Crayons Advertising has launched an OOH-led campaign called ‘Short Drive to a Speedy Recovery’, which aims to establish the availability of well-situated Fortis Hospitals across Delhi-NCR.
A string of communication has been set up on pole kiosks on Delhi-NOIDA-Delhi (DND) Expressway. As one drives on the Expressway, a set of kiosks, appearing one after the other, can be seen, with names of various specialty services available at the hospital. such as Birthing, Kidney Dialysis, Cancer and Heart. The next kiosk in the row says, “Fortis care close to you”. After this, one sees another set of kiosks with names of various locations across Delhi-NCR — Okhla Road, Greater Kailash II, Karol Bagh, Vasant Kunj, Faridabad and NOIDA — where Fortis hospitals are situated.
Apart from pole kiosks, bus shelters and hoardings have also been used. The campaign which started last month will run up to the end of March.
Sudarshan Mazumdar, Director, Marketing and Corporate Communication, Fortis Healthcare sees outdoor as a media that can reinforce a message effectively. He says, “We have put up hoardings and pole kiosks on roads that commuters traverse on a daily basis. Outdoor figures majorly in our media plan. With this campaign, a repeated exposure to the message is very crucial. When we mention various specialty healthcare services on pole kiosks, we are not advertising these services, but drawing attention to the entire range of services available under one roof.”
Fortis Healthcare has spent approximately Rs 50 lakhs on this campaign.
Ranjan Bargotra, President, Crayons Advertising said, “OOH gives strength to any campaign, because it can be used strategically. This is what we have done, by taking up hoardings close to the competition, such as Moolchand and Apollo hospitals. With international players entering the Indian market, things are becoming organised in the OOH industry. OOH gives higher visibility in controlled costs and most importantly, delivers well.”
Fortis Healthcare has also taken up radio spots across all major stations, in order to use radio as a reminder medium.
Source: Bombay Adclub