Ecosys OOH creates awareness campaign for Mayo Clinic at Mumbai International Airport

Ecosys OOH has taken on the outdoor duties for Mayo Clinic to spread the brand’s message of being the preferred destination for patients seeking healthcare abroad

e4m by Noel Dsouza
Updated: Jan 7, 2020 1:21 PM
Ecosys Mayo Clinic

Curating an OOH campaign in a hustling and bustling area of departures and arrivals of the Mumbai International Airport might be a strenuous task. But Ecosys OOH took on that challenge. The U.S News & World Report has recognised Mayo Clinic as the No.1 hospital overall and top-ranked in twelve specialities.

To drive this brand message of the ranking across, Mayo Clinic in association with Ecosys OOH, a Publicis Media company has kick-started an awareness drive in India through visibility at the Mumbai International Airport (T2). The main objective of the OOH campaign was to position Mayo Clinic as a preferred destination for patients seeking healthcare abroad.

“The messaging of the campaign was to reiterate that Mayo Clinic is the #No.1 Hospital in the USA. The HNI (High Net Worth Individuals) and healthcare professionals were primarily targeted through messaging”, shared a highly placed source from the agency.

The OOH agency used its state of the art planning tool ‘SYSTEMAPIT’. The planning tool helped in identifying strategic locations in the airport wherein the consumers are in receptive modal situations with high dwell time. Therefore the media creatives were strategically placed at the International passage, which is the first visual media communication after arrivals. This media was used as a frequency builder for the message.

Also Read: How heavy political ad spends created greater opportunity for the OOH industry in 2019

There are 56 screens at the conveyor belts (common for international and domestic passengers) which were also taken up for more brand visibility and awareness. Since the average waiting time at the baggage belts is generally 15 – 20 minutes, the media guaranteed more brand visibility over a period of time.

Ecosys OOH started in September 2015 has been acquired by Publicis Groupe in 2018 for its RoI and measurement offerings in the out-of-home space. 

The agency Ecosys is the only OOH agency of its kind in the Indian ambient and OOH space, specialising in dynamic tech solutions and next-generation planning, using world-class tools such as SYSTEMAPIT and Tracker.

Ecosys in the past has executed OOH campaigns for brands such as Renault, Shaze, ALT Balaji, Smartron, Datsun, OLA and Foodpanda to name a few.

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