Exide Life Insurance goes big in the outdoor
By VJ Media Bureau - August 12, 2014
Leading OOH firm Accord has executed the campaign
Exide Life Insurance has launched an extensive OOH campaign after the insurance firm rebranded itself. It was earlier known as ING Vysya Life Insurance. The OOH campaign, executed by Bangalore-based OOH firm Accord, was rolled out for 30 days, covering 175 cities, multiple mediums covering 500 different sites and a total space of 3 lakh sq. ft.
The new Stylish logo with vibrant colours and a new brand identity dotted Bangalore, Chennai and Kolkata amongst other cities. The move marked the beginning of the new ownership of erstwhile ING Vysya Life Insurance. Special branding zones were created announcing the arrival of brand Exide Life Insurance - a particular area of Bangalore city was completely inundated with the new brand. In a unique exercise, to reinforce the new brand and ensure its visibility and ethos, MG Road in Bangalore where the headquarters of the company is located was completely taken over with the branding with over 60 installations. An LCD screen prominently displaying the branding also created high visibility on MG Road.
Other branding opportunities that were utilised were billboards, gantries, unipoles, cantilever and wall graphics. To create maximum brand recall, transit mediums like bus covers and bus backs were also put into use. A special cab parade was organised where a caravan of cars with the new campaign creative were deployed within the city and people were encouraged to spot the branded cabs. The campaign was also deployed on a 6,000 sq ft billboard in Chennai.
To get a better value from the OOH spend, the brand focused attention on a wide range of Tier I, II and III markets and the selection and location of the outdoor campaign was done keeping in mind the objective of creating awareness about the rebranding and show case the new logo and brand colours.
The OOH efforts were focused on creating a buzz for the new brand identity and to communicate the new brand philosophy.