Vodafone Cycling Marathon 2015 rides on Bengaluru's OOH landscape
By VJ Media Bureau - March 13, 2015
Kinetic India executed the 45-day campaign that was spread over 1 lakh sq. ft of OOH space in the city
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The OOH campaign started in mid-January 2015 and ended in the first week of March 2015. More than 1 lakh sq. ft of OOH space was used to create buzz and generate interest in the event. 100+ high impact billboard in strategic locations were used for promotion.
Kinetic India selected important and strategic footfalls/traffic locations, key arterial roads which are the lifelines of the city, corporate hubs catering to IT sector employees, major residential apartments and corridors and important connecting routes between the city's IT hubs, CBD, and shopping malls for the campaign. The OOH firm used billboards, boom barriers, bus branding media, medians on the road, and a digital screen to create high visibility for the event.
The campaign was divided into four parts -- Promote, Amplify, Sustain and Follow-on. Kinetic India strategically used innovations to build excitement around the event. For instance, during the Amplify part of the campaign, the Boom Barrier in the parking lot of Orion Mall was branded with Cycling Marathon 2015 registration details which ensured 100% visibility among all the visitors to the mall.
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Avnish Deodia, Marcom Head - Karnataka, Vodafone India, said; "OOH played a big part in promoting the Vodafone Cycling Marathon 2015. The campaign objective was to identify and cover strategic catchments in order to maximise reach within the TG and raise participation. The phased roll-out of the campaign enabled the campaign to garner desired level of registration and share of voice among the TG.â€
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Pertinent to note that the proceeds generated through registrations for the event were shared with India Cares at a separate event to support their work done towards the cause of environment, child education and women welfare.
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