03 November 06 | 2012

OOH INDUSTRY UPDATES

As an aftermath to the three-day long Indian Formula One Grand Prix held in Greater Noida from Friday to Sunday, we wonder which telecom brand stole the show on the communication front - Airtel or Vodafone. While Airtel is deemed to have outshouted Vodafone, the latter has garnered appreciation for its sound creative thought.

The weekend saw the second leg of the Formula One Airtel Indian Grand Prix in Greater Noida. As ace F1 drivers battled it out on the racing circuit, Bharti Airtel and Vodafone's communication efforts, that were initiated weeks back and grew as the event drew nearer, reached a crescendo on the race days (October 26-28).

Airtel vs. Vodafone Who won on the brand circuit?

Airtel, the title sponsor of the event and'Total Communications Partner' of the Vodafone McLaren Mercedes team, left no communication-related stone unturned before and during the event. Almost every media vehicle out there was leveraged

by both the telecom majors’ high-decibel campaigns across multiple touch points , including television, outdoor, print as well as experiential events, promotions, offers and contests that were driven primarily through the digital medium.

03 November 06 | 2012

OOH INDUSTRY UPDATES

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Vodafone invested in aggressive on-ground communication. The brand showcased its car, the McLaren Mercedes, across eight cities in India as part of its pre-event promotion. The activation was done in Ahmedabad, Pune

A peek into the efforts

Airtel rolled out three TVCs featuring drivers Michael Schumacher and Nico Rosberg. Of these, two announced the brand's consumer contest. Vodafone grabbed eyeballs with its innovative, animation-driven 35-second TVC that was targeted specifically at fans of the sport.

In sync with the brand's 'friendship' theme, Airtel gave one F1 fan and a friend the opportunity to experience the action through its 'Join our pit crew' consumer initiative. Participation was incentivised as winning meant getting the chance to spend three days with the pit crew of Schumacher and Rosberg and to avail access to the team. The catchphrase of the effort was 'Let your heart race'. The contest was driven through Facebook. Participant incentives included tickets to the race and F1 merchandise.

Bengaluru, Chennai, Hyderabad, New Delhi, Kolkata and Bhopal. Further, at the airport and malls in Mumbai, the brand used 'car simulators' that allowed participants to experience racing on F1 tracks across the world.

To fuel enthusiasts' pre-race anticipation, Vodafone also held a promotional event (Speed Fest) in which Lewis Hamilton drove the official Formula One car on the streets of Mumbai (Bandra Kurla Complex).

Vodafone also conducted an engagement initiative called 'Join the Team' that gave consumers the opportunity to spend the race weekend with the Vodafone McLaren Mercedes team (including driversLewis Hamilton and Jenson Button), and to avail access to the Paddock club, Pit lane and team garage. Participation was driven through a digital contest (internet and mobile).

Vodafone's 'Drive into the Big League' initiative gave one SME the opportunity to have its logo on the Vodafone McLaren Mercedes cars. The brand also tied up with Delhi-Noida-Delhi (DND) Toll Bridge Company to make the DND Flyway toll free on the main race day on Sunday from 8 am to 10 pm.

Evidently, both telecom players tried hard to engage consumers across media touch points. So, finally who won the race on the brand circuit?

Overall, brand experts opine that Airtel seems to have outshouted Vodafone, from the perspective of sheer brand visibility. Experts are quick to attribute this to a presumed difference in the ad spends and media muscle of both players. However, Vodafone's creative thought has been appreciated more.

03 November 06 | 2012

OOH INDUSTRY UPDATES

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Idea's Magic Hat brings out unique offer In a bid to promote and spread awareness about the new product proposition, Magic Recharge (RC 61), Idea Cellular has taken a simple yet interesting route.

MTS pushes CDMA smartphone on OOH MTS has taken to an aggressive expansion of its device portfolio in order to offer a wide range of smartphones to CDMA customers. The company has executed an interesting out of home creative at a shopping mall in Hyderabad. Electronic branding has been carried out on the mirrors of washrooms at the mall, wherein at first the mirrors showcase images of MTS smartphones and whenever someone comes in front of the mirror, the branding transforms into a smaller version.

The campaign started during the mid-week of September and will continue till the end of October.

Vodafone’s Landmark in UP Vodafone has created another milestone in OOH by creating a dynamic frontlit 150/30ft landmark signage at Gangapul, UP Circle.

The site is located on NH24 and is visible from a distance of 3km across the ganga river near Gangapul and located to the entry to Kanpur from Lukhnow. The brands intention was to create a larger than life image of Vodafone.

The product proposition is that when one buys RC61 at Rs 61, one can get benefits in the range of Rs 51-100.

A 'Magic Hat' has been used to establish the magical essence of the product offering.

The billboards showcase different denominations ranging between Rs 51 and Rs 100 coming out as balloons from a three-dimensional magic hat.

A visual representation of happiness and celebration comes out very sharply with the glittering stars created around the hat with the help of LED.

03 November 06 | 2012

OOH INDUSTRY UPDATES

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The 45-day campaign kicked off in early October across 300 sites in Delhi & uses a mix of formats such as bus shelters, information panels, capsule restrooms, vending kiosks, pole mounted MUPI units, police booths and columns.

Blenders Pride conveys fashion statement Blenders Pride has given a twist to ramps by bringing models on conveyor belts in a unique attention catching campaign for the Blenders Pride Fashion Tour event.

The innovation attempts to establish Blenders Pride Fashion Tour as one of the largest such events in the country.

The OOH campaign was spread over the other major cities too, which include Mumbai, Chandigarh and Bengaluru.

ING Vysya: Orange tidings ING Vysya has launched a high scale out of home campaign in Delhi to promote its latest offering, ING FD+. The campaign highlights the key features of FD+, such as the high interest rate of 9.25 per cent per annum and zero penalties on premature withdrawal.

03 November 06 | 2012

OOH INDUSTRY UPDATES

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Bindass' Superdude hits the road Disney UTV's youth channel Bindass has launched an out of home campaign to promote the second season of its reality show, Superdude. The OOH campaign, titled 'Play more, Rest less', is being carried out on various media including buses and hoardings, and on-ground activations in media agencies and colleges. The campaign was executed in 2 phases – teaser & reveal.

In an arrangement with Cafe Coffee Day (CCD), branded cup tags and table stickers have been used in 25 outlets in Delhi and Mumbai. To bring in a fun element, five media agencies in Mumbai and Delhi will be asked to internally vote and select one guy as the 'Superdude of the Agency'. The winners will get gift hampers.

Metro Shoes on billboard drive

Shoe brand Metro Shoes has rolled out a large scale out of home (OOH) campaign in Mumbai, Punjab, Maharashtra and Coimbatore.

The campaign started on October 19 & will go on for three-weeks. The campaign uses only billboards to promote the two brands, Metro and Mochi.

Air Arabia creates specials effects on Mumbai Streets

In order to create buzz about Air Arabia’s new offering, the airline company rolled out high impact outdoor campaigns across Mumbai city.

They created a billboard with a large cut-out of an aircraft that has neon tubing around it to announce Air Arabia’s festive VFR (Visiting Friends and Relatives) offer.

The brand has also cashed in on the recent Enrique concert in India, where selected 'dudes' were chosen to click photos with models at the concert.

This was done at Gurgaon, Pune and Bengaluru, where pillow fights were also held for girls. The winners got a chance to meet the international singer.

03 November 06 | 2012

OOH INDUSTRY UPDATES

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Outdoor audio media creates awareness among voters In an effort to sensitise young voters on getting registered and having voter ID cards upon attaining the qualifying age of 18 years, the Maharashtra Election Commission has rolled out a massive promotional campaign using traditional and new outdoor media formats.

Apart from using the traditional forms of advertising such as newspapers, TV, bus panels and theater ads, the State Election Commission is also using audio network available across 85 plus MSRTC bus stand locations in Maharashtra. The campaign is currently broadcasted at 20 bus stations across six regions – Marathwada, Vidharba, Western Maharashtra, Konkan, Khandesh and Sindhudurg. All the jingles have also been prepared understanding demographics and psychographics of the local target audience.

Outdoor industry banks on the festive season Looking at the current market scenario, various brand categories, as a strategic move, planned on keeping a low spend for the first half of the year. They are now geared to unveil a marketing burst during the festive season.

Out of home, as communication segment, too brightens up during this season.

Sunteck Realty ties up with Disney to cut across ages To promote its new residential project, realty firm Sunteck Realty has tied up with Disney and Marvel for its out of home (OOH) campaign that aims to tap the festive season. The hoardings use popular Disney characters such as Mickey Mouse, Donald Duck, Pluto and Spiderman to capture the interest of children.

The OOH campaign, titled 'Versus’ began on October 16 and will continue till November 10.

The campaign is spread across 50 hoardings in Mumbai, with seven different creatives at arterial intersections with maximum flow of commuters, such as Bandra Sea Link, where the entire campaign is displayed through 12 hoardings.

03 November 06 | 2012

BBC Swarovski Fastrack

OOH INDUSTRY UPDATES [Milestone’s latest Campaigns]

Dancing with the stars Swarovski 20% off, Fastrack Watches

Tata Docomo Endless Internet & full talk time @Rs. 250

Mc Dowells No1 Dosti ka no. 1 spirit

Royal Challenge Aaramse peenewala strong drink

Nyle Fights 3 types of hairfall naturally

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Tata Sky Phone ghumao, Rs. 400 mein tata sky box lagao

Dish TV 70 channels free

Loreal Paris Color Riche

Tata Docomo With unlimited 3G data, complete every story

Garnier 1..2..3.. Spot free

03 November 06 | 2012

Bajaj Discover

Blackberry ICICI Bank

OOH INDUSTRY UPDATES [Milestone’s latest Campaigns]

Bajaj discover campaign executed across north India.

My Action is to touch the sky My saving reward points

Aiyyaa Aiyyaa the movie

Zoya Seasons Greetings

Pantaloons In love with fashion

National Geographic Super Cars

Sahara Q-shop Sahara Q-shop

Croma Binani Cement Unlimited 5% cashback Binani Cement

Easy Day Kum Daam mein dhoom dhaam

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Knock Out Blue Label means freshness guaranteed

03 November 06 | 2012

OOH INDUSTRY UPDATES [Milestone’s latest Campaigns]

British Airways

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British Airways Muthoot Finance Maybelline Double your investment Autumn Winter collection

03 November 06 | 2012

INTERNATIONAL OOH

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Karlstad Energy – No pigging about just a fair price This outdoor campaign aims to lead the citizen to www.karlstadenergi.se where it will remind the citizens of Karlstad the benefits of having their own energy company that works for them and without self-interest, unlike other more competitive energy companies that both are bad for the environment and lures people with prizes that are untrue and unfair

Bahia Marina – Its more beautiful like this Plastic bags and waste account for 70% of the garbage dumped into the sea, damaging not only the landscape but all marine life.

To warn people about the size of the problem, Bahia Marina took advantage of Sea Day celebrations to publish a different billboard. It featured a traditional picture of Baia de Todos os Santos (all saints bay), except for one detail : the sea was covered with an artwork made out of garbage bags and plastic, with different

shades of blue, plus other objects which are commonly throw into the sea.

Honda's Plug-In Vehicle Gets a Plug-In Billboard to Match

This execution for the all-electric Honda Fit EV, which gets a remarkable 118 mpg. The billboard shows the car plugged into Honda's iconic "H" logo, with a few letters turned off—leaving the word "On"—to emphasize the vehicle's environmental friendliness.

03 November 06 | 2012

INTERNATIONAL OOH

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Bike Like a New Yorker Bicycling is the fastest growing form of transportation in New York City and the aim of the campaign is to encourage even more New Yorkers to choose a bicycle for everyday use.

The campaign is launched in order to stay ahead of the debate on the upcoming bike share program (Citi Bike) in New York City.

The ads will also encourage people to visit BikeNYC.org which hopes to become an important destination for the city’s bikers, providing information on events and hundreds of options for social biking.

Print ads and billboards will be posted throughout publications and city streets supporting the growing bike movement.

Quebec City Magic Festival : Sliced Girl

Sprint - Unlimited

Sprint – The only network with truly unlimited data.

03 November 06 | 2012

INTERNATIONAL OOH

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Ronda: Extremely Sharp A dull knife can often be considered a useless knife; but the Ronda Extremely Sharp campaign shows that will never be the case with this one. Instead, this kitchen knife is touted for its sharp edge, which will always cut fish, vegetables and fruit with ease and precision.

The Ronda Extremely Sharp campaign features a series of minimalist posters with a crisp image of fish and produce that have succumbed to the simple clean cut of the knife being promoted

Mc Donalds partners with Angry Birds to create a new fastfood centric game In China, Rovio has partnered with McDonald’s to offer location-based Angry Birds games inside the fast food restaurants. For people playing on their mobile device while they eat, there are special hidden game modes and free power-ups that aren’t available anywhere else.

Customers will also be given the opportunity to vote on the location that will feature a real slingshot on its golden arches, like those used in the Angry Birds games, to protect McDonald’s food from the naughty pigs.

A TV ad starring the game’s characters is being used to launch the campaign, featuring the pigs stealing a McDonald’s burger from a customer, which sets the birds in motion.

03 November 06 | 2012

BRAND ACTIVATIONS

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Star Plus travels across cities to gather wedding wishes Maanvi and Viraat, characters from the show Ek Hazaaron Mein Meri Behna Hai on Star Plus, got married this October.

In a bid to celebrate their wedding with viewers, the channel has executed an on-ground activation wherein a van travels to various cities, announces the wedding, interacts with viewers and collects best wishes for the couple.

As a part of the activation, four canter vans have been designed with show creatives that feature the two characters. In the on-ground activity, a massive Maanvi and Viraat wedding congratulatory card has been made, in which viewers can write personalised messages for the to-be-wed couple. They can also record messages for the couple.

The four vans started their journey on September 30 & concluded on October 7. The canter vans travelled across 13 cities such as Delhi, Noida, Ghaziabad, Lucknow, Kanpur, Allahabad, Agra, Varanasi, Meerut, Nagpur, Nasik, Aurangabad and Pune.

Jotun Residential Society Promotion To promote the Decorative range of Paints from Jotun, Milestone Connect conducted a residential society promotion in the A+ societies of Mumbai. The idea was to take the product closer to where the end user resides right before the festival of Diwali. This was planned knowing that people usually paint their home for the festive season.

An 8’x8’ setup constructed in the society premises helps the Jotun representatives display and introduce various offering from the house of Jotun to the people. To garner higher number of footfalls a drawing competition for kids is conducted leading to presence of parents at the stall. A nail art artist keeps the women occupied through the day. The activity is supported by poster and leaflet distribution in each flat. The activity has helped the brand make its presence in the market felt.

03 November 06 | 2012

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Cylindrical shaped LED Structure: A unique communication & branding medium has been introduced at high impact locations. These are large cylindrical shaped and premium looking LED units with 360 degree view. The 360 degree view would help in gathering maximum response. The round cylindrical shape of unit ensures that people on all sides are covered and no one misses out on commercials/content being displayed on the same.

These units are put up at Churchgate & Mumbai CST.

It is an excellent medium which can a good connect to a large audience in one go. Technically, these are some of the most advanced LED units which also offer multiple & unique innovations like - multiple split screen, L Band branding, multiple ticker and a lot more.

Boom Barriers: After hoardings at signals, and traffic barricades it is Boom Barriers on Toll gates which are being branded now. Outdoor Media seems to have no boundaries.

This year the Sunburn festival was held in Noida and the Boom Barriers on the Toll Road were also branded for the event. This was yet another innovative idea.

Balloons: Almost all of us have flying memories of colorful balloons of our childhood. And somehow they still amuse us. But who would have thought that these balloons can also be used as an advertising medium.

This year’s Sunburn festival held in Noida was all about innovative ways of alluring people for the festival and hence, Milestone executed the campaign with these elevated balloons, on a height of 70 feet, aired on the most traffic congested location of Delhi NCR. It targeted the traffic of both the directions, i.e, Delhi to Noida and Noida to Delhi. It definitely captured millions of eye balls.

UNCONVENTIONAL MEDIA

03 November 06 | 2012 02 October 06 | 2012

Contact Us Sheetal Jain D: 022-61370738 Sheetal.jain@milestonemedia.in

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