Bureau, New Delhi
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: