Consumer electronics major LG has taken a 200-ft wide gantry for a year on the DND Flyway to run campaigns for promoting its products among the TG that regularly takes the route. The DND Flyway is mostly used by the higher income groups.

The idea behind taking up the media for a complete year was to display the brand's various flagship products and to reinforce the brand's premium positioning. LG first ran a campaign to promote its TVs, and followed it up with a campaign for its mobile phones.

While selecting the location and format, the brand focused upon the right exposure to the right TG, size of media and its particular location (which is close to the toll gate).

The brand has apparently received a positive response from the target group, evidenced by the leads/queries that it received from consumers.