e4m NEONS OOH Conference 2020: ‘With great content, a campaign can be turned in any way’
Rachna Lokhande, Co-CEO, Kinetic Worldwide, and Iftekhar Ahmed, VP Marketing, iBall India, engaged in a chat on integrating mediums and running successful campaigns
Advertising is changing and so are its mediums. Like every other medium OOH is changing the game and its drive-to-store capabilities are also going up. OOH has now grown into a firm influencer of consumer decision-making.
On Day 2 of the e4m NEONS OOH Conference 2020, Rachna Lokhande, Co-CEO, Kinetic Worldwide, and Iftekhar Ahmed, VP Marketing, iBall India, engaged in an interesting conversation and went on to share insights on integrating mediums and running successful campaigns.
Lokhande threw open the chat saying: “Retail has been a very active category in OOH using it as a medium to build impact and awareness but technology is changing the medium now and we have a lot of options like DOOH, programmatic and then of course there is mobile which is complementing OOH.”
Excerpts from the chat:
Lokhande: As a brand what was your objective for using OOH, how did find the touch points interesting and lastly how have you used technology in your campaign and measured reach as well?
Ahmed: When you say Drive-to-Store you have to first understand if you are talking about your offline or online store, and when you say online that means your stores in Amazon or Flipkart or Paytm or others. So once you define your store, the strategy changes. For example, 80% of my budget has been allocated for digital. There was no scope for OOH because we decided we don't want to do Outdoor. We wanted to rather do something that is more engaging and more interactive. And that's why OOH was not something that we were planning for. At a meeting with Amazon and Flipkart, I spoke to the category people. There I met the advertising guys and we were trying to learn AI and machine learning of the platform and how it works. iBall was on the platform for the last five years, but nobody knew how to grow on the platform. There are brands like Logitech JBL, Harman, Sony and others who have been on the platform for the last 20 years. On these platforms you need time to grow and we wanted to grow very fast. So we wanted to change and challenge the logarithm of the platform.
Lokhande: When you say you want it to grow on the platform, can you exactly tell the audience how does a brand grow on the platform? Because I think that would be interesting from a brand's perspective, how they look at their brand growing at the store online.
Ahmed: So it’s the same like that in offline. If you go to a marketplace, or say Big Bazaar, you see 500 brands but how many of those actually engage you? The same happens in an online store like Amazon or Flipkart. It is very important for a brand to come up on the top search. There are certain practices that you have to do to come on the top. There is no other way to get noticed and sold.
Initially, we did not understand the game well but then we cracked it and now we are on the top.
Lokhande: So how did your OOH campaign help you come on the top?
Ahmed: Once we understood how this works, we wanted to do OOH but not a static ad. Firstly, I don't call it ad, for me it's content. If you have great content, you can turn it around the way you want. iBall engaged airport passengers with targeted out-of-home campaign using QR codes and charging stations to sell their power banks. Installed at every nook and corner of the Mumbai airport across 72 media outlets with a total of 144 faces, the media campaign was a complemented compelling communication.
And I could actually monitor the QR code, and get information like the number of impressions I have got from each one of the units. I knew exactly where my traffic was coming from and where it's going.
Lokhande: And how long did you run the campaign?
Ahmed: I did it for three months and our idea was to repeat. This was just a testing phase.
Lokhande: Do people really scan QR codes? And do they really engage and click?
Ahmed: Yes, we have achieved over a one lakh scans in three months.
Lokhande: Have you tried this QR code on any other medium?
Ahmed: I have done this in The Times of India as a national campaign. It was on the front two pages for a day. Out of the approximately 250 lakh copies, I got 2 lakh scans in a day.
Lokhande: If you compare Print to OOH, is it the cost of the medium, is it location or data that was an advantage to your campaign?
Ahmed: I think it's the concept and how you use the content. It has to be interactive. If your content is great, and you know how to engage your customers and how to make it interactive then it’s all very simple.
Lokhande: Do you have anything to tell offline retailers? How can offline retailers use Digital Out Of Home smartly?
Ahmed: It all depends on the objective. I think agencies need to ask more questions to brand managers and specific ones in terms of the objective and what they want to achieve at the end of the day. If your objective is clear, you serve the purpose even if you're Out Of Home or any other media.
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