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The Largest Out Of Home TV Network in India. Financial Service - Insurance. Use of Flexicasting to target the audience. Campaign background A Life Insurance company had advertised on OOH Media screens The creative executions used on OOH media were the same as the Television.

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use of flexicasting to target the audience
Use of Flexicasting to target the audience

Campaign background

  • A Life Insurance company had advertised on OOH Media screens
  • The creative executions used on OOH media were the same as the Television.
  • The target audience were of 3 different language.
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OOH Media’s role in the campaign
  • Flexicasting - the exclusive media planning tool of OOH Media was used to take the brand to the right target audience by promoting the brand in different languages in different cities
  • Flexicasting aids choice- edited the campaign to 3 different target cities:
      • Kolkata : Bengali
      • Chennai : Tamil
      • Others : Hindi
  • OOH Media also did campaign evaluation study for the brand to understand its effectiveness.
unaided brand recall tom spont
Unaided Brand Recall ( TOM + SPONT)

Highest Unaided Recall of Insurance company at an overall level

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Research Insights

Screen recall: 87% of the respondents recall seeing the OOH Media screens

Audience Profile - 85% of the respondents were SEC A

Ad recall of : 67% of the respondents recalled it at an unaided level

Recall from other media: 90% of the respondents had seen the Insurance Ad earlier in other mediums. But 60% of the respondents in Bangalore were exposed to the ad for the first time on OOH MEDIA.

conclusion
Conclusion

OOH Media reaches to a high proportion of SEC A and can help the Financial Sector to promote their products & services

High screen visibility and the multiplier effect through higher exposures increases brand recall through our medium

The affluent audience of OOH Media gets informed of the various offerings in Finance category through use of Content Integration

OOH Media acts as a frequency builder but we also act as a reach builder in Tech parks and very premium commercial buildings , DLF city and Kingfisher Buses.