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Top OOH campaigns this festive season

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Top OOH campaigns this festive season

The outdoor advertising industry has seen a busy festive period even though it was a slow start. The Maharashtra and Haryana state elections were something of a dampener in terms of corporate spending. Despite this, it was a pretty profitable period for the OOH industry with most agreeing that business was much better as compared to last year. Here we take a look at a few interesting outdoor campaigns carried out between September and now.

Slow start to festive OOH advertising

Working elevator models by Otis

Agency: Milestone Brandcom
Brand: Otis, United Technologies

United Technologies has a penchant for innovative outdoor campaigns. Last year, it installed a scaled model of the Sikorsky S-76D helicopter in Mumbai from their helicopter manufacturing unit. This time around, to promote Otis, their elevator making unit, the company installed three working models of elevators in Bandra, Mumbai.

The campaign was executed by Leo Burnett and Milestone Brandcomm and was aimed to enhance and reinforce the lasting brand identity created in the minds of their target audience, said the company.

The Big Billion Day sale campaign
Agency: Laqshya Solutions
Brand: Flipkart

Flipkart’s Big Billion Day sale, held on October 6, 2014 was one of the most talked about events during this Diwali season. To promote the sale, Flipkart launced a massive OOH campaign in the cities of Delhi and Bangalore. Flipkart’s outdoor agency, Laqshya, used a media mix of large format billboard, mall facades, airport media and digital signages for the promotions. In all, it is estimated that more than 70,000 square feet of branding space was utilized in the two cities.

Engage giant hoarding

Street Talk
Brand: ITC

Bigger is better and ITC seems to have taken this adage to heart. To promote its Engage deodorant brand, ITC tied up with Street Talk to put up a gigantic 4,000 square foot hoarding in Bangalore. The 50”x80” hoarding nearly covers one side of the Jewels d’Paragon building located at the junction of MG Road and Kasturba Gandhi junction, which has the highest traffic flow across the central business district of Bengaluru, said the agency.

MCHI outdoor blitz

Global Advertisers
Brand: Maharashtra Chamber of Housing Industry's (MCHI) Property Expo  

To promote its property expo, MCHI teamed up with Global Advertisers to bombard Mumbai dwellers with over 600 media units. These included hoardings, bus shelters, pole kiosks, bus backs, rail platform boards, in-train branding, foot-over bridges and gantries.

LG curved OLED TV campaign
Laqshya Solutions
Brand: LG

To promote the launch of the LG curved OLED TV, the company used the entire gantry of the Delhi Noida Direct flyway, which is the largest gantry in the Delhi NCR region. The display included curved television cutouts and was lit up at night with LED lights.

Pepperfry airport activation


Milestone Brandcom
Brand: Pepperfry

Online furniture marketplace, initiated an on-ground activation at key airports of Mumbai, New Delhi and Bangalore to promote its brand message “Happy Furniture to You” this festive season. It created “Pepperfry Furniture Lounges” at the domestic departure lobbies of these airports to engage travellers, who can check out the curated furniture range from Pepperfry. Visitors to these lounges were also offered discounts and cashbacks.

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