Vivo V23 series multi-city DOOH campaign exemplifies online-offline convergence
By M4G Bureau - January 31, 2022
Eyetalk Media Ventures partners Vivo India in taking social media influencers and diners to DOOH
Eyetalk Media Ventures has powered the multi-city Vivo V23 series campaign on DOOH assets and networks in locations covering pubs, cafes, corporate parks, and street DOOH. The 30-day Vivo V23 series campaign, that is executed in Delhi, Gurugram, Noida, Bengaluru, Hyderabad, Chennai, Mumbai, and Pune, blends the offline campaign with the online rollout, whereby social media influencers and diners are able to share selfies and stories using live location-based Instagram on Tagtalk across top rated pubs and cafes.
Gautam Bhirani, Managing Director, Eyetalk Media Ventures explains that the convergence of offline-online using social media and DOOH has built a great use-case on how OOH can amplify and drive a digital campaign by creating a seamless omnichannel experience.
As a case in point, the most trending social media posts using brand hashtags are further streamed live across key locations on Street DOOH making it viral on social media in a first such initiative. The participants were also given discount vouchers by Vivo.
The OOH company informs that the data driven DOOH campaign reached urban millennials targeting peak time on Thursdays - Sunday's across TagTalk, F&B Network and Monday to Friday on Biztalk, Corporate Network.
"The campaign objective was not only to reach urban millennials across key touchpoints but to also drive curiosity, engagement and dialogue with zero spillover. The campaign was effectively delivered using our content optimiser with which Vivo India was able to broadcast the campaign with 50% SOV and only during peak traffic days and hours,” adds Gautam.