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104.8 Ishq FM uses only 30% of each billboard space for its current campaign

11, September, 2017

Bureau, New Delhi

104.8 FM executes a tactical OOH campaign for listeners to tune into their radio station over its competing Radio stations for more content and less ad-breaks.
  • Mall Media #DLF Cyber Hub, Gurgaon
    Facade: Price - INR 2,00,000 PM
    Company Name: Group AAO
    Contact Person: Anuj Bhandari | Co-Founder and CEO
    Contact Details: +91 9871711527 | anuj.bhandari@groupaao.com
  • Mall Media #DLF Cyber Hub, Gurgaon
    Pillar Signage: Price - INR 4,00,000 PM To be sold in a network of 8
    Company Name: Group AAO
    Contact Person: Anuj Bhandari | Co-Founder and CEO
    Contact Details: +91 9871711527 | anuj.bhandari@groupaao.com
  • Mall Media #DLF Cyber Hub, Gurgaon
    Digital Signage: Price - INR 4,00,000 PM Network of 4 Led (9' x 9') in Media Room & 1 LED (12' x 8') on DT Cafe in Cyber Hub
    Company Name: Group AAO
    Contact Person: Anuj Bhandari | Co-Founder and CEO
    Contact Details: +91 9871711527 | anuj.bhandari@groupaao.com
  • Traditional Media # Lajpat Nagar, Delhi, Delhi NCR
    Smart Bus...: Price - INR 2,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media #Connaught Place, Delhi, Delhi NCR
    Bus Shelter: Price - INR 1,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media # Ghitorni, Delhi, Delhi NCR
    Smart Bus...: Price - INR 1,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media #Huda City Centre, Gurgaon, Delhi NCR
    Metro Bridge...: Price - INR 6,00,000 PM
    Company Name: Icons
    Contact Person: Sumit Gupta | Director
    Contact Details: +91 9899006006 | sgupta@iconsmail.com
  • Traditional Media outside Commercial Complexes, Sikanderpur, Gurgaon, Delhi NCR
    Metro Bridge...: Price - INR 6,00,000 PM
    Company Name: Icons
    Contact Person: Sumit Gupta | Director
    Contact Details: +91 9899006006 | sgupta@iconsmail.com
  • Traditional Media # Arjangarh, Delhi, Delhi NCR
    Metro Pillars: Price - INR 6,25,000 PM
    Company Name: Explomedia
    Contact Person: Sunjjoy Daadhicch | President
    Contact Details: +91 9810166449 | sunjjoy@explomedia.com
  • Traditional Media #DLF Cyber City, Gurgaon, Delhi NCR
    Metro Pillars: Price - INR 7,50,000 PM
    Company Name: Icons
    Contact Person: Sumit Gupta | Director
    Contact Details: +91 9899006006 | sgupta@iconsmail.com
  • Traditional Media #Nehru Place, Delhi, Delhi NCR
    Smart Bus...: Price - INR 1,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media # Ashram , Delhi, Delhi NCR
    Smart Bus...: Price - INR 2,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media # Sarojini Nagar, Delhi, Delhi NCR
    Smart Bus...: Price - INR 2,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media # Sarojini Nagar, Delhi, Delhi NCR
    Smart Bus...: Price - INR 2,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media #Moti Bagh, Delhi, Delhi NCR
    Smart Bus...: Price - INR 2,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media # Press Enclave Road, Delhi, Delhi NCR
    Smart Bus...: Price - INR 1,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media # Nizamuddin, Delhi, Delhi NCR
    Smart Bus...: Price - INR 1,50,000 PM
    Company Name: Pioneer Publicity
    Contact Person: Dinesh Vasudeva | Director
    Contact Details: +91 9810059010 | dineshv@pioneerpublicityindia.com
  • Traditional Media #Vishwa Vidyalaya, Delhi, Delhi NCR
    Bus Shelter: Price - INR 1,50,000 PM
    Company Name: Rajdeep Publicity P. LTD.
    Contact Person: Vineet Singh | GM Marketing
    Contact Details: +91 9312290911 | vineetsingh@rajdeepgroup.com
  • Traditional Media #Vishwa Vidyalaya, Delhi, Delhi NCR
    Smart Bus...: Price - INR 1,50,000 PM
    Company Name: JCDecaux
    Contact Person: Ashutosh Sharma | GM - Street Furniture
    Contact Details: +91 9899250725 | ashutosh.sharma@jcdecaux.co.in
  • Traditional Media #Kashmere Gate, Delhi, Delhi NCR
    Bus Shelter: Price - INR 1,50,000 PM
    Company Name: Rajdeep Publicity P. LTD.
    Contact Person: Vineet Singh | GM Marketing
    Contact Details: +91 9312290911 | vineetsingh@rajdeepgroup.com

They communicated the message creatively by marrying the large amount of vacant inventory which a commuter sees everyday on the city streets displaying contact numbers which depicts ad-space on the go.

Using only 30% of each billboard space and leaving the rest of the billboard area unattended still displaying the contact number was certainly an innovative way to showcase the brand promise of "more content and less ads".

It is rarely seen that a brand does not exploit the entire billboard space in an attempt to deliver a creative campaign risking their investments on whether the message shall be registered to the commuters or not but the current campaign seemed an interesting subject for us to cover as it certainly made our reporters stop and notice this particular campaign.

The campaign was executed for 15 days in Delhi, Mumbai, Bangalore on media formats such as poster panels, bus shelters, billboards, media inside commercial complex's in Gurgaon specially to target the large corporate's and media agencies  to educate and influence the trade about how 104.8 Ishq Fm is unique against it's' competition offerings.

There are a few more international campaigns on using partial billboard space which tell us that only few marketers attempt something out of the box. Few examples are depicted below:

Tags :  Radio 104.8 Ishq FM OOH Billboards Outdoor Media creative campaign strategy poster panels bus shelters billboards media inside commercial complex's Innovation

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