OAC 2014 gave emerging outdoor professionals the opportunity to showcase their media planning skills for the FMCG industry through a unique'Young Outdoorians' contest
Outdoor Advertising Convention (OAC) 2014 hosted an interesting and
unique contest for the young OOH professionals wherein young OOH
professionals attending the conventions were divided into five groups
called Emerald, Sapphire, Turquoise, Ruby and Topaz for a contest on
media planning. The young professionals had individually entered their
names for the contest.
The teams were called upon to prepare
individual OOH media plans for the brand Sensodyne Toothpaste based on a
brief given by Bhavana Mittal, Head of Media, Indian Sub-continent, CBS
Global Media, GSK.
The
participants were given a half day of Day II to make their
presentations and the result was declared at the end of the Convention,
before the Outdoor Advertising Awards function. The media plans were
judged by a jury that had as members Bhavana Mittal, Raj Mohanty, Vice
President, Kinetic Worldwide India, Siddharth Subramaniam, Principle
Manager - Media, ITC Foods, Aashish Rai, GM - Marketing, Idea Cellular
Ltd, Gaurav Suri, Executive VP & Head Marketing, UTI AMC Ltd, and
Lokesh Kumar, Business Director, IKON.
All
the teams were given ten minutes to present their ideas in the presence
of the jury. The teams tried to highlight the proposition of the brand
which is'sensitivity' and made the planning so that the trial customers
become regular users of the brand and thereby increase the market share
of the product with the help of a concrete media planning with sharp
focus on OOH advertising. The teams suggested that the brand needs to
use various outdoor formats, innovations, and activations at places like
malls and multiplexes and thereby increase the engagement with the TG.
Finally,
team Sapphire won the contest for proposing the best media plan for
Sensodyne and special mentions were given for the plans suggested by
team Ruby and Topaz.
While announcing the winner Mittal opined,
"By observing the initiatives taken by the teams for the contest it
seems that the future of the OOH industry is in the safe hands.â€