Media Center
Scala India announced today that Scala software was chosen to drive the first ever Digital Signage Airport Advertising network in Terminal 3 at the Indira Gandhi International Airport – New Delhi, the largest and newest airport facility in India.
One of India’s Leading OOH Media Agency has obtained the advertising rights for Indira Gandhi International Airport, where they now can offer both static and digital advertising to their customers. For the digital advertising possibilities they have chosen Scala to deliver the software solution for their network. The OOH network at Indira Gandhi International Airport - Delhi consists of:
180 individual 65 inch screens in portrait mode, spread over various locations around the airport including travelators, departure gates and security hold areas of both international and domestic piers..
A 48 screen giant video wall about 10m x 2m in total dimension at the domestic departures section
“We feel privileged that Scala has been selected again to enable digital signage in its new and huge advertising platform at the Indira Gandhi International Airport” said Oscar Elizaga, Vice President, EMEA, Latin-America and India for Scala. “The visual feast at Delhi Airport will not only overwhelm the travelers and visitors of the airport, it will also offer advertisers a unique opportunity to target an enormous audience.”
This is the second airport network that we have implemented and manage content on an ongoing basis” said Mohamed Rafeeq – CEO Scala India. “ T3 with the introduction of the advertising network has further opened new and immensely profitable avenues for network operators. T3 is already proving to be a model that is fast changing the OOH landscape and we expect to be actively involved in many more such networks”.
The new network is the second platform in Terminal 3 of Indira Gandhi International Airport Delhi that is driven by Scala. Since July 2010, a 245 Player network is already running in the same location. All content on that network is also driven and managed by Scala. That network ranges from providing Live TV channels, General airport announcements and Live weather updates on screens at boarding gates, check in counters, information counters, customer lounges at gates and restaurants. In addition the network also acts as the redundancy source for Flight Information when the primary FIDs system is down. Since Scala will drive both networks, Scala India will be managing Terminal 3 at Indira Gandhi International Airport completely, on the content aspect of the networks.
About Scala
Driving more than 500,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platforms for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company's digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Newad, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany, Japan and India, as well as more than 500 partners in more than 90 countries.
MUMBAI: With its premium ambiance and high dwell time, airports have always been advertising hotspots. With the ever increasing air passenger traffic, coupled with privatisation and modernisation of airports, they have become a 'must advertise' locations, specially for premium, up-market brands.
Therefore, when after making its presence felt at the Delhi airport, Blackberry chose to build high impact, all encompassing presence for its newly launched tablet, PlayBook at the Mumbai airport, it seemed like a natural and logical progression.Times OOH was bestowed the campaign duties for this premium location.
The objective of the campaign was to highlight multiple features of the product to the target audience in an innovative way.
In order to achieve this, the campaign brief was to create multiple touch points with the TG to showcase the many features of the product. It was also decided that the display options should be innovative to create top of the mind recall.
Multiple locations within the airport were chosen to literally follow the passengers through the airport right up to the point where they finally leave the terminal to board the aircraft. Standees flooded Terminals 1A, 1B and 1C directing passengers to the Croma store to induce trials and purchase.
In order to build impact, larger-than-life mock up cut out of the product was placed in Terminal 1A arrival, offering visibility to all premium passengers arriving on Kingfisher and Air India. Apart from this, three high impact backlit displays were deployed in Terminal 1A security hold area. A head-on drop down banner was used in the terminal 1A arrival area in conjunction with the larger-than-life cut-out.
Head-on spectacular display was used in Terminal 1B security hold area and head-on drop down banner along with a backlit spectacular was used in Terminal 1B arrival. Additionally, a high impact spectacular display was deployed in Terminal 1C passage.
In addition to this large scale high intensity presence, 16 standees placed at key locations like the Signature Bar, Food Court, Business Lounges and retail area to build dominating brand presence in the entire domestic departures area.
High impact outdoor sites were also used in conjunction with the extensive in-terminal presence detailed above. large format head on site along with mobile van mounted displays were deployed outside the airport to create visibility amongst all passengers arriving in Mumbai.
"Just like our successful campaigns like 'Are you missing something' on BBM, 'Love what you do' and 'BlackBerry Boys', with this, we worked on our PlayBook outdoor branding strategy creatively and attempted to create something that lasts longer in people's mind. Yet again, this branding concept has triggered massive word of mouth and discussions around the creative display of PlayBook at the most obvious spots at the airport", he added.
Talking about the feedback from the campaign, Baruah stated, "We are extremely thrilled with the overwhelming response and we plan to continue to illustrate brand BlackBerry in innovative ways." Talking about the OOH campaign in Mumbai airport, Gautam Shahane, business head, Times OOH, said, "The Mumbai Airport offers an unmatched catchment of SEC A+ audiences rarely found in any one location. And, when you marry the many associations that the airport conjures like busy schedules, jet setting for business meetings, travel etc. and the audience profile, you get an ideal launch pad for the Blackberry PlayBook (a device that lets you multitask on the move)!"
"We take pride in delivering unequaled value to our customers. For Blackberry PlayBook's campaign, we worked closely with the marketing team at RIM to hand pick multiple locations at the airport to target the passenger at all points of his journey through the airport. The idea was to showcase the many features that the product has, and this could only be achieved with multiple creatives located at many high-impact locations", he added.
Shahane concluded by saying, "We value our association with such premium brands and strive to provide an unrivaled value proposition."
Research In Motion (RIM) recently took advantage of the advertising network at Mumbai Airport to promote its new professional-grade BlackBerry PlayBook tablet. The activation is executed by Times OOH.
The BlackBerry PlayBook is a multitasking powerhouse. Its groundbreaking performance is jointly fueled by a 1 GHz dual-core processor and the new BlackBerry Tablet OS which supports true symmetric multiprocessing. Together, the abundant processing power and highly sophisticated OS enable the BlackBerry PlayBook to provide users with true multitasking and a highly-responsive and fluid touch screen experience for apps and content services.
RIM maximized its advertising campaign impact by unveiling a larger than life mock up cut out of the product at Terminal 1A Arrival offering visibility to all premium passengers arriving on Kingfisher and Air India. The current campaign started on 21st June. The life size playbook tablet is exhibited at a cracker location with 100% visibility to all the passengers.
Apart from the innovation, the media plan includes three high impact Advertisement backlits at the Terminal 1A security hold area, drop downs at prominent locations, backlit spectaculars, all spread throughout Terminals 1A, 1B and 1C. Also, a 100 sq. ft. outdoor site located at a head on, ‘cannot miss’ location greeted ALL passengers arriving at the city of Mumbai.
The plan also included 16 standees at key locations including Signature Bar, Food Court, Business Lounges and retail area which dominated the entire domestic departures. Gautam Shahane, Business Head, Times OOH, said, “The Mumbai Airport offers an unmatched catchment of SEC A+ audiences rarely found in any one location. And, when you marry the many associations that the airport conjures like busy schedules, jet setting for business meetings, travel etc. and the audience profile, you get an ideal launch pad for the Blackberry Playbook (a device that lets you multitask on the move)! He further added, “We take pride in delivering unequaled value to our customers. For Blackberry Playbook’s campaign, we worked closely with the marketing team at RIM to hand pick multiple locations at the airport to target the passenger at all points of his journey through the airport. The idea was to showcase the many features that the product has, and this could only be achieved with multiple creatives located at our many high-impact locations.” “We value our association with such premium brands and strive to provide an unrivaled value proposition,” concluded Shahane.
Krishnadeep Baruah – Director Marketing, India- Research In Motion, said, “At Research In Motion, our advertising and marketing campaigns have always been out of the box, reaching out to the target audience with a greater impact. BlackBerry PlayBook the world’s first professional-grade tablet is a powerful device with true multitasking, uncompromised web experience, ultra portable and connects seamlessly to BlackBerry smartphones using the BlackBerry bridge for an amplified experience. Our task was to elucidate these core functionalities of the PlayBook to our potential and existing customers in the most innovative way. We are always multitasking while on the move, and that’s where the concept of creative branding at the Mumbai airport germinated from.
NEW DELHI: With the ever increasing vehicular traffic specially in metro cities, road safety is a matter of paramount importance to the residents and millions of commuters in these cities. 'Road Safety Drives' therefore are no longer the responsibility of only the traffic authorities, but corporates also play a key role in promoting and propagating 'Road Safety'.
In line with this thought, Times OOH, Trafficzam.com, DND Flyway and the Prateek Group embarked upon a month long road safety drive initiative on the Delhi-Noida-Direct (DND) flyway starting June 8, 2011. The initiative was aimed at the NCR residents, to spread awareness about road safety and traffic rules among commuters. The focus of the drive was on the thought, 'Lane driving being sane driving'. This activity was also supported by the traffic police.
The event began with a fashion show. The models on the ramp were dressed as different 'avtaars' of road users such as the corporate executive, house wife, truck driver, taxi driver, student, etc. These models gave out messages on road safety. A rock band also performed at the event and belted out crowd pleasing numbers.A week later, the road safety mascot was unveiled. This was placed at strategic locations at the toll plaza displaying road safety messages. The activity ended on July 7, 2011.
During the activity, staff at the DND toll plaza wore t-shirts displaying messages on road safety. They also disseminated messages on road safety to passengers. Voice messages were played at the toll plazas informing passengers on the benefits of road safety and the perils of rash driving and lane cutting.
Commenting on this initiative, Aman Nanda, Sr. VP, corporate strategy, acquisitions and projects, Times Innovative Media Ltd, said, "Times OOH is pleased to partner with DND and Trafficzam.com on this noble initiative. Being the exclusive advertising partner for DND, and the largest organised OOH player in India, we feel it is our responsibility to associate with pioneering efforts of our partners. Road deaths have become an epidemic. If nothing done about it, by 2020, road accidents will become the second major cause of deaths in the world – second to heart diseases and ahead of cancer. This road safety event presented the perfect opportunity in this direction. We treat this as our corporate responsibility and are pleased to be a part of it."
Anurag Kulshrestha of Trafficzam.com said, "This drive for 30 days included messages and awareness activities through public address systems, road safety mascot, interaction with car-vehicle drivers/owners at different levels through standees, hoardings and volunteers."
Traffic and transport authorities of NCR, besides a medical practitioner from a leading hospital shared their knowledge and experience with the public.
Avdesh Vijeta, SP (Traffic), Noida, commented, "The drive was fully supported by the traffic police and we urged people to adhere to traffic rules and not to violate the law to make it a success." < Avdesh Vijeta, SP (Traffic), Noida, commented, "The drive was fully supported by the traffic police and we urged people to adhere to traffic rules and not to violate the law to make it a success."
Looking at the rampant rash driving and flouting of traffic rules, Trafficzam.com (T.S.S NGO), recently launched a road Safety Week campaign at Delhi-Noida-Direct (DND) flyway. OOH Media Company, Times Innovative Media Ltd (Times OOH) & Prateek Group came on-board to communicate these messages to the common man.associate with this cause. The Safety Week drive, which was a one month initiative starting from the second week of June was aimed at inculcating traffic discipline and adherence to traffic rules. The Delhi NCR traffic Police, along with Times OOH and Prateek Group, jointly created a simple, yet effective campaign to drive the message home.
The event of 8th June began with a fashion show. The models on the ramp were dressed as different avtaars of road users such as the corporate executive, house wife, truck driver, taxi driver, student, etc. These models gave out messages on road safety. A rock band also performed at the event and belted out crowd pleasing numbers. A week later, on 15th June, the road safety mascot was unveiled. This was placed at strategic locations at the toll plaza displaying road safety messages. The activity ended on 7th July, 2011.
During the activity, staff at the DND toll plaza wore t-shirts displaying messages on road safety. They also doled out messages on road safety to passengers. Voice messages were played at the toll plazas informing passengers on the benefits of road safety and the perils of rash driving and lane cutting. This activity generated immense awareness on the issue of road safety amongst DND users and along the way also generated impactful PR for all the sponsors associated with the event.
Aman Nanda, Sr VP, Corporate Strategy, Acquisitions and Projects, Times Innovative Media Ltd, said “Times OOH is pleased to partner with DND and Trafficzam.com on this noble initiative. Being the exclusive advertising partner for DND, and the largest organized OOH player in India, we feel it is our responsibility to associate with pioneering efforts of our partners. Road deaths have become an epidemic. If nothing done about it, by 2020, Road Accidents will become the second major cause of deaths in the world – second to Heart diseases and ahead of Cancer. This road safety event presented the perfect opportunity in this direction. We treat this as our Corporate Responsibility and are pleased to be a part of it.”
“This drive for 30 days included messages and awareness activities through public address systems, road safety mascot, interaction with car-vehicle drivers/owners at different levels, standees, hoardings and volunteers,” said Mr. Anurag kulshrestha of trafficzam.com.
Avdesh Vijeta, Noida SP (Traffic) said, “The drive is going to be fully supported by the traffic police and we urged the people to adhere to traffic rules and not to violate the law to make it a success.”
NEW DELHI: Through branding at high profile spaces in the various Airports nationally, brands are achieving high impact dominance in this much sought after environment. The considerable dwell time at airports and strategic locations of these sites to high traffic volumes increase the exposure to passengers before flights and has tremendous eye-catching appeal. Seizing the opportunity, Samsonite, the leading travel luggage brand has rolled out an OOH campaign titled, ‘Step Out’. The execution service of the campaign and media has been provided by Times OOH. The long term, year long campaign started in May 2011.
The idea of the campaign was to be present at multiple passenger touch points through the departure terminals and associate the brand message of ‘stepping out’ of the home with Samsonite. The other objective was to induce high recall for the TVCs.
Commenting on the campaign, Sudip Ghose, director, marketing, Samsonite South Asia, said, “The airport is one of the most relevant contact points for a Samsonite customer since the brand largely caters to the needs of the air traveller. So OOH at airports becomes a perfect way to reach out to our relevant target group. We have made significant investments in airport advertising in the past and it has paid us rich dividends. Hence this year for our new brand communication we have decided to present at Mumbai and Delhi airports for an extended duration.”
The execution involved installation of creatives at nine high impact sites. This campaign also spanned over 24 AC ducts in the check-in area creating complete dominance. In addition, there were multi poster scrolling units located at the security check queue displaying multiple creatives to waiting passengers. The company has taken the sites at the departure terminals at Mumbai Airport i.e. Terminal 1B and 1A. Within 1B, the company has advertised at the check-in area and created dominance with 24 AC ducts and back lit displays behind check-in counters that offer extended head-on visibility to passengers that are checking-in. Also, media in the security hold area targets passengers waiting for their flights.
Also, the multi poster scrolling units at security check capture the attention of passengers waiting in the line for security frisking. Within 1A, media has bee deployed in the security hold area targetting passengers waiting for their flights.
Talking about the campaign, Gautam Shahane, business head, Times OOH, said, “Samsonite has very strong brand association with travel. And, advertising throughout the departure terminals of the busiest airports in the country targets the itinerant traveler at every step of his journey through the terminal almost up to the aircraft."
Shahane further elaborated, “Campaigns such as this fully utilise the opportunities present at the airports to best capture a target group. The relevant ‘Step Out’ copy and Samsonite’s ultra-premium brand persona fit beautifully with the attitude of the SEC A+ passenger who is ready to embark on his journey."
"We look forward to executing more of such large scale campaigns at our properties.”, added Shahane.
Outdoor media specialist Times OOH has explained how Samsonite, the world’s leading luggage maker recently took advantage of its advertising network at Mumbai Airport to promote its new global positioning "Step Out". Step Out’ aims to give clarity and consistency to the Samsonite brand by uniting different product offerings under one story. To elevate Samsonite from a durable luggage brand to a brand that is essential part of our daily lives, the campaign taps into an emotional state that exists inside everyone—building relevance and emotional appeal to the wide range of Samsonite consumers across Mumbai.
Going by their new messaging – cutting away from the monotony of life, Samsonite has adapted the same philosophy in their communication strategy. The brand has dominated the Mumbai airport by branding the departure terminals at Mumbai Airport. 24 AC ducts in the check-in area were used to create a long-lasting visual impact and leave top-of-mind brand recall to an audience of passengers.
Also, Multi poster scrolling units have been used at the security check area to capture the attention of passengers waiting in the line for security frisking.
Sudip Ghose, Director Marketing, Samsonite South Asia, said, “The airport is one of the most relevant contact points for a Samsonite customer since the brand largely caters to the needs of the air traveler. So OOH at airports becomes a perfect way to reach out to our relevant Target Group. We've made significant investments in airport advertising in the past and it has paid us rich dividends. Hence this year for our new Brand Communication we've decided to present at Mumbai & Delhi airport for an extended duration.”
Gautam Shahane, Business Head, Times OOH, said, “Samsonite has very strong brand association with travel. And, advertising throughout the departure terminals of the busiest airports in the country targets the itinerant traveler at every step of his journey through the terminal almost up to the aircraft. Campaigns such as this fully utilize the opportunities present at the airports to best capture a target group. The relevant ‘Step Out’ copy and Samsonite’s ultra-premium brand persona fit beautifully with the attitude of the SEC A+ passenger who is ready to embark on his journey. We look forward to executing such large scale campaigns at our properties.”
NEW DELHI: In a bid to promote its recently launched E7 series phone, the mobile phone major Nokia has rolled out an innovative outdoor campaign based on the proposition – "Success redefined". In addition to promoting the E7 smartphone, the concept behind this campaign is to encourage consumers to look at their life from a new point of view and decide what real success means to them — is it just about money they make or something really priceless, like friendship, happiness and those little sunny moments of life!
The campaign has been executed by the company's official outdoor partners – Aaren Initiative. For display, the company has selected premium locations at Delhi airport and Mumbai airport which has been provided by Times OOH and also at Bangalore airport, provided by JCDecaux. The 45 days long campaign started in the last week of March.
Commenting on the objective of the campaign, Viral Oza, marketing director, Nokia India, said, "Nokia E7 is our latest offering in the smartphone segment. The focus of the OOH campaign was to play up the unique yet elegant design of the device and highlight the key features that allow consumers to multitask. The device is meant for a consumer who is always 'on the go' and yet able to maintain a work-life balance, airports seemed most appropriate for the campaign as we were able to connect with the relevant TG"
The strategy adopted while executing the campaign was to communicate this proposition to the relevant target audience by creating 'larger-than-life opportunities'. Hence, the three key airports of India were selected to be able to create maximum impact amongst the TG.
The chosen locations, though at the airports, were virgin terrain especially at Delhi airport and Bangalore airport which catered to near 100 percent of the arriving passengers.
As part of the innovation, the agency has used large outdoor LED screens at each airport, which has been masked with the casing of the phone and the phone's keyboard has been fabricated as a 3D backlit cutout with halo effect. Reflective stickers have been used to highlight the phone model. Large LED screens of sizes as large as 600 sq. ft have been used to run full length video of E7 throughout day and night. In Delhi, the larger-than-life replica of E7 has been placed on a mammoth hoarding of approximately 5000 sq. ft. highlighting 'Nokia E7' with LED lights, whereas, the same replica using a LED screen has been placed over a huge platform. In Mumbai, the LED screen has been used on the site at the airport using 3D effect.
Discussing the execution process, Hemanth Shah, managing director, Aaren Initiative and president OOH Initiatives, Lintas Media Group said, "We wanted to deliver quality innovation on a never before done scale in India for the launch. As we all know, it is never easy to do any kind of innovation in India and especially one that involves dynamic video content playing on a billboard!"
He further stated that, "What made this even more challenging was the fact that the TG touch point of airports were chosen. Airports not only were an high value proposition to experiment on, but were also fraught with umpteen security clearances and prohibitive rules. However, we managed to deliver many firsts. Rarely do OOH specialist agencies take on and deliver turnkey projects of this scale and quality. This innovation came to life only because of the partnership spirit of Team Nokia, who not only encouraged us to think 'out of the box' but also gave us the opportunity to dare."
While sharing his view on such high-end innovations Gautam Shahane, business head, Times OOH, said, "Times OOH is driven by innovation! Competition among various media for consumer engagement is really high. Such installations at premium advertising locations like the Delhi and Mumbai airports are a real big step towards providing a strong foothold for out-of-the box engagement options in the out of home advertising arena. We take pride in executing such world class innovations at our properties."
Whereas, talking on the Bangalore airport innovation, Frederic Brun, COO, Airports, JCDecaux said, "JCDecaux and Bangalore International Airport have always tried to be ahead in terms of innovative media solutions proposing limitless creativity for premium advertisers. With this recent launch of the new high end Nokia smartphone E7 their media agency Aaren Initiative has proved how to best use such iconic display offering unique visibility through an original large format combined with LED technology."
Out-of-home advertising agency Times OOH has launched a new digital media solution for Mumbai airport. The new solution will 'harness passengers' increased dwell time, positive mindset and propensity to spend at the airport', according to the company.
Threedouble-sided and two single sided 65" HD digital screens have been installed across all terminals at Mumbai Airport with another 10 to be installed soon. The locations of the screens allows for reaching almost 100% of passenger traffic at Mumbai airport. Right from high dwell time locations like the security hold area to locations in the passengers’ flow in arrivals, these screens offer matchless noticeably with bright and dynamic content. SAI city, Shiv Khera and FICCI are the first advertisers to appear on the screens.
The screen network -- the first in the city’s airport -- provides international brand advertisers a platform to run advertising campaigns in digital formats with animation. These screens provide the advertisers with the option to rotate different advertisements, target niche audiences, run multiple slots, or run their advertisements across all screens at the airport.
Gautam Shahane, Business Head, Times OOH, said, “Times OOH believes in providing unmatched value to advertisers. The Mumbai Airport offers a supreme catchment of SEC A+ audiences rarely found in any one location. With this medium, we can provide real value add to brands. The design and location of these screens ensures that the complete airport audience is exposed to the brand campaign.”
These screens offer advertisers the 'first and last opportunity' to deliver 'high-impact brand messages' to passengers, according to the company.
In the past few years, airports have emerged as an apt platform for brands to showcase their dominance. Nokia is the latest brand to jump on the bandwagon by launching its outdoor campaign across Delhi, Mumbai and Bangalore.
Executed by Aaren Initiative in association with JCDecaux at Bangalore, and Times OOH at Mumbai and New Delhi, the campaign has been woven around the proposition- ‘Success Redefined’. Nokia redefines success for the modern age with this new global spot for its E7 Smartphone. Whether that involves jumping from the sauna into snow, climbing a mountain or connecting with friends via your phone. Whatever it is, it’s not about sitting behind a desk.
The aim of the communication exercise is to create high visibility and highlight the key features that allow consumers to multitask. Thus, the agency has used large outdoor LED screens at each airport, which has been masked with the casing of the phone and the phone's keyboard has been fabricated as a 3D backlit cutout with halo effect. Reflective stickers have been used to highlight the phone model. Large LED screens of sizes as large as 600 sq. ft have been used to run full length video of E7 throughout day and night.
Apart from this, a larger-than-life replica of E7 has been placed on a mammoth hoarding of approximately 5000 sq. ft. highlighting 'Nokia E7' with LED screens in Delhi.
Commenting on the objective of the campaign, Viral Oza, marketing director, Nokia India, said, "Nokia E7 is our latest offering in the smartphone segment. The focus of the OOH campaign was to play up the unique yet elegant design of the device and highlight the key features that allow consumers to multitask. The device is meant for a consumer who is always 'on the go' and yet able to maintain a work-life balance, airports seemed most appropriate for the campaign as we were able to connect with the relevant TG".
Discussing the execution process, Hemanth Shah, managing director, Aaren Initiative and president OOH Initiatives, Lintas Media Group said, "We wanted to deliver quality innovation on a never before done scale in India for the launch. As we all know, it is never easy to do any kind of innovation in India and especially one that involves dynamic video content playing on a billboard!"
He further stated that, "What made this even more challenging was the fact that the TG touch point of airports were chosen. Airports not only were high value proposition to experiment on, but were also fraught with umpteen security clearances and prohibitive rules. However, we managed to deliver many firsts. Rarely do OOH specialist agencies take on and deliver turnkey projects of this scale and quality. This innovation came to life only because of the partnership spirit of Team Nokia, who not only encouraged us to think 'out of the box' but also gave us the opportunity to dare."
Gautam Shahane, business head, Times OOH, said, “Times OOH is driven by innovation! Competition among various media for consumer engagement is really high. Such installations at premium advertising locations like the Delhi and Mumbai airports are a real big step towards providing a strong foothold for out-of-the box engagement options in the out of home advertising arena. We take pride in executing such world class innovations at our properties.”
Frederic Brun, COO, Airports, JCDecaux said, "JCDecaux and Bangalore International Airport have always tried to be ahead in terms of innovative media solutions proposing limitless creativity for premium advertisers. With this recent launch of the new high end Nokia smartphone E7 their media agency Aaren Initiative has proved how to best use such iconic display offering unique visibility through an original large format combined with LED technology."
NEW DELHI: Brand promotion at airport areas is one of the 'in-demand' avenues of OOH advertising in India. Airport advertising is considered premium as well as a superior mode of communicating the brand message to the target groups. In line with the opportunities presented by airport advertising, ING group has taken up a premium space at Mumbai airport to promote and create awareness for ING – Investment, Insurance and Banking. For this, the company has tied up with Times OOH, which provided the media and helped in execution of the campaign and Mudra Max, which has been roped in for ideation and execution of the large structure.
The structure has been implemented at entry/exit of the Mumbai Airport – the financial capital of the country. ING was looking for an innovative solution which would capture the attention of the frequent traveller while he jet-sets across the country. In order to build long term brand recall, ING planned to install this iconic structure.
The objective of the campaign was to create awareness of the brand ING – Investment, Insurance and Banking in India through high impact unique media at airports. The target audience is SEC A and A+ individuals. The company briefed the agencies to create the landmark structure to ensure 100 percent visibility to all passengers travelling through the Mumbai Airport. Hence the structure was placed in such a way that ING happens to be the first brand visible to a person entering the airport as well as the last brand to a person exiting the airport.
The execution of the campaign involved the coordination between four parties – MIAL Operator - GVK, Times OOH, ING and Mudra Max. All parties were involved in the creation of the design for the landmark structure. A number of options were drawn up and each one was analysed in terms of the structural aspects such as the height, colour, content, location of the media and its synchronisation with the aesthetics of the premises. After repeated iterations, the final design was drawn up and details further drilled down. Thereafter, Times OOH and MIAL operator worked in coordination to ensure that all clearances were available for smooth execution of the structure on ground. Subsequent to receiving all approvals, Mudra Max and Times OOH, in consultation with ING, completed the erection of the structure.
The total height of the structure is 15feet and spans a width of about 20 feet. This exclusive and astonishing 3D structure of over 2000 Kilograms is made up of steel and ACP Sheets. The structure took about 20 days to create and is designed and built in such a way that it could withstand wind and other natural forces. The illuminated structure looks even more impressive at night.
Gautam Shahane, business head, Times OOH, said, “We believe in providing unmatched value to our partners on both sides of the value chain. We worked closely with ING, Mudra Max and GVK to deliver world class execution and a unique value proposition to both our partners. For ING, this means a structure that caters to 100 percent of domestic traffic in a clutter breaking format. And such an eye catching, one-of-a-kind structure only goes to position Mumbai airport as one of the most premium advertising destinations in the country.”
Adding on, Sanjeev Hajela, president, Prime Group, an out-of-home unit of Mudra Max, said, “We have always believed that airport is a tremendous communication aperture to communicate with the TG who lives the lifestyle that gets them an apt name in 'High Fliers'. At the same time, our client ING’s marketing and communication plan objectives clearly addressed as the priority to have high level salience and connect with HNI customers .Hence, there was an imminent connect between the need and the opportunity. We worked closely with the client to take solus location and clutter breaking three dimensional well lit icon.”
He further stated, “Our creative Team went on the drawing board with a very clear conviction that the icon must represent true values of stable financial service organization-strength to demonstrate dependability, multiple edges and dimensions to convey openness and access to customers. We are glad that it’s been received very well and hence being executed multicity”.
In the past few years, airports have emerged as an apt platform for brands to showcase their dominance. ING Bank is the latest brand to jump on the bandwagon, by creating a larger than life 3D iconic structure, placed at a high visibility point, catering to both arriving and departing passengers of Mumbai Airport. As of now, ING Bank has taken up the site for one year.
This exclusive and astonishing 3D structure of ING Bank, has been executed by Times OOH with Mudra Max. The structure took about 30 days to create and is designed and built in such a way that it could withstand wind and other natural forces. The illuminated structure looks even more impressive in the dark. The aim of the communication exercise is to create brand awareness for the three arms of ING – Banking, Investment and Insurance. The target for the campaign is SEC A and A+ individuals.
Speaking on the execution of the structure, Gautam Shahane, Business Head, Times OOH, said, “We believe in providing unmatched value to our partners on both sides of the value chain. We worked closely with ING, Mudra Max and GVK to deliver world class execution and a unique value proposition to both our partners. For ING, this means a structure that caters to 100% of domestic traffic in a clutter breaking format. And such an eye catching, one-of-a-kind structure only goes to position Mumbai airport as a one of the most premium advertising destinations in the country.”
Break out from the clutter was the thought and the brand requirement was to highlight the new technology, showcase the product, to make it a Top of Mind recall for the end customer. So an innovative idea was conceptualized by Times OOH and the client, showcasing the product live without compromising on the identity and positioning of the brand. The same was indeed showcased at the Mumbai Airport.
The brand in question here is none other than Tupperware and the highlight is ‘Aquasafe bottle’. Water is a source, and a resource. It is the basis of all life forms. World water month was the perfect opportunity to promote the preservation of this precious & slowly dwindling natural resource. Also, it was an opportunity to bring to the fore the Tupperware water-storage products specially its ergonomically designed Aquasafe bottle. Thus, a larger than life mock-up of the Aquasafe bottle was exhibited at the Terminal 1C security hold area in Mumbai Airport. The 8 -feet high realistic structure is an exact replica of the original bottle. To make it real, water is flowing from the bottle. The mock up bottle is exhibited at a cracker location with visible to a captive audience in that terminal. Fabrication of the structure took the agency a week, with material such as carbon fiber, acrylic sheets and self-adhesive vinyl (SAV) being used to bring this to life.
Vighanesh Ojha, Manager Corporate Alliances, Brand Building & Events, Tupperware, said, “This activity had a great ‘take-home’ value for the consumer. No one at the airport could have missed this larger than life installation! Great visibility and impeccable execution helped demonstrate our products through tangible experiences,”.
Gautam Shahane, Business Head, Times OOH, said, “Engagement opportunities with a brand are few and far between yet go a long way in building a brand persona and top of the mind recall with the consumer. Mumbai Airport is the ideal advertising location for campaigns that require a connect between the advertising and consumers. The high dwell time and captive HNIs offer ample opportunities to create engagement with brands. We worked closely with Tupperware, Hungama and Mumbai Airport operator, GVK for the successful execution of this installation at a location that would offer, both, high footfalls and visibility,”. Times OOH is keen on innovations like these as they help the brand create the necessary buzz and bring it closer to the consumer.
NEW DELHI: The fact that India were to win the World Cup, was already foreseen by '1 Day Acuvue Moist' - the contact lenses by Johnson and Johnson (J&J) Vision Care. To connect with cricket lovers and to support the Indian cricket team, the company rolled out an outdoor campaign to reach young contact lens and spectacle wearers in five major metros.
The campaign, titled 'I Love This Feeling', was to express the comfortable feeling with '1 day Acuvue Moist' and equate that with the euphoric feeling of seeing India bring the World Cup comes home. '1 Day Acuvue Moist' is the affordable range of daily disposable contact lenses produced by J&J Vision Care for youngsters.The outdoor campaign was executed by Media Circle in Mumbai, Bangalore, Hyderabad and Kolkata and Times Innovative Media Ltd. in Delhi NCR. The one month long campaign was rolled out in mid February.
Commenting on the campaign, Rajan Sharma, head marketing, J&J Vision Care, said, “The campaign was the push to recruit new young spectacle wearing consumers into the category and increase ‘top of the mind’ awareness within the TG. Our TG falls between the age group of 15-25 years.
“Apart from outdoor, the campaign was spanned across the print, radio, and cinema, digital and on-ground promotions in colleges and malls. With this, we aimed to sustain the outdoor advertising activity for a month to boost brand saliency through this integrated campaign", he added.
In Delhi, Times Innovative Media adopted the strategy to cover the entire capital especially locations around offices, malls and high streets. To grab eyeballs, they used cut-outs of the plaque card held by the girl expressing her joy of being comfortable with these contact lenses and in seeing the World Cup coming home. Gautam Shahane, business head, Times Innovative Media Ltd, said, “The outdoor creative theme was in line with the Cricket World cup and the feeling of seeing the Cup comes home to India. We aimed at making Acuvue contact lenses, the most visible brand in the market both for trade and the end customer.”
Whereas in Mumbai, Media Circle spread the outdoor campaign near points of purchase. “Since the brand was launched last year in Mumbai, it was a sort of re-launch. Hence to give push to sales, we deployed media at the most preferred dealer shops at strategic locations in Mumbai", said, Manish Chandy, group head – media buying, Media Circle.
Also, the agency wrapped up local trains plying on all three railway lines in the city – Central, Western and Harbour.In cities like Bangalore, Hyderabad and Kolkata, where the brand was new, the agency created buzz about the brand creating the high recall and visibility using the different outdoor media formats.The company has used outdoor media formats like hoardings, back lit and non- lit bus-shelters, kiosks, dropdowns in malls, mall facades etc. The campaign also ran on Facebook through a contest. This was to engage consumers in environments that they feel comfortable in.
NEW DELHI: Keeping in view the high audience interest in Budget-related programmes, leading English news channel Times Now ran a series of power-packed programmes on the subject. Further, to attract draw the attention of a large audience, the channel has launched a week-long OOH campaign in key cities including Delhi & Mumbai. The Times Now Budget specials will see policy makers, industry leaders and market experts providing insightful views on expectations from Budget 2010-11.
The experts would also share their views on the fiscal performance of the Government during these special telecasts on February 26. Times OOH was given the outdoor duties for the campaign.Stating the objective behind the campaign, Sandeep Sharma, senior vice president, marketing & sales, TIMES NOW & ET NOW said, “The viewer for the last four years has shown great trust in TIMES NOW’s news programming and the viewer traction peaks during big news events. In line with viewer expectation, TIMES NOW has arranged a host of special programming and initiatives to ensure the viewers get extensive analysis of the Budget 2010. The same is being strongly supported by key marketing initiatives including print ads, OOH and digital initiatives”.
Talking about the campaign and its execution, Hemanth Shah, EVP - revenue, Times OOH, said, “This Union Budget is a very sensitive tightrope walk for the FM and the whole country would like to know how the FM will balance fiscal deficit, rising inflation, withdrawal of fiscal stimulus, etc. It interests everyone from the common man to the corporates. The idea is to promote the Budget specials, features, reviews and panel discussions on the Budget which will be aired on the channel on February 26”.
Toward this, Times OOH has used large formats hoardings on Delhi-Noida expressway, cut-outs of the experts at Delhi and Mumbai airports, and DMRC media properties. Bus queue shelters too were used in order to build frequency and reach and to attract the maximum eyeballs.
On the selection of media properties, Shah said, “The street furniture is the best and sure-shot medium to communicate Budget programming to the common man, as they spend a large part of their time travelling or in traffic jams.”
NEW DELHI: Steering clear of the myriad ‘me-too’ low-fare campaigns that dot the OOH landscape, airline SpiceJet in association with leading outdoor media owner Times OOH, which has the advertising rights at the Indira Gandhi International Airport in Delhi, and outdoor media agency MOMS, the specialist OOH arm of Madison, has deployed a 41.5' x 40’ replica of SpiceJet branded Boeing 737 outside Terminal 1D of the Delhi airport. The airliner plans to add a few Boeing 737s to its fleet in the near future.The replica serves to communicate this message as well as strengthen the SpiceJet branding.
Talking about this innovation, Anish Srikrishna, senior VP and head - marketing, SpiceJet, said, “We wanted to create our brand image in the minds of customers who may or may not use our airlines. As we target the urban upper-middle class, outdoor works best for us; more so, when the innovation is as disruptive as this and has not been done before in Delhi. Confidence in our brand is the key element of our communication."
Elaborating the concept, he said, “We had been discussing the idea since we have been voted the best 'low fare' airline. It was important to establish our credentials. The innovation is the company’s brainchild and the media owner and the agency ensured the availability of the site to place the replica”.
Site selection and the manner of display were equally important factors to be considered. Commenting on this, Manik Malhotra, VP - sales, airports, Times OOH, said, “When SpiceJet came up with the request to create something that delivers high impact, we showed them the site and decided on showcasing an aircraft prototype that promotes the SpiceJet brand.”“The thought was translated into an aircraft render, and the conceptual approval for innovation and location came from GMR. The innovation is a landmark in the history of Delhi airport and we believe this will change the rules of the game,” he said.
On the brief given by the client, Gautam Jhanjee, DGM, MOMS, said, “SpiceJet came up with an idea to create something that would have a high impact and at the same time was spectacular. The long-term strategy was to create brand salience and communicate a clear-cut differentiator in the minds of consumers. This unique outdoor installation is visible to all passengers who depart from Terminal 1D and is a testimony to SpiceJet being Delhi's number one airline brand.”
The structure, put together over a period of two months, is made out of iron and covered with fibre glass to provide the desired finish. To achieve a better view, the site has been landscaped accordingly. Malhotra said that to highlight the innovation, a 10 x 30 backlit billboard has also been used at the location. “We have also created some innovative advertising options around the location to enable tactical messages of the client,” he said. SpiceJet has signed a six-month deal with Time OOH for the massive innovation at the airport.A SpiceJet outdoor campaign is being rolled out in 18 cities where the airline operates, that include Delhi, Mumbai, Kolkata, Guwahati, Bangalore, Ahmedabad and Goa. Outdoor formats such as hoardings, neon signages, bus shelters and kiosks will be used for the campaign. Srikrishna said that outdoor advertising is a crucial part of the company's media plan.
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