Brand Knew, which provides a holistic perspective on the world of brands and branding, has two versions – one the print version and the other a digital version, accessible on brandknew.groupisd.com.
“When it comes to brand communication on various media platforms, there is a significant amount of hyper clutter and that gets dovetailed with the deficit of trust, attention, time & resources. Amidst this dynamic and challenging eco system, the struggle for brand marketing consultancies like ISD Global and the brands it works with is to keep the doors of meaningful engagement open with audiences, in order to strike the right chord and drive the message home. Our efforts at creating our own media properties be it in the form of Brand Knew magazine or this OOH platform, that resonates with the needs of the brands, is a step in that direction,” averred Suresh Dinakaran, Group CEO, ISD Global.
The LED Screen is located right on Al Ittihad Road (popularly referred to as the Dubai Sharjah Road) which is arguably one of the most traffic dense roads in the UAE with more than 120000 vehicles plying on it every day.
Considering the pace at which traffic moves on the road especially during the evening peak times between 5pm and 9 pm, the opportunity for any brand communication to be seen, recalled & acted upon is very high.
Brands are forever looking at creating consistently high visibility and a medium like this LED Screen to advertise which gives the effect of advertising on a regular TV screen except that it provides sharp, clear images even in broad daylight, is a fantastic platform.
The LED Screen runs for more than 14 hours a day starting at 12 noon and going on until 2 am. Going forward, plans are afoot to increase the exposure time to 18 hours a day.
“Quite a few brands have begun to realise the value that such LED Screen exposure on one of the busiest UAE roads can bring. London School of Economics (University of London), Western International College (WINC), Barloworld Logistics, Manipal Dubai, University of Bolton etc have already signed up long term contracts. Other brands across categories including Automobiles, F&B, Hospitality, FMCG, Apparels/Fashion etc are also considering this advertising platform very seriously. With more than 120 spots a day of 20 seconds each, that translates to more than 3600 spots a month, brands are assured of high value exposure on the most sought after media environment in the UAE,” echoed Pravin Ahir, Head of Operations and Creative Director, ISD Global.
“When cars move on that road at less than 10kmph, the traffic gridlock actually assures that brands advertising gets the maximum visibility & mileage. And because of the high volume of spots, there is consistent reminders provided to the audience using that road- this helps in ensuring that the brand message gets seen and recalled. Plus, the power of the audio visual medium to convey a brand story much better than any other form of communication is a distinct advantage,” added Muffaddal Joher, New Media Architect and Art Director, ISD Global.
The video accessible on this link bit.ly/z1ZqiG will provide a sneak snapshot of the ideology behind ISD Global and an overview of its creative showcase can be accessed on groupisd.com.
ISD Global are the inventors of the 5C Model in brand communication where content, context and conduit should lead to customer & commerce. They also propagate the BEST, which effectively is Brand Energy Stimulation Technique, using the science of universal energy to augment, revitalise and re engineer under performing brands. With operations straddling 6 different geographies including UAE, UK, USA, India, Mauritius & Vietnam, and a team of passionate strategists and creative czars, ISD Global remains well positioned to service the needs of both established and emerging brands across multiple market footprints.
Brands across multiple genres including Automobiles, FMCG, Banking & Financial Services, Real Estate, Consumer Electronics, Luxury & Lifestyle, Fashion & Jewellery, Education &Training, IT & IT services, Travel, Tourism, Hospitality, Food & Beverages, Media & Entertainment, Furniture & Interiors, Office Automation etc are serviced and developed by ISD Global.
Monday, September 3- 2012 @ 16:15 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.