Exclusive | Exploring newer avenues in OOH: Vritti i-Media's Jamdade

An innovative outdoor campaign was planned by Vritti media for Mercedez Benz outside metros of Maharashtra. The campaign focused on providing customers with an experience of leisure, outside the hustle and bustle of city life wherein they could enjoy a firsthand experience of their favourite car.
 
Planned and executed by Vritti media, it provided the customers a firsthand experience of the luxury vehicle. A 360 degree approach was given to the campaign by providing customers a first hand experience of the car; right from the touch & feel of the car to consistent broadcasting of the message through the AV displays at the food malls and giving them a luxury drive on the expressway.  The venue selected for the outdoor activity was Mumbai Pune Expressway Food Mall; considering the maximum high-end traffic that the venue attracts on weekends.
 
Providing insights into the campaign, Veerendra Jamdade - CEO, Vritti i-Media said, “The idea was to build greater engagement and provide a realistic experience to the decision makers (consumers). Small gifts were also distributed by Mercedes. The campaign also served to fulfill the purpose of obtaining databases of potential prospects.”
 
Talking about the venue chosen for the campaign, he said, “The venue held special significance as Mumbai Pune highway attracts the creamy layer of the population (HNI and senior management travelling by Sedans) and most of them halted at the food malls. The weekend was the perfect time for conducting the activity as most families travel to Lonavala, Khandala or Mahableshwar for weekends trips.”
 
Elaborating on the 360 degree approach adopted by the campaign, Veerendra said, “The campaign involved experiential marketing by displaying the three latest Mercedes Benz models. This resulted in engagement and experience thus serving a range of purposes. A test drive and some other gifts were also given to the potential customers. Most importantly, the emotions of the Mercedes brand were conveyed to larger number of audience through hoardings and audio-visual displays in malls.”
 
Stressing on the importance of visibility that the campaign offered; he said, “Visibility for Mercedes played a vital role as people were keen to get a touch and feel of the vehicle. Hence, a 360 approach was planned which not only involved visibility through a hoarding(30x30 ft) outside and the  Audio Visual’s (50”LCD screens) inside the food mall but also gave the consumers a chance to test drive the car.”
 
Veerendra exclaimed that the luxury drive was the icing on the cake. “All the sedan owners who had aspirations for Mercedes were motivated to get a test drive while many were excited to see their dream car being displayed at the food mall. It was a proof of the emotional connect that Mercedes wanted to establish with its target audience.  The campaign also helped Mercedes achieve some good enquiries and conversions “, he added.
 
Commenting on how OOH activities have evolved over the years, he said, “Five years back, outdoor promotion meant putting up banners or hoardings which was simply a form of one way communication. Times have changed and the medium is no more used as a one way communication tool. This is because families have started frequently shopping, dining, traveling and much more. Hence, marketers and advertisers can explore these opportunities to engage with the target audiences at these transit places. The outdoor medium has received an interactive dimension. Outdoor advertising today, is all about being unique and delivering public value so that a brand is noticed and remembered amongst the crowd.”
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