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An Innovative Advertising Campaign Is Worth More Than Many Regular Ventures
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Out of the thousands of Advertising Campaigns that get rolled out every day, which are the ones that you remember? Every Ad Display or every organized campaign that has stuck with you from even the bygone years, has one factor in common: they were all innovative in one way or the other. Innovation in an Ad Campaign brings it and the Advertised Brand along with it, a few steps closer to being a trendsetter. Every Promotional Campaign, that has attained legendary stature, used the relevant medium in one unique way or the other. Though such a campaign does take more time and efforts, it is far more effective than the regular campaigns. This article discusses a few ways in which some of the popular Advertising Mediums in India have seen innovations that redefined Promotional Campaigns in India.
The Medium of Airport Advertising is well known for the Innovative Campaigns that are carried out from time to time. The scopes for innovations are immense when the medium enjoys the luxury of a minimum of 55 minutes of audience dwell time. Thus, we have seen experimentation with Ad Displays that moved away from the traditional sites of Wall Mounts and Hoardings, into closer spaces with the audience in the form of Totems, etc. However, when TDI put up the first live car on a Billboard, it was a step that was unprecedented in the Advertising Medium. The concept of putting an actual car as a display was unimaginable before this instance. Though it is true that Product Displays did happen before this time, it was for items much smaller than a vehicle. So intense was effect of this trendsetting exercise that the Airports became synonymous with Car Launches.
Delhi Metro Advertising
The DMRC (Delhi Metro Rail Corporation) was not the first metro system in the world. But a host of factors which resulted due to the brilliant efficiency of the DMRC, resulted in the medium being an ideal place for Advertising. Though, stymies did exist due to the DMRC’s reluctance to allow too many variances from the Wall Mounts and Free Standing Units, some of the Metro Advertising Agencies were able to create exciting new trends. The ability to provide extended visibility, by lining up displays in metro stations one after the other, a whole new meaning was provided to the concept of High Impact Ads. This new concept worked with unprecedented success for the brands from the entertainment and news industry. Before long, various TV and FM channels along with newspaper brands and the film industry became patrons of the medium.
Advertising at the Malls was itself a revolutionary change in the concept of Advertising. The various displays have always been traditionally used to attract consumers to the point of sale. With the advent of the mall culture, advertising took the dual role of combining Product Displays and Point of Sales. Thus, if you get interested in a certain mobile phone being advertised with a Mall Activation, you can buy it right there. There is no requirement of going to a separate place for buying as has been the traditional cases of Advertisement. This new form of Advertising reduced the time period between the point when the ad has made an impact and the point where the actual sales happens, thereby reducing a lot of lost sales.
Innovations are at the heart of success in the world of Advertising. The ads of the same nature often lose their attractive abilities after a certain time. Audiences grow blind to the patterns of ads after some time and require a dose of creative innovation to open their eyes again.
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