DSP Blackrock's OOH blitz woos investors

The mutual fund brand used tricycle branding in major corporate hubs for the first time. Conceptualized by Milestone Brandcom, the 'You still have time to save tax' campaign touched 50 cities

BestMediaInfo Bureau | Mumbai | March 10, 2016

DSP Blackrock has recently launched a funky brand campaign to reach out to investors for its Tax Saver Fund. The campaign addresses the concern many investors have about tax saving instruments and the tizzy they are in, as a financial year draws to a close. The OOH campaign, conceptualized by Milestone Brandcom, has taken the investment manager out of its staid offices to unconventional platforms.

DSP BlackRock capitalized on the year-end stress of an average investor and decided to play on the 'emotional factor'. The creative was clean, simple and OOH friendly – focusing on giving investors what they needed most – hope to still invest in the right investment tool. The campaign message was, 'You still have time to save tax'.

Milestone Brandcom executed the all-pervasive campaign for DSP Blackrock across more than 50 cities. Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune and Ahmedabad were among the major cities targeted in the campaign.

An assortment of large format media vehicles and many unconventional formats were employed for the campaign, like cab branding, bus panels, double-decker bus wrap, station panels, Volvo bus wraps and metro train branding, to name just a few. The mutual fund brand used tricycle branding in major corporate hubs and roadshows for Meru cabs for the first time.

More than 2,000 touch points and approximately 4.5 lakh square feet of exhaustive vinyl, ensured that the entire country was plastered with the DSP ads. The campaign began in the first week of February, 2016 and continued for almost four weeks.

Imtiyaz Vilatra

“Mutual funds are considered to be a great investment option which offers you both, security and growth. It's an effective way for investors to participate in financial markets in an easy, low-cost fashion. The mandate to Milestone Brandcom was to create awareness on DSP Blackrock's range of mutual fund investments and bring DSP on TOM recall while investing,” said Imtiyaz Vilatra, Senior VP, Milestone Brandcom.

“The core communication objective was to build salience for the brand and maximize impact through high visibility and scale. To make sure that we reached the right audiences, we tapped every nook and corner of the cities, ensuring no stone was left unturned,” he said, adding, “We adopted the dominance strategy and executed a high intensity, all pervasive OOH plan across the key target markets. We ensured brand presence along every key arterial route and important transit junction, even the transit medias.”

Abhik Sanyal

Abhik Sanyal, Vice-president and Head- Consumer Marketing, DSP BlackRock Investment Managers, said, 'Our communication objective was to simply inform the masses about our solution to their tax saving needs and also to make them feel at ease, given that there still is some time left to save tax for the financial year. The brief given to the agency was to build brand salience using the high impact out-of-home medium as a canvas. The campaign, executed by team Milestone, left no arterial route or OOH media in our target markets without our commanding brand presence. We have been receiving positive feedback which gives me confidence that this campaign will perhaps be a critical enabler in terms of both business as well as brand momentum. Through the month of February, our brand reach will have received a tremendous boost since we were potentially visible to crores of customers across the country. Milestone Brandcom has delivered an excellent campaign right from the early planning stages all the way down to the actual execution.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com