a ds world credentials
TRANSCRIPT
Group Companies
Operating since 12th March 1992
– 18 years…
Spread Across
• 10 National Offices– Delhi, Chandigarh– Mumbai, Pune– Bangalore, Chennai, Hyderabad, Cochin– Kolkata
• 3 International offices– Dubai & Sharjah at the UAE– KL – Malaysia
• State-of-the-art retail furniture factory
– Delhi
Talented team to partner you to achieve your Marketing Objectives
400 strong across India
Networked 24 hrs
People who know – run the show
Ajay DhawanGroup CEO
• Over 20 years experience in the out-of-home Advertising business
• Moved from a SOHO operation to 200 people organisation in a span of 16 years
• Created The Zebra’s – a subsidiary to handle conflicting business
• Started the Rack Factory for providing end to end solutions in retail business.
• Covered in the Limca Book of Records for making India’s largest ground inflatable.
• Innovated to introduce backlit sky balloons to India
Seema DhawanGroup President
• 21 years of combined marketing, sales, and finance experience..
• Creating and Implementing self monitoring systems and processes for the group and making ADS to be the 1st OOH Co. in the country to have got an ISO certificate.
• Key strengths – Resource optimization, Progression and enhancement - Man, Material and Money
ISO 9001:2000 Company
In the Limca book of records
Vying for the World Record… largest glass !!!
Standing 10 feet in eight and a diameter of 5 feet, this glass specially fabricated for RASNA is a contender for being the largest glass evermade in the world.
This glass was a part of A 3 city activity conductedby us to promote RASNA
New Initiatives
Media ownership
New Avatar in OOH
• Media consolidation in progress across top 10 towns
• Media presentation is getting better – with technology
• Street furniture more organized – international companies bringing new designs to town
Technology
• Creates high impact
• High Recall
• Creates buzz
• Avenues for 121 communication
Blue Casting at Malls & Retail outlets
Consumer comes within range of a Blue Cast Server
Switches mobile phone to “discoverable”
The Blue Cast server recognizes the handset
Sends relevant message
Unbound possibilities
Sketch Express at Malls
• Branding on Kiosk Body• Brand Logo on each
Sketch• Framing
Virtual Reality
• Ideal for theme based events
• Plasma screen
• Big Plasma screen can be attached to game
• machine & placed on top so that the entire
• audience gets involved in the event
• Game selection according to event
• Game can be selected acc. to upcoming event e.g.: - Soccer game at time of football cup.
• Brand Promotion in entire area
Ground Fx
• Ground Fx is effective in many types of venues, including retail outlets, malls and transport terminals. It always draws crowds at trade shows and takes interactive advertising to new levels at location based Out of Home advertising places.
In Tunnel Advertising
Heli-bannering
Out-of-Home Solutions Across….
Building Brands and
Building Relationships
9 years
8 years
6 years
5 years
5 years
4 years
4 years
3 years
3 years
Experience Across Categories
Our Partners in ProgressS. No. Location Number of Associates
North
1 Delhi 73
2 NCR 19
3 UP 7
4 Rajasthan 6
5 Haryana 4
6 Punjab 7
7 Uttaranchal 4
8 HP 2
9 J & K 2
West
1 Maharashtra 51
2 Gujarat 13
3 MP 8
4 Chhattisgarh 4
East
1 WB 27
2 Bihar 7
3 Orissa 3
4 Jharkhand 3
5 Assam 1
South
1 Karnataka 47
2 AP 13
3 TN 13
4 Kerala 16
Total 330
Last Mile Awareness
Planning & Strategic
Media Placement
Roadways
Railways
Airways
Mallways
We create detailing through
Step 1 : Identifying the TARGET AUDIENCE
Step 2 : Classification and evaluation of inventory within set parameters to identify the ideal locations
Step 3 : Design
Step 4 : Detailed plan with Execution guidelines
Step 5 : In time execution with Quality checks
Step 6 : Systematized monitoring & evaluation
Selection
Evaluation
Creative interpretation
Planning
Implementation
Review
STATIC ACTIVE INTERACTIVEVertical
Last Mile
Fascia's on Hoardings, Street furniture,
Alternative media's
Flickering of Neons, showcasing motion on fascia's of various
Outdoor mediums, Inflatables - dancing and Ground etc.
Walking Inflatables, Backlit Mobile kiosks, Human
banners, Flash mobs etc.
Last 100 Mtr
Branding on Mobile mediums, Canopy,
fascia's of Malls, multiplexes & Market
complexes etc.
Walking inflatables, LED displays, active Visual display,
placards, banner boys, Scrollers etc. Leaflet, flier distribution
Product demos at Malls, multiplexes, Residential
welfare societies, promotions etc.
Last Mtr
In-shop & on-shop branding - trivisions, signages, lollipops,
glass fascia's, pop etc.
creating disruption on racks, display units, POP's & shop-in-
shops
Retail level promotion with ISP's & shop within a shop
OOH platforms at TOUCH POINTS
KRA & KPI of OOH Mediums
STATIC ACTIVE INTERACTIVEVertical
Last Mile
KRA - Awareness, KPI - Eyeballs & Recall,
Selection Tool - IOPEP
KRA - Innovation, KPI - Talk of town, Selection
tool - IOPEP
KRA - Innovation, KPI - Information & Lead
generation, Selection tool - TG Catchment areas
Last 100 Mtr
KRA - Awareness, Eyeballs & Recall, KPI
- Neatness & timely delivery, Selection tool
- TG Catchment
KRA - Create Hoopla KPI - Draw TG to Catchment area, Selection tool - location based
KRA - Touch, Feel & See, KPI - Lead Generation &
Database collection, Selection tool - location
based
Last Mtr
KRA - Brand Visibility, KPI - generating
enquiry, Selection tool - location based
KRA - Innovation & Movement, KPI - eyeball & recall, Selection tool -
space based
KRA - Product knowledge, KPI - Conversion, Selection tool - offering/competition
based
OOH platforms at TOUCH POINTS
Is it about some Measurements??
Our method to the Madness
IOPEPIntegrated Outdoor Planning &
Evaluation Process
Size ScoreHeight from
Ground - feet ScoreVisibility distance-
metres ScoreAngle of
vision deg Score Lit/ unlit ScoreClutter - nos of competing site Score
Obstruction Score
Total score
200 4 6 6 1000 15 90 15 Lit 15 Solus 10 0 10 24400 6 18 15 500 12 75 12 unlit 0 2 6 25% 5600 8 36 12 200 10 45 10 unlit 0 4 5 40% 2 100800 10 60 10 100 5 180 5 5 4 0% 10 52
1000 15 100 8 50 51500 20 200 5 25 4
IOPEP Score Format
• Take outs – ratings on 1-100 with 100 denoting best site, 24 denoting worst site & 52 denoting average site
• ADS classifies site on IOPEP score as– 71 and above as premium site.– 62 to 70 as A category site &– 55 to 61 as B category site
• Below 50 are never recommended
CUTOUTS GROUND INFLATABLE
CUTOUTSSky Balloon
BillboardBillboard-1
Sky Balloon
Building -1 Building -2
Active Visibility on Billboards
Billboards
Bus shelter
Mall Branding
Hydraulic Van
Sky balloons
Sky Balloons
2 days
1 day
Same day
Same day
Upon availability
1 day 2 days
3 to 4 days
2 days
30 days
Last 100 Meters
Experience Mountain To
Mohammad
Consumer Activation
Road shows
Exhibitions
Events & Seminar
Product Launch
Customized Events
• BRIEF - To build the brand ING Vysya through various value based promotions and recruit advisors for the different branches.
• ACTIVATION RESPONSE - Interactive promotion for the brand that included highly interactive exercises – Super Mom and Free health checks.
• RESULT - Many people recruited from the database collected from the activity.
BRIEF – One of the main sponsor of Hockey world cup. An activity totally based on lead generation. 15 days duration to promote Hockey and to build up a plan to produce greater effect
ACTIVATION RESPONSE – 4 canters hired for North India coverage. Punjab, Haryana, UP, Rajasthan and Delhi markets were covered. An interactive road-show with a lot of fun and games for all.
RESULT – A very close vigilance was kept from client’s end. A flaw less activity was extended for 5 days more. Appox. 25000 leads got generated.
ING- Hockey world cup 2010
The latest Look Media combining state-of-the-art, energy efficient Back-lit illumination with a portable lightweight billboard. Look Walker enables you to target busy city centers or areas with limited access in an engaging and professional manner.
Key Facts
• Sleek and Innovative design – gets the Wow factor advantage• Nationwide coverage• Target audiences where traditional media is non-existent• The Look-walkers while covering the roads have a minimum distance of 6 to 7feet while walking and 1.5 feet while standing thereby ensuring synchronized visibility • Provide sampling, branding and other promotional activities • Illuminated/Back-lit • An innovative marketing solution to attract and engage your audience
Look-walkers
Reaching almost eight feet high, Look Walkers have high visibility from virtually any angle in the crowd.
Videocon Mobile launch
Flood the streets with these vibrant, backlit signs and nobody will miss
your messages.
ING- Hockey world cup activity
• BRIEF - To Create Hype about the branch opening in the city and make aware the TG about the Brand. through various value based promotions.
• ACTIVATION RESPONSE - Interactive promotion for the brand that included highly interactive exercises
• RESULT -Good footfalls in the branch.
• BRIEF -To build the brand Play-n-Pets through various value based promotions
• ACTIVATION RESPONSE - Interactive promotion for the brand that included highly interactive exercises
• RESULT - High footfalls at Play-n-pets throughout the week making it a center of attraction for spending quality family time
• BRIEF - Canon wanted to launch its Exclusive outlet in Bangalore by creating Lot of noise in the market.• ACTIVATION RESPONSE - An interactive roadshow with a lot of fun and games for all. The
activity included Bikers on Move/Flag waving/Baloon distribution etc.• RESULT - It was a memorable experience for the both canon & People of Bangalore as it attracted huge crowds to witness the activity
CANON Showroom Launch
BRIEF - As a new player in Indian Market Fujitsu wanted to do create hoopla about the brand so that People can know about its presence
ACTIVATION RESPONSE - An interactive road-show with a lot of fun and games for all. The activity included Seminars/Events/Exhibition/Mall & other on-ground activation
RESULT - It was a memorable experience for the both for the brand & TG as it attracted huge crowds to witness the activity
FUJITSU
WorldSpace Lounge on wheels
Exhibitions
32nd Milestone – Gurgoan
Makaan.com
Naukri.com Job FairFlier activation
Poster activation
Mobile hoardings
WORLDSPACE
JCB
Exhibition StallExhibition Stall
Canon - ChennaiCanon - Chennai
SHARP - TAJ LANDS ENDSHARP - TAJ LANDS END
SHARP - TAJ LANDS ENDSHARP - TAJ LANDS END
TCL HOLDING INDIA LTD. - TAJ LANDS ENDTCL HOLDING INDIA LTD. - TAJ LANDS END
TCL HOLDING INDIA LTD. - TAJ LANDS ENDTCL HOLDING INDIA LTD. - TAJ LANDS END
ANSAL API ANSAL API
ANSAL API ANSAL API
ANSAL API ANSAL API
World Gaming Tournament World Gaming Tournament - ASUS Tech Pte Ltd- ASUS Tech Pte Ltd
World Gaming Tournament - ASUS World Gaming Tournament - ASUS Tech Pte LtdTech Pte Ltd
World Gaming Tournament - ASUS World Gaming Tournament - ASUS Tech Pte LtdTech Pte Ltd
World Gaming Tournament - ASUS World Gaming Tournament - ASUS Tech Pte LtdTech Pte Ltd
MALL Activation
Mall Activity
Mall Activity – Bajaj ElectricalsMall Activity – Bajaj Electricals
Mall Decoration - CanonMall Decoration - Canon
FUJITSU – Mall ActivityFUJITSU – Mall Activity
LEMON WATER – Mall ActivityLEMON WATER – Mall Activity
Events
Launch of new product.
ACTIVATION RESPONSE - Pre Event setup with light and sound. Models ramp with the product and dance performance after the launch along with cocktail and dinner.
INDOASIAN
Essilor Launch
Euro Kids Annual Day FestEuro Kids Annual Day Fest
Euro Kids Annual Day FestEuro Kids Annual Day Fest
Euro Kids Annual Day FestEuro Kids Annual Day Fest
Euro Kids Annual Day FestEuro Kids Annual Day Fest
Euro Kids Annual Day FestEuro Kids Annual Day Fest
Conference - Thomas CookConference - Thomas Cook
Conference - WelspunConference - Welspun
Corporate Promotion – Kingfisher AirlinesCorporate Promotion – Kingfisher Airlines
2 days
1 day
Same day
Same day
Upon availability
1 day 2 days
Depending upon activity
2 days
30 days
Last Meters
Advocacy Final Decision Making Process
In/Out Shop Branding
Visual Merchandizing
Concept Development
Civil Works
Furniture Fabrication
Turnkey Solution
From the shop front perspective
• Glow sign board• Flange – lit/non-lit• Shutter painting• Self adhesive
print on glass fascia
• The door to have a 5”x5” sticker – brand inside
Inside the shop
• Wall branding
• Beam branding
• Pillar branding
• Routed logo
• Dangler chimes
• Display stands
• Acrylic mounts behind retailer for poster installation
IT Junction
Mobile Industry / ServicesMobile Industry / Services
Shop-in-shop
Concept to Execution
Liquor Industry
Destination Outlets
Consumer Durable
Racks
Apparel
Service Industry
Lifestyle
Gitanjali – Front Desk
Shuddhi – Pedestal Unit
Shuddhi Wall Unit
Other Work…..
Pedigree /Snickers Chocolates
J L Morrison
Emmar MGF
Signage for differentiation
Mercury
2 days
2 days
2days
4 days
2 days
2 days 2 days
2 days
21days
2 days
Is it also about
Monitoring – we have saved our clients over 6 to 8%
TornTornVinylVinyl
Battered Battered kiosk kiosk posterposter
ADS PhilosophyI am 39 now. If I am alive and in the same business & if I were to
retire at 60, I have 21 years to go. Either I can cheat & risk a relationship or I could harness the benefit of the relationship for the
next 21 years. The choice is ours.
Ajay Dhawan, Founder & CEO - 2006