Hyperspace embarks on an innovation spree for clients

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | April 08, 2010
The division of Posterscope, dedicated to offering outdoor solutions with the use of innovative and cutting edge technology, has recently executed innovations for YouTube, Philips, Big Bazaar, and Marks & Spencer, amongst others

It's raining innovations this summer for Hyperspace, the division of Posterscope dedicated to offering outdoor solutions with the use of innovative and cutting edge technology. The division started its operations in India last year. Recalling the objective behind its launch, Haresh Nayak, country head, Posterscope India, says, "We aimed to look into the creative use of OOH, and not restricting our minds to the existing formats."

In the past month, Hyperspace has executed innovations for brands from across product categories, including for Philips, YouTube, Big Bazaar, Marks & Spencer, Qatar Airways and Kidzee.

For Philips' home theatre system with surround sound, characters of a girl and a boy were depicted on hoardings by musical notations. LED was used to illuminate the two characters, with flickering lights highlighting the musical notations.

As part of another innovation for Philips lighting solutions, a hoarding carries the picture of a woman gearing up to paint a wall in her home. She is posing in a contemplative mood, trying to decide the best colour for the wall. From one side of the hoarding, multi-coloured lights are being thrown on the canvas, implying that with the variety of lighting options at hand, there is no need to be bothered about choosing the right colour for the wall. Volvo buses plying on different routes in Bengaluru, Chennai and Mumbai have also been wrapped with the same creative.

In order to encourage cricket crazy people to catch the IPL action live on YouTube, Google has placed two digital scoreboards on mobile vans in Delhi and Mumbai, providing score updates of all the matches. The scoreboards will be up till the end of IPL.

Retail players are not far behind in the innovative use of outdoor to announce new schemes or the opening of a new store. To mark the launch of Marks & Spencer stores in Bengaluru and Hyderabad, larger-than-life shopping bags were fabricated on mobile vans.

Retail chain, Big Bazaar announced its exchange offer scheme with a motorised innovation. As part of this, a wheel in motion was created with pictures of old, rejected household items accompanied with the copy, 'Sell us the old'. The other half of the wheel carried pictures of newly purchased consumer durables with the copy, 'Go for new'. The innovation was done in Delhi-NCR and Bengaluru.

As part of a campaign for Qatar Airways, during the launch of its services in Bengaluru, an 80-feet-long cut out of Boeing 777 was mounted on a hoarding, located on the way to Bengaluru Airport.

For Kidzee, the chain of pre-schools, to bring the element of playfulness in the creative, a motorised seesaw, with a father and daughter sitting on the two sides, was fabricated on hoardings in Mumbai.

According to Nayak, equal importance should be given to the creative and implementation capabilities of an agency. "With OOH gaining importance in the media mix of brands from across categories, the costs are also increasing. The duration of campaigns is getting smaller and clients demand cost-effective, innovative solutions," he adds.

For the record, Hyperspace has set up a network in five cities. Its key clients include Mattel Toys, Reebok, Samsonite, Whirlpool, HDFC Bank, Michelin Tyre, Spice Telecom, Future Group, Philips India, Bharti AXA General Life Insurance, Elder Pharma, ING Vyasa, Essar Steel, Symantec, GoAir, HCC, Adidas, Blue Star and Hansaplast.

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