Posterscope India innovates using PIN-code clusters for OOH campaign

The agency says using a proprietary tool it could target the right locations and identify sites that deliver the highest impact for its Kolkata client

e4m by Noel Dsouza
Updated: Sep 28, 2020 9:04 AM
APPL OOH Campaign

Posterscope India that specialises in leading localization marketing solutions for brands for its latest campaign has used innovative solutions to identify PIN-code clusters to target the right locations and identify the sites that will deliver the highest valuable ROI.

In this revival of OOH campaigns after months of having zero visibility, Posterscope has conceptualized for Amalgamated Plantations (P) Ltd (A TATA Enterprise) its first OOH campaign. The motive behind the campaign was to launch a new product under the franchise called ‘Majuli Mist First Flush Roasted Tea’. The OOH campaign has been executed in Kolkata and shares the message: ‘Chumukei Paan, Shohorer Praan’ which translates to ‘Taste Your City In Every Sip’.

Kaushik Das, Sr. Business Director, Posterscope India, shared the ideology behind the OOH campaign for Majuli Mist and the number of sites this campaign will be executed in. “The objective was to reach out to tea enthusiasts through a highly visible campaign and also sustain the exposure effectively for four weeks. Using our proprietary tool ‘OOHZONE’ we identified PIN-code clusters to target the right locations and identified the sites that deliver the highest impact.”

This campaign is the brand’s first foray into OOH and they have invested one-third of their budget in the medium.

The marketing mix for Majuli Mist will be a mix of traditional and digital media. They started this campaign with Radio and have now moved onto OOH. Apart from this they have also added secondary viability in modern trade outlets and are planning to keep the momentum up through influencer engagement and constant content creation.

Fabian Cowan, Country Head, Posterscope India said, “Data suggests that mobility has increased significantly since unlock 4.0. This is an ideal time to invest in OOH as the clutter levels are low and hence a high impact can be achieved. The festive season too will bring about more opportunities to connect with audiences and hence now is the time to get back on the billboards.”

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