Quikr builds a brand narrative on OOH
By Bhawana Anand - January 04, 2014
Quikr, the online classified portal that has made a significant presence in the e-commerce space, has now optimized the OOH medium to further create a splash. The high-decibel campaign was noticeable on close to 250 Locations, with 300+ media units. The OOH duties of the campaign were handled by Havas Media.
Building a brand image by just informing the audience about the brand is an old practice. The new marketing buzz is all about wooing the audience by updating them on all that has been happening with the brand. Quikr seems to be applying this strategy and their new 360 degree campaign lists all their feathers in the cap. The brand executed a category focused OOH campaign to reach out to their target audience, that was developed by Havas Media and deployed in Delhi/ NCR, Mumbai and Bangalore where close to 250 locations, and 300+ media units were acquired.
The objective of the campaign was to demonstrate the wide range of categories across which transactions happen on Quikr.com, ranging from electronics, cars and bikes to household goods and real estate. The OOH medium amplified the TV campaign and positively impacting the brand in key markets.
The core TG for the brand is 18-35 year, SEC A & B, predominantly male. However, this time the brand wanted to make sure that they capture the youth (college students, young professionals) in a big way with this campaign. For certain categories like cars and household goods, the audience is slightly older so the OOH sites were taken accordingly to ensure exposure to the relevant audience.
While drawing the media planning measures, an extra emphasis was laid on building impact, frequency and specific product message delivery to the target audience. A whole media mix was used, right from large format billboards to Unipoles, bus shelter, designer bus shelters and Pole Kiosks along with Ambient media in the busiest corporate parks like Scrollers, Digital Pods, Ramp Ins, Snap Posters, Lift Doors ++,Glass FaÃ§ade, Mall FaÃ§ade, etc, to make the campaign visible enough. Additionally Carpet Bombing was done in each city in order to make the campaign outstanding in each market for that period.
"We designed an entirely new campaign for outdoor rather than trying to just adapt from our TV campaign. We kept the layout minimal - a powerful headline (about a successful sale on Quikr), fresh and interesting faces and very prominent logo and tag-line. Quikr as a brand has always been quirky, youthful and vibrant and we ensured those values came through in the design and copy. In a dipstick survey done a few days into the campaign, people were able to recall many of the headlines and categories from the campaign,â€ articulated Aparna Mahesh, Brand Head, Quikr India.
Talking about the challenges, Ankit Rastogi, Jt. Managing Director & National Head - Media Buying, Havas Media shared, "The entire campaign needed to be executed in a single day across all markets for an impact, more than 300++ sites came live on the day of the campaign, which we achieved 100% with a proper planning and excellent execution Havas Media Active Team.â€
Well, the new strategy seems to be paying off for the brand, "It's still early days, but the word of mouth for the campaign definitely seems to be positive,â€ shared Aparna.