Posterscope brings Hyperspace to India

By Surina Sayal , afaqs!, Mumbai | In OOH News | May 12, 2009
The OOH specialist agency brings its division, Hyperspace, which already exists in eight countries, to India

Aegis Group's Posterscope, which was launched in India last year, is now bringing another division, Hyperspace, to the country. Hyperspace was established in 2002 in the UK to help amplify out of home (OOH) communications using innovative, cutting-edge solutions. It aims to revolutionise the Indian OOH scenario.

In a world where consumers are bombarded by more commercial communications than ever, every advertiser wants to stand out and maximise the relevance of its message. Hyperspace will focus on creating impact within the OOH domain and its services include OOH creative ideas and innovations, digital OOH, retail and malls and multiplexes.

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How is its offering different from Posterscope? Haresh Nayak, general manager, Posterscope India, says, "Hyperspace will look into the creative use of OOH. It will not necessarily look at using an existing medium, but will be more about innovation and creativity in the ambient space."

Hyperspace is currently present in eight markets. Annie Rickard, president, Posterscope Worldwide, says, "Hyperspace has developed some of the most original, engaging and talked about campaigns over the last few years and Posterscope India launching them will add a totally new dimension to the Indian OOH industry."

Hyperspace has won awards for some of its work, including the advertising done for automobile manufacturer, Nissan, on ski slopes. It has also done some impressive ambient advertising for brands such as Absolut Vodka, British small car Mini and insurance company ING.

Hyperspace will be available to all key Posterscope clients and will have its own clients as well. It has started off with about seven clients, the names of which the company plans to share later. Posterscope is working with 31 clients including Philips India, Adidas, Blue Star, UB Group, Pantaloons, Google, Big Bazaar, Lee Cooper, Ray Ban and Essar Steels, with advertising reaching across more than 300 towns and cities already. Posterscope is present in Europe, South Africa, the Asia Pacific and the US.

Hyperspace India currently has a six man team in its three offices in Mumbai, Delhi and Bengaluru that it will work with for the next three months. It plans to expand this team to 15-18 people in a year.

Nayak says, "We believe that the future of OOH depends on how well we can use the environment and ambience to engage the audience."

Backed by extensive research and hard work for the last six months on both local and international fronts, the client will see a lot of value enhanced by the specific tools to be launched by Hyperspace. It will initially launch three tools to support the services.

These will include a global database of 2000+ images and 500+ videos of the innovative and creative work done in the OOH arena in India and worldwide. Thus, if a toothpaste brand wants to see some of the most innovative and creative work in this category from across the globe even by different agencies, the database will search and throw up these images and videos. This will give the client an idea about the possibilities of the kind of work that can be done for them.

Hyperspace will also launch Prism M&M, a planning cum database of all the malls and multiplexes in the top six cities in India. Roughly 500+ malls and multiplexes have been covered and mapped in this tool. Prism M&M not only filters the type of format, but further optimises the environment as per the target audience. So, suppose a client wants a list of discount stores, he can get this and even narrow the search down to, say, food environments to put up a huge apple shaped kiosk to promote its brand of apple juice.

Thirdly, the famous Prism Screen, which is a planning tool for digital advertising, is also in the process of being customised for India.

Despite consistent growth in the OOH industry, clients still don't seem too keen on going all out when it comes to ambient ideas. Nayak feels that this is because there are two aspects hindering the extensive and innovative use of ambient spaces. First, acquiring permissions from the authorities to use these spaces take too long and second, he feels that when creative agencies suggest innovative OOH ideas, sometimes these ideas are not feasible in terms of fabrication. However, since Hyperspace understands the ambient medium and fabrication possibilities, it will only suggest implement able ideas to clients.

In a medium as flexible as OOH, there is huge opportunity for advertisers to stand out through creative use of the medium, backed by high quality production ability, which is a super specialisation that Hyperspace aims to provide.

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