Ashwini Gangal

Ramco exploits the OOH space in its latest campaign titled 'Rode'

Hoardings have been displayed at the airports of Mumbai, New Delhi, Chennai, Bengaluru and Hyderabad; the campaign that was rolled out in mid-June this year, is slated to go on till mid-August.

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.

Ramco exploits the OOH space in its latest campaign titled 'Rode'
The main objective of Ramco's campaign is to communicate to the brand's TG (target group) in a unique manner, Ramco's ERP (Enterprise Resource Planning) offering. 'Say No to Conventional ERP' is the main message that the creatives and visual representations of this campaign aim to convey to the brand's TG.

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.

Ramco exploits the OOH space in its latest campaign titled 'Rode'
Ramco exploits the OOH space in its latest campaign titled 'Rode'
Amit Sarkar, national director, Kinetic, comments on the role of OOH in Ramco's overall 360 degree effort, "In a 360 degree marketing approach initiated by Ramco, the key objective of OOH is to increase awareness of the product and generate interest among CXO-level professionals. Visibility at important airports in the country was planned at strategic points, where 'dwell time' for the TG was deemed to be the highest."

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.

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