Cricket Fan Park from Hyundai Motor at Hyderabad Airport

Laqshya Media created a media display to ensure 'compelling visibility by delivering utilitarian value'

BestMediaInfo Bureau | Delhi | June 10, 2013

Cricket fever is raging post the Indian Premier League (IPL) and now with the 2013 ICC Champions Trophy that is underway. Cricket seems to be the talk of the town – from street corners and tea stalls to offices and living rooms. Capitalising on this, Hyundai Motors India, official partners for ICC, aims to reach out to its customers and provide them with a unique experience.

Passengers at RGIA Hyderabad Airport were in for a pleasant surprise when they were exposed to the 'Hyundai Fan Park'. Cricket fans at the airport were invited to visit the Fan Park where they can cheer for their team while watching the matches live on screens. In addition, they could also take a look at the displayed car and have a demo from the promoter stationed at the spot.

Laqshya Media created a concept on 'compelling visibility by delivering utilitarian value'. The idea was conceptualised to bring together the cricket fans at the airport and provide them with an opportunity to celebrate moments when they are 'on the go 'and induce them towards the car on display.

The OOH display units at Hyderabad Airport are mesmerising in their architecture. The Fan Park is located at a brilliant location in the Airport. It creates unique exposure conditions as the travellers have the time to be influenced and inspired through product indulgence.

Shashi Sinha, Sr. VP, Revenue – Media Assets and Airports, Laqshya Media, said, “We are delighted to have Hyundai product display at Hyderabad Airport. The 'Fan Park' concept has been truly indulging. It's a pleasant surprise for the cricket lovers to be exposed to the live cricket when they are least expecting it. The response has been overwhelming with travellers having a good time during their waiting period watching and indulging with the car display.”

Hyderabad Airport has a very low per sq ft audience density that makes its less crowded and thus gives an uncluttered view of media units. The dwell time of the indulgent audience in celebatory mood at the airport is high and the environment is opulent, making for the best possible impact.

Sinha further said, “Hyundai is a great brand to be associated, and more importantly, they are a great client to work with. We realised how passionate Hyundai Motor is about its association with ICC cricketing events and, therefore, we had to ensure that the entire initiation and execution of the car display along with the technology to showcase the live cricket were perfect.”

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