National Stories

Etihad’s new OOH campaign is all about luxury

23, January, 2020

Aarti Pahwa, New Delhi

A strategically crafted campaign that resulted in a media mix delivering both impact and reach for the brand.
  • Unipole | Traditional Media #Nelson Mandela Road , Delhi
    Media Price: INR 8,50,000 PM
    Contact Person: Feroz Khan | IN & OUT Multimedia Pvt. Ltd.
    Contact Details: +91 9867777900 | feroz@inandoutindia.com
  • Unipole | Traditional Media #Bandra WEH, Mumbai
    Media Price: INR 16,25,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Unipole | Traditional Media #Bandra, Mumbai
    Media Price: INR 10,00,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Unipole | Traditional Media #Bandra, Mumbai
    Media Price: INR 8,75,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Unipole | Traditional Media #Bandra, Mumbai
    Media Price: INR 8,75,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Unipole | Traditional Media #Bandra, Mumbai
    Media Price: INR 10,00,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Unipole | Traditional Media #Bandra, Mumbai
    Media Price: INR 10,00,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Unipole | Traditional Media #Bandra, Mumbai
    Media Price: INR 10,00,000 PM
    Contact Person: Arvind Bhandari | Minimax Ads Pvt.Ltd
    Contact Details: +91 9930050050 | bhandari@minimaxads.com
  • Billboard | Traditional Media #Bandra Link Road, Mumbai
    Media Price: INR 5,00,000 PM
    Contact Person: Parvez Khan | Accord Advertising
    Contact Details: 9892164010 | parvez@accordadvertising.com
  • Billboard | Traditional Media #Lower Parel, Mumbai
    Media Price: INR 4,00,000 PM
    Contact Person: Neeta Gulati | Alakh Advertising & Publicity
    Contact Details: +91 9892322996 | neeta@alakhadvertising.com
  • Billboard | Traditional Media #Lower Parel, Mumbai
    Media Price: INR 4,00,000 PM
    Contact Person: Neeta Gulati | Alakh Advertising & Publicity
    Contact Details: +91 9892322996 | neeta@alakhadvertising.com
  • Billboard | Traditional Media #Lower Parel, Mumbai
    Media Price: INR 4,00,000 PM
    Contact Person: Neeta Gulati | Alakh Advertising & Publicity
    Contact Details: +91 9892322996 | neeta@alakhadvertising.com
  • Billboard | Traditional Media #Worli, Mumbai
    Media Price: INR 3,75,000 PM
    Contact Person: Bikash Saha | Dezens
    Contact Details: +91 9769897250 | bikashblue@gmail.com
  • Billboard | Traditional Media #Worli, Mumbai
    Media Price: INR 9,50,000 PM
    Contact Person: Joheb Shaikh | Roshan Space
    Contact Details: +91 9004257921 | joheb.shaikh@roshanspace.com
  • Unipole | Airport Media #New Delhi Airport
    Media Price: INR 14,00,000 PM
    Contact Person: Rajneesh Dhawan | Times OOH
    Contact Details: +91 9212100470 | rajneesh.dhawan@timesgroup.co
  • Building Facade | Traditional Media #Airport Road, Mumbai
    Media Price: INR 40,00,000 PM
    Contact Person: Manish Khandelwal | Times OOH
    Contact Details: +91 9910346663 | manish.khandelwal@timesgroup.
  • Facade | Mall Media #DLF Cyber Hub, Gurgaon
    Media Price: INR 12,00,000 PM
    Contact Person: Anuj Bhandari | Group AAO
    Contact Details: +91 9871711527 | anuj.bhandari@groupaao.com
  • Unipole | Traditional Media outside Malls, NH-8 (Gurgaon), Gurgaon
    Media Price: INR 12,00,000 PM
    Contact Person: Anuj Bhandari | Group AAO
    Contact Details: +91 9871711527 | anuj.bhandari@groupaao.com
  • Train Wrap... | Transit Media #Rapid Metro Line
    Media Price: INR 8,00,000 PM
    Contact Person: Anuj Bhandari | Group AAO
    Contact Details: +91 9871711527 | anuj.bhandari@groupaao.com

Introduction

Etihad Airways has yet again challenged the norms of the aviation industry with the launch of its 'enhanced' Economy Class, offering increased legroom, new entertainment streaming options and improved dining concepts. To introduce the new development, the airline has launched an outdoor campaign that has generated buzz.

Campaign Details

The idea behind the campaign was to create awareness about the new offering in Economy Class and Business class by covering all major towns & locations with maximum spread-up. To strategize and execute the entire outdoor campaign, Etihad Airways has roped in MOMS.

Building on the brief, MOMS crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, unipoles, Rapid Metro etc. The campaign has been implemented across Delhi NCR and Mumbai. In an attempt to create uniformity in the campaign and to generate a higher recall, one tagline 'Go your Own way' was used which focuses on giving guests greater control of their travel experiences, through on board digital transformation, improved choice and redesigned cabins and products.

Key Quote

Commenting on the campaign, Jayesh Yagnik, COO, MOMS, said, "We are happy to see the desired results that we planned for this campaign in terms of impact and visibility. When one has to devise the visibility for particular segment of audience it becomes very critical to study and analyse strategic media placements that they are in tune with the brand imagery as well as connects with the right TG. With our inhouse tools we have successfully identified the high TG concentrated pockets across markets.   Strategy of using various cluster branding helped in achieving the campaign outcomes."

Introduction to MOMS OOH Planning Tool

The agency used its in house tool Madison Vicinity to give the campaign high noticeability & create maximum impactful exposure. The media deployments were done in a way as to cover the most important touchpoints that were imperative as per the TG.

 

Past Experience of MOMS

MOMS has also executed campaigns for the below mentioned clients in the past:

Tags :  MOMS Etihad Airways Jayesh Yagnik Go Your Own Way OOH

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