Pansare spoke to afaqs! about his 25,000 square foot outdoor installation for Jeep.
80,000 kgs of metal, 70 craftsmen and 45 days - this is what went into creating India's largest outdoor installation. Measuring 25,000 square feet, the installation is equivalent to thirty billboards and is located high up on the Mumbai-Pune Expressway. The billboard is an image of the Jeep logo and its Compass vehicle. It was created to showcase the brand's motto - Go anywhere and do anything. It is 253 feet wide and 100 feet tall. The Jeep logo alone is 164.6 feet long and 65.8 feet tall.
"While other mediums offer the scope of innovations the shelf life is too short. OOH space allows you to create a long term impact. However, the challenges and restrictions are not easy to handle. While it looked easy on paper and technical drawings, the real challenge was on the ground. How do you erect a 25,400 square feet Jeep installation on a hilltop with limited accessibility..." asks Rahul Pansare, Head of Marketing Communications at FCA Fiat Chrysler Automobiles,
Laqshya, an agency known for innovative outdoor advertising and communication solutions, also specialises in experiential marketing and creating unique intellectual properties in the events space. The Asia Book of Records recognizes Jeep and Laqshya Media's efforts and has awarded this billboard the title of India's largest outdoor installation.
Pansare was closely involved with this campaign, starting from the conceptualisation, till it reached the stage of execution. We asked what the potential ROI could be, for Jeep on an installation like this. He told us that brand Jeep has done well in 2018, within a year their awareness scores have reached 96%... "The score is comparable with well-established SUV brands in india. I guess the ROI is achieved when Jeep fans feel proud, click photos, share it on social media and there are discussions around this billboard. On top of all this, being awarded and recognized by the Asia Books of Records - that says it all." He tells us.
The SUV space is garnering a lot of attention and Pansare feels the key challenge is staying relevant to the target audience and building a unique brand identity. He points out that brands that stay true to their offerings and have a strong brand positioning will benefit over the competition. Since standing out and uniqueness is so important to the brand, outdoor advertising plays an important role to Jeep. Pansare says "Outdoor advertising is an important part of our media mix. For a premium SUV brand like Jeep, OOH provides a larger than life canvas that reinforces the brand's positioning of being adventurous and capable."