Tag Archives: OOH

Copenhagen all the way

Copenhagen climate change OOH

Copenhagen 2009 climate change summit

Copenhagen is hot these days with talks of climate change. But as most of us might have seen, there are a series of OOHs that is getting immense publicity these days. The ads present a futuristic picture of world leaders including aged versions of Barack Obama, Angela Merkel and Nicholas Sarkozy among others in 2020 and feature them saying, “I’m sorry. We could have stopped catastrophic climate change…we didn’t.” Copy reads ‘Copenhagen 2009 Act Now – Change The Future.’

The placing could not have been more perfect. They were there bang on outside the airport. None could miss it.

The things that are spot on are

  1. The picture entices you to read the copy and hence draws you into it
  2. The copy talks to you and not the mass, you relate with it better

Greenpeace has generated far more PR for the issue than it could have had it issued press statements. It is being talked about by everyone. The journalists landing at the airport are eager to snap it and mention it in their articles.

There has always been talk of how Publicity is better than advertising. I beg to differ. Publicity is better than advertisement but when both can be combined to result in one another, there cant be a deadly combination. An advertisement that creates publicity is two birds at a shot. Its like, sometimes you just know that your idea is going to get people talk and think. That is the best idea. This was not any top notch advertising agencies idea but an inhouse idea.

Idea

Generating an idea for an ad

So are generating ideas easy? Absolutely I think. You just need to know whom you are targeting. If you know that then you definitely know what they would like from your communication. And if your communication entices some emotion out of the target then I would say it was a good effort. Just be sure that you do not lie on the zone of indifference in the mind of your audience.

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The OOmpH factor

The rise of the OOmpH factor

KingFisher OOH IndiaThere are ads and there are better ads, the better ads sell and the ads don’t. it has become so much more important to connect with the consumer. And that is why it is important to set foot on the OOH segment as soon as possible. Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats.  Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home and this is best thing about OOH, you see them while you are on the move and hence more scope for the impulse to act. It gives more meaning to the two way process. It is no longer what you want to communicate. It is a conversation and the conversation is becoming more active than passive. OOH cost less than what your traditional mass media would cost you and can be regionalized and can be tweaked around to find the ideal communication layout.

There is this recent phenomenon of flash mobs being used. It is a normal method in the west but the Indian public is just getting used to it. It involves a group of people who all of a sudden enact or showcase something in between crowded areas. A very cost effective method. Allen Solly had used this method of hummanequins of live models suddenly freezing in between a mall and having the latest Allen Solly merchandise on them. Novel way indeed. Although the concept is restricted to metro cities as of now it wont be long till we see this concept spread further to other tier cities.

 What OOH solves is your problem of getting to the target audience. You know where to reach them out but if you don’t know if your marketing effort is going to impact them or catch their attention then OOH is the way. It has all of a sudden led to another branch of marketing professionals who concentrate in that niche alone and do a pretty good job for the buck passed to them.

Axe is becoming my favorite brand when it is coming to OOHs and catching their target group off guard. Axe Inxtinct carries the trend forward for them.

What OOH let you do is carry a conversation. The brand tries to communicate something to you. You notice it and react to it instantly and follow it up.

Advertising agencies are trying to separate OOH from its included activities and hive it into another unit simply to focus on it better. So that the clients get a better deal and execution. Like Group M for WPP.

OOH has certainly come a long way from just hoardings and banners.

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The Marketers Dilemma : The Screenager.

Technology Swamped 

 

Technology Swamped

 

The mobile rings, you wake up. Check up on the overnight emails and reply. Time for office. You listen to music on the ipod while travelling. Tweet and network in between through your smartphone. Reach office and your computer accompanies you the whole day. You comeback home and there is your PC, ipod, smartphones, televisions, PlayStation etc.

Welcome to the age of  Screenagers. This is what the Economic Times pointed to in their recent Brand Equity article

Marketer’s Dilemma

Screenagers dont have enough attention span to grasp the ad message as they have too much to do in too little time. It is like solving a Attention deficit hyperactivity disorder. Web2.o is a boon to reach your target audience. But what Is the use if most internet ads face the fate of a spam.

What can a marketer do?

We have entered into a very important demographical phase where the youth are the majority, atleast in India. There is a barrage of information under which the screenager is buried all the time. The screenager, totally time strappedsneaks in every minute possible to network, tweet and update themselves.Smartphones and netbooks have just taken it to another level.

Catch them in their addiction itself. Reach them on their screens with interesting, short content. No matter how interesting you might be the screenager has enough tools to ignore you and bookmark you.

Managing overload

Managing Overload

Out-door advertising will gain importance. The attention deficit, youth suffer from has to be supplanted by Outdoor media. Here again the golden rule is simplicity, tell only what the screenager wants. Remember the screenager is smart enough. Anything cluttered and he/she wont bother much. The outdoor media should lead the screenager to some form of screens.Websites or Phones.The new axe OOH ads have had a home run in that respect. Simply outstanding. If that can be done then your advertisement has managed to get ahead.

Agreed, Web2.0 is important but dont just leash out on the web, thinking that your ads will reach millions of people.A million people concept is a double edged sword.Carefully  analyze, where you want your ad placed. Empathize and avoid any internet marketing mistakes.

During recessionary times characterized by low purchases, Make your ads talk less and connect more. Screenager is intelligent enough to understand that Deepika Padukone uses orbit everyday rather than her having to tell that orbit is her personal dental specialist. Stupid ad. The age of star testimony is over.

Clear Mesaage

Clear Mesaage

Reach them when they are more relaxed. Capture the screenager for undivided 5 seconds, and you will be looked up on the web. Again in this respect OOH advertisements play a great role.Fantastic insight by Axe again. Read more.

Consumers now want a dialogue with a brand and nothing promotes it better than regularly updated blogs, a great pulse.

Thematic ads will be the way to go, with other sub ads under them. The recall value will no longer follow the old formula of dragging the same ad for a month. More short ads in a month is better than one big ad.

Web 2.0 is all about interaction and if you dont interact with the screenager, he/she flips and surfs over you.

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