Aarti Pahwa, New Delhi
From airline boarding cards to cinema hall washrooms, marketers have been on the lookout for high impact and high attention mediums to grab the attention of an over-advertised consumer. In such a scenario a vehicle that can translate to 32 lac unique eyeballs in a month - a reach which the Kochi Metro claims to be offering-could well be the manna for the brand-custodians.
To capture the attention of this commuter, the automobile segment brand Honda recently launched its high-octane OOH campaign for Activa and Grazia with the Kochi Metro. Executed in collaboration with Ignite Mudra and Vijaya OOH Media, the media owning firm handling branding rights for this premium property, this high impact campaign features various creative delineations of Honda Activa and Grazia. With the strategic route under its belt, Honda primarily aims to gain the attention of people who are known to travel on this route regularly.
The campaign is visible at all sorts of media available at stations including Kochi Metro Full train wrap ranging around 5000+ sqft area, Internal and External media. The brand's idea was to look for large media to build impact and frequency recall media at high footfalls station/zone. Showcasing Honda Activa and Grazia in a larger than life style really entices the travellers especially the college students. The Kochi Metro provided utmost visibility to the brand, for the commuters as well as for everybody in sight.
The brand has been utilising the OOH medium in the past for the brand promotion; however, this time brand also tried to capture the transit format to engage a larger number of audience in the fastest manner possible.