Midas OOH, the out of home agency from Midas Group, is working a high decibel campaign for real estate company Puri Constructions.
The OOH campaign is being executed in Faridabad, Delhi and Gurgaon.
The objective of this campaign is to promote Puri Construction’s new premium residential and commercial project – 81 High Street – as well as build brand awareness amongst the TG, shared Nagesh Dhar Mishra, CEO, Midas Media Network.
“Strategic hotspots, areas of relevance to the TG as well as project location have all been kept in mind to deliver a customised impactful campaign ensuring maximum recall,” he added.
The six month long campaign, which commenced in the first week of May 2012, incorporates a mix of media vehicles such as overhead gantries, unipoles and pole kiosks. Value-adds have also been interwoven into the OOH campaign for better deliveries.
According to Mishra, the spend on the OOH campaign is pegged at Rs 10 lakh per month.
Commenting on the growing use of OOH media by real estate companies, Mishra said, “OOH is the best way to reach the target group. Real estate companies have been the major drivers of OOH media and the medium has provided a big boost to the growth of the real estate sector. With people on the move most of the time, OOH has become the only medium that imparts maximum visibility to real estate projects.”
Stating that conventional forms of OOH were history now, Mishra said that today OOH media had a variety of forms and trends to take up – be it ubiquitous hoardings and billboards, standees or digital screens in commercial outlets such as theatres or fast-food joints, bus stands, bus shelters, etc.
Set up in 2008, Midas Group has reported revenues of Rs 12 crore in FY2011-12. The group’s client roster includes Air India, Parkland Hotels & Resorts, Pacific Development Corporation, Magic Nuts, Wave City, Gaursons, Mahagun, La Royal, Gold Coast and Tanishq, among others.