Top Story

e4m_logo.png

Home >> Industry Briefing >> Article

Kinetic India creates OOH solutions to welcome Ford Mustang in India

29-August-2016
Font Size   16
Share
Kinetic India creates OOH solutions to welcome Ford Mustang in India

Kinetic India has created innovative OOH campaign to introduce Ford Mustang in India.

To capture imagination and create intrigue the audience ahead of the car’s introduction, Kinetic worked on creating an immersive, sensory experience at two of the country’s busiest airports - Delhi and Mumbai.

In the first out of home (OOH) solution, Kinetic laid out the red carpets for customers arriving at the Delhi and Mumbai airports which were equipped with motion sensing technology and connected to a life-sized billboard. To grip an onlooker’s attention, a passerby who stepped on the carpet was welcomed with a gush of air and an evocative growl that the Ford Mustang is identified with. The billboard on the side played interesting visuals of the Ford Mustang and by the time a walker was off the carpet it switched to an enticing line - ‘The legend makes its way’ – with smoke coming off from either sides.

Kaushik Prasad, General Manager, Consumer Marketing, Ford India said, “Ford Mustang stands for freedom of expression and embodies the passion and fun-of-driving inherent in all Ford vehicles. The arrival of Ford Mustang in India needed to stand-out and leave a lasting impression on everyone who experienced our touch-points. We wanted create an experience that personifies all that this iconic car stands for by innovatively demonstrating its fun-of-driving, legendary engine growl and raw power.”

The second OOH display was strategically placed at the high traffic Delhi-Noida Expressway to attract significant eyeballs. The hoarding featured the side profile of the Ford Mustang, depicting a high-intensity drift to demonstrate power and a furiously rotating rear tyre emitting continuous smoke.  

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...