Saturday, April 25, 2015

How E-commerce Pulls Off Powerful Outdoor Adveritisng - How Housing.com grabbed eyeballs

Taken off Nigel Hembrow's share of an article from LiveMint - How Housing.com grabbed eyeballs



Many e-Commerce brands look to Outdoor Advertising for real world connection as they battle for market education and brand switch in the digital world. Thus e-Commerce brands such as Google, Taobao.com and most recently for the iPhone 6 and other e-Commerce often look to various Outdoor Advertising platforms such as GIANT billboards or taxi transit advertising to achieve their marketing objectives.

For better details go on directly to the article here. I loosely paraphrase the article as follow:

 For Housing.com - an online real estate website operated by Mumbai-based Locon Solutions Pvt. Ltd. undertook an advertising campaign in print, digital and outdoor... the company reached threshold visibility through billboards...in seven cities, including the metros. Threshold visibility simply means visibility that spans platforms (despite the ad largely being on one or two platforms). 
It is kind of a tipping point which packaged goods brands try and reach when they buy spots on television. Housing inundated one medium quite smartly and achieved that threshold. The creative execution of the campaign was done in-house struck a chord because it told a likeable story of the life journey of a young couple via a static medium (print and billboards) rather than through the audio-visual medium. It was a story in motion in a static medium: “People capture a moment in such ads. We were stringing together moments to create the story which moved forward,” he says, explaining why people felt they had seen a TV commercial. The campaign features a young couple sharing a pizza, with unopened cartons in the background. In the next ad, they are seen looking for a house. A third shows an expectant mother. A fourth shows a young child playing in her own room. On billboards, the ad changed every seven days as the story moved forward, although 25% of the billboards retained the older ad to retain continuity. [On an analytic level...]
Housing pulled off with outdoor what other e-commerce brands are attempting to achieve with expensive brand ambassadors and associations with valuable sporting properties such as the Indian Premier League.
The media and entertainment industry report released by the Federation of Indian Chambers of Commerce and Industry and KPMG last month noted a significant surge in spends by e-commerce companies, which are said to have spent between Rs.750 crore and Rs.1,000 crore (USD 150,000) on advertising across media. Like most venture capital and private equity firm-backed e-commerce companies, Housing, too, is burning cash in marketing, and a large part of the Rs.50-80 crore advertising budget it had set aside for phase 1 of such efforts was moved to billboards when the company saw a huge jump in traffic after the launch of its out-of-home campaign. 

 For better details go on directly to the article here.

 Outdoor advertising works for e-Commerce brands targeting a highly mobile and educated audience that do not consume mainstream media such as news print and TV on a regular basis, preferring to pursue and choose their own content thus making them hard to reach. Outdoor advertising reaches everyone at the targeted location.

Friday, April 24, 2015

Quick - What did you read?

Quick - What did you read? 
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NAKED WAITRESSES SERVE YOU 
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. Really?
.............

the
NAKED 
truth about our 
WAITRESSES 
is that they only 
SERVE YOU 
to make you regular 



Billboards and outdoor creative makes the reader take a second look.
However, condition of the banner could be improved though. That's a good excuse to find out more about the waitresses soon.

Spotted: Tanjong Pagar Singapore

Sunday, April 19, 2015

Advertising Billboards Cause Happiness!

Advertising billboards can do many things - give directions, focus intentions, help you find religion and EVEN cause happiness and joy.

 Taken from Huffington Post

 A big, green ominous-looking poster has cropped up on Brick Lane, Shoreditch. But this isn't just any poster. This is a billboard, sat (rather aptly) outside of hipster hotspot, the Truman Brewery. And guess what? It spouts beer from a pump enabling passers-by to pull themselves a free pint. As part of its If Carlsberg Did campaign, the supplier of beer and lager has released a self-service billboard allowing punters to grab a taste of the brand's beer while on-the-go.
For Michele McKeag Larsen, with her non-profit organisation - JOY TEAM, causing happiness is more direct and longer- lasting. In her own words - "The more you surround yourself with positive messages, positive images, positive people, the better life gets," Larsen, 46, told The Huffington Post. "Sometimes the people who need it don't realize that they need to go looking for it, and so stumbling across it and feeling that shift, or seeing it because the billboards are up for four weeks, starts to change something in their brain. And if that's the little leg up that they need to move in a different direction, that's pretty powerful stuff."



The Joy Team shares kind phrases on billboards since 2010, and has posted more than 100 messages throughout the cities of Vancouver, Washington; Portland, Oregon; and Phoenix. The positive thought organization has also expanded its efforts beyond the billboards over the past five years, spreading happy messages through the world via sidewalk chalk and social media, and bringing joy and nutrition to children struggling with food insecurity.

More from the Huffington Post article here
Pictures and Content taken from the Huffington Post