NEW DELHI: The riveting FIFA World Cup which has just entered the 'final' stage has been a huge advertising proposition for key brands globally. In India, leading brands like Dish TV have leveraged the high consumer interest level in the super sport to position their own products and services during the course of the month-long event. Dish TV launched a multi media campaign to promote its new set-top box for high-definition TV (HDTV) sets. In this, outdoor campaign is a key facet, which has been executed with great finesse by leading OOH firm Milestone Brandcom.
The outdoor campaign, spread over 15 days, is targeted at high-end consumers in major cities including Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bangalore, Pune, Ahmedabad, Chandigarh, Jaipur, Ludhiana, Lucknow, Patna, Indore and Surat.
Milestone Brandcom has used both large and small formats to aggressively position the brand. Large billboards, unipoles, BRT - shelters, DBQS, signages, gantries and wall-wraps (in cities like Chennai). Besides, OOH screens across different networks and Croma Stores were pressed into service.
The campaign created a major attraction on the DND Flyway -- that connects Delhi and Noida - with an innovative billboard display that shows Shah Rukh Khan striking a 'rotating' football. The football cut-out was 'motorised' to rotate, bringing alive the display.
King Khan in footballing action!!!!
Commenting on the campaign, Anjali Malhotra Nanda, senior vice president, Dish TV, told network2media that "our aim was to target the sport-buff, hence FIFA World Cup proved an excellent platform for us to launch the campaign. We are very happy with the response to our outdoor campaign. It has been able to generate significant level of consumer and trade queries for our HD set-top boxes."
On the campaign execution, Nabendu Bhattacharyya, founder & MD, Milestone Brandcom, said, "We have tried to speak to a captive premium SEC A and clientele. And, we have used various media formats to cater to them, like digital outdoor media to speak to audiences in market places. We have also tried to be present in residential complexes." He added that "our focus has been to drive our client's clear proposition: you can watch the FIFA matches with better clarity and better sound. Hence, the idea was not to just create imagery but to drive frequency".
Prashant Mishra, management supervisor, Milestone Brandcom, told network2media that "the campaign was run through all media, and outdoor has played the key role of media multiplier, thereby building reach, frequency and impact. The same was done using large formats media in the metros in high profile residential areas and on arterial roads to create awareness and brand imagery."
The campaign is also running on the digital medium in five towns at places frequented by the target audience SEC A, like book stores, gymnasiums, BPOs, residential and commercial building, etc., to create visibility multiplier in a closed environment.
Dish TV has thus taken a lead in reaching out to the HDTV segment. It has already introduced HD channels like HD- Discovery, ZEE Cinema HD, ZEETV - HD and National Geographic.