Innovation in branding and advertising campaign is not something which has not happened before. However, brands still keep re-inventing the art of advertising in order to engage more onlookers and promote their brand. 104.8 FM executes a calculated OOH campaign for listeners to tune into their radio station compared to other competing Radio stations for more content and less ad-breaks.
This message was clearly communicated by joining together the large amount of vacant inventory which is seen by the commuter on a daily basis and generally displays contact numbers which shows ad-space on the go. Basically, the brand uses the complete space of the billboard to market their brand. However, 104.8 FM created the billboards using only 30% of space and leaving the rest of the billboard area unattended still displaying the contact number. This innovative idea was meant to promote their campaign “more content and less ads”.
This move on their part might be considered a risk albeit creative as it might be uncertain whether the commuters understand the underlying message of this advert. The campaign was implemented for 15 days in Delhi, Mumbai, Bangalore on media formats such as poster panels, bus shelters, billboards, media inside commercial complex’s and in Gurgaon particularly to focus on the large corporate’s and media agencies. This was done to influence and educate the trade about the uniqueness & superiority of 104.8 Ishq Fm against its competition.