contents ooh industry updates - milestone€¦ · contents ooh industry updates to keep you in sync...

CONTENTS

OOH Industry Updates To keep you in sync with the latest, most talked about

Out-of-Home media campaigns

Brand Activations The brand activations that kept consumers engaged

Campaigns by Milestone Brandcom, Jan’15 Latest campaigns executed by Milestone Brandcom

International OOH A glimpse into the international Out-of-Home scenario

27 February 07 | 2015

* The content is a compilation of industry information from leading global advertising media publications & web portals.

Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013

www.milestonemedia.in

1

OOH INDUSTRY UPDATES How much is the M&E industry spending on the OOH platform? The OOH industry, which was pegged at

Rs. 2,120 crore in 2014 and projected to reach Rs. 2,310 crore in 2015 as per a FICCI-KPMG. Indian Media and Entertainment report of 2014, has witnessed a surge of substantial contribution from the media and entertainment (M&E) sector in the year 2014. Experts claim that the spends from this industry will go up in the current year with the

advent of many more media properties and channels coming into existence. But how much does the M&E industry spend on OOH? Talking to industry professionals – both media owners and agencies – quite a lot of numbers got thrown into the picture, along with common

practises in the industry. It seems that an average figure of Rs 140-150 crore can be cited to be the overall spends by the M&E industry on the OOH platform, basing claims of each player having about Rs 25-40 crore to spend in a year’s time for this format.

Bullish e-commerce sector keeps OOH industry busy in 2014 The year 2014 saw resurgent ad spends, buoyed by the Lok Sabha Elections and the e-commerce players, especially during the festive season. The year saw the e-commerce players further fortify their faith in outdoor advertising, with players such as Amazon, Myntra, Flipkart and Olx very active in OOH. There are various figures floating around regarding the ad spends by e-commerce firms. According to industry reports, Amazon had an estimated ad budget of Rs 100-150 crore for 2014, while Flipkart’s annual ad budget stood at around Rs 75 crore. The festive season alone reportedly saw SnapDeal spend around Rs 100

crore on ads, though exact figures are not known. According to TechCircle.in, the top five e-commerce advertising spenders in 2014 were:

1.Amazon

2.Flipkart

3.SnapDeal

4.Myntra

5.Jabong

Industry experts foresee further intensification in the advertising wars amongst the e-commerce players in 2015, which augers well for growth in ad spend. Whether these ad spends will match or even exceed the spends of 2014 is worth watching out for.

Monthly Milestones – January 2015 The latest edition of our e-newsletter - monthly milestones is here!

With Monthly Milestones, it has been our constant endeavour to keep you updated on the latest events, campaigns & activities in the global OOH market.

Monthly milestones also enables us to share with all of you our latest work & achievements. We strive to deliver the best for your brands and promise to take them to newer heights together. We hope you enjoy reading this newsletter just as much as we enjoy preparing it for you.

Do feel free to drop us a line or share your feedback and suggestions with us - [email protected]

mailto:[email protected]

27 February 07 | 2015




OOH INDUSTRY UPDATES

2

Uninor adorns the tri-colour of Indian Flag on Republic Day Republic Day honours the date on which the Constitution of India came into force. India is a country with rich cultural and ethnic diversity. For last 66 years, India is progressing each day with growth in most of the sectors. One change that PM Modi has made is that with his words and action, he has been able to reignite the patriotic spirit in every Indian. From New York to New Delhi, from Australia to Arunachal, the India in every Indian has come alive.

This Republic Day, Uninor had an opportunity to show its solidarity, and what better way than to colour the Uninor logo in the colours of national flag. Since it’s a common occasion for all the categories to showcase their brand by virtue of doing some innovative advertising, the idea was to get Uninor stand out in the clutter of many brands using republic day theme. And also to do something disruptive enough that becomes talk of the town. And that’s how Uninor thought of doing an outdoor innovation on republic day by adorning the tri-colours of Indian Flag.

This outdoor innovation was executed in Uninor Operating circles Andhra Pradesh, Gujarat, Pune & Uttar Pradesh – East & West. The Uninor logo – usually lit up in a bright white light; now sported the colors Green, White & Orange on each of its arms. The white light quickly flashes into the tricolors of our national flag in a matter of seconds. The same idea was extended at all of the high traffic junctions in these cities in order to garner maximum attention.

Top of the mind recall is what separates a campaign. Uninor likes to get closer to customers on every joyous occasion. The objective was to utilize the OOH space

effectively & innovatively and build presence and reach along key arterial junctions & high traffic points in order to wish our customers a Happy Republic Day. The campaign, executed overnight by team Storyboards was an instant sensation within Uninor's focus markets. We had competitors & marketers alike talking about the beauty in the simplicity of this powerful idea.

Commenting on this campaign, Nabendu Bhattacharyya, CEO & Managing Director Storyboards Brandcom said “We constantly attempt to deliver newer ways for Uninor to reach out to their audiences. It is one of the few brands that constantly make an effort to connect with their audience on all major festivals and occasions in the Indian calendar. All of the innovations were executed in less than 48 hours across the country and such was the impact that a leading radio station in India – Radio Mirchi recognized the efforts of the brand & called up the Marketing Communications head in the UP circle to congratulate them.”

Latest Campaigns by Milestone Brandcom

27 February 07 | 2015





3

Milestone Brandcom executed an elaborate campaign for Taxi for sure Taxi For Sure, cab and taxi service provider, recently launched an outdoor campaign with the aim to popularise their “pick now" mobile application feature. Designed and executed by Milestone Brandcom, the agency was briefed to roll out a campaign on impactful media and strategically cover the city by keeping the quality of the media extremely good. The campaign was targeted towards 20+ SEC A, B, C adults for 21 days in metro and non-metro cities. The campaign was designed to derive strategic OOH media solution for Taxi For Sure campaign and position it strongly as a leader across markets. Therefore the campaign was majorly visible on large format billboards, gantries, bridge panel, bus branding and LED's. The campaign creative was designed with bright colours and focussed on application feature. It was also translated in regional

languages across different cities. The biggest challenge faced by the agency was to acquire the right quality and strategically located impactful media. Also the effect of the campaign was instantly measured on the basis of the bookings made following the launch of the campaign. According to the agency, the campaign garnered good response for which OOH has been made the focus medium.

Milestone Brandcom creates iconic printer on OOH for HP HP’s new range of Ink Jet Printers claim to be the fastest fine printing printers in the market. The printers are like comparable to super fast laser printers. The printer can print as many as 70 pages/ min.

The brief to team Milestone was to create iconic billboards in 3 cities namely Mumbai, Delhi & Bangalore. Conventional out-oh-home was not the preferred medium, the brand wanted to stand out on the medium.

A scroller has been used atop the billboard, displaying the 2 most important features of the HP Inkjet Printer – fastest fine print. A stack of papers was also jutting out of the billboard to create further impact.


27 February 07 | 2015





4

Karan Johar searches for fashionistas through OOH campaign Giant billboards across the country with filmmaker and fashion icon Karan Johar opening up the doors for the best talents in the fashion world to join his fashion brigade at the Lakmé School of Fashion have been attracting attention. #fame, a talent-based digital entertainment network, has just announced what is touted as India’s first ever fashion video magazine, titled ‘Lakmé School of Style’, to be helmed by Johar as its Editor-in-Chief. The campaign begins with Johar going all out to recruit his ‘fashion brigade’ – the team that will join him and put the magazine together.

The innovative recruitment campaign to mark the launch and attract fresh talent has seen the installation of eye-catching billboards at familiar strategic landmarks across urban metros that announce “KJo is hiring!”

Bharat Matrimony pushes its app Bharat Matrimony, has launched an outdoor campaign titled 'Take Marriage in your own hands' in Mumbai city to promote its latest app service. The brief behind the campaign was to clearly disseminate the brand story to the audience and create a complete roadblock via exclusivity and brand dominance in new media in Mumbai. The campaign will be on for a period of 75 days. With strategically selected media packages of all the outdoor inventories, the campaign claims to create a complete

brand story as a continuous reminder to the customers at exclusive locations.

FoodPanda paints Mumbai red After the ‘#SelfiewithPanda’ OOH campaign in the last months of 2014, FoodPanda has launched a phased campaign in Mumbai to promote its BOGO (Buy One, Get One) offer across the city. The campaign sports a similar expression as the previous outdoor campaign, but talks and presents a different side to the brand proposition. The Mumbai campaign urges folks to use the app to order to avail the BOGO month offer. Through the campaign, frequency builders, such as bus shelters,

impact mediums like billboards, mall media like mall dropdowns, escalator and elevator media to target the audience as well as ambient media to target the corporate audience.

27 February 07 | 2015




BRAND ACTIVATIONS

5

Milestone Connect executes another campaign for Pepperfry Milestone Connect has again recently executed a BTL on ground campaign (An extension of Previous Design) for a well-known Furniture & Home products e-commerce destination Pepper fry.com which offers the best online shopping experience with high quality delivery service. To make their audience savor the actual taste of their offerings, Milestone Connect gave an amicable shape to the products of pepper fry by displaying them in innovative and stylish Stall designs. To target the right set of audience for the brand Milestone earlier suggested activities across 3 airports in major metros Delhi, Mumbai, and Bangalore.

This activation is now being extended for next three months (January, February & March 2015) has been given a new shape. To break the monotony with the previous stall design, Milestone Brandcom moulded a whole new design that has definitely generated eye balls at our Targeted location. The products being displayed at the stalls were not only eye catching but were also offered at a discounted price. Hosts at all targeted locations made the activity more informative and interactive. They were not only educating the consumers but also gratified them with merchandizes such as Incense sticks and some discounted coupons. All these locations generated high number of footfalls every day.


As part of the communications plan, an OOH campaign is also being executed in 6 major metros namely – Mumbai, Delhi, Gurgaon, Chennai, Bangalore.

27 February 07 | 2015




BRAND ACTIVATIONS

6

Milestone Connect executes a CSR initiative for Binani Cement called Khushiyon Ki Udaan

Binani cement conducted a CSR activity called ‘KHUSHIYON KI UDAAN’ for underprivileged children in Jaipur on 12th Jan & in Ahmedabad on 14th Jan. The objective of the program was to plan a fun filled day for these kids and make them celebrate the Makar Sankranti festival with kites. Milestone Connect designed and executed a day activity with some exciting activities to give their share of joy to the underprivileged children and make them celebrate the festival. In morning the kids were picked up from their houses in busses branded with KHUSHIYON KI UDAAN. During the journey, kids were given packed meal boxes which were branded with the KHUSHIYON KI UDAAN logo unit.

A ground was booked to conduct the kite festival. The promoters then handed over the branded kites along with the threads & t-shirts. Post the kite flying, lunch was served for the kids at the venue. To make it more entertaining, the MC then invited all the kids to dance on their favourite songs. Photos of the activity were clicked to serve as a happy memory for the children.

Watch the video here


http://youtu.be/IcjnK1mYvsQ

27 February 07 | 2015




BRAND ACTIVATIONS

7

Zivame kickstarts ‘Fit is my Right’ campaign in Mumbai through ‘Mobile Fitting Lounge’ In an initiative to find the right bra size for 5 lakh Indian women over a period of 12 months, lingerie e-tailer brand Zivame has launched a campaign called ‘Fit is my Right’. The campaign has kicked off in Mumbai and aims to engage 10,000 students across 10 colleges and educate them about the importance of wearing the right bra involving experts who will take these educational workshops with free counselling

and fitting sessions. The prime attraction of the campaign is a Zivame.com branded bus that is scheduled to travel across cities to complete

the mark of 5 lakh women. This ‘Mobile Fitting Lounge’ will be travelling to colleges in Mumbai. The all-woman customised fitting van is equipped with three trial rooms, along with three fitting experts to help women identify their right size as well as have bras of all sizes required for the fitting exercise.

Milestone Connect executes Raymond Grand Summer Bonanza. Milestone Connect conducted and executed Raymond’s annual Grand Summer Bonanza for the summer’15 on 13th Jan at the Raymond CO in Thane. A Lucky Draw event for Raymond’s 2000 plus dealer network was conducted and broadcasted live on a microsite. The winning dealers were congratulated and gratified by winning a 32inch Curved Samsung LCD along with 20 solitaire diamonds.


Updates from the Industry

27 February 07 | 2015




BRAND ACTIVATIONS

8

Mumbai Metro One experiences its first brand promotion zone The Mumbai Metro recently got its first promotional zone. American Express executed a two-week campaign at the Andheri Metro station. The campaign is also scheduled to be executed in the second week of January for 15 days at the Sakinaka Metro station. AmEx had set up a kiosk stark in the middle of the hustling concourse to make the commuters aware about their services as well as give prospective AmEx card holders a chance to interact directly with the bank personnel.

Interestingly, AmEx had displayed its premium gold and platinum charge cards as well as its new MakeMyTrip credit card, which was launched earlier last month and is positioned to cater to the mid-income frequent travellers.

LG finds the perfect medium in malls for its Great Indian Selfie Campaign To enter record books for the largest Selfie canvas, LG executed the great Indian Selfie Campaign across 12 cities. As part of a mall activation, LG showcased the smartphones’ unique product proposition of gesture shots, where the user has to hold up one’s palm and make a fist to get a 3-second countdown for clicking a Selfie without the use of any buttons. The brand had set up LG Selfie Smile Click Studios in the malls displaying the new phones

which could be picked up by anyone in the mall to click a Selfie and post the same on the portal and join the community. The Selfie Studios were set up in malls at Chennai, Jaipur, Pune, Kolkata, Bangalore and Gurgaon, Mumbai, Hyderabad, Delhi, and Cochin.

Advertisers turning to malls to create brand experience Over the years, malls have changed the way India shops, offering multiple brands under one roof in an attractive ambience. Malls have also evolved into community centres where the whole family can spend time together. For advertisers, malls offer a varied demographic profile that is open to experiencing the brands first hand at the point-of-consumption. In fact, malls are the finest locations where the best of outdoor advertising tools and techniques can be deployed. Media options at malls are numerous; be it external, such as Signages, Parking Ticket Kiosk, Parking/Wall/Lift/Floor/

Corridor/Washroom Branding amongst many others Advertisers are increasingly turning to malls to create experience zones for their brands, where people can directly interact with the brands.

27 February 07 | 2015




BRAND ACTIVATIONS

9

BJP’s OOH campaign goes hi-tech with augmented reality Political parties are on a campaign overdrive ahead of the Delhi Assembly Elections on February 7, 2015. The three major parties in the fray – BJP, Aam Aadmi Party and Congress – are leaving no stone unturned to woo the voters. As with earlier elections, this time too OOH forms a significant part of the parties’ poll campaign strategies. BJP is quite aggressive in its campaign for the Delhi polls, buoyed by the Modi wave throughout the country. The party’s outdoor campaigns prominently feature Prime Minister Narendra Modi.

booths and mobile kiosks, 2 lakh selfies have been clicked and registered. The BJP has further claimed that over 60 per centof the total selfies registered have been clicked by the youth in Delhi. The ‘Selfie with Modi’ campaign will conclude on February 5, 2015 as all election campaigning activities wrap up ahead of the polls on February 7.

As reported earlier, BJP has been quite aggressive in its campaign for the Delhi polls, buoyed by the Modi wave throughout the country. The party’s outdoor campaigns prominently feature the Prime Minister.

The ‘Selfie with Modi’ campaign was launched on Saturday, January 24, 2015 by BJP president Amit Shah. As part of this outdoor campaign, people can click a ‘Selfie with Modi’. The objective is to attract the young voters. These booths make use of augmented reality technology, which enable people get a selfie clicked with Modi free of cost. The BJP has claimed that within two days of setting up the

Hike unleashes one of the largest mass customised OOH campaigns Hike Messengers new campaign is about regional stickers, Hike wanted to offer its users the freedom of expression in a colloquial language. The app has launched more than 250 stickers in multiple languages catering to 11 different geographies within the country and an extensive OOH campaign focused at highlighting the local language stickers in the corresponding regions in a contextual manner. The idea behind the innovation of the stickers came from the market insight that Hike gathered. Indian youth are abreast with today’s internet lingo but fail to express certain vernacular emotions in their mother tongue.

Hike ensured placement with a unique creative at each property. The creatives attempt to recognise the audience’s state of mind and represent it through a humorous sticker-led hoarding. More than 20 copywriters spent more than 500 man-hours on creatives and the campaign was seen across 300+ sites executed in more than 30 cities pan India.

27 February 07 | 2015




Tata Docomo Cars On Rent Reliance Cement

OOH INDUSTRY UPDATES [Campaigns by Milestone Brandcom, January’15]

Haryana’s leading network 100% Perfect

OLX.in Many Buyers

HP Printers

Taxi For Sure

Zoya

Pepperfry Toyota Etios – New Look

10

Sony Max Heropanti

Sare Homes Axis Bank

OfficeJet Pro

Festive Campaign

Brand Campaign

Smart Advantage Payment Plan

Happy Furniture to You All Out Fight Dengue for Payal

27 February 07 | 2015




Uninor Uninor – UP(E) Uninor – ROM

OOH INDUSTRY UPDATES [Campaigns by Milestone Brandcom, January’15]

Republic Day STD @ 25 Paisa/ min

Uninor - AP All Local Calls @ 25p/min

Uninor - BJ

Super 5

11

Rocket Recharge

27 February 07 | 2015




INTERNATIONAL

12

Russian Olympic Committee: Share Your Warmth The campaign initiated by Russian Olympic Committee covers 10 Russian cities where 10 outdoor constructions are installed. The machines allow people to keep warm by doing some simple physical exercises and passing on the heat created to other cities – to complete strangers. Anyone can use the machine: if you want to share your warmth, all you need is to run for 30 seconds on special platform and then choose the city you want to send the accumulated charge to; in case you want to get warmed, you have to press the button, which turns on an infrared heater for 30 seconds, in the same time you’ll see on the screen the

photo of the person who sent the heat. All the photos of people sending and receiving warmth can be found at olympicchange.ru. The machines will be operating for a month. The idea of the campaign is that sport in winter not only warms you up, but helps to bring people together as well. Watch the video here.

Coca-Cola : Skateboard Ramp In a quiet town of brazil, things were getting very quiet. Coca-Cola wanted to urge everyone to make a move & thus created a one of its kind Skateboard Ramp. The trademark Coca-Cola logo was created amidst a busy street. Intriguing the interest of numerous Skateboarders, finally they began skateboarding over the logo. A quirky fun way to lift up spirits, check out the video here.

McDonald's: McMuffin Sunrise In yet another fabulous creative idea, McDonald’s continues to push through newer more creative ways to advertise. This idea right here, inspired by sunrise – involves a digital billboard right in front of a street that witnesses the beautiful moment of – Sunrise. The digital billboard pulled in real-time data to synchronize the rise of an Egg McMuffin with the sun; a timely reminder of breakfast at McDonalds!

https://www.youtube.com/watch?v=VfWbXdsqztk

https://www.youtube.com/watch?v=VfWbXdsqztk

http://youtu.be/NjbsbpD6Szw

http://youtu.be/NjbsbpD6Szw

27 February 07 | 2015




Delhi 249 A, 1st Floor Okhla Industrial Estate Phase-III New Delhi-110020 Board Line: 011-49490300

Bangalore No. 946, 1st Floor, 11th Main Road H.A.L. 2nd Stage Indiranagar, Bangalore-560008 Board Line: 080-4094 1904

Kolkata Keshar Vatika 2nd Floor, Flat No.2B 7A,Gurusaday Road. Kolkata- 700019 Board Line: 033 – 30015990

Chennai Golden Rays Business Centre, Lake View Road, West Mambalam Chennai - 600 033 Board Line : 044-42073530

Hyderabad Plot no: 48, UBI Colony Banjara Hills, Road No : 3 Hyderabad – 500034 Board Line: 040-65863770

Pune Cabin 9, 1/1, Rambaug Colony, Opp BP petrol pump, LBS Road, Navi Peth Pune 411030 Board Line: 020 -65005761

Regional Offices:

Contact Us Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013. Tel: 022-49210700 www.milestonemedia.in

Nidhi Kavle D: 022-49210711 [email protected]

https://twitter.com/MilestoneB

http://www.youtube.com/user/MilestoneBrandcom

http://www.facebook.com/MilestoneBrandcom

mailto:[email protected]

contents ooh industry updates - milestone€¦ · contents ooh industry updates to keep you in sync...

Documents