JadeBlue makes comeback on OOH with Unlock Phase 1
By Pray Jani - June 09, 2020
The brand retains its belief that there are other cost-effective mediums but the impact made by OOH is irreplaceable
Good news for the market as businesses along with OOH industry are coming back to normalcy with the relaxation given under Unlock Phase 1 post Covid19 lockdown. JadeBlue has surprised with its early come back beyond media owners expectations. On the very first day of relaxation, the brand has made a strong presence in Ahmedabad’s premium locations with an OOH campaign #RebootYourWardrobe that urged their customers to upgrade their wardrobes post lockdown.
Chirag Diwan, Marketing Head, JadeBlue, sharing about his recent campaign, said, “Since people are allowed to move around more freely now, we wish to target them. The campaign has been launched with a message to redesign the lives in the new normal. It does not ask them to come to our stores. Rather, we want to create positive image on the streets and motivate other brands to revive their OOH activities.”
Talking about the significance of the OOH medium, Chirag added, “We realise that it is an important medium, owing to which we have always been benefitted. The motive is to develop brand value and recall. Although there will be reduction in marketing budget, outdoor will remain a vital communication tool for us.”
Hence, in order to adjust with limited budget, the brand has discontinued operations at few premium sites. And, the cities such as Ahmedabad, Baroda and Rajkot have been selected tactically. But, they still maintain their pre-lockdown strategy to create seasonal visibility on the large size billboards.
Infact, he believes that the relevance of the medium has grown in the current situation. “In the post lockdown period, announcements should to be made through outdoor advertising medium, nationally or regionally. It makes statement impactful.”
Chirag thinks that OOH is must for any brand resuming its service and in turn, a help for media owners to re-start their businesses who are dependent on brands like us.
JadeBlue has leveraged OOH medium quite frequently in the past especially on World Environment Day with its powerful message every year.
Stay on top of OOH media trends