UTC crafts'One Powerful Idea' to showcase its elevators
By Bhawana Anand - October 30, 2014
The brand has erected a gigantic moving innovation to tell a big story in the outdoor; Milestone Brandcom executed the campaign
![](/images/feature/2014-10-30/16960471.jpg)
The brand planned the second campaign because of the overwhelming response received for its helicopter innovation. People would stop or slow down at the location to see the innovation and many advertising clients apparently called up the brand team to ask about the innovations. Also cab drivers started recognising that spot with the innovation instead of location name. "I am happy to know that the campaign got phenomenal acknowledgement. It is difficult to do assess the ROI in an empirical way in out of home. The intent was to create awareness and brand recall and it certainly happened. As a medium, the power of OOH is targets a much larger audience set and is not restricted just to your core audience†said Goldie Srivastava, Director-Communications (India), United Technologies Corporation.
![](/images/feature/2014-10-30/618218525.jpg)
"The campaign brief was to create a strong brand image and showcase the strength of the product while building on their tagline'One Powerful Idea' at the same time. With this campaign, United Technologies aims to demonstrate how an idea with the right technology can completely transform human lives. The elevator is a culmination of the best technology and the smartest minds in the country. The campaign to support this invention had to be nothing short of spectacular. This campaign proves that there are absolutely no limits when you have a great product to play around with. Numerous positive responses from the audience and industry have come, enquiring about the installation,†said Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom.
![](/images/feature/2014-10-30/425516189.jpg)
There were multiple challenges faced during the execution part of the innovation. Primarily the biggest challenge was that anything of this scale hasn't been done in the country ever before. Therefore, on papers and 3D drawings, it looked like a great idea. But when the project had to actually start, even the biggest fabricators in Mumbai had never done anything like this. Another issue was the brand wanted to emulate the real time elevator behaviour but without using the same technology. So a different technology was used that suited the OOH environment. Lastly, the fabrication started happening towards end of monsoon in the open very close to the bay with humidity, wind, bird movement, gusty winds -- but typically elevators don't have to face all this.
![](/images/feature/2014-10-30/852203653.jpg)
He said that a great idea comes from good teamwork. "There were 3-4 agencies included in this; certainly Milestone Brandcom has played a critical role but also Starcom India has done an excellent job. Even the creative agency Leo Burnett played a very big role. Even I would also like to give credit to fabricators for taking up this challenge and they delivered on time,†summed up Srivastava.
![](https://www.media4growth.com/assets/img/mg4-logo.png)
Stay on top of OOH media trends
Advertisement