Apollo Tyres go iconic at airports
By Bhawana Anand - June 05, 2013
The leading tyre manufacturing company in association with Vivaki Specialist Services has helped the brand in creating larger than life brand images through outdoor, which in turn has delivered positive results.
Iconic sites with neon signs and 3D in Delhi and Mumbai airports were utilized to create the high-visibility in the minds of the passersby. The media planning designed for the airports was to select premium locations and iconic sites, which should be out of the box and could attract maximum attention from the domestic and international flyers. Also, airports being the first and max gateway to the consumer are who can be the brand's bearers for the communication. As of now, none of the tyre making companies have come upfront on the OOH medium, hence considering it as an opportunity, OOH medium happened to be the best medium for the brand to create out of the box statesmanship. "Along with various other high traffic sites, we found the Delhi and Mumbai Airports to suit our requirements the best, considering that we were looking at targeting SEC A & B of the population, who travel frequently -- domestic and international. At the airport hoardings, we have used the same concept of establishing the connect between our logo and tyres, as is being done with our other communication mediumsâ€, said the spokesperson of Apollo Tyres.
The OOH creative showcased the 20 feet 3D tyre on the sites. To build a greater brand association with tyres, the agency decided to combine the logo and the tyre as the theme behind the creative thought. Creating such huge site were not an easy job for the agency. They faced several issues in creating structure, design and its material. The agency was looking at deploying a 20 feet tyre which could weigh over 400 kg. Add to the complexities, the structure was to be located on top of the building with substantial wind pressure. A team of civil and structural engineers was assigned to develop a structure that could sustain the weight of 400 Kilograms along with wind pressure.
"The joy of ideation & the thrill of executing such bold first time ideas become realities only when the client, the media concessionary, our execution network work as partners & co-creators. To me, the Apollo Tyres OOH display is a perfect example of the power of collaboration, in terms of ideation, technology, execution & ownership. I have personally overheard complete strangers talk highly of these displays, which only goes to show the power & impact of a well thought out idea on the consumer,â€ said Kaushik Chakravorty, Chief Operating Officer, VivaKi Specialist Services.