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Taking ambient advertising to the 'next level'
Euro RSCG has used a window cleaning trolley to carry out an outdoor innovation for Good People India
Who says the economic slowdown is all about negativity and loss? At times, it has the potential to not only trigger creativity, but also encourage agencies to come up with cost effective advertising solutions for clients. A good example of this is the outdoor campaign Euro RSCG has executed for Good People India, a job consulting company based in Gurgaon.
Good People India has stayed away from advertising since it was set up eight years ago by Neena Sagar. Initially, the company handled job profiles mainly in the field of advertising. Both Sagar and her husband, Vidhu, have worked in advertising, Sagar for 10 years. So, they were well networked in the field. Now it is also getting into job profiles in marketing and, thus, feels the need to be more visible.
As a result, when its creative agency, Euro RSCG, came up with an innovative outdoor idea, Good People India decided to talk about itself, spurred on also by the lower advertising costs induced by the prevailing recession.
The campaign was ideated by Euro RSCG and executed in association with MPG Active.
Kamal Bhatnagar, associate creative director, art, Euro RSCG, tells afaqs!, “Initially, we thought of using either an interactive hoarding or a sticker outside the building. Eventually, keeping the needs of our client in mind, we zeroed in on the cleaning trolley.”
She adds, “This is the first time that we are advertising and it's the idea that egged us on. The campaign rests on the premise that Gurgaon houses around 1,345 offices and the people visiting these offices are prospects for our company. The constant movement of the trolley from the ground to the top floor communicates that we provide placements across different positions.”
For the record, Good People India’s clients include advertising agencies such as Ogilvy, Saatchi & Saatchi, JWT, Percept/H, TBWA, Lowe, Leo Burnett and Bates 141. The company also provides marketing and communication professionals to brands such as Bata, Blackberrys, Avon, HCL, LG, Greenply Industries and Goodyear.