Aarti Pahwa, New Delhi
Low-cost carrier AirAsia India recently announced launched its flight services between Ranchi and Mumbai. To announce the same, AirAsia India in partnership with Posterscope India has conceptualized and implemented a high visibility OOH campaign. The campaign which focuses on large format hoardings has been launched in Jamshedpur, a key source market for flights from Ranchi to major metros.
In accordance with the airline's marketing and media planning team's brief of ensuring that the choice of media reflects the brand positioning, the agency identified arterial routes and high impact OOH sites like Adityapur bridge entrance, given the volume of traffic, pace and dwell time at the checkpoint and the size of the hoardings.
With the objective of paying tribute to the pioneer of civil aviation and building resonance with the target audience in Jamshedpur, the AirAsia India Pioneer livery was featured on the OOH creative. Launched in July, the campaign will run all through the month of August.
Speaking on the association and the campaign, Ranjith Kumar, Marketing Manager, AirAsia India, said, "AirAsia India has enjoyed a strong resonance in Jharkhand since the launch of operations in Ranchi in 2017. Given the promising demand, we decided to introduce a direct flight connecting Ranchi and Mumbai in addition to our existing operations from Ranchi to Bengaluru and Delhi. As part of our outreach to celebrate JRD Tata's 116th Birth Anniversary in July, we decided to promote the new route in Jamshedpur, considering the large population it enjoys. Jamshedpur, as a relatively smaller urban agglomeration, was picked over other metropolitan areas for executing our OOH campaign based on our research, market demand, and secondary data such as Google Community Mobile reports indicating less impact on traffic movement."
"Our partnership with AirAsia goes a long way and it's a pleasure to launch their new Ranchi-Mumbai route. The perfect placement of the media within the city has ensured that the creative lives the moment, captures eyeballs, and connects with the right TG. Taking into consideration all the safety protocols, the campaign was up in 24 hours and we are optimistic that the results will be encouraging", said Sanjay Rao, Associate Vice President, Posterscope India.
AirAsia India leveraged Posterscope's proprietary tool, OOHZone to play a significant role in targeting key routes based on target audience demographics and traffic data. While the impact through media has been created by strategic media units chosen, what is making big impact among viewers, is undoubtedly the power of the creative as well as the media planning outcome from the comprehensive strategy-backed planning tool used for the campaign. The agency mapped the relevant TG, their congregation and conducted their typical day part analysis to develop the best plan that yields the most effective impact leveraging the strength of the creative.