OUTDOOR
INNOVATION
REPORT
AIRPORT INNOVATION : IKEA
Ikea and Kinetic India give new definition to OOH media
The plain brown curtains at the ladies frisking booth
were replaced with real Ikea curtains at Hyderabad
airport. The spaces on the window panes inside and
outside the booth were also taken up to introduce the
collection with a short message
NITE JOGGER : ADIDAS
Adidas Originals blends OOH advertising with social
media for Nite Jogger
The brand unveiled a series of 20 consecutive metro
pillar hoardings in Gurgaon, showcasing a story that
unfolded in the format of a ‘Flipbook’
https://www.youtube.com/watch?v=LNzCnUBJePo
Link for video
GLOBAL WARMING AWARENESS(BLUE WHALE) : JADEBLUE
JadeBlue along with Fresh Lime Soda Creatives has
installed a 40-feet-long whale to create awareness
around global warming.
JadeBlue, a luxury retail lifestyle menswear chain, has
been carrying out awareness campaigns every June 5 -
World Environment Day. Thus installed a 40-foot-long
whale in the city to raise awareness about global
warming. The whale "swims" on the roads of
Ahmedabad, giving people a chilling jolt of the future
that can be very stark and gory if they don't choose to
act on global warming. There were four such
installations in the city.
COLLABORATIVE MARKETING : SPOTIFY & TINDER
Spotify integrates Tinder to make its OOH more
appealing its like Marketing match made in heaven
According to Leo Burnett, the agency Spotify appointed
to handle marketing said that there is no "official"
partnership between Spotify India and Tinder India for
this campaign. However, the team mentioned that
Spotify has taken special permission from Tinder to use
the brand name for this particular campaign.
AUGMENTED REALITY AIRPORT KIOSKS
TANISHQ
With the help of AR, Tanishq kiosks let travelers at the
airport try on jewelry, virtually
Tanishq teamed up with Milestone Brandcom, an
outdoor specialist agency, to allow women travelers at
Bangalore and Delhi airports to try on jewelry and
experience the brand in augmented reality (AR). The
kiosk used a platform called MirrAR to provide
customers with the experience. The AR platform was
created in collaboration with StyleDotMe - a startup
focused on the innovative application of AR and AI
technologies for customer experiences.
https://www.youtube.com/watch?v=s3tLBvFakzQ&feature=youtu.be
Link for video
INTERACTIVE ATM CARD OOH
INDUSIND BANK
The BFSI brand's outdoor spot at the Mumbai airport
highlights the button factor of Nexxt, the brand's
interactive credit card.
IndusInd bank is tooting around the town about Nexxt,
its first-in-India interactive credit card. One of the bank's
latest introduction to the market is a credit card with
three buttons that allow cardholders to cycle payment
options like EMI, reward points or credit. The brand's
latest outdoor ad highlights the button factor and is
coupled with #PushTheButton.
INDIA’S LARGEST OUTDOOR INSTALLATION
JEEP COMPASS
In the world of advertising Outdoor is know for its longer
life span than other mediums thus Jeep came up with
the largest OOH innovation.
80,000 kgs of metal, 70 craftsmen and 45 days - this is
what went into creating India's largest outdoor
installation. Measuring 25,000 square feet, the
installation is equivalent to thirty billboards and is
located high up on the Mumbai-Pune Expressway. The
billboard is an image of the Jeep logo and its Compass
vehicle. It was created to showcase the brand's motto -
Go anywhere and do anything. It is 253 feet wide and
100 feet tall. The Jeep logo alone is 164.6 feet long and
65.8 feet tall.
MAHA KUMBH 2019
OUTDOOR INNOVATION
SWASTHYA CHETNA
LIFEBOUY
Lifebuoy, in an effort to encourage people to wash their It also launched Stamp of Hygiene to motivate people to wash
hands before meals, is using the thalis used to serve food, to their hands after using the toilet. A visual red stamp is
trigger the practice. Called the 'Swasthya Chetna Thalis', the marked on to people's hands before they go to toilet by a
stainless-steel plates come with an etched message of Lifebuoy representative. As people try and wash off the
"Kripaya Pehle Sabun se Haath Dhoyein" (please wash your stamp with water post using the toilet, the stamp lathers into
hands before eating); a very clear call to action. soap and helps provide superior germ protection
TOILET HYGIENE
HARPIC & DETTOL
Dettol and Harpic also showcased innovative ways to deliver Dettol has deployed 'Hand Mascots' who will recite the story of
their campaign messages by organising Nukkad Nataks within the hands coming in contact with germs and educate people on
the Kumbh premises and creating life-size wall paintings the need of hand washing and its practice. The mascot will share
across 54 villages surrounding the region. Dettol soaps to encourage personal hygiene. Harpic launched
'Hoga Toilet Vidhi Ka Gyaan, Toh Badhega Kumbh ka Maan'. The
campaign motivates visitors to throw water after they use a
toilet as a sign of respect to the next person using it
SAMPOORN SURAKSHA
COLGATE-PALMOLIVE
'Kumbh Se Sampoorna Shuddhi, Colgate Vedshakti Se
Sampoorna Suraksha' campaign. As part of this, the brand is
offering millions of visitors' free samples of Colgate Vedshakti
toothpaste. The sampling activity is carried out right from the
transit points - at 21 highway pit stops, nine key railway
junctions and several bus stations - to inside the main Mela
grounds including the akharas, rein-baseras, water-point
junctions, and Colgate Vedshakti branded brushing stations.
Kumbh-specific activities and utility elements such as:
• Brushing stations
• Oral care importance drives
• Free, large-scale sampling of Colgate Vedshakti
• Suraksha Wristbands for children to wear for emergency
• Sampoorna Suraksha Ropes given to big groups and families
to hold on to, to ensure that they walk together without
getting lost
NO SPACE FOR MOSQUITOES
GOODKNIGHT
Over 800 rooms (25 partner hotels across Prayagraj) have the
Goodknight Power Chip pre-installed. A promoter team makes
weekly visits to these hotels for the refurbishment of the chip
and machine. The initiative is also promoted through
customised branded collateral like hotel facade branding,
reception tent cards and door tags in each room.
SWACHHATA KI SAWARI
HINDUSTAN UNILIVER LIMITED (HUL)
Swachhata Ki Sawari is an innovative solution where
the brand attached two nets to the sides of 100
boats, being used to ferry passengers to and from the
Sangam. The nets, which are closed at one end,
collect floating garbage during the journey.
WASH-O-CYCLE
WHEEL (HUL)
"Pehno Fresh and Socho Fresh"
The brand created a unique 'Wheel Wash-o-Cycle' -
an innovative device with a drum attached to a
bicycle. Pedalling rotates the drum, thus washing the
clothes like a washing machine. Consumers just have
to fill the drum with water, add their clothes and
Wheel detergent powder, and after about 10-12
minutes of pedalling, get clean clothes. The Wheel
Wash-o-Cycle uses no electricity, saves water, saves
devotees the trouble of washing clothes in chilly
water, and can be used by everyone.
KUMBH WALL ART
NEROLAC
Kansai Nerolac Paints has beautified Indira Bhavan, in
sync with the theme of Kumbh. The art-depiction on
Indira Bhavan is to commemorate saints, sadhus and
pilgrims from all walks of life. Inspired by the social
aspect of the Kumbh Mela, the portraiture displays
unique elements of life, spirituality, jubilation, and
the age-old legacy of human congregation at the
MahaKumbh.
ROOF OF TRUST
CHARMINAR (HIL)
Charminar, HIL's flagship roofing solution, installed
numerous water kiosks at Kumbh Mela to serve clean
drinking water to the masses and devotees.
Embarking on the first-of-its-kind association,
Charminar also distributed bags/jholas to masses and
devotees on key gathering days.
LARGEST OIL LAMP
TOO YUMM!
Too Yumm! - installed the largest diya as a symbol of
its commitment towards good health. Post achieving
the Guinness World Records® in Mumbai, the brand
conducted the presentation ceremony for the record
at the Kumbh Mela where Bollywood actor Sonu
Sood set alight the largest oil lamp (diya) and took
the pledge for 'good health'. The colossal diya
manufactured in Mumbai, Mira Steels measuring
476.5mm in height, and 2390.6mm in diameter is
installed at the Ardh Kumbh Mela in Prayagraj.
INTERNATIONAL
OUTDOOR INNOVATION
HIGHLIGHT THE REMARKABLE
STABILO BOSS HIGHLIGHTER PEN
STABILO BOSS’s each ad features a historic, black-and-white
photo with a yellow highlighter streak calling out one
“remarkable” woman and her accomplishments. Featured are
NASA mathematician Katherine Johnson, U.S. First Lady Edith
Wilson and Austrian-Swedish physicist Lise Meitner.
DDB Group Düsseldorf’s “Highlight the Remarkable” campaign
for the Stabilo Boss highlighter pen won gold in Outdoor and
silver in Print at the Cannes Lions International Festival of
Creativity last month, and in the weeks that followed, the
English translations of the campaign began spreading widely
through Twitter and other social platforms.
RETURN OF GOT WITH SPICY FRIED CHICKEN
KFC
HONG KONG KFC once again came up with the idea as old wine
in new bottle. The idea of replacing fire with Hot & spicy
chicken last year has been really successful, getting them an
award in Cannes.
This time they used HBO’s much awaited TV series Game of
Thrones last seasons visuals where the dragon’s fire was
replaced very creatively with Spicy fried chicken. The Outdoor
innovation was simple but yet again eye-catching .
HIGHWAY GALLERY
LOUVRE ABU DHABI
Louvre Abu Dhabi is one of the longest and boring highway in
the world thus they came up with one of the best innovative
OOH campaign that would remain forever giving the travelers a
unique experience.
Louvre Abu dhabi 9x6 metrer high Bill boards were placed
along the highway. For each piece a special FM device is set to
transmit a 30-sec loop about the art piece: its title, artist,
technique, context and description.
As the car approaches the Highway gallery, experience each
artwork coming alive through your speakers.
DEAD WHALE
GREENPEACE PHILIPPINES
Greenpeace Philippines partnered with a local ad agency,
Dentsu Jayme Syfu to make a statement about how the use of
plastics in the country and around the world can affect marine
life – resulting in the art piece Dead Whale.
The art installation, named Greenpeace Philippines – “Dead
Whale” made a poignant statement about how polluting our
oceans with plastic can markedly affect the plentiful marine
life. Without using the actual body of a dead whale, this
statement art installation helped mobilize the community to
take steps towards change – soon after, the Association of
Southeast Asian Nations raised a petition to act against plastic
pollution
EMERGENCY ROUTE
JC DECAUX
The App “Emergency route” developed by JC Decaux was
made to make a real time contribution for the people’s
life campaign was designed by Y&R Brazil
Integration of Digital billboards the campaign was
designed to help the ambulance rescue team to manage
the traffic in a better way and save human life.
The rescue team opens the “Emergency Route” aap and
goes out, it immediately sends a message to digital
billboards that are 1km ahead, asking drivers to leave
the left lane free in advance. Data goes from mobile to
OOH. The best use of traditional media in a non-
traditional way.
THANK YOU
