Connecting with the festive fervour

To begin with, could you tell us about ratio of your investments in outdoor and other media and also in the context of festivals how it varies?

In Mumbai, for any of our Loop Mobile campaigns, outdoor spend is in the ratio of 3:1 as compared to other media. It ranges between 40% - 50% of any campaign budget.

For the Ganesh Utsav communication, we used outdoor innovatively (upto 85%) to create impactful islands of excellence in specific crowded areas rather than spreading all over the city. This way we garnered maximum visibility near Lalbaug Ch Raja which draws upto 1million crowd everyday. The campaign had a mix of innovative strategically placed gates, big hoardings, rooftop branding, pillars, shutter paintings around the area for maximum brand visibility.

A few things which worked include:

•     Concentrated branding in zone with high customer footfall.

•     High impact because of branding density and footfall density

•    Soft and festive aligned creative

•     Tasteful and structured branding

Which were the major locations where this campaign was up and who was the outdoor agency for it?

This campaign was about an emotional connect with one of the key festivals of this region. It covers about 84 mandals with 60% in South Mumbai. It was a direct contact by us. Our media agency is Group M's Maxus & Poster Publicity.

Could you elaborate on some of the innovations you have done in these campaigns?

We had specially branded rooftops of key building for capturing the electronic media and Print coverage during visarjan. About 10 key print media covered the brand behind the idol and the brand was visible on television channels on visarjan day.

What kind of response has the brand received from the campaign?

Apart from above, tunes promotions during the festival also helped increase its usage and download during the 11 day festival.

Any constraints faced while executing the campaign?
None

What will be the next step for Loop in outdoor?

We are planning innovative outdoor for our next campaign. As a continuous outdoor medium, we target Meru cabs, station branding with digital LED media and Cinema screens across Mumbai