The 40 feet x 20 feet billboard takes the form of a television set. The TV billboard display 'telecasts' two giraffes in a 3D format. In a bid to demonstrate the 3D effect, one of the giraffes is shown coming out of the television screen, while the other one is yet to emerge.
Raj Mohanty, general manager, OOH and BTL, India, LG Ad, says, "The main challenge was to fabricate the 20-plus feet giraffes to give a 3D view, as well as install, and also execute the creative in a Tier 3 city. To do the same thing in a metro city is easier."
With Siliguri being the gateway to the north-east India, the project was initiated by LG's Siliguri marketing team in an attempt to boost its presence and sales in the area through outdoor as the key medium. The billboard was put up at the Siliguri NJP Station. It will be there until December 15, 2011.
Commenting on the campaign, Rishi Tandan, general manager, marketing flat panel display LG, comments, "The key proposition of our Cinema 3D TV is to provide a completely immersive entertainment experience to our consumers. After launching a successful ATL campaign for Cinema 3D, we felt the need to create an innovative and eye-catching element. The best media for that was OOH."