OAC 2013: Young Outdoorians get cracking at OAC 2013

It
was a refreshing sight to see some Young Outdoorians put on their
thinking caps to come up with the best OOH plan for a given brief.  They
were the contestants at the’Young Outdoorian – The Best   Outdoor
Media Plan’ competition held as part of the Outdoor Advertising
Convention (OAC) 2013 which kicked off today at Goa. The contest which
had five teams participating in it, was an initiative to call for fresh
young ideas in the OOH creative space. Siddharth Subramaniam , 
Principal Media Consultant– ITC Foods Business , presented the
contestants with the brief, which was to come up with a complete OOH
marketing plan for the brand Enjoy Chips, part of  Hindustan Chips and 
Beverages Ltd. Essentially meant to engage with the youth T G while
simultaneously highlighting the Indian  character and flavour, the
marketing objectives of the brand campaign had to bring out the’Asli’
character of the product.

Siddharth further elaborated for the
benefit of the participants, other details such as the size of the
snacks category which he pegged at Rs 2500 crore of which the brand he
said, holds 60% of the market share.   Competing teams, all from
different creative agencies, had to basically come up with an OOH 
strategy and plan, quantifying and prioritizing reach and frequency
levels , effective OHH vehicle selection and media mix, besides doing
budget recommendations, OOH media mix plan, thinking up monitoring and
feedback mechanisms and doing a competitive analysis.
Keep watching this space to know the results of the competition.