MUMBAI: Can you do something different? "Can you do something that has potential to be talked about? Something that has never been done before and adds that elusive bang to the proverbial advertising buck?
The regularity with which one hears the above statements from brand marketers and clients is common knowledge, what is uncommon though, is the possibilities that exist in the Out-of-Home domain given that there is only that much one can do with a hoarding, a bus shelter or for that matter, a kiosk.
This is a challenge we all face and have to live with and even though there may be a really differentiated idea that pops out of the brainstorming session at the corner office, it more often than not does not see the light of day due to the restrictions and legislative inhibitions that one has to abide by and respect in the OOH domain.
Does that mean it is hard times for out of the box innovations in the OOH space? Well not so, there are wide and varied examples of some very interesting work that is being done by many agencies and the good thing about most of them is that they are well within their limits but at the same time are impactful.
One such new option to have been introduced here in India by the Posterscope Group, through their agency Brandscope, has been the 'Moving' billboard. As the name itself suggests, it is just a 'Billboard that moves and follows the target group'. Conceptualised and fabricated by Hyperspace, a Posterscope Group company, the 'Moving' billboard has made its presence felt in the recent past through its intelligent usage and instant adoption by three renowned brands namely 'Blue' - The water based restorative drink introduced by Danone-Narang Beverages Pvt Ltd (DNB), Kraft-Cadbury for 'Oreo' and The Hampton Hotel- Ahmadabad, part of the Hilton group of hotels.
Haresh Nayak, managing director, Posterscope Group, said, "This is truly pioneering Out-of-Home and our group is focussed on bringing in more and more of such innovative and differentiated ideas to India. Our research and technical teams in Hyperspace are working on few more such ideas to take OOH from passive to active. As a group, we have a 8 creative and technical member support team. This investment in the talent is now yielding results."
For 'Blue' the 'Moving' billboard was used at malls. Hilton used it in airports. Oreo biscuits used it for impact and for reaching out and engaging consumers at the retail domain, highlighting its use both in retail and OOH.
Siddharth Anand, business head, Hyperspace India, said "Hyperspace has constantly been pursuing its theme of exciting and engaging the consumers in the retail domain through unexplored and unchartered territories. The 'Moving' billboard was an innovative and groundbreaking concept, which was adapted in the ever-evolving Indian retail scenario. Oreo's theme of dunking the biscuit and milk splash had to be given a larger than life appeal."
In all cases, the 'Moving' billboard proved to be the central attraction of the campaign, adding what the brands were striving to achieve through the campaign, which was buzz and instant attention.
Having registered this media and with plans to spread its magic on a larger canvas, Posterscope Group is driving the wave of innovation with the 'Moving' billboard and many other such new opportunities.
The Aegis Media India group comprises Posterscope the global OOH sector leader, Brandscope, Hyperspace (Retail), PSI (Airports), Carat, the world's largest independent media communications specialist, Doosra (Creative), Vizeum, Carat Fresh Integrated (Activation), Isobar, the global communications agency with digital at its heart and iProspect, the global leader in search and performance marketing.