'Digital and innovations key to higher OOH spends'
By M4G Bureau - December 05, 2013
Anand Sahai, Business Head - Vodafone Bengal, tells Outdoor Asia how OOH works for the brand in West Bengal and what are still needed in order for the OOH spends to go up in the state.
Vodafone as a brand has always been active in OOH and indeed has been the one to set benchmarks in terms of creating landmark OOH media properties, visibility and stature through the medium. The OOH spends are allocated considering the brand's requirements in specific markets, desired reach, importance and relevance, etc.
Our recent OOH campaigns have focused on promoting products and services. In the past few months we extensively used OOH to create awareness about our 121 Service and Mobile Internet. During Durga Puja, Vodafone had set up experience zones near Pandals to create awareness about mobile internet. The experience zones allowed consumers to understand different ways of using mobile internet, addressing their queries and knowing various offerings from Vodafone.
Key markets in the state
Kolkata, Siliguri, Durgapur, Asansol, Malda, Kharagpore and Berhampore.
Large format OOH hoardings and innovative campaigns work well, particularly outside Kolkata. For example, our outdoor campaign in Asansol to highlight importance safety equipments of people working at heights was well received by the consumers and trade.
Comparing OOH in rest of W Bengal with other states and the challenges
We continuously track awareness created by various mediums and OOH is the second biggest source for communicating our brand and product message. Good outdoor sites are expensive in Kolkata while there is lack of good OOH sites in rest of Bengal.
Exploring new formats
In order to promote our 121 service, Vodafone branded 10 key regional Calcutta Electric Supply Corporation offices in Kolkata. The brand campaign enabled us to connect with approximately 60-65 thousand customers at each office per month across all segments of telecom consumers.
Factors that would drive higher OOH spend in W Bengal
Digital and Innovative campaigns are a key-trigger to allocate spends to OOH. With the rise of social media and engagement becoming imperative, it is essential for companies to plan their OOH campaigns smartly in order to ensure that the brand stands out of clutter and makes a mark. Recently we implemented an out-of-box innovation in Kolkata's high-speed zones to demonstrate the dangers of drunken driving.
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