NEW DELHI: Steering clear of the myriad ‘me-too’ low-fare campaigns that dot the OOH landscape, airline SpiceJet in association with leading outdoor media owner Times OOH, which has the advertising rights at the Indira Gandhi International Airport in Delhi, and outdoor media agency MOMS, the specialist OOH arm of Madison, has deployed a 41.5' x 40’ replica of SpiceJet branded Boeing 737 outside Terminal 1D of the Delhi airport. The airliner plans to add a few Boeing 737s to its fleet in the near future.The replica serves to communicate this message as well as strengthen the SpiceJet branding.
Talking about this innovation, Anish Srikrishna, senior VP and head - marketing, SpiceJet, said, “We wanted to create our brand image in the minds of customers who may or may not use our airlines. As we target the urban upper-middle class, outdoor works best for us; more so, when the innovation is as disruptive as this and has not been done before in Delhi. Confidence in our brand is the key element of our communication."
Elaborating the concept, he said, “We had been discussing the idea since we have been voted the best 'low fare' airline. It was important to establish our credentials. The innovation is the company’s brainchild and the media owner and the agency ensured the availability of the site to place the replica”.
Site selection and the manner of display were equally important factors to be considered. Commenting on this, Manik Malhotra, VP - sales, airports, Times OOH, said, “When SpiceJet came up with the request to create something that delivers high impact, we showed them the site and decided on showcasing an aircraft prototype that promotes the SpiceJet brand.”
“The thought was translated into an aircraft render, and the conceptual approval for innovation and location came from GMR. The innovation is a landmark in the history of Delhi airport and we believe this will change the rules of the game,” he said.
On the brief given by the client, Gautam Jhanjee, DGM, MOMS, said, “SpiceJet came up with an idea to create something that would have a high impact and at the same time was spectacular. The long-term strategy was to create brand salience and communicate a clear-cut differentiator in the minds of consumers. This unique outdoor installation is visible to all passengers who depart from Terminal 1D and is a testimony to SpiceJet being Delhi's number one airline brand.”
The structure, put together over a period of two months, is made out of iron and covered with fibre glass to provide the desired finish. To achieve a better view, the site has been landscaped accordingly. Malhotra said that to highlight the innovation, a 10 x 30 backlit billboard has also been used at the location. “We have also created some innovative advertising options around the location to enable tactical messages of the client,” he said.
SpiceJet has signed a six-month deal with Time OOH for the massive innovation at the airport.
A SpiceJet outdoor campaign is being rolled out in 18 cities where the airline operates, that include Delhi, Mumbai, Kolkata, Guwahati, Bangalore, Ahmedabad and Goa. Outdoor formats such as hoardings, neon signages, bus shelters and kiosks will be used for the campaign. Srikrishna said that outdoor advertising is a crucial part of the company's media plan.
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