IBS Hospitals take to outdoor media to create visibility in Delhi

The specialised chain of hospitals recently launched its first outdoor campaign exclusively on JCDecaux Street Furniture in the South Delhi Network

BestMediaInfo Bureau | Delhi | September 15, 2015

Institute of Brain and Spine (IBS), a specialised chain of hospitals, recently launched its first outdoor campaign exclusively on JCDecaux Street Furniture in Delhi.

Located in Delhi's Lajpat Nagar, the hospital chain has strategically chosen the JCDecaux South Delhi Network with an aim to create a dominating presence in the immediate catchment area. The JCDecaux South Delhi Network consists of 50 CityLights street furniture media.

As per a Nielsen study on JCDecaux CityLights in Delhi, 76 per cent residents in South Delhi have a desire to know more about the advertisements they see on out of home formats.

Dr Sachin Kandhari

On the objective behind the first campaign, Dr Sachin Kandhari, Managing Director, IBS, said, “For our first campaign, our aim was to stimulate awareness about the various healthcare services available at our hospital among the audience in the immediate proximity areas.”

He further said, “The most essential part of a campaign planning process is the selection of the right locations catering to the right audience. Thanks to the pre-defined JCDecaux Networks, it saved us a lot of planning time. Instead, we focused our energies on deploying specific call to action driven messages at respective locations.”

Olivier Heroguelle

“It is very encouraging to see that we have been able to provide a strategic solution for IBS through a pre-defined zonal network matching their marketing objectives. We are looking forward to renewing and developing more such campaigns with them,” said Olivier Heroguelle, Managing Director, JCDecaux India.

JCDecaux had launched the concept of predefined networks backed by Gross Rating Points (GRP) last year to ease off the outdoor media buying process for brand owners and agencies. These networks can be booked in advance and are believed to help in minimising drawing board discussions.

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