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Platinum Outdoor does a splash with Tata Motor’s Tiago in OOH

The agency on record for Tata Motors planned and executed the entire campaign across more than 70 cities, towns in metros, Tier II and Tier III cities.

BestMediaInfo Bureau | Mumbai | April 27, 2016


Tiago, the new hatchback from Tata Motors with cutting edge design, technology and driving dynamics, was recently launched with a clutter breaking out-of-home (OOH) campaign.  Platinum Outdoor, the agency on record (AOR) for Tata Motors, planned and executed the entire campaign across more than 70 cities, towns in metros, Tier II and Tier III cities.

The campaign had two phases, with the first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable consumers to experience the car.

On the day of the launch the agency conceptualized a clutter breaking idea to highlight different features of the car through larger than life installations at multiple locations. Some of these included, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi's cut-out and a Tiago Zone at one of the busiest junctions in Mumbai.

Dipankar Sanyal Dipankar Sanyal

Dipankar Sanyal, CEO, Platinum Outdoor, said, “Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets.”

Platinum Outdoor’s parent company Madison OOH recently announced its indigenously developed suite of planning tools to offer a more robust outdoor planning service to its clients. The suite includes Madison Vu-on-street, a complex site selection and plan evaluation tool in an easy-to-use software, that covers 18,000 large format sites in the top 18 cities in the country. Madison Vicinity enables creating multi touch point centric plans at a macro level and even provides an opportunity to do micro level hyper localization. Madison Maxemiser facilitates the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.

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