afaqs!

Taking ambient advertising to the 'next level'

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | January 30, 2009
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 & #BANNER1 & # 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.

A bright yellow sign with the message, 'Jobs Available - Goodpeopleindia.com', was attached to the window cleaning trolley of Infinity Towers, a glass fašade building in DLF Cyber City, Gurgaon. A cutout of a hand with a pointed finger was attached to one side of the trolley, pointing towards the various company signs on the building. These signs included those of Orange, WNS, STAR Sports, STAR Cricket and ESPN. The maintenance staff move the trolley up and down the building in the afternoon as they clean the glass. As a result, the finger points at various floors at various times, indicating job positions available at these companies and at all levels from the top management to the welcome desk.

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."

Why Gurgaon? Besides the fact that the company itself is situated in Gurgaon, Neena Sagar, founder and managing director, Good People India, sees Gurgaon as the "hub of corporate bigwigs and, therefore, the best location for an OOH innovation".

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.

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