Fiat's Urban Cross slips into cruise mode on OOH tracks
By Satarupa Chakraborty - March 14, 2017
Ecosys OOH planned and executed the high-decibel campaign
In line with the plan for the fiscal year-end, auto major Fiat’s Urban Cross criss-crossed the traditional outdoor formats in metro cities to beckon consumers. The campaign creative highlighted Urban Cross’ new features and 24x7 road assistance offered by the company. Ecosys OOH handled the entire OOH mandate for the brand and executed the campaign.
The OOH firm used its #SYSTEMAPIT proprietary planning tool in identifying the right TG and the strategic retail brand presence. The uniqueness of the campaign was the selection of media for creating meaningful conversations based on the addressable consumer insights encompassing behaviour, values, attitudes and wants and needs.
Speaking about the campaign, Rahul Pansare, Head of Marketing, Fiat Chrysler Automobiles India, said, “This OOH campaign was very crucial in terms of pulling the onlookers towards the brand or the nearby dealer outlets. Ecosys OOH derived the right strategy for the purpose and the campaign spilled over across the nation within the timelines.”
Hardik Kapdi, Managing Partner & Trading Lead, Ecosys OOH, stated, “The challenge was to make the campaign more visible and deliver better impact. Execution was one of the key strengths that Ecosys OOH possesses. This campaign turned out to be a big success in terms of OOH spread.”