The year has begun on a good note for Prime Market Reach, formerly called Prime Outdoors. The independent out of home agency formed in 1985 is abuzz with activity after bagging the accounts of Parle Marie biscuits, Siemens, IT People.com and Wipro Santoor soaps.
The agency has been instrumental in launching the media strategy for Parle Digestive Marie biscuits. The campaign saw two phases of activity, the teaser creating curiosity amongst the target audience about the new brand followed by the main launch campaign.
In order to create hype around the launch of Parle Marie biscuits, site level innovations were conceived and implemented with the product shot presented in the form of backlit cut out. Reflective vinyl was also used on the ground level sites to catch more eyeballs and attract the traffic passing through those sites.
Commenting on the strategy that has worked for the agency in bagging so many accounts, Rohit Yajnik, Senior Account Manager, Prime Market Reach, said, “Like any other agency, we also pitch for the accounts and implement campaigns.”
Yajnik, then counted on the unique things that had been appreciated by the clients. He said, “We provide web enabled database of outdoor media sites across top 45 towns in the country at www.pmrindia.com. This has over 26,000 sites with close and long shot photographs, traffic maps and other relevant information about the site. This site also acts as a monitoring tool where we upload the campaign on a dedicated module where the client can access their campaign with other details about the campaign.”
“We use a scientific planning tool called PRISMS, which attempts to bring in more logic and science behind the media plan. This tool takes certain market factors into consideration, which helps in arriving at the most specific media plans for each town. We also lay great emphasis on systems and processes and always share all information, which the client wishes to have pertaining to the campaign,” added Yajnik.
Among the other works that the agency has done include a campaign for Wipro’s Santoor soap, wherein the challenge was to create a high decibel campaign and take it to the smaller towns.
Explaining the communication approach that Prime Market Reach adopted while working for a client, Yajnik said, “The success of any communication depends on the correct understanding of the campaign objective, brand characteristics, in-depth knowledge of town and the media scenario in that town. Also, innovations form a very important part of our planning process.”
For the record, the agency also handles out of home media duties for clients like Hyundai, Tata Indicom, Ultratech Cements, Nitco tiles, and ESPN-STAR Sports, among others.