MUMBAI: Outdoor Advertising Professionals (I) Pvt. Ltd., one of the fastest growing Out-of-Home agencies in India has brought alive the landscapes and abundant wildlife of South Africa through their innovative outdoor ideas to promote South Africa Tourism. South Africa has truly been a ground-breaking destination for adventure, sport, nature and wildlife travel and is a pioneer and global leader in responsible tourism.

An out-of the-box idea by Outdoor Advertising Professionals of putting up a tri-vision billboard for this campaign was a first of its kind in Mumbai. The mandate to Outdoor Advertising Professionals was to offer high impact and high quality exposure, thereby ensuring top-of-the-mind recall which in turn required to look for all formats of media that were clutter-breakers.

OAP targeted 23 types of media that comprised of 440 media units covering an outdoor space of approx 1,52,000 sqft across 22 markets. The various media chosen were billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signages, pole kiosks, subway panels, skywalks, standalones, malls, airport displays etc.

Commenting on the OOH campaign, James Varghese, Vice president, OAP, said, "Being a leader in technology, OAP implemented various tools and technology to ensure that an optimum campaign was planned. Every single detail of the campaign was backed by a technical explanation. We implemented iLAP – a research tool to zero-in on those locations where the target audience is more densely skewed. Each site was in turn chosen based on its Panel Value.

The life-like Rhinoceros

Varghese further stated, "OAP has also been able to customise the outdoor plan with the help of Gallop Math Model which helped us foresee the reach and frequency that a particular plan can generate. Based on the results, we re-worked the plan so as to attain desirable reach and frequency of 52 percent and 4 respectively."

OAP's commitment and understanding of the brand propositions in the previous campaign for South Africa Tourism in the year January 2011 helped in retaining the client for second year in a row for this latest campaign.

 

 

 

 

 

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