Microsoft goes to new lengths at Bengaluru International Airport

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | March 17, 2011
The IT firm has taken up the longest of JCDecaux's airport advertising offerings in Asia at the Bengaluru International Airport, measuring 90 metres in length and 2.8 metres in height.

Microsoft has managed to grab a huge amount of attention at the Bengaluru International Airport (BIAL) with its latest campaign on its Cloud Services. The company has selected the longest media format available at the airport, the 90-metre long check-in glass faade.

It is huge, measuring 90 m x 2.8 m, and is strategically located in the check-in hall, common for both domestic and international passengers departing from Bengaluru. The advertising rights to the airport lie with outdoor major, JCDecaux.

Due to its location, the campaign has high visibility and is hard to miss. Its focus is clear -- the IT industry, which represents 24 per cent of the total passengers at the BIAL, which sees a monthly average traffic of 9.6 lakh passengers per month.

Frederic Brun, COO-Airports, JCDecaux, says, "With the execution of 'Microsoft Cloud Power' campaign, we have executed the largest advertising display ever installed in our Asian airports and created a new landmark for clients at the Bengaluru International Airport."

Made out of 3M removable Self Adhesive Vinyl (SAV), the single site blends with the airport design and architecture. It represents the largest advertising display ever done inside an Asian airport terminal, among the airports handled by JCDecaux.

For the record, JCDecaux has rights to 48 airports in West Asia, and nine airports in the Asia-Pacific region. The key airports it handles in this region are Bangkok, Singapore, Hong Kong, Macau, Shanghai, Beijing, Dubai, and Sharjah. The installation at BIAL is its largest display amongst all other displays at the airports.

Since the installation had to be done without disturbing the passenger flow and the glass faade had to be spotlessly clean and thoroughly checked before proceeding to the sticker installation process, the stickers were printed as per the size of the glass facade and manual cutting was done to give a better finishing.

It was also very important to take care of the installation margins so as to give a seamless look to the entire faade. The entire process was completed in a short span of three days, with minimal hindrance to passenger flow.

Microsoft's high-impact messaging has gained a lot of traction amongst technocrats and those who are technologically aware. "This execution adds to the list of businesses that have used the Bengaluru International Airport as a media platform, a testament to the impact, audience and effectiveness it provides," says Rene Baumann, vice-president, commercial, BIAL.

Pramod Bhandula, managing director, JCDecaux adds, "We take pride in the fact that we have been able to offer such innovative formats to our clients who provide value and unmatched visibility for their campaign."

For the record, in 2009, the telecom brand Uninor had taken up part of this huge advertising property to reach out to air travellers.

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