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IPL’s innovative outdoor strategy

12-April-2012
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IPL’s innovative outdoor strategy

With IPL hitting the television screen early last week, Max created an impression effect using the outdoor space. The OOH campaign by MOMS Outdoor Media Solutions, the outdoor business of Madison, was executed on a pan-India level with presence in 78 markets including all metros and mini metros.

In metros, all landmark sites were taken. In smaller towns, media were tactically selected in high congregation points near railway stations, bus stands, market places, etc. In all the 78 markets, most routes were covered to create hype and awareness for the most-awaited property of the year.

Commenting on the outdoor campaign, Gaurav Seth, Senior VP Marketing, Max said, “Outdoor presence traditionally plays a big role in our marketing mix for the IPL. The various formats of outdoor media that we utilise in our campaign range from large impact billboards to smaller format frequency building hoardings.”

Along with the high impact outdoor campaign, major focus was also on the innovations. In Mumbai, a jam-packed bus was created on a hoarding with real people sitting on it during the peak hours. Idea was to showcase the countdown of IPL with the theme communication ‘Aapki seat reserved hai’. Hoarding with match schedules were also put up. Similar innovation was done on mobile vans with live cheer leaders.

There was a live event on the day when IPL started. The entire event was covered live on Facebook. Designer bus shelters were created in Delhi to showcase a perfect family picture for which a real sofa was kept on the bus shelter with a big photo frame. Sofas with the countdown timer were placed at the arrivals inside airports at Mumbai, Delhi, Bangalore and Chennai. There was a tie-up with multiplexes in Mumbai and Delhi where Set Max IPL TVC was played.

Dipankar Sanyal, COO, MOMS said, “The whole campaign had an essence of omnipresence with innovations that would take the audience by surprise. The effect was doubled by the larger than life buses being installed with real people inside. This campaign was like a perfect marriage of client’s (Set Max) desire for bringing the campaign alive and the agency’s ability to think beyond the usual to bring the desires into action.”

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