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Allaboutoutdoor.com starts Premier Campus Media
After the launch of Premier Office Media, a network of shoe shine machines last year, the portal continues to explore more ambient media opportunities
In April 2009, afaqs! reported how Premier Office Media, an initiative of Allaboutoutdoor.com exploring ambient media opportunities, started its network of shoe shine machines in DLF commercial buildings in Gurgaon. These machines offer free shoe shine facility to the visitors, while advertisers use the static back lit ad displays of 36 inches X 18 inches for branding. The machines are installed at the ground floor atriums near the elevator lobbies of the buildings.
Now, the portal has launched Premier Campus Media, another network of 24 shoe shine machines installed at the common areas of premier business schools in Delhi and NCR. While these machines will offer free shoe shine facility to the students, a backlit scroller panel of size 38 inches X 22 inches can be used for branding.
Currently, the machines have been installed in 14 campuses, including The Indian Institute of Planning and Management (IIPM) institutes in Chhatarpur, Noida, Gurgaon and Ghaziabad; IMT Ghaziabad; Infinity Business School in Gurgaon; WLC College in Noida; Sainik Farms (North Campus) and Fore School Of Management.
Ankur Rastogi, founder and chief strategist, Allaboutoutdoor, says, "Our campus network provides the ideal penetration for advertisers to explore new targeted solutions to speak with the young audiences. The campuses have students mostly in the age group of 21-24 years. Innovation and accountability will continue to be a primary focus of our continued expansion."
The media will be leased only for one month at a cost of Rs 20,000 approximately. Also, for an additional cost, advertisers will be offered Bluetooth innovations and sampling related activities within the campuses. Rastogi shares that due to some reasons, such innovations are not possible on the network machines installed in the DLF buildings. He adds that brands operating in categories such as lifestyle, entertainment, telecom, banking, education and automobile can employ this medium effectively.
Anuj Bhandari, group head, Premier Campus Media, says, "For advertisers, our network is an opportunity to reach thousands of potential customers at a significantly lower cost than traditional outdoor advertising formats. Since it is mandatory for students in top business schools to be dressed formally, the free shoe shine facility will be a great attraction amongst them."
Currently, Premier Campus Media is in talks with a telecom company interested in using its network.
The network of shoe shine machines of Premier Office Media has grown to 40 machines. Last year, brands such as MetLife, Tata Sky, Aircel, Max New York Life, Airtel, Fuji Film, Kohler, Timex, Jaquar, and Femina used the network for running campaigns.