OAC 2013: Young Outdoorians get cracking at OAC 2013

It was a refreshing sight to see some Young Outdoorians put on their thinking caps to come up with the best OOH plan for a given brief.  They were the contestants at the’Young Outdoorian – The Best   Outdoor Media Plan’ competition held as part of the Outdoor Advertising Convention (OAC) 2013 which kicked off today at Goa. The contest which had five teams participating in it, was an initiative to call for fresh young ideas in the OOH creative space. Siddharth Subramaniam ,  Principal Media Consultant– ITC Foods Business , presented the contestants with the brief, which was to come up with a complete OOH marketing plan for the brand Enjoy Chips, part of  Hindustan Chips and  Beverages Ltd. Essentially meant to engage with the youth T G while simultaneously highlighting the Indian  character and flavour, the marketing objectives of the brand campaign had to bring out the’Asli’ character of the product.

Siddharth further elaborated for the benefit of the participants, other details such as the size of the snacks category which he pegged at Rs 2500 crore of which the brand he said, holds 60% of the market share.   Competing teams, all from different creative agencies, had to basically come up with an OOH  strategy and plan, quantifying and prioritizing reach and frequency levels , effective OHH vehicle selection and media mix, besides doing budget recommendations, OOH media mix plan, thinking up monitoring and feedback mechanisms and doing a competitive analysis.
Keep watching this space to know the results of the competition.