DSN’s digital innovations for outdoor campaigns

DSN’s digital innovations for outdoor campaigns

Author | exchange4media Mumbai Bureau | Thursday, Oct 15,2009 8:35 AM

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DSN’s digital innovations for outdoor campaigns

DSN, a digital out-of-home network headed by twin brothers Gaurang and Devang Shah, has been doing some noteworthy work for clients, especially in the digital OOH space. Two recent OOH campaigns have been for Oster and tying up with ESPN-Star Sport for real time updates on the ongoing Airtel Champions League T20 matches.

Oster is currently running the ‘My Moments of Pride’ contest across India, which calls for winning recipe entries from customers. The grand prize is an all expense paid trip to Bangkok, besides gift hampers from Oster. By engaging with DSN, Oster has been able to innovatively bridge the divide between the Internet medium and the traditional and non-traditional out-of-home medium, creating an impactful proposition in the Western Railways. This campaign is on for a month.

Speaking on the campaign for Oster, Gaurang Shah, CEO, DSN, said, “The screens are roadblocked with over dozens of creatives of different products, highlighting their key features and USPs. By integrating the screens with the Internet and extending their web campaign on to outdoors in real time, they have further enhanced the innovation, showcasing the contestants’ profile pictures, their names, recipes and their ‘Moments of Pride’. Oster has truly harnessed the full potential of digital out-of-home by making very simple yet impactful creatives that use these screens more as a digital poster and less as a mere television in outdoors.”

He further said, “This is one of several video wall campaigns that DSN has successfully executed on its Western Railway network in the past four months for brands in industries ranging from telcos, FMCGs, and now home appliances. Clients are seeing recall rates of over 80 per cent when they are conducting these marketing activities at the ticket counters. With almost 40 lakh commuters using the Western Railways on a daily basis, brands are effectively reaching out to over 32 lakh Mumbaikars on a daily basis. There are some more exciting video wall campaigns in the pipeline coming up in the next few weeks.”

Meanwhile, ESPN-STAR Sports and DSN have joined hands to air real time updates on the ongoing Airtel Champions League T20 matches to audiences across the country. Live scores, trivia and match highlights are part of these updates. This campaign will on for one more week.

Speaking about the tie-up with ESPN-STAR Sports, Devang Shah, Director – Sales, DSN, said, “This tie-up with ESPN-STAR Sports is a big step for us as we will now provide regular sports updates and content to our viewers. With cricket being followed as a religion in the country and other sports gaining popularity as well, we are very pleased to get real time updates of all these games to our audience.”

He further said, “What is very unique about this property is that we are integrating mobile with outdoors, enabling fans to stay in touch with their favourite sports even while they are enjoying a coffee or a burger or simply standing in line for railway tickets. As mentioned earlier, providing our viewers with relevant and topical content is our main goal and with this association we are able to very successfully accomplish this.”

DSN is actively looking towards developing more innovative properties like the CLT20 games. The network had created a similar property during the Wimbledon championship earlier this year, wherein DSN had provided real time scores on their creatively designed scoreboard, which looked like an actual tennis scoreboard giving specific feed on rounds, sets, games, as one sees on TV. They also provided trivia on popular players, making the property all the more engaging.

The twin brothers Gaurang and Devang Shah are just 27 years old and are graduates from the Wharton Business School. Both had left their jobs in New York at McKinsey Consulting and Citigroup, respectively, to start this digital OOH venture in early 2007. So far, DSN has rolled out over 1,400 panels across Mumbai’s Western and Central Railways, Café Coffee Day and McDonald’s, establishing a unique digital OOH platform for brands.

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