Innovation
Apollo Tyres
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Oldest tyre company Apollo Tyres, which also revamped their brand communication with their new portfolio ‘You First Technology’ last year, decided to communicate their leadership position in the market to the consumer. Along with their OOH agency Vivaki Specialist Services, the brand executed a smart OOH campaign with an aim to establish their lineage and create a larger than life imagery of Apollo Tyres. Iconic sites with neon signs and 3D at the Delhi and Mumbai airports were utilized to create high-visibility. The media planning designed for the airports focused on premium locations and iconic sites, which were out-of-thebox and could attract maximum attention from the domestic and international flyers. With little or no tyre making companies predominantly present in the OOH medium, the brand decided to go the whole hog with it. While the OOH creative showcased a 20 feet 3D tyre on the sites, the agency also decided to combine the logo and the tyre as part of the creative theme to build a greater brand association with the product. The site at the Delhi airport was 60’x 20’ while the tyre size was 19.2’ x 17.5’. Besides, the logo size was 31.3’x11.1’ and the LED ticker size was 29.9’x2.5’ with a curtain neon. With the Mumbai airport site size being 33.5’x18.5’, the size of the tyre created was 16.9’x15.5’, with a logo size 19.9’x7.1’and a LED ticker size 14.4’x1.4’ big. Creating such a scale was no mean task for the agency which faced several issues in creating the structure, design and the material. The agency was looking at deploying a 20 feet tyre which could weigh over 400 kg. Also, the structure was to be located on top of the building with substantial wind pressure which obviously posed a big challenge while execution. A team of civil and structural engineers was assigned to develop a structure that could sustain the weight of 400 kilograms along with wind pressure. A major issue was also with containing the weight and dimensions of the tyre within the allowed structural extensions at the bottom while maintaining the look and feel.
Another issue came with the creative designing where the basic idea was to make the tyre look like it was jumping out of the billboard. While a 2 dimensional GHVLJQ ZDV FUHDWHG fiUVW, LW KDG WR EH FRQYHUWHG WR D 3 dimensional one. The scale was so huge that the tyre was fabricated twice to achieve correctness of the design. Finally, the agency had also to face the echallenges with material that had to be used for the creative. Although the Neon, LED tickers and Apollo Logo Letter were standard, a 20 feet tyre had been FRQFHSWXDOLzHG IRU WKH fiUVW WLPH LQ ,QGLD DQG WKHUH was no past example to refer to. Various material and production technologies were considered and debated upon so that the tyre could be restricted within the weight of 125 KG. Finally after all deliberations, the agency went in for wooden dies which were fabricated in 3 pieces. Further to maintain the allowed weight, they used Fiber PVC materials for fabrication of the tyre. Also to withstand the wind pressure, MS Louvers sheet was used as the background of the hoarding. Speaking about the choice of sites, an Apollo Spokesperson said, “Along with various other high WUDIfiF VLWHV, ZH IRXQG WKH DHOKL DQG 0XPEDL $LUSRUWV to suit our requirements the best, considering that we were looking at targeting SEC of the population, who travel frequently -- domestic and international. At the airport hoardings, we have used the same concept of establishing the connect between our logo and tyres, as is being done with our other communication mediums.” “The joy of ideation and the thrill of executing such bold fiUVW WLPH LGHDV EHFRPH UHDOLWLHV RQOy ZKHQ WKH FOLHQW, the media concessionary, our execution network & we synergies & work as partners & co-creators. To me, the Apollo Tyres OOH display is a perfect example of the power of collaboration, in terms of ideation, technology, execution & ownership. I have personally overheard complete strangers talk highly of these displays, which only goes to show the power & impact a well thought out idea can have in the consumer mind space,” said .DXVKLN &KDNUDYRUWy, &KLHI 2SHUDWLQJ 2IfiFHU, 9LYD.L Specialist Services. The research done by NEPA with 504 samples in SEC A eight metro cities fairly establish the overwhelming UHVXOWV. 22+ PHGLXP SURYHG WR D EH VLJQLfiFDQW advertising tool for the brand which put them among the TOP 3 in the category in terms of ad recall by the medium. That surely speaks a lot!
