Platinum Outdoor creates rotational innovation for Bingo

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | February 24, 2009
The innovation used a rotating chip to attract attention at important junctions in Mumbai

The popularity of hoardings as a clutter breaking medium for carrying out OOH (out of home) innovations has been increasing. Recently, ITC Foods jumped onto the bandwagon to attract its target group by coming up with a creative OOH innovation for its snacks brand, Bingo Mad Angles.

The outdoor campaign, created by Madison's specialist outdoor agency, Platinum Outdoor, had a cut-out of a Bingo Mad Angles triangular chip mounted on a billboard. The chip, connected to an electric motor, rotated in a slow and steady motion. The hoarding carried the tagline, Har angle se Mmmm, conveying the idea that the snack is a mouth watering treat and one can enjoy it from any angle.

The main campaign was ideated by O&M Bengaluru, which had created a TV commercial with the idea, Har angle se Mmmm, set in a boardroom. The hot topic in the board room was to decide the best angle for consuming the snack. The boss consumes the chip and states that it is 'Mmmm' from every angle.

The challenge for the outdoor campaign was to communicate the brand promise in an innovative and effective way on the traditional OOH format - the billboard.

Platinum Outdoor, along with the ITC Bingo brand team, discussed various concepts and ultimately zeroed in on the innovation. They chalked out the production process, created a prototype, experimented and arrived at a standard operational process.

"The simplicity of the idea, the production quality and the strategic positioning of the billboards were the key reasons for its success. People do not spend more than three-five seconds gazing at a hoarding and therefore, it had to be eye-catching," says Lokesh Kumar, vice-president, Platinum Outdoor.

The campaign kicked off in January and ran till mid-February, executed across Mumbai at locations such as the Bandra Station-Turner Road junction, the Chembur RCF junction and Marine Drive. In addition, hoardings with the same creative, without the mechanical innovation, were put up in Haji Ali, Bandra SV Road, Airport Road, Borivali, Andheri and Vile Parle Station. The innovations acted as a point of reference when people saw the hoardings with the plain creatives.

VL Rajesh, general manager, marketing, ITC Foods, sees outdoor as a very crucial part of Bingo's marketing mix. Though he refused to disclose the company's OOH spends for the campaign, he says, "We believe that outdoor innovation is a clutter breaking format and we will continue to use it effectively. At the same time, we need to do this in a manner that is cost effective. Though we have used outdoor in the past, this innovation is certainly the most noticeable of the lot."

Bingo Mad Angles was launched in March 2007 and is available in three flavours - Tomato Mischief, Chilli Dhamaka and Achari Masti. In terms of consumer spends, the branded snack food segment in India is pegged at approximately Rs 3,000 crore.

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