Outdoor ASIA - July 2018

August 2018^77

BRAND SPEAK

Speaking about the brand’s outlook on OOH advertising,
Puneet Anand, Senior GM & Group Head, Marketing,
HMIL says, “OOH is a very effective non-inducive
medium of advertising which gives a longer exposure
duration to frequent flyers, providing seamless brand
amalgamation and a high recall — establishing a
premium brand image. Hyundai has permanent signages
at almost all the major airports of India. Airports offer
innovative means to communicate Hyundai messages
to the captive audiences such as business travellers,
who complement Hyundai’s modern-premium appeal”.

The signages are complemented by the display of eye-
catching Hyundai brand creatives at the site that turn
the spotlight on the most recent Hyundai car models.
Puneet explains that “Marketing is a part of the
strategic fabric of Hyundai. The scale, viewability and
the effect of outdoor advertising helps us create clutter
breaking visibility and capture consumer attention.
Outdoor has applications at different stages of the
purchase funnel and we leverage that to complement
our overall marketing plan”.

What are the benefits of using media in and around
the airports? Elaborating on this, Puneet articulates,
“Airport advertising offers prolonged exposure to the

brand leading to assured visibility. There is a lot of

scope for innovation due to a variety of advertising

options such as free-standing kiosks, backlit dioramas,

state-of-the-art LED displays, scrolling displays, plasma

panels, etc. Since the airport ads reach the decision

makers directly, the chances of conversions are at

the highest. The easy availability of internet at almost

all major airports of India adds to the chances of

conversion/enquiries”.

The brand has also opted for innovative displays

inside the airport, such as, on the digital screens

at the Chennai airport and T3 of IGIA that garnered

impressive results for the brand. “Digital OOH has

seen a rapid increase due to the tremendous scope

for creativity and engaging content that can be created

for the audiences. As an innovative company, Hyundai

has already leveraged the DOOH media and at some

airports, unique and strategic structures have been

created, creating new benchmark standards,” reckons

Puneet.

When it comes to site selection, the brand aims to

build a strong presence in prominent locations (based

on footfalls, eyeball visibility, proximity to dealer

showrooms, etc.) in each of the zones. At the same time,