Posterscope's new campaign instils hope as India emerges from lockdown
Haresh Nayak, President, Posterscope Asia Pacific, lets us in on how its OOH campaign 'Billboard Speaks' managed to drum up support from media partners & clients alike
The OOH industry has been impacted by the global pandemic and the resultant lockdown. But as the nation goes through the initial stages of the unlock 1.0, the industry is looking forward to emerging from the bleak times. To mark this transition, OOH agency Posterscope India has conceptualized a positive campaign ‘Billboard Speaks’ a "welcome back" OOH campaign that will be displayed outside containment zones. It aims at spreading the sentiment of hope and bouncing back to business after the trials and tribulations the OOH ecosystem endured.
Haresh Nayak, President, Posterscope Asia Pacific, let us in on the insight and the message the OOH campaign is trying to convey to consumers as well as brands: "Focusing on the positive side is what we wanted to ensure. With this campaign, we have received a lot of appreciation not only from India but also Internationally. We want people to understand that, yes things have gone wrong, let’s treat these as hurdles and focus on what’s in your control. We truly feel that as part of the Industry and as a responsible brand it is our responsibility to ensure that everyone is benefiting from this campaign, be it our media partners or our partner agency clients."
Nayak revealed that Postercope conducted a global study on COVID and found out that a lot of people are expressing that they are missed Out of Home activities."A lot of people who were locked in for the last 60-70 days depending on the cities were eager to go out because out of home gives you that freedom. We thought of looking into this insight and spoke to a couple of clients," he said.
The agency took the findings of the research to the clients, explaining that OOH is the best place for any brand to advertise since everyone will be receptive and positive to them.
"Secondly, brands have been in the blind spot for 60-70 days, hence the top of mind recall may have decreased. It is very important for brands to leverage this particular OOH space and see if they can grab impactful visibility in a shorter time,” Nayak explained.
The overall objective of the ‘Billboard Speaks’ was to create awareness and also constructively look at opportunities for brands.
This OOH campaign, which is largely only on hoardings, has been displayed in sites like Mumbai, Delhi, Chennai, Kolkata and Ahmadabad.
The optimistic outlook of the campaign meant more support from the investors. Everyone went out of the way to partner up and bring the campaign to fruition since it would benefit the entire OOH ecosystem. The challenges to put up the campaign during the lockdown phase were few and far between, thanks to the support it received. It was up in a week's time.
Posterscope focused a lot on location-based data even in its pre-COVID days. Speaking about the potency of location-based data for brands in a post lockdown environment Nayak remarked, “Location analytics is going to be the key factor. We realised this in 2016, which is where we changed our provisions from being an outdoor company to a location-based marketing specialist. Our positioning has always been that. If you look at the way things are turning out today there are going to be budget cuts, there are going to be negotiations and there are going to be ways in which everyone would like to do more with their money. To do that information about your audience through location analytics is going to be very critical. If you are able to link these data points the client is going to get the best out of it. It is going to be a key point where brands will save more money.”
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