Madison Outdoor’s unit, Platinum Outdoor,after its successful launch in OOH for TIAGO, the new hatchback from Tata Motors a few months ago, the agency put up an actual real size 3D model of the car on a hoarding in prime location in Mumbai.
The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel. The hoarding was on a heavy traffic route of Western Express Highway in Bandra.
Executing the innovation was a real challenge, it took about 50 days to fabricate a 20 foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. This is the first time something of this scale has been put up on a hoarding. In the past, some brands have put up shells of their cars, but nothing to this scale.
Says DipankarSanyal, CEO, Platinum Outdoor, “We are really excited with this new innovation done for Tiago on the back of a very successful launch”.
Madison OOH recently announced its indigenously developed suite of planning tools to offer a more robust outdoor planning service to its clients. The suite includes Madison Vu-on-street: a complex site selection and plan evaluation tool in an easy-to-use software, that covers 18,000 large format sites in top 18 cities of the country. Madison Vicinity enables creating multi touch point centric plans at a macro level and even provides an opportunity to do micro level hyper localisation. Madison Maxemiser facilitates the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.