media inventory of over 60,000 OOH sites across 1700+ cities in India.

     

    Haresh Nayak

    Said Haresh Nayak, Managing Director Posterscope: “Location is the new leverage that brands and agencies are eyeing to ascertain the consumer behaviour, and when OOH is the context, mobile devices are the undeniable common currency of information mining. We now have access to large data sources that allow us to break away from traditional audience demographics, enabling us to plan, on location based behaviours and interests. To achieve this we have forged number of partnerships in order to access a variety of mobile data. OOHZONE is now at the forefront of automated, speed-driven and process-oriented planning and by its virtue it will surely stir a paradigm shift in the OOH industry,” he added.

     

  • The mandate was won through a multi-agency pitch that called for designing and implementation in various retail formats pan-India

    Hyperspace wins retail and visual merchandising mandate for SBI Life Insurance

    By A Correspondent

     

    Hyperspace, the retail design studio arm of Posterscope India, part of the Dentsu Aegis Network, has won the retail mandate for SBI Life Insurance. The mandate was won through a multi-agency pitch that called for designing and implementation in various retail formats pan-India.

     

    Commenting on the win, Arti Singh, Associate Business Director Hyperspace, said: “It is very critical in today’s competitive market to be distinguishable and our client’s communication expresses a credible intent to reach out to the right customers with the right product. We delivered on each aspect that lucidly projected our philosophy to collaborate, create and deliver on the client’s requirement. The win can be attributed to our campaign planning abilities that make use of retail consumer research and insights. Our in-house planning tool, ‘Connect’, particularly proved to be effective in showcasing how efficiently large scale retail execution can be delivered with ease and transparency.

     

    Added Haresh Nayak, Managing Director Hyperspace: “This win truly strengthens our retail portfolio. With our focus on distinguished offerings, especially our retail planning and implementation process, we have proved that standardization with accuracy can be achieved for large scale retail projects such as this.”

     

  • The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack

    Posterscope executes disruptive campaign for Cadbury

    By A Correspondent

     

    Posterscope India, the out-of-home (OOH) agency from Dentsu Aegis Network, has rolled out a OOH campaign to announce the launch of Mondelez’s latest variant, the Cadbury Maha Pack.

     

    The key objective of the campaign was to up-trade the Cadbury Dairy Milk consumer to a larger pack. The brand is targeted at male and female consumers aged 13-24, Sec A and B. Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. It cumulatively had a delivered mix of billboard, unipole, gantry, pillars, train stations, metro train and bus shelters across top 15 cities, covering more than 300 touchpoints and 500 plus media units.

     

    In addition to using the traditional OOH media formats, Posterscope India took the out of home communication to another level by creating a larger-than-life Cadbury Dairy Milk held together by two sumo’s on a truck. The 22ft truck carried huge cut in the peak traffic hours of Mumbai across the length and breadth to create buzz both online and offline. This was an absolute eye catcher for the travellers in the peak hours, creating the required impact and buzz for the brand.

     

    The one-of-its-kind innovation in the out of home space was motivated by the watchwords preached by the brand itself that said – “Your favourite chocolate just got bigger!” With the hashtag #Mahapack following it, to grab the maximum amount of eyeballs on twitter.

     

    Haresh Nayak

    Commenting on the campaign, Haresh Nayak, Regional Director, Posterscope APAC says, “This was a one of its kind disruptive advertising created by posterscope. Not only did the team go ahead and create a new media option for the brand but we also created multiple innovation highlighting the core essence of the product. The media strategy was aligned to ensure that the campaign matches the means of communication in the out-of-home space, within the consumer ecosystem.”

     

  • The core objective of the campaign is to build awareness and thereby, increase sales

    Posterscope India uses pixel-led technology for Hitachi refrigerator

    By A Correspondent

     

    Posterscope India has rolled out a technologically-advanced innovation to promote Hitachi’s latest variant, ‘New Fresh Bottom Freezer’, in the out-of-home space.

     

    The core objective of the campaign is to build awareness and thereby, increase sales. The one-month-long campaign is aimed at reaching out to the affluent population – confident urban dwellers with a modern, progressive and open-minded outlook.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The campaign has a delivered mix of unipole, billboard, back-lit premium bus shelters, LED screen and duct panel. The campaign has been implemented across top eight cities.

     

    The campaign, which is based on the brand communication, “Inspire the Next”, motivated the agency to come up with a one-of-its kind innovation for a billboard. The billboard integrated digital with OOH.  The campaign has been designed to communicate the key brand feature of the 3-door refrigerator and to build recall at points-of-purchase to accelerate consumer-purchase decisions.

     

    For the record, the technology used behind this latest innovation is based on addressable pixel programming. As part of the innovation, every pixel is coded and mapped on the hoarding. The innovation has created a huge impact, high stickiness and top-of-mind recall for the core TG.

     

    Adding a layer of efficacy to this innovative campaign, is a well thought-out media plan that was designed by Posterscope. Based on their deep understanding of the target consumer, which was derived from their primary research (OCS), patented analytical tools (PRISM) and accumulated understanding, Posterscope zeroed down on a specific location in Delhi. Innovation was done at Ring road, which is the only point that connects South Delhi to West Delhi. Ring road is Delhi’s one of the main arterial roads that witnesses heavy traffic and market influx.

     

    Haresh Nayak, Regional Director, Posterscope APAC added, “We are glad to be associated with the exercise for Hitachi, ensuring the creation of high impact visibility with the wide spread out-of-home campaign. The world is currently standing in the midst of massive technological advancements and our consumers in India are not just aware but also exposed to these evolutions while sitting at home. Therefore, the campaign that we executed had to be such that it could stand up to a world-class quality. And I am glad that we have stood tall and delivered so well.”

     

  • The innovation helped the brand stand out while the LED lighting ensured long distance visibility

    Posterscope executes extensive OOH campaign for Cadbury Bournvita biscuits

    By A Correspondent

     

    Posterscope India has rolled out a massive OOH campaign to announce the launch of Mondelez’s latest variant Cadbury Bournvita biscuits.

     

    Cadbury Bournvita Biscuits is the company’s second brand in the biscuits category after Oreo. With this, Mondelez India expands its category footprint from cream biscuits to cookies. With its ProHEALTH vitamins and signature chocolatey taste, the biscuit will offer a perfect balance for the morning snacking occasion.

     

    With the core objective of the campaign centred around building awareness of the launch of this new offering, Posterscope used the product tag line ‘Subah ka Biscuit’ in its communication to showcase the product as a morning breakfast snack. The campaign aimed to reach out to the mothers of children aged five and fifteen years across Sec A & B.

     

    Building on the brief, Posterscope crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, gantries, pillars, mall facades, airport, metro trains.  To build reach and frequency, Posterscope deployed bus shelters, food Court table mat brandings, local and metro trains and signages across various cities.The campaign has been implemented across top 20 cities.

     

    Mondelez spokesperson said, “We launched a high decibel integrated marketing campaign with strong on-ground, social, digital & OOH activation plan to create awareness and drive rapid trials in the launch phase.”

     

    Ashok Pillai, Creative Director Posterscope India: commenting on the campaign innovation said “ we strategically choose a billboard that caters to the morning traffic and made sure that the site was one which had clear sky in the background in order to accentuate the innovation”.

     

    The innovative billboards that Posterscope installed in Mumbai added an edge to the campaign. using an LED lit “Subah ka Biscuit” on a hoarding sized 100ftx10ft along with a backlit product pack the effect was impactful. Special lighting gave the effect of a rising sun thereby creating freshness in “the morning zone”. The innovation helped the brand stand out while the LED lighting ensured long distance visibility. This gave the campaign the much required buzz.

     

  • Two senior strategic placements have been initiated recently

    Posterscope Group India restructures senior team

    By A Correspondent

     

    Posterscope India that completed 7 years in India, is gearing up for the future course of out of home evolution with renewed vision and vigour. Given Posterscope’s ambitious plans to lead the change and redefine the ecosystem, the leadership team and management is venturing into significant realignments and recruitment basis their grand plans for the new age connected consumer.

     

    Two senior strategic placements have been initiated recently. Fabian Cowan who was instrumental in the initiation and building of Brandscope India into its current avatar as has now been realigned as head of Posterscope India. Fabian is an experienced professional of 21 years with a diverse media background including print, radio, television and digital out of home. He is also a certified trainer and facilitator and has been with the company for more than five years now.

     

    Commenting on his new role Fabian said, “I believe a new and changing out of home ecosystem requires an equally new approach. The consumer has established his/her intelligence, and our clients too are aware and suave expecting only the best; given this we need people who are in sync with this intelligentsia, there is no place for mediocrity  and the recent structural alignments reflective of this new approach will continue to be visible in the future”.

     

    Additionally Charanjeet Singh Arora has joined the group as Head of Brandscope and will spearhead national operations of Brandscope and drive it to the next level in its evolution as a brand. Charanjeet a senior and well respected professional with a diverse professional background spanning 22 years in industries such as courier services, radio, Television and outdoor was last working at Rapport outdoors as AVP. With an MBA and Masters degree in applied economics Charanjeet brings with him the depth and respect required for the new vision the group is focusing on.

     

    Haresh Nayak

    Haresh Nayak- MD Posterscope India and Regional Director Posterscope Asia Pacific added, “I am delighted to welcome both charged professionals into their roles at Posterscope Group. We are always on the lookout for the right people who can share our vision and partner with our clients to create Pioneering OOH solutions. ‘Both Fabian and Charanjeet are highly respected professionals with a value and belief system that is a rarity. I believe that the new age consumer and our clients will be served with a new brand of out of home and team Posterscope will be leading this change from the front.”

     

  • The primary target of the campaign was to target consumers at those touchpoints where mass-gatherings happen

    Posterscope creates OOH campaign for Goodricke’s Roasted

    By A Correspondent

     

    In a bid to give boost to the soulful adda-culture better, Goodricke has taken to the Outdoor-route for the first time to promote their highest selling Brand – Roasted – amongst masses as the most sought after Darjeeling Tea brand in the country.

     

    Outdoor being the only medium of communication here, crafting the campaign strategy was a huge challenge for Posterscope. Since ‘adda’ was at the apex of the campaign brief, the primary target of the campaign was to target consumers at those touchpoints where mass-gatherings happen.

     

    Since people can gather, mingle and gossip anywhere, identifying requisite OOH spots near those areas using multimedia options was the key task that Posterscope took up as part of its client-campaign strategy. The touchpoints needed to cater to all age groups. Therefore, apart from using main media Billboards, different formats such as metro signages, island branding, Glass facad, BQS were used for the campaign. The campaign was rolled out in 2 phases wherein the initial burst was for a 30-day-period, which was then followed up with a sustenance campaign for next 30 days further. In between, there were quite a few filler phases conducted which were of short durations in a bid to give a time-boost to the campaign during the monthly buying cycles.

     

    The whole campaign strategy has been to position ‘Roasted’ as an ‘Adda Starter’ among the masses and influence the buyer’s purchasing decisions, which is then tilted towards Brand Roasted. Supporting the next two phases of the strategic road map, Hyperspace, the Retail Solution division under the Posterscope umbrella, mapped all their retail counters under general trade. Here, a retail audit was conducted to know the exact visibility challenges and consecutive solutions were given in terms of visibility enhancements at those stores; also customized executions were carried out to increase the Brand recall at loose-tea counters under general trade.

     

    Commenting on this campaign, Vikram Sungh Gulia, Senior General Goodricke Group Ltd., said; “When it came to the positioning of Kolkata’s No.1 Darjeeling Tea, we wanted Roasted to truly speak of the spirit in which it is bought, made and consumed in most households in this city. The two things that truly define the spirit of this city and its old world charm are, tea and adda. Both being complementary, in etiquette, in habit and in practice. For years, it has been a custom in this City of Joy, to sit and discuss politics, cinema and life in general, over a cup of tea. In the mornings before everyone goes to work, in the evenings when everyone comes back from work and several times in between. These tea sessions are almost always accompanied by an adda.”

     

    Haresh Nayak

    Haresh Nayak, Managing Director – Posterscope India said, “It gives us immense pleasure to be their preferred agency when it comes to providing outdoor solution and optimisation. The media strategy was aligned to ensure that the campaign matches the means of communication across all platform, be it outdoor or retail, within the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group.”

     

  • It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design

    Posterscope executes high-decibel outdoor campaign for Frooti

    By A Correspondent

     

    As Parle Agro introduced a new visual identity for Frooti, it vested the responsibility with Posterscope India for its Out-of-Home communication.

     

    As Frooti is moving away from its traditional image, the idea was to showcase the new drink in a fresh, exciting and playful manner. It had to appear distinguished in a cluttered advertising landscape with its contemporary new look and a bold logo design.

     

    The task put forth by the Parle Agro Team to Posterscope India was to create a buzz about the brand’s new look and leave a lasting impression on the consumer’s mind such that it would support and boost its on-ground visibility.

     

    Posterscope conceptualised and created an outdoor implementation strategy. It delivered month-long visibility to the brand across 100+ markets pan India to address the objective of establishing Frooti as a leader and the voice of authority in its category. The campaign was not just high impact, juxtaposed against sustained visibility, but also exhibited high cost efficiency.

     

    Speaking about the campaign, Nadia Chauhan, JMD and CMO, Parle Agro said, “We are employing a differentiated marketing strategy with the entire brand revamp and new positioning for Frooti. With our new campaign, we want to make the brand relevant and appealing to consumers across generations and build higher aspirational values around it.”

     

    Haresh Nayak

    Commenting on the association, Haresh Nayak, Regional Director, Posterscope APAC said, “We are glad to be associated with the brand-revamping exercise of Frooti ensuring the creating of high impact visibility with the wide spread outdoor campaign. ”

     

  • The campaign objective was derived from the brand name itself with an intent to reach out to the mass at all possible touch points

    Reach taps into Posterscope’s expertise for outdoor initiative

    By A Correspondent

     

    Reach Mobile has joined the outdoor bandwagon with Posterscope India. The out-of-home agency from the Dentsu Aegis Network that has been handling both national and global mobile handset clients, has reaped in its expertise to provide a holistic approach where outdoor advertising is concerned.

     

    With the objective ‘Your Smartphone – Your Reach’, Posterscope interestingly identified the reach of the TG – where they move, retreat, socialise and spend most of their leisure time. The campaign objective was derived from the brand name itself with an intent to reach out to the mass at all possible touch points. The campaign was covered in markets like West Bengal, Northeastern States, Orissa and Bihar in the first phase. The next phase roll-out will target Rajasthan, MP and Chattisgarh.

     

    Kinjal Desai

    Commenting on this campaign, Kinjal Desai, Head Corp Comm and Marketing, Reach Mobiles Pvt. Ltd., a subsidiary of Reshmi Group said; “We have been successful in reaching out to all corners of the cities in which we have rolled out our campaign; the response is quite good in terms of trade and customer calls. The agency needs to be appreciated for devising such a strategic plan with a robust coverage.”

     

     

     

     

    Haresh Nayak

    Haresh Nayak, Managing Director – Posterscope India said, “It gives us immense pleasure to be a preferred agency for venturing into Outdoors. The media strategy was aligned to ensure that the campaign matches the means of communication and the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group.”