MUMBAI: OAP is at it gain. Close on the heels of the innovative OOH campaign that was launched for Future Generali’s Future Freedom Plus Plan for which motorised cut-outs of ‘yogic postures’ were displayed to depict the product’s built-in flexibility, the OOH firm has launched an innovative campaign to promote Future Generali’s Sanjeevani Plus. The key message once again revolves around the ‘flexibility’ factor, with a tagline that says, ‘Investment Pe Tala Na Lage’.
To communicate this message in no uncertain terms to the OOH audience, OAP has displayed 3D safes on outdoor properties like billboards. The innovation is meant to inform the target audience that Future Generali’s Sanjeevani Plus not only gives the option of partial withdrawal after three years, but also provides additional allocation of funds through regular top-ups.
OAP subsequently deployed a 7’ x 7’ mechanised open safe, with wads of look-alike currency notes stacked inside, on a Prabhadevi site in Mumbai, which is a prime OOH location. The mechanised hoarding shows the door and lock moving, which is an eye-catching innovation that got people taking photographs of it with their camera phones.
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3D creatives depicting this idea have also been installed on several other hoardings, wherein the safe gives the impression of hanging out of the hoarding.
In addition, OAP has used some 400 hoardings in the metros and tier II and III cities across India, including Delhi, Mumbai, Chennai, Bengaluru, Pune and Hyderabad. The displays are on cantilevers, unipoles, bus shelters, bus panels and inside metro trains in Delhi and Kolkata.
When asked about the challenge of executing a campaign of this nature and magnitude, Abhijit Sengupta, CEO, OAP, said, “Everything depends on how well the agency understands the medium and the kind of technical and design team it has. Fortunately, we have a great bunch of ideators with top class technical and design knowledge.”
Touchpoint, the design division of OAP, figured out that the viewing angles of billboards. They then created the 3D ‘safe’ that can viewed at the height at which the hoarding is located.
The ‘safes’ were deployed on the hoardings in such a way that it gave a 3D effect. The whole thing was done in such a way that it saved huge sums that clients usually spend on fabricating 3D cutouts. Also, the creative workforce did not have to face the logistical nightmare that such deployments bring about.
This innovation is part of an India-wide campaign covering 25-30 cities in multiple mediums. The outdoor campaign was launched a week after the television commercial. “We scheduled it a week after the television campaign started so that it has a multiplier impact,” explained Sengupta.
It appears that Future Generali has placed its bet on the outdoors for reach and frequency. In fact, the firm had even published the details of the previous outdoor campaign in its global newsletter circulated in 64 countries. The current campaign could lead to even greater client delight.