BENGALURU: Aiports have been the preferred advertising destinations for many automobile brands, specially for the brands that are premium and aspirational. Modernisation of airports has also played a role in fuelling this trend by providing brands with international quality displays at premium airports.
In line with this trend, TATA Manza, the premium sedan from the TATA Motors stable has created a larger-than-life presence through the gigantic 90m glass facade located at the check-in hall of the Bengaluru International Airport. The unique display has been implemented by JCDecaux India, the exclusive advertising concessionaire for the Bengaluru airport, in partnership with the outdoor specialist agency, OAP.
This gigantic media of 90m X 2.8m is strategically located at the check-in hall common for both domestic and international passengers departing from Bengaluru.
This location offers 100 percent visibility to the campaign
The simple and clear client brief was to create a display at a prominent location in the airport and the check-in hall glass façade was selected.
The basic idea was to make use of the largest format available at the airport to target the passengers in the airport and create visual dominance.
The check-in hall glass façade was selected due to its size and head-on position. the creative was then adapted to the size of the glass facade. The idea was to create a campaign effectively targetting the departure passengers and enhance brand awareness and recall among consumers.
Talking about this initiative, Virat Khullar, Asst. general manager (car product group), TATA Motors, said, "We chose big formats to create 'wow' for the consumer. We are glad that the display has become the talk of the town."
Commenting on the campaign, James Varghese, VP and business head - west, OAP, said, "The mandate from the client was to put the display in the most prominent area in the airport. Therefore, we along with JCDecaux chose the check-in counters. The result has been awesome. The display aptly brings out the premium values of the car."
Alok Duggal, general manager - sales, JCDecaux India, said, "It is great to have TATA Manza on one of our key sites at BIAL. We look forward to strengthening our association with TATA and would strive to deliver even more effective and innovative campaigns in the near future."
The campaign has created a 'wow' effect the moment one enters the BIAL terminal and helped create a long lasting impression among passengers queuing up for checking in. The creative and the huge size of the glass façade blended well with the aesthetics of the airport and thus the brand effectively communicated its message among the consumers.
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