The world of OOH is really big. To lure the attention of consumers to your brand in OOH campaign, you will have to look out for innovative ways.
It was just two months back V Guard unveiled its new brand identity. The new logo in sleek black and royal gold colours cueing modernity and premium values had earned good remarks. It has also transformed its key symbol, the Kangaroo, into a more agile, contemporary entity that embodies innovation and progressiveness.
The new ad campaign featuring the same had also begun. However it is the new ad campaign for the AC stabilizer of V-Guard is what capturing the consumers mind. The billboard advertising featuring the V-Guard AC stabilizer ad in Kochi were an instant hit in terms of garnering views. The ad which read “ Stabilizer or a Coffin, for your inverter AC?” had the picture of an AC placed in a coffin decorated with flowers. Below it read: “Protect it with India’s No.1 AC Stabilizer.” But what attracted more eyeballs into this billboard was the ‘projected parts’ of billboard. As a part of innovation on billboards, the coffin was made in another frame and looked like an original coffin. The AC Stabilizer also came in the same format giving it almost a 3D effect.
Using a dummy on the billboards is not something new. But it has been used aesthetically here to capture the eyes of onlookers. It passes the message quite interestingly. While you invest a handsome money on the latest AC, you can easily protect it with a Stabilizer. Or else the AC ends up in a coffin draining all your money.
In the past itself dummies were used on billboards to capture the attention of onlookers. While a billboard garners much view in itself, a dummy on it can capture more attention to it. The onlookers will have a prejudiced view that billboards are advertisements. So they might only give a casual glance. But with a dummy, it arouses curiosity. The winner here is the brand as it captures the looks of the onlookers and they will be able to recall it when they plan to buy a stabilizer for their AC. Bengaluru based Aim OOH erected the billboards with dummies for V-Guard. Normal billboards without the dummies along with bus shelter advertising are also used widely as part of the new campaign.
How it works
In the modern world, most of the youth are outdoors either congregating in malls, coffee shops, or public spaces. The increasing number of vehicles on road results in slow traffic which gives them adequate time to look over other areas. With the advent of digital screens, especially at airports, OOH creates more space for brands to catch the consumer’s mind.
Globally, there’s been a big resurgence in outdoor advertising fuelled by digital OOH solutions where augmented reality and other fancy stuff can be used on billboards. One of the several advantages of OOH is that brands can combine it with digital. Apple used it brilliantly in its Shot on Iphone campaign. The huge billboards put up all over the world from New York to Tokyo to Delhi and Bangalore that carried photos shot on the iPhone, also triggered a search on the Internet to see how the shots were taken.
Brands such as Amul and Jensen & Nicholson utilised outdoor well from the past itself. Today brands can actually do far more creative stuff – heat maps, GPS, all give clues to location-based behaviours and interests and campaigns can be planned accordingly.
Billboards are a great way to reach the masses – to reach where they live, commute, work and socialise. Unlike other mass advertising media such as TV or radio, billboards can’t be switched off. Or with magazine print advertising, it can’t be put down. Or like internet advertising, it is not short lived.
An innovative, large, bright, eye-catching graphics with one key message is the easiest route to grab the views of onlookers. Surely, it will leave people with a lasting impression in their mind. Apart from this, ads on billboards are free to passers by – they don’t have to buy a newspaper or a cinema ticket in order to view the message. With more commuters on the roads than ever before, billboard advertising allows you to reach more people faster and cheaper than any other mass marketing media. With billboardsThe billboard advertising featuring the V-Guard AC stabilizer ad in Kochi were an instant hit in terms of garnering views
Billboard advertising is the only media where the advertiser has full control of the ad space. The ad has constant exposure – no other media allows your message to be displayed 24 hours a day, 7 days a week.
The estimated time a person will see your billboard is for about two to three seconds. So the messages must be short and to the point. It is also a proven fact that billboards do better when they focus more on images than on text. Innovation on images like dummy etc works in favour for the brands to get more attention. Any text written on the billboard must be large enough for people to read easily as most often they will see it from a moving vehicle.
The long-term commitments on OOH is actually a blessing. When you are constantly exposed to the same billboards it gets registered in your mind. Most billboard contracts usually cover a duration of three months