Home >> Out-of-home >> Article

OOH agency Prime Market Reach on account winning spree, bags Siemens, Parle, Wipro

21-March-2006
Font Size   16
OOH agency Prime Market Reach on account winning spree, bags Siemens, Parle, Wipro

The year has begun on a good note for Prime Market Reach, formerly called Prime Outdoors. The independent out of home agency formed in 1985 is abuzz with activity after bagging the accounts of Parle Marie biscuits, Siemens, IT People.com and Wipro Santoor soaps.

The agency has been instrumental in launching the media strategy for Parle Digestive Marie biscuits. The campaign saw two phases of activity, the teaser creating curiosity amongst the target audience about the new brand followed by the main launch campaign.

In order to create hype around the launch of Parle Marie biscuits, site level innovations were conceived and implemented with the product shot presented in the form of backlit cut out. Reflective vinyl was also used on the ground level sites to catch more eyeballs and attract the traffic passing through those sites.

Commenting on the strategy that has worked for the agency in bagging so many accounts, Rohit Yajnik, Senior Account Manager, Prime Market Reach, said, “Like any other agency, we also pitch for the accounts and implement campaigns.”

Yajnik, then counted on the unique things that had been appreciated by the clients. He said, “We provide web enabled database of outdoor media sites across top 45 towns in the country at www.pmrindia.com. This has over 26,000 sites with close and long shot photographs, traffic maps and other relevant information about the site. This site also acts as a monitoring tool where we upload the campaign on a dedicated module where the client can access their campaign with other details about the campaign.”

“We use a scientific planning tool called PRISMS, which attempts to bring in more logic and science behind the media plan. This tool takes certain market factors into consideration, which helps in arriving at the most specific media plans for each town. We also lay great emphasis on systems and processes and always share all information, which the client wishes to have pertaining to the campaign,” added Yajnik.

Among the other works that the agency has done include a campaign for Wipro’s Santoor soap, wherein the challenge was to create a high decibel campaign and take it to the smaller towns.

Explaining the communication approach that Prime Market Reach adopted while working for a client, Yajnik said, “The success of any communication depends on the correct understanding of the campaign objective, brand characteristics, in-depth knowledge of town and the media scenario in that town. Also, innovations form a very important part of our planning process.”

For the record, the agency also handles out of home media duties for clients like Hyundai, Tata Indicom, Ultratech Cements, Nitco tiles, and ESPN-STAR Sports, among others.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.