Creative Concepts

HT creates looming presence for GIFA in the outdoors

The Social Street designed a 3D football stadium in mid-air and footballing action in relief, which left no one in doubt of the size of the event.

Published

August 24, 2015

Nabamita Chatterjee

The Social Street executed an innovative OOH campaign to promote Hindustan Times mega-popular GIFA (Great Indian Football Action) 2015, which will be a four week long tournament in Delhi NCR region. The event will see 200+ teams under two divisions – under 13 and 13-18. Ashu Phakey, Business Head, Delhi NCR, HT shares, “GIFA is the largest inter neighbourhood football tournament. We conceptualised it to drive outdoor sports and build bonding amongst people and localities. The overwhelming response we have gotten for HT GIFA shows that in this age when everyone is hooked onto their smart phones, there is a need for such platforms in the market. The innovative football stadium-shaped outdoor we have done for HT GIFA with Social Street, brings the spirit of the sport alive through its innovative design.

The brief was to execute an outdoor campaign within limited budgets, which generated enough conversation to create awareness beyond readers, participants and last year’s visitors. The campaign has been implemented in carefully selected locations along all connecting routes between Delhi and Gurgaon.

A 3D football stadium in mid-air and footballing action in relief, left no one in doubt of the size of the event. The stadiums themselves were fabricated overnight with artificial turf and LED cluster lamps to mimic the real thing in as much detail as possible. The resulting installation is visually different from large distances, grabbing the attention of the passerby till they are close enough to read the event description.

“Coincidental with this year’s GIFA, was the launch of The Social Street in the country. We already have a formidable presence with offerings across all modern communication formats such as digital, retail, activation and OOH and have cornered generous size of market goodwill and business in our maiden month. The team in Delhi and Hindustan Times have been old partners over many campaigns and the brief to take GIFA 2015 to a heightened awareness level was a natural fit for our desire to bring enhanced value to the table of an old association, said Subhashish Sarkar, TSS.