Nokia E75 hijacks OOH Media screens

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 08, 2009
Larger than life replicas of the Nokia E75, created around OOH Media's digital screens, attract much wanted attention in Mumbai, Delhi and Bengaluru

Out-of-Home (OOH) Media has gone a step further with its outdoor digital screen offering and has created larger than life mobile phones for the Nokia E75, currently displayed on its screens at select locations in three metros.

The telecom brand has recently launched the E75, Nokia's latest addition to the E-Series range of business class handsets with Nokia Messaging Service. The E75 is the first device from the Nokia stable that offers complete integration of email and messaging services, provides an easy three step process for instant email set up and supports up to 16 email accounts.

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A replica of the phone has been created in an attractive red colour around existing OOH screens, making it look as if the digital screen is the phone's display.

For the first time, OOH Media screens have been used so innovatively. The conversion has been done in such a way that one actually gets a complete idea about the look of the Nokia E75 phones. Allure Events worked on the creation of the mobile phone replicas, using a material called Sunboard.

The displays were fabricated and the screens converted in select locations, including premium commercial buildings, IT parks and BPOs in Mumbai, Delhi and Bengaluru. In all, 26 screens have been used - 13 in Bengaluru, six in Delhi and NCR, and seven in Mumbai.

The innovation aims to attract the target group for the Nokia E75, which is SEC AB, working males in the age group of 22-40 years.

The innovation, which comes at a premium price, kicked off on June 15th and will continue for four weeks. Also, besides other content and ads, the screens in the selected locations will run the Nokia E75 commercial at a high frequency for the same time period.

Ishan Raina, chief executive officer and managing director, OOH Media, says, "Nokia is an amazing client and we will keep experimenting with Nokia to create a win-win partnership." Going further, the company plans to do more such innovations for brands on its outdoor digital screens.

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