Campaigns that kept the OOH sheen alive in 2020
By Bhawana Anand - December 29, 2020
These OOH campaigns revived the OOH appeal and brand spends on the medium, post lockdown
Year 2020, unprecedented by all accounts, caused a direct dent in the OOH medium, due to obvious reasons like restrictions on people movement, which impacted visibility. While the first quarter was dark for the OOH industry with no displays on sites, the medium bounced back with the Unlock phase which boosted brands’ confidence in the OOH medium.
Media4Growth acknowledges and highlights a few special OOH campaigns executed this year which kept the OOH sheen alive with their creativity, magnitude and deployment. Here is the list:
1- #13thJulykiTayyari: One of the foremost campaigns to catch the attention of the masses, including the outdoor concessionaires, was executed by Zee Entertainment Enterprises Ltd. (ZEEL), designed to announce the comeback of fresh content on GEC channel. The campaign, handled by Laqshya Media Group, was quite innovative given its partnership with leading CPG brands. ZEE collaborated with leading brands - Nestle Maggi, Amul Lassi, PepsiCo, Red Label, Cadbury Dairy Milk, and ITC Dark Fantasy -- to call out to the audience to gear up for new content.
2- Skoda’s LED Floor- To mark the announcement of their new models, the Superb & Karoq, Skoda India decked up Mumbai airport Terminal 2 promo floor with a unique installation. Reflecting the brand’s ideology ‘Simply Clever’, the promo zone floor was crafted using the largest floor LED installation, a first for an experiential display in Indian airport. With this, the entire space caught the eye of the passengers. The campaign was conceptualised by PHD Media and The MAX (Tribes & Mudra Group Venture) and executed at Times OOH property.
3- Skechers’ Professional Mounting- The footwear brand stepped on the OOH medium marking a new definition by teaming up with three professional female mountaineers to mount the flex on one of the largest sites in Mumbai. In tandem with the #OriginalsKeepMoving tagline, the campaign set a record, being the first ever billboard flex installation by an all-women team in the country. The campaign was executed by Street Talk.
4- Tanishq’s Ekatvam Presence- Spread across 1,52,000 sq ft of OOH media space, the Tanishq brand really kept its legacy of OOH branding going despite the odds. Introducing its new collection – the Ekatvam – inspired by the theme of ‘Oneness’, the jewellery brand aimed to spread festive cheer with the campaign launched by Laqshya Media Group in 10 cities. The campaign was deployed with catchy imagery and iconic large format sites ensuring highest visibility.