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Platinum Outdoor puts a Tiago on a hoarding

In an innovative campaign in the out-of-home space, Platinum Outdoor has put the 3-D model of a giant Tata Tiago car on a hoarding

BestMediaInfo Bureau | Mumbai | June 10, 2016

Tiago-outdoor-campaignMadison’s outdoor unit, Platinum Outdoor is continuing to do innovative work for Tiago, the new hatchback from Tata Motors.

After its successful launch a few months back, the automobile company is indeed trying to attract more eyeballs. The automobile major managed to do an innovative print augmented reality (AR) campaign wherein they distributed Google cardboards with a leading print publication for consumers to experience Tiago.

Tata Motors didn’t stop there. Its latest outdoor campaign actually has a real size 3D model of the car on a hoarding on the heavy traffic route of Western Express Highway in Bandra, Mumbai. The agency also used sky-tracker high intensity lights to build curiosity from a distance and give the hoarding an iconic feel.

Executing the innovation was a real challenge. It took about 50 days to fabricate a 20-foot 3D model of the car, put it up on the hoarding and getting regulatory approvals. This is the first time something of this scale has been put up on a hoarding. Earlier, some brands have put up shells of their cars, but nothing to this scale.

Dipankar Sanyal Dipankar Sanyal

Speaking about this innovative campaign, Dipankar Sanyal, CEO, Platinum Outdoor, said, “We are really excited with this new innovation done for Tiago on the back of a very successful launch.”

Madison Out-of-home (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 top 18 cities of 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 localisation. Madison Maxemiser facilitates the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.

Madison OOH has won several awards recently, including 1gold, 1silver and 5 bronze at the OAC awards, 1gold at Goafest Abby 2015, 16 awards at E4M Neon Awards 2015 and 12 awards at the Asian Consumer Engagement Forum 2015.


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