OAC 2013: Young Outdoorians got cracking
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.