With the advent of technology, most of the brands are switching to Digital Out-of-Home (DOOH). This transition is rapidly gripping the nation; however, brands are still opting for traditional mediums of advertising.
Recently, Adidas Originals made use of OOH billboard in an innovative way. A virtual GIF of a person skating through the night, in a newly launched Nite Jogger was placed strategically on around twenty metro pillar hoardings.
This new marketing gimmick generated quite a buzz and is considered to somehow disrupt the OOH medium because of the revolutionary concept of GIF. In the west, many popular brands have implemented the use of GIF but this idea is entirely new for the Indian market.
The execution for the Adidas Original’s Nite Jogger drew a lot of positive attention as it replicates a flipbook-like experience in an outdoor setting. It is being predicted that the GIF trend is soon going to get popular in OOH in the country amongst brands.
Although it will be seen as a premium because of its uniqueness over a period of time it will become common. The cost of implementing GIF is going to be costly but the implementation of GIF will garner more attention and increase visibility for the brands.