Aarti Pahwa, New Delhi
Impossible is Just a Word. There is nothing impossible with VIP Industries. Yes, you read it right. VIP has turned the IMPOSSIBLE to POSSIBLE with its never before offering.
Now that sounds crazy...!!! But it's absolutely true. With this offer in your hand, you can enjoy a return journey to any destination in India. The brand recently tied up with Platinum OOH to attract shoppers during the festival season. The objective of the campaign was to position brand VIP Industries as the market leader and inform and educate people about the new offering. To position the brand as the market leader, Platinum OOH conceptualized the campaign in such a manner that nothing which they do as part of this campaign looks less than Grand and Out of the box.
VIP Industries and Platinum OOH have made this campaign more fascinating for the common man by installing an innovative billboard outside Mumbai's airport which gave real-time domestic flight information. The location of the billboard was strategically chosen just outside Mumbai airport to target travellers and inform them about the Impossible Offer of an assured return flight ticket* to any destination within India on shopping of luggage worth INR 5999/- or more from VIP.
By using a global flight tracking service that provides real-time information about flights, the agency filtered the data of every domestic flight taking off and landing at Mumbai airport. As the flight prepares for landing or take off, the real-time flight details were displayed on the billboard. Following the live update of the flight, a caption on the billboard reads - 'THIS COULD BE YOUR NEXT FLIGHT'
Commenting on the launch of the new offer, Sudip Ghose, MD, V.I.P Industries said, "We wanted to stimulate the desire to travel in our consumers this season at a time when the sentiments are slightly down due to the economic downturn, hence what better way than offering a free round trip to a destination of their choice. This innovative offer also needs innovative mediums to quickly establish the message and this innovative billboard does just that."
Dipankar Sanyal, CEO, Platinum Outdoor said, "It's always a great experience working with clients like VIP who challenge us to put out our creative best. We strategically placed a billboard at Mumbai airport and worked on a software that helped us filter out real-time domestic flight data, which appeared on the billboard. This helped us successfully promote the festive offer by VIP."