NEW DELHI: Condé Nast India, publisher of men’s magazine ‘GQ’ in India, is no stranger to the OOH domain. The publishing firm periodically runs campaigns to showcase its latest covers. With Bollywood movie ‘Kites’ arousing keen interest in the metros owing to its international cast and setting, ‘GQ’ has featured Mexican actor Barbara Mori, the female lead, on its June cover page.
To build readership for this edition as well as to broadbase the magazine’s reach, Condé Nast India launched a 10-day outdoor campaign for the June edition, featuring the cover page, having vested the campaign execution duties with Broadview Mediacom, the outdoor agency promoted by OOH veteran Gautam Chadha. The campaign was executed in Mumbai, Delhi and Gurgaon which the publishing firm viewed as cities with high potential readership.
Talking about the objective of the campaign, Chadha who is managing director of Broadview Mediacom, told network2media, “The outdoor media was placed at strategic sites as required at high traffic routes where maximum mileage could be obtained with outdoor displays. The brand strategy behind the campaign was aimed at market penetration and creating brand awareness.”
Broadview Mediacom also used a mix of OOH properties like front-lit billboards and unipoles to highlight the cover page creative as well as the magazine’s key features like fashion updates, latest gadgets and sports news.
Providing maximum OTS was a key factor kept in view while selecting the media. Broadview Mediacom chose locations that primarily attract the attention of SEC A+ and SEC A groups. Billboards were also put up at youth hangouts and popular places such as Vasant Vihar in New Delhi and locations on Marine Drive and Caddle Road in Mumbai.
Condé Nast India has demonstrated through these campaigns how the outdoor could help build a niche audience. For Broadview Mediacom, this was another opportunity to showcase its seamless campaign execution capabilities.
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