It’s a jubilation time for OAP, the leading outdoor media specialist in India. As OAP has been conferred with the “Best Media Plan of the Year – National” at the prestigious OAC Awards 2011 held last week.

OAP won a bronze for Best Media Plan of the Year – National for Anchor Electricals.

Details of Anchor Campaign:.

The new logo ‘Anchor by Panasonic’ was promoted as an inevitable change by OAP that resonated with the new dynamism in the markets. A three-stage outdoor campaign was executed for Anchor. 2 teaser campaigns were created to build the curiosity followed by Anchor logo reveal.

The main objective was to make the campaign visible in key market areas along with covering and catching the target audience. With this campaign the brand managed to reach out to people and made them aware about the change in logo, change in management and also its 40-year long presence in the Indian market.

The creative strategy was a three-stage outdoor campaign for Anchor. In the first stage, the creative’s showed that old signs of Anchor were being brought down by highlighting the Anchor emblem/symbol. In the second stage, the creative’s showed bamboo scaffolding being tied up and the sign installation team working up the installation. And, in the third stage, the new logo itself was revealed. In the first two phases focus was on cover and trade catchment. While in the third stage, lot more catchment and captive points were added.

The campaign was executed in 37 cities covering all metros and key mini metros.

The campaign was a success in terms of making the public aware of the new launched logo. Overall, it was well received, particularly amongst trade.

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