Will Droom vroom on OOH landscape?
By M4G Bureau - October 12, 2018
The brand has initiated a media agency pitch for digital and ATL/BTL promotions, with the express objective of disrupting the pre-owned automobile market with its best value-for-worth offers, especially in the Tier II & III cities
Droom, a pioneering online automobile transaction platform, has upped its marketing budget for the current fiscal to Rs 445 crore from Rs 225 crore. The brand has now initiated a media agency pitch for digital and ATL/BTL promotions, with the express objective of disrupting the pre-owned automobile market with its best value-for-worth offers, especially in the Tier II & III cities.
In an exclusive conversation with Media4Growth, Sandeep Aggarwal, Founder and CEO Droom shared their expectations from the OOH specialist agency. “For OOH medium, we have allocated up to Rs 10 crore for the year. Unlike other brands, we are a digital brand, so we are aware of the metrics of the medium that we advertise on. We are culturally frugal, and therefore it hasn’t been easy to justify the ROI from OOH, radio and others, for that matter. We would want the OOH specialist agency to provide us the historical metrics in terms of footfall traffic and visibility. They should be genuine in servicing and along with systematic billing and pricing. Also we look forward to the efficacy of the campaign and end- of-campaign report submissions”.
“OOH is going to be part of our 360 degree campaign. We have signed up Baba Sehgal, the rapper who will also be visible on our catchy OOH campaign,” he said.
Droom has presence in 600 cities across the country. But when it comes to exploring markets with the OOH medium, the brand plans to target top 7-10 cities. “We would like finalise the agency at the earliest possible so that we can roll our campaigns,” he said.