‘We wanted to create an off-site experience for commuters’
By Bhawana Anand - January 31, 2018
Rutu Mody Kamdar, Brand Consultant, Rustomjee Group, talks about the brand’s unique initiative to recreate a township atmosphere on board Mumbai Metro
What role does OOH play for your brand?
OOH plays a significant role in our communication strategy as we spend almost 30%-40% of the budget on OOH medium annually. So, in a way it turns out to be a key channel for all major announcements and launches. There are various factors that make this advertising channel pretty essential in our marketing strategies. Primarily, along with being the visually attractive medium, OOH medium helps us in creating a multiplier effect when used with other mainline advertising platforms such as print. Secondly, OOH is one such medium which is capable of creating frequency with its wide reach and the medium acts efficiently as a reminder medium by informing people traveling back and forth on the same route.
Could you share the insights that went into the planning of your Mumbai Metro campaign?
In real estate, a real property experience can happen only on-site; when somebody visits the constructed or under construction properties and this happens with a small set of people who actually turn up to check out real estate properties. But we wanted to provide the off-site experience of the township and its various offerings to a large group of people. So, we ideated about creating a township like experience on a Metro train to influence the TG to visit to the property.
Real estate is one of the competitive categories on the OOH canvas. How do strategise your campaigns keeping competition in mind?
We stand out from the clutter with our consistency; we don’t execute short term campaigns or stick to a particular launch communication. We always utilise outdoor advertising to create brand building by creating a consistent presence in the outdoors. Another differentiating factor of ours is we try to keep the emotional quotient high in our communications; our aim is to bring a smile on the face of whosoever is having a sight of the hoarding.
What parameters do you consider while selecting sites?
We consider various factors such as TG and locations that our TG visits everyday in order to create a higher recall value among them. Also, their enquires and visits play a big role in the making of a fresh campaign; we keep a tab of the area or zone from where enquiries and visits came and we pick sites accordingly.
OOH has always been primarily about hoardings and billboards but how open are you to using formats like digital outdoor?
Undoubtedly, lots of interesting OOH formats have come up which are adding value to the medium as well as in the brand’s communication. However, we try choosing formats depending upon their relevancy. For instance, if I feel my TG is going to watch a movie then I will certainly take up cinema advertising. Along with utilising new formats, it is also essential for us that the particular format should be relevant to the communication that it should deliver and have some meaningful act to perform in the strategy.
What changes would you like to see in the medium?
It would be great if we can craft a proper storytelling through this medium. Because of the different sizes and far away locations, it becomes difficult to narrate a brand story. It would be great, if we can have a standardised structure and confirmed locations to have a better storytelling.