The software products and services provider Ramco, has launched a marketing campaign that has at its core innovations in the OOH (out of home) space. Titled 'Rode', the campaign is targeted at CXO-level professionals.
While Ogilvy India is the creative agency on the account, the outdoor creatives have been crafted by Kinetic.
Generating consumer interest, establishing industry and thought leadership, increasing brand awareness and brand equity, and leading consumer engagement are the other goals of this campaign.
The outdoor media campaign is aimed at creating brand and product visibility among the brand's main TG -- members of the CXO-level professional circuit -- through hoardings in major airports across India. The campaign is being executed in five cities, namely, Mumbai, New Delhi, Chennai, Bengaluru and Hyderabad. Hoardings have been displayed prominently at major airports in these five cities.
The current outdoor campaign is slated to go on for a period of two months, that is, from mid-June 2011, to mid-August 2011.
Garima Sinha, head, corporate marketing, Ramco Systems, says, "We knew that the only way to make an impact upon our target audience and have top of the mind recall value with them, would be to come up with something that was truly different and would grab their attention. While being briefed, our message would have to be powerful."
Commenting on the campaign's core TG, Sinha says, "We have a truly revolutionary product -- the world's most powerful ERP on the cloud. We wanted to highlight this product among the CEOs (chief executive officers) and IT heads, who we believe, constitute a large chunk of our target audience."
According to Sinha, running the campaign at airports seemed like a natural decision when considering the brand's objectives. The hoardings have been made to look attractive, and have been specifically designed to arrest the attention of people while they're on the go. The hoardings have utilised powerful images with minimal words. She believes that half the battle is won if the creatives invoke curiosity about the product.
Besides the OOH medium, the campaign is a 360 degree marketing effort approach comprising marketing channels such as print media, digital marketing, social media marketing, and events.