Bureau, New Delhi
Ola, one of the most popular mobile apps for transportation, has partnered with Ecosys OOH, India’s only Agency that provides RoI and measurement in OOH spends to kick-start a campaign to recognize driver partners across top 6 cities to drive loyalty, and make them superstars within their community.
Ecosys OOH installed highly visible large format Billboards at prominent junctions in the cities of Mumbai, Bengaluru, Delhi, Mumbai, Kolkata and Chennai to acknowledge the high performing driver partners and announce the brand’s rewards in the peer category.
The campaign seeks to create a unique engagement through the creation of a live leaderboard on driver app to help drivers compete. The idea was to create a “viral” infection amongst the community thereby increasing enrollment.
"We intensely consider OOH as an effective medium to drive excitement within the driver community since they are always on the go”, commented Raghuvesh Sarup, Head of Categories & CMO, OLA.
The agency enhanced the visual narrative on the billboard by creating unique luminous aurora, optical phenomena characterized by the appearance of Ola brand colors to the sky, by way of intelligent placement of LED arc lights on billboards as large as 160 x 40 on Maa flyover in Kolkata with an announcement of lucrative prizes ranging from BMW, Micras, laptops to Ola vouchers added on to the excitement.
The campaign has been seamlessly executed by Nipun Arora, Managing Partner & DOOH Lead said, “Premier Brands like Ola need very differential communication deliverables, we are glad we were able to live up to the client’s expectation and deliver success”.
Commenting on the outcome of the campaign Sujit Banerjee, CEO Ecosys OOH opined "We are thrilled to be partner with Ola. Team Ecosys OOH is committed to working with partner client brands and offer customized solutions in consonance with brand ethos.”