Magicbricks amplifies its brand message on OOH & radio

Created by RK Swamy BBDO, with Times OOH as the outdoor agency, the campaigns span 17-plus cities across India

Shanta Saikia | Delhi | March 26, 2015

Along with its TV campaign , Magicbricks.com has also rolled out its out-of-home and radio campaigns across India. While RK Swamy BBDO has worked on the creatives, Times OOH is the outdoor agency on the account.

The OOH campaign has been rolled out in two phases. Phase I, which started on March 5, 2015, will continue till April 4 and is being carried out in cities such as Delhi, Mumbai, Bangalore, Pune and Chennai.

Phase II of the OOH campaign covers cities such as Lucknow, Jaipur, Vizag, Kolkata, Ahmedabad, Indore, Nagpur and Bhubaneshwar and the duration is from March 19 to April 9.

The online real estate portal also extensively used radio as part of its integrated campaign. The radio campaign was carried out in three bursts. Phase I (between February 9 and 20) covered cities such as Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Pune. In the second phase, the radio campaign hit the airwaves in Kolkata, Lucknow, Jaipur, Ahmedabad, Chandigarh, Coimbatore and Vizag between March 2 and 13. Phase III involved all these cities and commenced on March 16 and will conclude on March 27.

Click here to listen to the radio spots

Sudhir Pai, CEO, Magicbricks, explained, “This is a 360-degree campaign. The idea of using OOH and radio was to amplify the brand message in all mediums and communicate with consumers in the relevant environment. We have emphasised on the relevance, localisation and topicality of the medium, so that the consumer connect is stronger.”

“On radio, we had a musical ad – the idea being communicating with consumers in the medium that they are on and in the same medium's tonality,” he added.

Commenting on the creative strategy for the OOH campaign, Pai said, “For OOH, our creatives are topical to markets/ cities/ localities and relate to consumers' everyday experiences. For example, the Noida creative call out is 'choose between Noida or Greater Noida', while the Bangalore creative says, 'Whitefield vs Sarjapur'.”

He further said, “We have given strong reasons for consumers to look at our PPH advertising – if you are stuck in the traffic, you will find a hoarding urging you to choose to live near your office, or if you travel long distances to work – for example, Noida to Gurgaon or vice versa, our hoardings call out – why travel to Noida/ Gurgaon everyday, choose from over 10,000 properties.”

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