Aamby Valley uses OOH to market sky diving event
Billboards have been converted into parachutes, wherein one can see skydivers landing & soaring with 3D-like cut-outs in motion
Aamby Valley City for the first time in India launched a nine-week long sky diving event. The project will give adventure enthusiasts an opportunity to sky dive with an internationally acclaimed crew from Spain. To market the initiative, Aamby Valley City has used 55 OOH touch-points across Mumbai, Delhi, Ahmedabad and Pune.
The campaign has been executed by Milestone Brandcom.
The campaign communication has electrifying visuals of divers free falling with the tagline ‘If sky is the limit, here’s the chance to touch it’. Billboards and kiosks located on key stretches and junctions are converted into parachutes wherein one can witness skydivers landing and soaring on billboards with 3D-like cut-outs in motion. These are implemented across various media formats including billboards, gantries and kiosks at key locations within the city to connect with the TG and create additional hype around the experience.
Elaborating on the campaign, Vivek Kumar, Chief Executive Officer, Aamby Valley City and Hotel Sahara Star said, “The brand Aamby Valley City is synonymous with luxury and we aim to constantly provide our customers with unique and exclusive offerings. Through this skydiving event, we are proud to present yet another thrilling experience that adventure lovers can cherish. The communication objective for the OOH campaign was to create hype and grab as many eyeballs as possible, thereby luring the TG down to Aamby Valley to experience this exciting event. Milestone executed an assortment of innovations to distinguish the campaign amidst the clutter in the OOH space.”
The Skydiving event started from December 15, 2012 will continue till February 16, 2013.
Nabendu Bhattacharyya, Founder and Managing Director, Milestone Brandcom said, “It was a great opportunity to work on such an exhilarating brief from Aamby Valley. Team Milestone executed multiple innovative ideas in OOH to give the adventure seeking audiences a glimpse into this spectacular event.”
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