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- Milestone Brandcom
Celebrating
of
Monthly Milestones
2nd Anniversary Special
From the CEO & MD’s Desk
Celebrating 2 years of Monthly Milestones
Milestone’s e-newsletter - Monthly Milestones was
a small initiative that began in 2012. It started out
as a email blast for some of our clients &
eventually
evolved
into
a
corporate
communication tool.
It has been our constant endeavor to keep you
updated on the latest events, campaigns &
activities in the global OOH market. Monthly
milestones also enables us to share with all of you
our latest work & achievements. Monthly Nabendu Bhattacharyya,
CEO & Managing Director
milestones has now become a key marketing tool Milestone Brandcom
for us to keep in touch with our clients &
stakeholders. Clients & marketers have widely appreciated our inputs,
updates & stories.
It ‘s already been 2 fabulous years and we couldn’t have done it without
your constant support & encouragement. Your valuable feedback has
continuously helped us improve and better ourselves.
The last 2 years have been noteworthy for us. Milestone, now a part of
the global Dentsu Aegis Network (DAN) is now a global company. We
have won over 80 prestigious awards in the past 2 years alone.
We strive to deliver the best for your brands and promise to take them to
newer heights together. We hope you enjoy reading this newsletter just
as much as we do.
Do feel free to drop us a line or share your feedback and suggestions
with us.
- Nabendu Bhattacharyya
2nd Anniversary Special
Contents
Feature Story
What role does location play in the success of a campaign?
OOH Industry Updates
To keep you in sync with the latest, most talked about
Out-of-Home media campaigns
Brand Activations
The brand activations that kept consumers engaged
Campaigns by Milestone Brandcom, Sept’14
Latest campaigns executed by Milestone Brandcom
2nd Anniversary Special
FEATURE STORY
What role does location play in the success of an OOH campaign?
Location plays an integral role in the success of any campaign. The location is important as it gets
the attention of the target group. It needs to deliver ROI which is the biggest function of scientific
planning. If you cannot guarantee a certain ROI, then the campaign is not a scientific one but a
more gut led one. These campaigns are not feasible in today’s world as more and more brands are
looking at perfecting their scientific planning to increase revenues through advertising.
Every location that you tap must be measurable in terms of visibility index i.e. quality score of
each site. If the billboards and hoardings do not get the right placement in the right location and
it doesn’t reach out to the potential consumers then it an ineffective campaign as there would be
no ROI for the brand. Hence better the location, better the delivery and ROI. It is essential that
the campaign used a combination of sites, each with a good VI (visibility index) to make it a
successful project.
While clients are now opening up to the medium, most brands still have limited budgets for OOH
advertising and hence give us very specific briefs. They are very particular about the objective of
the campaign, its messaging and that they would like to derive from the OOH medium. It is the
outdoor agency that creates the specific role of the medium in the media mix to garner maximum
and strategic visibility for the brand and product. We select the best media mix that will further
help us in reaching out to the target group. The Milestone Optimizer helps us in this process. It
delivers the GIP (gross impression point) of a campaign to enable us to choose the best mix of
locations for the campaign. Once we select the mediums of communication, we calculate the VI
scores using the Milestone Optimizer.
How do you ensure that all the locations chosen for your campaign will
ensure optimal reach and penetration among target audiences?
We at Milestone Brandcom, treat location selection as a pure science. Using the Milestone
Optimizer, we evaluate the ROI that each site and location brings to the table to derive the best
result. The Optimizer uses the following benchmarks to arrive at the VI (visibility index) of a site
and its quality score:
•
•
•
•
•
•
•
•
Height of the site from ground – the ideal height would be about 10-12 feet from ground
Size of the site – here the larger, the better
Angle of vision – a 90 degree angle is the best from visibility point of view
Illumination –better the lighting over the site, more the VI
Obstruction – any kind of obstruction or noise in the form of trees, buildings and other
infrastructure can reduce the impact of the site
Viewing distance
Clutter level – the amount of noise in the background affects the VI. A good site will not have
a lot of infrastructure or noise that competes with it for visibility
Deflection – the site needs to be more straight forward and at a right angle to garner
maximum visibility
These parameters are the most important ones while planning the campaign. Using simple
arithmetic calculations, one can decide on the best VI score and quality sites.
Use the optimizer in your next campaign. Get in touch with us now!
24
October 07 | 2014
OOH INDUSTRY UPDATES
Milestone Brandcom & United
Technologies Create a Pioneering
Outdoor Campaign to Promote
Their Latest Elevator Model by Otis
Combining cutting edge technology from Otis
with Milestone’s vision, the latest campaign by
United Technologies features innovations that
push through the boundaries!
Milestone has created Mumbai’s most striking
innovation so far at Mahim Junction Causeway,
featuring three sleek working elevators that
move throughout the day.
The campaign brief was to create a strong
brand image and showcasing the stealth 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.
The key objective of this execution was to
display the spearheading technology and
design of the elevators from Otis. Inspired by
the success of their previous campaign
involving a unit of S-76D helicopter model
stationed at the same location from Sikorsky,
the helicopter making subsidiary, United
Technologies decided to set the bar higher this
time.
This campaign proves that there are absolutely
no limits when you have a great product to
play around with. Numerous positive responses
from the audiences have come in enquiring
about the installation!
Watch the video here
4
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
OOH INDUSTRY UPDATES
Fastrack urges youth to ‘Just Be’ via
offbeat outdoor campaign
Fastrack from the house of Titan has launched
a line of bags, sunglasses, helmets and watches
with an
offbeat outdoor campaign to promote the
same. Executed by Milestone Brandcom, the
‘Just Be’ campaign has been rolled out across
30 cities in the country for a period of 45 days.
The campaign entails international models
sporting the brand’s accessories. With ‘Just Be’,
Fastrack has not moved away from their core
philosophy of ‘Move On’, but is more of an
extension for the new line of products.
According to the brand, its approach to the
campaign creative is not very different from
the usual ‘turn-neck’ advertising that it does,
but it also creates an outlook for newer
interpretations of the core ‘Move On’
philosophy. “‘Move on’ is at the heart of the
brand, but it has different meanings when it
comes to the youth. With any campaign that
we execute, be it television or outdoor, we try
and come up with a different interpretation of
‘Move On’. This campaign talks about
embracing yourself and the acceptance that
who you are, in whatever form, works.
The ‘Just Be’ campaign is purely a traditional
outdoor campaign being executed by
Milestone Brandcom with a bit of print
advertising too. With about 90-95 per cent of
the communication being executed outdoor,
the brand has targeted key arterial roads in
eight metros and upcountry locations, focusing
at large market areas. For instance, in
Bangalore it has taken up Kuramangala,
Indiranagar and Commercial Street, where a
large mass of the youth – the core TG – hang
out.
5
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
OOH INDUSTRY UPDATES
Uninor takes a social stand &
provides transport for the elderly
and physically challenged
Uninor, as a part of its on-going CSR activities,
has sent out a strong message by providing
free transport to the aged and differently abled
public using (eco-friendly golf carts around the
Lucknow railway station. Constantly bustling
with activity, the Lucknow railway station can
be difficult to maneuver and Uninor found that
there were limited resources for those who
needed help. By providing these services
Uninor hopes to create spread awareness
about the lack of infrastructure for these
groups.
Conceptualized by Storyboard Brandcom,
Uninor’s outdoor advertising agency, the idea
took off with assistance from MP funds and
Uninor’s enthusiasm to contribute in their own
way. Uninor will maintain the golf carts and pay
for
salaries
amongst
other
running
expenditures. Starting from 25th September
“14, the golf carts have been providing
transport to near-by areas
Speaking about the concept, Nabendu
Bhattacharyya, CEO Storyboard Brandcom
said, “Uninor is constantly pushing the
envelope in terms for their CSR activities and
are always willing to go further in order to
make a difference to society. While
brainstorming for a completely different
project, we can to realize that in Lucknow’s
scorching heat, many people are left hapless
trying to find their way through the railway
station which sees thousands of people every
day. This might be a very small step but it’s a
thoughtful one for a client to take. We are
honoured to be working with a responsible
brand such as Uninor and hope to extend this
service later to a larger space as well.”
6
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
OOH INDUSTRY UPDATES
Milestone Brandcom creates a high
octane outdoor campaign for Bigg
Boss 8
Milestone Brandcom has created an outdoor
campaign for Bigg Boss 8, the latest season of
the most watched non-fiction show in India.
Keeping in mind the disruptive content and fan
following long associated with the show, We
created a larger than life outdoor campaign
featuring the show host Salman Khan as a pilot
keeping in the plane-themed setting of the
season.
Building on the unpredictable factor of the
show, the campaign features Salman with
cryptic captions such as “Vimaan Kahan
Utarunga, Nahin Bataunga” and “Kahan Le
Jayega Safar, Yatri Rahenge Bekhabar” to
create suspense and excitement around the
show. The campaign brief was to get the
audience to “Get ready to go on a journey to
an unknown destination”. The billboards create
a buzz around the show while giving out as
little as possible. Poised as the “Baap of all
previous Bigg Boss”, it will take the audiences
to a whole new level with new twists, location,
tasks and games that are unheard of.
Targeting C&S 15+ group and SECs A, B, C in
Mumbai. The billboards could be seen at key
touch points such as metro stations, train
panels, arterial areas and other consumer
centric thresholds.
Nabendu Bhattacharyya, CEO & Managing
Director, Milestone Brandcom said about the
campaign, “Bigg Boss is the most awaited
reality show and is a landmark property of
sorts in India but the latest season is also the
8th instalment making it a very challenging
project to work on. It is difficult to do
something interesting which is not repetitive in
nature and still catch the audience’s eye. Using
route mapping, we have designed the
campaign to reach out to the target group with
interesting and colourful visuals featuring the
host to generate interest.”
7
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
OOH INDUSTRY UPDATES
Milestone Brandcom creates high
octane outdoor campaign for
premium
chocolate
brand
“Schmitten”
Milestone Brandcom launched a pervasive
campaign for the launch of Schmitten, a
premium chocolate brand by the Rajhans
Group in India. Targeting the biggest metros of
Mumbai, Delhi, Kolkata, Chennai and
Bangalore; the outdoor campaign was one of
the biggest this year with over 700 high impact
media touch points. Billboards, bus shelters,
kiosks, flag poles, metro, traffic booth &
unipoles were some of the media formats used
in the campaign.
The campaign brief was to provide incremental
reach to the TV campaign in key markets with a
focus on the SEC AB category and the 10-44
year age group. Creating brand recall for the
brand with high level of continuous reach while
being cost effective and localizing the selling
message to demographic targets, the campaign
is one of the biggest successes in the outdoor
space this year. Milestone chose locations by
mapping the target group and their city travel
patterns and focussed more on the mothers as
they are the ultimate decision makers when it
comes to grocery shopping and has the last say
in her family’s nutrition.
Nabendu Bhattacharyya, CEO Milestone
Brandcom said about the campaign,
“Schmitten is one the best premium chocolate
brands to enter India in the recent past and we
have employed the most scientific methods to
do justice in tapping the target audience to
deliver the highest ROI. Using methods such as
TG mapping with topography and identifying
arterial routes, we tried to create maximum
impact. We have been lucky to work with a
brand that understands the importance of the
outdoor space as Schmitten.”
8
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
October 07 | 2014
24
October 07 | 2014
BRAND ACTIVATIONS
Milestone Brandcom executes an
Offsite for Axis Bank’s Marketing &
Electronic Banking Team
Axis Bank recently took its Marketing division of
85 members to Goa for their offsite. The event
was conceptualized, designed and executed by
Milestone Brandcom. The brief was to come up
with a 2 nights/ 3 days trip, at a property out of
Mumbai and came up with the theme Team Up
to Progress taking forward the brand tagline
Progress On. So what better destination other
than Goa?
To build up the excitement regarding the offsite,
various comical mailers were designed and sent
to the employees. The mailers were based on
the famous comic strip of Spongebob
Squarepants and Patrick Starfish. Since the
entire theme was on coming together as a team,
we chose a beach property – The Holiday Inn at
South Goa’s scenic Mobor beach.
Numerous engaging team building activities
on the beach and in the premises were
conducted in the course of the 2 days. Candid
photographs were taken over the period of 2
days & awards were given out to the guests
with the best photos. Some of the guests were
awarded for their contribution towards Axis
Bank. The second night commenced with a
gala dinner followed by the DJ grooving the
audience with various mashups. As a
gratification, the group photographs in
branded photo jackets and personalized pen
stands were given to all the employees as they
reached office.
As the guests reached the venue, badges were
distributed as per the division of the teams.
Teams were then allocated a particular thematic
sea animal. To create curiosity, the guest
witnessed a Bigg Boss standee while proceeding
towards conference room saying somebody is
watching over you. At the main conference area,
the sea elements such as Star fish, sea plants,
beach sand, etc. were utilized. The conference
began with the marketing and electronic
banking sessions.
9
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
BRAND ACTIVATIONS
Axis Bank – Burgundy Launch
Axis Bank launched their new brand “Burgundy”
which caters to the affluent segment. Milestone
Connect conceptualised and executed the event
taking forward the Burgundy theme which was
present on collaterals to the décor of the event.
The décor was as classy as the Burgundy
offerings.
The event was graced by Mr. Rajiv Anand –
President Retail Banking. Mr. Rajiv unveiled the
logo to the Head Honchos, Relationship
Managers & Regional Heads of Axis Bank. The
unveiling took place at the touch of a button by
Mr. Rajiv Anand after which a 3D AV was played
on the LED screen as a prelude to the launch.
Post the AV the LED screen split to unveil the
larger than life LED BURGUNDY logo.
All the guests were enlightened with the brand
BURGUNDY by the respective heads. Brand
positioning along with future growth aims and
potential for Burgundy brand were discussed.
An interactive session was held wherein
employees were shown the Burgundy Account
Kit Box and its features. The Burgundy visiting
folder was distributed amongst all the
relationship managers with which they can visit
their clients. There were motivational speeches
from the Dale Carnegie team which motivated
the stake holders to offer BURGUNDY as a
proposition to all their HNI clients.
An award ceremony was conducted across 3
categories
for
the
high
performing
Relationship managers and employees.
Trophies and framed certificates were also
presented to the winners. A DJ party was held
on the first night of the event which saw
enthusiastic participation on the dance floor
from the Axis relationship managers.
10
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
BRAND ACTIVATIONS
Milestone Connect executes the
first ever ‘in-store’ activation for
Hamleys
The brief given was to promote their new set
of toys i.e. Nancy doll & Bear. The objective
was to drive footfall to the store through
engaging activities. Interactive activities were
conducted which made kids engaged with the
mascot that is the Bear and Nancy doll.
The activity was held in 10 Hamleys stores in
Mumbai, Delhi, Chandigarh, Chennai, Pune,
and Ahmedabad. It was conducted on 5
consecutive weekends, i.e. 30th & 31st of
August, 6th & 7th of September, 13th & 14th
September, 20th & 21st September and 27th &
28th September. Promoters had encouraged
participation by girls above 4 years and asked
them to pick their favorite Nancy doll and
describe why they like her. Children describing
a minimum of 5 qualities were gratified with
Hamleys goodies. A special photo opt was
conducted wherein the promoters asked kids
to pose with Nancy and get clicked. Post the
photo opt activity, the photographs were
uploaded on Hamleys Facebook page. The bear
promoters would engage kids around the mall
playing with them and clicking photos and
drawing them to the store.
11
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
BRAND ACTIVATIONS
Life OK launches daredevil, dance based reality show, Dare 2 Dance
Life OK launched a new dance based reality
show Dare 2 Dance. The press conference was
held on 3rd September at Le Meridian Hotel in
New Delhi.
The entire execution of the press conference
was executed by Milestone Brandcom. An
enormous LED screen was set up. A special one
on one zone with a checkered backdrop was
installed for the media to interact with the
stars.
The flow of the event started with the dance
performance of Emille Callion, a professional
dancer from Paris and Sanam Johar. Post their
performance, the host and mentor of the
contestants Akshay Kumar joined the dance
contestants to describe the show along with
Ajit Thakur, EVP and GM of Life OK.
Post addressing, the media had one on one
interaction with Akshay Kumar and the dance
contestants.
Shot in South Africa, Dare to Dance will see ten contestants not just putting their extraordinary
dancing prowess on display but also fighting their fears. For instance, fear of height and water,
among others.
12
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
OOH INDUSTRY UPDATES
[Campaigns by Milestone Brandcom, September’14]
Garnier Fructis
Triple Nutrition
Colors
Axis Bank
Big Boss 8
NRI
Aashirwaad
Schmitten
FlyDubai
Ek Vaada Saccha Sa
Chocolates
Brand Campaign
Fastrack
Just Be
Sare Homes
Hero
Brand Campaign
Cyles
SONY MAX
XOLO
Filmon Ka Jadoo
Rustomjee
Onam Campaign
Festive Offers
13
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
24
October 07 | 2014
OOH INDUSTRY UPDATES
[Campaigns by Milestone Brandcom, September’14]
Uninor – UP(E)
Chota Recharge Badi Baatein
Uninor - ROM
Uninor – UP(W)
Uninor – UP(W)
STD @ 25 Paisa/ min
Badhta Network
Uninor - AP
Ganesh utsav par sabhi calls @ 25 P/min This Dussehra talk your heart out
Uninor - BJ
Ab nahi to kab
14
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013
2nd Anniversary Special
24
October 07 | 2014
Contact Us
Peninsula Corporate Park, Peninsula Tower 1,
Wing B, Ground Floor, Unit No. 005, Ganpatrao
Kadam Marg, Lower Parel, Mumbai – 400013.
Tel: 022-49210700
www.milestonemedia.in
Nidhi Kavle
D: 022-49210711
[email protected]
Regional Offices:
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Chennai - 600 033
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Hyderabad – 500034
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Pune 411030
Board Line : 044-42073530
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Board Line: 033 – 30015990
* The content is a compilation of industry information from leading global advertising media publications & web portals.
www.milestonemedia.in
Peninsula Corporate Park, Peninsula Tower 1, Wing B, Ground Floor, Unit No. 005, Ganpatrao Kadam Marg, Lower Parel, Mumbai – 400013