OAC 2013: Young Out­doo­ri­ans got crack­ing

Outdoor Asia - - Oac 2013 -

It was a re­fresh­ing sight to see some Young Out­doo­ri­ans put on their think­ing caps to come up with the best OOH plan for a given brief. They were the con­tes­tants at the ‘Young Out­doo­rian – The Best Out­door Me­dia Plan’ com­pe­ti­tion held as part of the Out­door Ad­ver­tis­ing Con­ven­tion (OAC) 2013. The con­test, an­chored by Sid­dharth Subra­ma­niam, Prin­ci­pal Me­dia Con­sul­tant– ,7& )RRGV %UVLQHVV, KDG fiYH WHDPV SDUWLFLSDW­LQJ LQ it, and was an ini­tia­tive to call for fresh young ideas in the OOH creative space. Sid­dharth pre­sented the con­tes­tants with the brief, which was to come up with a com­plete OOH mar­ket­ing plan for the brand En­joy Chips, part of Hin­dus­tan Chips and Bev­er­ages Ltd. Es­sen­tially meant to en­gage with the youth T G while si­mul­ta­ne­ously high­light­ing the In­dian char­ac­ter DQG flDYRUU, WKH PDUNHWLQJ REMHFWLYHV RI WKH EUDQG cam­paign had to bring out the ‘Asli’ char­ac­ter of the SURGUFW. 6LGGKDUWK IUUWKHU HODERUDWHG IRU WKH EHQH­fiW RI the par­tic­i­pants, other de­tails such as the size of the snacks cat­e­gory which he pegged at Rs 2500 crore of which the brand he said, holds 60% of the mar­ket share. Com­pet­ing teams, all from dif­fer­ent creative agen­cies, had to ba­si­cally come up with an OOH strat­egy and plan, quan­ti­fy­ing and pri­or­i­tiz­ing reach and fre­quency lev­els , ef­fec­tive OHH ve­hi­cle se­lec­tion and me­dia mix, be­sides do­ing bud­get rec­om­men­da­tions, OOH me­dia mix plan, think­ing up mon­i­tor­ing and feed­back mech­a­nisms and do­ing a com­pet­i­tive anal­y­sis.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.