“Please drop me near the Amul hoarding”
Sounds familiar? Long-term outdoor campaigns at specific locations have helped brands create landmarks over the years
What does Mahim Causeway in Mumbai, DLF City in Delhi, MG Brigade in Bengaluru and Times Square in New York have in common? They have an array of spectacular billboard display options where every brand wishes to be present. That’s the defining characteristic of these junctions.
Long-term outdoor campaigns at a fixed spot have created landmarks for brands over the years in India. So much so that, billboards become a point of discussion while noting down navigation signals.
Atul Shrivastava, Chief Operating Officer, Laqshya Media shared an interesting anecdote, he said, “I was a frequent traveller to Kolkata and always used to across a bridge called Dunlop Bridge which is located at the outskirts of Kolkata. I used to think the bridge was named so because there could be a Dunlop factory located nearby but to my surprise I was told by a local resident that the bridge got the name because of a long standing billboard of Dunlop.”
This goes to show that brands have renamed geographical areas because of their outdoor presence. Amul is one such iconic brand. One will recall that the Amul girl made her debut in 1966 on few Mumbai bus panels and lamp post boards chirping ‘Utterly Butterly Amul’. This created quite a buzz in minds of the people. Post that, Amul came out with a single hoarding at Mumbai’s sea-facing Chowpatty, for a towering rental of Rs 400 a month. Today, there are billboards located in the central suburbs of Mumbai which are called Amul junctions because of their long-standing presence.
From a marketer’s point of view, the fundamental rationale behind rolling out a long-term outdoor campaign is brand association, salience and brand recall. Commenting on this aspect, M Sundararajan, Chief Marketing Officer, HCL Corporation and Advisor Shiv Nadar Foundation said, “HCL has always believed in a long-term outdoor strategy and also adopted one. Our approach is to opt for a few but great locations and retain these locations for a long-term. There are some locations which have been with us for more than seven years and we just refresh the content regularly to keep it topical, relevant and interesting.”
“Though, the brand’s top of the mind score is high, we look at newer ideas to move the brand to the next level. With that thought, we keep reviving the content, but with a difference so that people look forward to it,” he added.
Cost is another attraction that leads brands to roll out long-term outdoor campaigns. Such initiatives give 10 to 15 per cent cost benefit depending on the location and time period. Tata Housing is one such real estate brands that embedded innovation and long-term visibility in its strategy in the recent past in Mumbai. The results from the campaigns not only helped in increasing awareness of the brand but also resulted in lead generation for sales. Also, this acted as an important media for Tata Housing to break the clutter.
Commenting on the rationale behind long-term outdoor campaign, Rajeeb Dash, Marketing Head, Tata Housing said, “OOH is increasingly evolving. The impact of long-term outdoor advertising for real estate companies has been very high. It ensures maximum exposure with optimised cost per reach. Also as a medium, it always allows good amount of creative innovation.”
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