Socially Conscious Meets OOH / Alternative Advertising
August 8, 2009
Image from Springise
Here is an example of how a brand can be socially conscious as well as take advantage of moment of crisis in order to generate a positive brand perception as well as some free PR. About the campaign:
Aircel’s billboard, erected by outdoor agency Primesite near Mumbai’s Milan Subway, bore a large, inflated dinghy along with the line, “In case of emergency, cut rope.” And on July 15, such an emergency did indeed arise when monsoon floods made the Milan Subway virtually impassable. The rope was cut on Aircel’s billboard, the boat was released, and stranded pedestrians were ferried to safety. The result? Near constant local media attention for Aircel, even including the headline, “Aircel did what [government agency] BMC did not.” Reportedly, Aircel now plans to implement something similar in Delhi and Kolkata as well, according to afaqs.
The interesting thing about this particular campaign is that it begins as a simple billboard / Out of home campaign, but the when the right moment hits; in this case, an expected monsoon, the full potential of the campaign is unleashed where the street team effects kicked in as well, and probably save some lives.
The thoughtful planning of the campaign resulted in receiving tons of positive coverage in print and online, and certainly a positive brand image for the telecommunication company in India. More details and pics on the campaign here: http://www.aircel.com/Mumbai_sails_through_aircel/
Entry Filed under: Billboards, Brainstorms & Campaigns. Tags: Aircel campaign, alternative advertising, billboard, Branding, Out-of-home, street teams.
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