Home News Mudra Max-OOH delivers an innovative and powerful outdoor message for Hindustan Times' 'No TV Day'

Newsletter Subscription

Poll

Is the fragmented Indian outdoor advertising industry ready for accurate online listing initiatives?
 

Archive News

Mudra Max-OOH delivers an innovative and powerful outdoor message for Hindustan Times' 'No TV Day'
SocialTwist Tell-a-Friend Print E-mail
Font Size Larger Font Smaller Font
network2media Bureau   
Friday, 03 February 2012 09:00 (IST)
Innovative and high impact MUMBAI: Mumbai's favorite newspaper, Hindustan Times returned with it's unique, popular and inclusive initiative - No TV Day on January 28 this year. Last year on January 29, 2011, Hindustan Times Mumbai created 'No TV Day' and made the entire city come to a standstill. What started as an HT initiative, became a people's movement in Mumbai. That made Mumbai the only city in the world to have it's own special day. Hindustan Times called upon residents of Mumbai to switch off their TV sets and be open to the immense possibilities that their relationships and the city had to offer.

Building frequency To drive the message, 'TV Off. Mumbai On', Mudra Max-OOH planned and executed an effective OOH media campaign for No TV Day (NTD) beginning January 13, 2012. The agency deployed a wide mix of OOH media namely billboards, gantries, BQS, DBQS, pole kiosks, inside train branding, bus back/side panels, station branding and domestic airport branding.

Maximising exposure Considering the growing population preferring air travel these days, a few interesting media vehicles inside domestic terminals (cutouts on conveyer belts and standees at strategic locations) were deployed.

To break through the clutter, Mudra Max-OOH executed a couple of innovations on marquee sites at Mahim Causeway and Juhu Koliwada in Mumbai.

Dynamic billborad, regular updates The first innovation was executed at Mahim Causeway (one of the important congregation points for vehicular traffic in Mumbai), the idea was to create the NTD facebook homepage on a billboard.The way one updates their statuses, likewise there was a daily change in the status and the number of growing facebook fans on the billboard. The status updated continued for 5 days as a build up towards 'No TV Day'.



Real fun portrayed

The joy on a swing The second innovation was executed at Juhu Koliwada/Juhu Tara Road (one of main arterial roads of Mumbai). Since the core essence of NTD was 'TV Off, Mumbai On', this innovation tried to bring that alive on a billboard by showing a father–son having fun in a park. Father pushing the swing, while the kid enjoys being on it and the copy read as 'TV Off, Fun On'. The swinging movement on the billboard caught a lot of attention and was really talked about.

Mobile OOH deployed Like last year, Hindustan Times organised a plethora of activities on January 28, encouraging Mumbaiites to step out of their homes and explore the city they love with their family and friends.The activities ranged from school painting competition attended by around 34000 children with their parents, helicopter rides, and exclusive discount deals at more than 400 outlets in the city, heritage rides, dance workshops and many others.

High visibility Across the city, around 250 housing societies registered for the 'No TV Day Best Society' contest. A city specific treasure hunt was organised across three zones in Mumbai (Western suburbs, Navi Mumbai and South Mumbai). While 1300 participants raced against time to reach the finishing point, 3 winners were selected in each zone.

Straddling exposure The engagement with Mumbai was sustained in the social media space as well with the 'HT Mumbai No TV Day' Facebook page and a special microsite. In just 3 weeks, 1.5 lakh new fans were added to the 'No TV Day' Facebook community taking the total strength to 2.5 lakh fans. The Facebook page also generated 6.5 million unique impressions and was the among the top branded Facebook pages in India in terms of engagement. On January 28, the strong buzz about the initiative resulted in 'No TV Day' featuring among the top trending topics nationally on Twitter.

Premium locations There were various partners who joined in this initiative. These include organizations like the Railways, Prince of Wales museum, MTDC, over 300 schools etc. and brands like Surf Excel, Toyota, Lays, Micro Technologies and Scrabble.

Ajay DangAjay Dang, marketing head (West and South), Hindustan Times, said, "Very few times does an initiative by a brand/newspaper become a people's movement. Hindustan Times has added an important day in the calendar of Mumbai, when the city pauses and takes time to reconnect to important relationships be it family and friends or the city that we call home."

Mandeep MalhotraMandeep Malhotra, president, Mudra Max (OOH, Retail, Experiential), commented, "No TV Day is an annual property built by HT and we required to create a history connecting the brand with 'Mumbaikars'. Our aim was to establish a property better and louder than the last year's campaign. In a city dominated by competitors, it was an indispensable task to keep Mumbai 'On' for a quality life. We along with HT delivered the message effectively and took OOH from the position of a reminder medium to a call for action platform."

 
Also read:

Mudra Max-OOH builds grand outdoor stage for Federal Bank
Mudra Max and Volkswagen go 360 degree on OOH platform for 'Think Blue'
Mudra Max-OOH adds festive fervor to Hindustan Times' celebrations of New Delhi's 100th birthday
Mudra Max-OOH creates high impact visibility for the Hindustan Times Leadership Summit
BIG Street and Mudra Max create the largest Out-of-Home display in Delhi for Reebok
Volkswagen and Mudra Max help increase awareness on a cleaner environment
Volkswagen and Mudra Max make hoardings go dark during 'Earth Hour'
Mudra Max–OOH creates high impact, premium, omnipresent visibility for IndiaFirst Life Insurance
Primesite creates larger-than-life innovation to launch Spice Mobile's Transformer Series phones
StreetSmart delivers a 'hattrick' of outdoor innovations to promote 'Avatar' on STAR Movies
Mudra Max-OOH amplifies the value of 2 paisa through 'coin' innovation for Uninor
StreetSmart builds strong OOH 'Foothold' for Channel [V]'s new dance reality show 'Footloose'
Mudra Max creates 'Grand' OOH landscape to launch 'Wave City'
StreetSmart puts James Bond 'Live' on billboards for STAR Movies
Mudra Max and BIG Street deliver 'Game Changer' for Pepsi: Wraps Delhi Metro Train on premium Airport Express Line
StreetSmart executes startling innovations for STAR Movies HD at the Bangalore Marathon
Mudra Max splashes M'cons Dairy branding all over BQS in Mumbai
StreetSmart eggs on Videocon Mobile 'Zero' plan with innovative outdoor campaign
Primesite brings Mumbaikers to the streets on HT's 'No TV Day'

StreetSmart builds looming presence for Disney XD's 'Spider-Man Live'
Mudra Max appoints Sonia Lal as vice president south - OOH

StreetSmart builds high frequency for Videocon's GSM service in Punjab, Haryana
Mudra Max sets OOH route for Standard Chartered Marathon in Mumbai

StreetSmart all set to strengthen SABMiller's brand Haywards 5000
Mudra Max innovates to showcase Birla Sun Life's 'Children's Future Solutions'
StreetSmart helps SABMiller find passion in a bottle for 'Indus Pride'
Mudra Max builds looming presence for 'grt 2b 25' Kotak Mahindra Bank
StreetSmart bags OOH accounts of Sab Miller & ITC Personal Car

Comments

Show/Hide Comment form
 
WONSA
Pioneer Publicity
US Adcom