ZEE5 is a popular Indian video on demand website which has recently launched a dynamic outdoor campaign. By installing real-time, dynamic billboards across Mumbai’s Western Express Highway (WEH), the famous online video portal is planning to reinvent OOH advertising.
The dynamic billboard informed commuters about the estimated time of arrival (ETA) to their destination alongside prompting travellers to opt for favourite shows like Kaafi and Rangbaaz to watch on the ZEE5 app. This is an innovative idea to handle the traffic anxiety faced by commuters’ every day mainly during monsoons.
To effectively utilise the maximum time of their travel, ZEE5 gives a solution by a perfect blend of content, technology and data. These recommendations of episodes and series were dynamic and changed in real-time along with the destinations en route.
This brilliant Idea was conceptualised by ZEE5 internal brand team and executed by the outdoor agency Laqshya. The billboard went live in July and lasted till the end of August. With this unique campaign, ZEE5 aims to target audience real-time and make the over the top media (OTT) platform as the go-to entertainment destination anytime.
ZEE5 has always been a platform built for the masses and OOH is an important medium to reach out to target audience. It is the brand’s constant endeavour to use data and technology to connect with consumers in a targeted manner.