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Billboard of the week: Total Environment’s strategy

25-October-2012
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Billboard of the week: Total Environment’s strategy

Advertising in the airport space is considered to be the most sophisticated medium of outdoor display, especially in India, where traditional media formats still require a touch of modernism. This week, Vaishali Verma, Vice President, Lodestar UM, chooses a strategic display by Total Environment at the Bengaluru International Airport.

Total Environment is an architect-led real estate design and development firm, with projects that range from residential apartments to corporate campuses. Since June 2012, Total Environment has tactically placed an advertisement on a media format near the Domestic arrival area of the Bengaluru International Airport. It was early this month when the architectural firm changed its display to add more freshness to the creative message. The campaign has been executed by JCDecaux India, who has the exclusive advertising contract for Bengaluru International Airport.

In conversation with exchange4media, Verma talks about why she found the Total Environment campaign impressive.

The billboard that caught my attention this week is...
Total Environment in airport display

I spotted it…
Near the domestic arrival of Bengaluru International Airport

It stayed with me because…
There is so much clutter these days in the outdoor space that the recall value of campaign has drastically come down. Apart from the creative attraction, one very important thing that a brand should consider is the location of the mapped outdoor media format. Total Environment’s outdoor advertisement stayed with me because it has got the perfect placement and correct aesthetic sense.

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