Cleartrip, an online travel portal, has launched an OOH campaign at Hyderabad Airport where it has branded seat backs at different area such as the departure tract and in the waiting halls of security hold areas (SHA) of both domestic and international terminals.
The idea was that people spend a considerable amount of time sitting in the SHA waiting for their flights to be announced. During this time, mobile phones are big involvement for them. With the added advantage of free Wi-Fi at the airport, Laqshya Media has created a highly potent solution to accomplish Cleartrip's campaign objective.
Explaining the thought behind the campaign, Shashi Sinha, executive vice president & business head, Laqshya Media, says, "Cleartrip required a long-term campaign that would guarantee eyeballs, engagement and activity. We needed to develop a plan that would be both impactful and enabling action. By placing their ad message over the seatbacks, our aim was to engage and enable the audience with a good trigger and then provide them with sufficient lead-time to play with and download the Cleartrip Mobile App. For the first time ever, Laqshya has used the SHA seatbacks for a brand campaign. We believe it will pay a rich dividend."
Subramanya Sharma, chief marketing officer, Cleartrip, says, "Our branding on over 1,200 seats in Hyderabad airport has received tremendous response. With over 2.2 million app downloads already, Cleartrip Mobile is currently the sexiest, most comprehensive travel product available on a mobile phone today. Our joint efforts have paid off."
Laqshya Media was founded in 1997 and offers innovative advertising and communication solutions, experiential marketing and creates unique intellectual properties in the events space. It has over 250 talented professionals, offices at over 25 locations in India, the Middle East and Sri Lanka.