Spreading life through outdoor

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | May 02, 2012
The outdoor campaign was spread across mixed outdoor formats including large format billboards, bus shelters and mobile vans. Bus shelters were used innovatively and gave information about the nearest dealers.

Adzedge, a division of Outdoor Advertising Professionals (OAP), carried out an outdoor campaign to promote the range of stylised watches offered by Titan. A part of the brand's 'Life is Now' campaign with brand ambassador Katrina Kaif, the out of home creatives showcased select watches across high visibility areas in Mumbai.

The campaign kicked off on April 1 and continued for a month. The creatives used on the outdoor formats featured images of watches, with 'Life is Now' written over it.

The campaign was spread across large format billboards, bus shelters and mobile vans. Moreover, the bus shelters were used in an innovative way as the creatives also gave information about the nearest dealer, along with the image, encouraging walk-in enquiries. The watches showcased on the creatives were given a chic and stylised look, with designs depicting the vibrancy and free spiritedness of today's youth.

The campaign was spread across prominent locations in Mumbai, including Andheri Pump Side, Bandra, Cadell Road, JVPD Circle, Tulsi Pipe Road and Teen Haat Naka Thane to create mass recall.

The objective of the campaign was to create mass visibility via multiple touch points that provide maximum visibility across the city, creating top of mind recall.

Before executing the campaign, a research was carried out to establish consumer profiles and assess penetration levels, to identify the target areas to be leveraged to reach out to the relevant audience in the most effective manner. Following the research, the Adzedge team identified relevant locations across the city that met the brand's objectives for this campaign.

Anirban Ghosh, senior vice-president, Adzedge, says, "Our strategic approach and seamless execution using proper planning techniques of each campaign has ensured it achieves maximum effectiveness and impact for the brand. This has made all the difference and ensured a boost in client confidence. We endeavour to bring this unique quality to all our campaigns in the future."

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