Malvika Mahal, New Delhi
To promote fit and active lifestyle, technology and GPS product manufacturer Garmin took the OOH route in the metro cities. With the sole intention of the brand to make people aware of the importance of GPS to track fitness levels through a campaign titled "Beat Yesterday". Targeted at athletes, key influencers, gadget lovers, among others, aged between 18 and 55 years, the one-month campaign gained visibility through billboards, BQS, airport digital screens and other static OOH formats in cities like Delhi, Mumbai, Chennai, Bengaluru and Hyderabad. The OOH campaign was supported by a simultaneous radio campaign on Radio Mirchi.
Siddharth Soni, Marketing Manager, Garmin said-"Being a leader in the GPS industry, our focus and objective was to make common people aware of GPS and its role in day-to-day life. As fitness and wellness activity is a booming sector in India, we wanted to educate people on the importance of using GPS to track their daily activities (such as steps taken, calories burnt, intensity workout, floors climbed and sleep monitoring). The idea was to promote healthy and active lifestyle and this was the reason behind our tagline "Beat Yesterday", which means to compete yourself on daily basis to be the most healthy and active person. Hence to promote this, we launched the outdoor campaign with Times OOH in Tier I cities. We look forward to repeating this campaign in the coming months".
Nishith Varshneya, AVP - Key Account Management, Times OOH, said, "OOH media ties in perfectly with the campaign's objective of promoting fitness by targeting consumers who are on-the-move. With the trend of healthy lifestyles and fitness on the up-tick, OOH serves as an ideal medium to target the in-trend, tech savvy and image conscious audiences, wherever they are. We are indeed proud to partner with Garmin and promote healthy living across our properties and other cities."
The well-known GPS Company is working to shift its messaging to encompass wearable and performance-driven devices to create brand synergy and to make the Olathe-based company more recognizable in the marketplace. Garmin's flagship auto sales started eroding in 2014 when GPS became a staple of smartphones, so the company started expanding its products.