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INFORMATION SHEET
Name of the company: Gotcha Impact Media Pvt. Ltd.
Address of the company: 144/3, Sidharth Niwas, Hari Nagar, Ashram, ND-14
Acknowledgement
This project is the outcome of sincere efforts, hard work and constant guidance of not only
me but a number of individuals. First and foremost, I would like to thank NIILM-CMS,
Greater Noida for giving me the platform to work with such an emerging company in the
advertising sector. I am thankful to my faculty guide Mrs. Sarika Tomar for providing me
help and support throughout the internship period.
I owe a debt of gratitude to my industry guide Ms. Malavika Subba, GM & Creative
Coordinate who not only gave me valuable inputs about the industry but was a continuous
source of inspiration during these seven weeks, without whom this project was never such a
great success.
I would also take the opportunity to thank the entire team of Gotcha Impact Media Pvt.
Ltd. who helped and shared their knowledge about the industry for which I am highly
grateful.
Last but not the least I would like to thank all my faculty members, friends and family
members who have helped me directly or indirectly in the completion of the project.
Devaj Kaushik
Preface
Advertising being a part of marketing is today considered as a very lucrative field. With its
evolution with time, it has no more remained limited to television, radio or print media. It
has moved beyond the boundaries of home with Out Of Home Advertising.
Washroom Advertising is a type of Out Of Home Advertising & the study in the project
provides an insight into the concept of organised washroom advertising in India.
The summer project is designed to provide participation of PGDM (equivalent to MBA)
program as on the job experience. This has given me a chance to try and apply the academic
knowledge and gain insight into corporate culture.
I gained valuable experience and knowledge during the survey. The project consists of
findings after data analysis, then conclusion and finally recommendations.
Devaj Kaushik
INDEX
S.No.
Title
Page No.
Industry Profile
Company Profile
23
Research Methodology
24
26
Questionnaire 1
26
Questionnaire 2
34
Recommendation
37
Conclusion
38
My Ideas
39
Annexure
41
Questionnaire 1
41
Questionnaire 2
42
43
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INDUSTRY PROFILE
History
Restroom advertisement is thought of as a new emerging media vehicle, but restrooms have
actually been used for advertisement purposes much longer than believed. Ads have shown
up for decades on the back of bathroom stalls and walls, displaying commercial messages
placed by antisocial cranks and hookers offering various types of sexual orientations
(Sanders, 2004). Now Companies are taking up that wall space for their own advertisement,
making restrooms a highly mainstream market for advertisers in a much more appropriate an
effective manner. This trend started out very small in 1997 with Dennis Roche, president of
Zoom Media , the company who created the first successful toilet ad (Tucker, 2003). With
the success rate of that first bathroom ad, brought about a new medium for advertisers to use
and in 1998 the Indoor Billboard Advertising Association was formed, operating as a
clearinghouse regulating agency use of restroom advertisement in companies across the U.S.
and Canada (IBAA, 2009). Now big names like Sony, Unilever, Axe deodorant, and
Nintendo are turning to this form of guerrilla advertisement to promote new products
(Sanders, 2004). Many new restroom based ad agencies thats specialize in restroom
advertisement have also come about, such as; BillBoardZ , Flush Media , Jonny Advertising,
Insite Advertising, Inc, Wall AG USA, ADpower, NextMedia, and Alive Promo.
Reasons for using washroom advertising
This unexpected medium created a new an inventive way to advertise. Ad companies have
span far from just using restroom wall and stall space to spread their message to their target
market. Now new advanced high tech items such as; digital dryers, stall door recorded
messages, microchip-equipped urinal mats, flat screens, urinal pucks, and the basic potty
posters and toilet paper squares are just a few new tactics used by advertisers (Strenk,
2003 ).
Battery Energy Drink used a guerrilla campaign (pictured above) to show how powerful its
product is.
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Responsiveness/ Scheduling
Restroom advertisement reaches a very captive audience, in a stall or standing in front of a
urinal, where there are no distractions, a talking stall or urinal mat are bond to capture
attention (Tucker, 2003). According to recent studies, restroom advertisements have a recall
rate of 78% (Strenk, 2003). If you have the right creative, theres a lot of talk value in
bathroom advertising says Axe deodorant senior brand development manager Mr. David
Rubin (Sanders, 2004). Word of mouth reaches an even broader audience without even
seeing the original ad. There are a few helpful rules to doing a restroom ad right, what each
item does and which would be more effective in certain facilities makes a big difference in
the effectiveness of the ad. Potty posters should be professionally executed, full-colour,
framed, and placed beside stalls and mirrors and above urinals (Strenk, 2003). Digital dryers,
display their advertisement message across built in screens, showing a commercial with each
use. Stall messages speak to the target audience that urinal ads cant reach and both can even
be used to deliver public service messages (Strenk, 2003). Scheduling this medium is not
very hard at all. Ad companies would go out and buy the space from different restaurants,
companies, airports, and other such areas and would just have to pay for their form of
advertisement tactic and set- up fee. Companies would just have to pay a monthly fees or
onetime fee to host for showing ad, build or create an ad, find a good effective space to place
it, and purchase the ad for however long the campaign would run. Price varies depending on
area or location where the advertisement would be placed and is usually quite inexpensive.
Toilet paper advertising the television show "30 Rock" (pictured right) was used in the
Netherlands.
The best part about restroom advertisement is that they are fairly inexpensive which adds to
the many other great reasons for using the alternative/emerging media. The cost varies
depending on what advertisement approach a company takes. Digital dryers are typically
supplied and maintained by agency and cost around $800-$1,500 apiece and the host would
receive a small monthly fee (Strenk, 2003). Toilet paper squares that contain a coupon or an
ad cost approximately $3-$5 for a 500-sheet custom roll, plus a setup fee (Strenk, 2003). A
talking or non-talking Potty poster will run about $95-$300 with frame (Brown, 1999). Flat
screen advertisement depends on the size and type of flat screen and the price of installing
such a medium. Overall restroom ads are a lot cheaper than many other media vehicles; such
as television & magazines.
Limitations
Restroom advertisement, even with its effective strategies, has its limitations. First and
foremost, is the issue that it is a restroom. Advertisement is being placed in a very private
area of a consumers life. Some consumers may even feel as though it is a violation of their
privacy and avoid the ad at all cost or could result in bad word of mouth for the company.
Bathroom advertising comes with baggage: it is a bathroom. You really have to work with
the humour of the fact that you are in the bathroom. The link between the message, the
media and the target has to be at play (Sanders, 2004). Another fall back is that the ad
doesnt really get to be displayed in any other fashion other than in the restroom. There have
been exceptions such as port-o-potties wrap around which appears on the inside and outside
of the port-o-potties with Micro Target Medias new ads, who are positioned to put ads on
3
500,000 portable restroom worldwide (Woyke, E. 2006). These can still be considered
restroom advertisement even though out of the traditional restroom setting, it allows
advertisers to reach a larger market showing off its other interesting qualities of the mediums
use.
Audience Qualities
Restroom advertisement audience qualities seem to have a good set target audience. Most
restroom ads are geared towards young affluent adults from ages 21-35 years (Indoor
Billboard Advertising Association, 10/01/2009). Demographically its gives the ability to
strictly target male or female audiences only, making it easier to design a message for a
specific gender (IBAA, 2009). Younger teens age 15 and up also seem to be a good target
when using the medium.
Impact
The effectiveness or the impacts on the target audience are very positive. 98% of consumer
attitudes toward restroom advertisements were found to be positive according to a recent
survey (IBAA, 2009). The retention rate of impressions averaged about 40% higher than
other impressions from different media (IBAA, 2009). While shopping, retention of
particular brand or product comes in around 85% (IBAA, 2009). The memorable experience
of an unexpected restroom ad tends to stay on a consumers mind rather than the millions of
televisions ad ones see each day. This medium is different exciting and is something
consumers remember and talk about.
Reach and Frequency
With such high retention rates, frequency is not a huge issue. A shocking restroom ad needs
to only be seen once or twice to retain the ad and increase brand awareness of the brand.
Research shows on average 75% of consumers use the restrooms, in a bar or nightclub a
consumer uses the restroom about three times per stay same as in an arena (Sanders, 2004).
The frequency of each ad is about three times to retain full impression to call to action of
buying or finding out more info about the brand. Depending on the particular area chosen to
place the ad, it could reach 75% of consumers in a restaurant and even more in a bar or
nightclub just based on the frequency of their visits to the restroom and much more in an
arena or airport with 50,000 or more consumers being exposed to the ad (Sanders, 2004).
According to statistics in Canada, 2.1 million Canadians ages 20-24, and 4.1 million
consumers aged 25-34, totalling 6.3 million young adults 20-34 and 2.0 million teenagers
15-18, were reached viewing restroom ads throughout the country where ads were placed.
Restroom advertisement seems like a very unlikely advertising medium, but turns out to be a
very effective an inexpensive way to reach a defined target market and captivate them. The
retention and recall rates are very high, making it beneficial to promote sells for a service or
a product and compared to other media mediums is just a logical choice to place an
advertisement.
COMPANY PROFILE
5
Gotcha Impact Media Pvt. Ltd. was found by Mrs. Noreen van Holstein in September
2005. At present, it has 4 brands ( Cards4U, Spot, AdtheLoo and Xtra!) and a network of
600+ youth hangouts all around the country which brings creative and customizable
advertising solutions to reach the affluent, urban and educated new generation Indian - in a
different yet impactful manner.
NETWORK
The backbone of Gotcha! Impact Media is undoubtedly its unique network spread over
550+locations in 16 cities (Delhi NCR, Bengaluru, Mumbai, Kolkata, Pune, Hyderabad,
Chennai, Chandigarh, Lucknow, Kanpur, Goa, Gangtok, Agra, Jaipur, Jodhpur , Darjeeling )
across India- and still counting. Its network partners and individual tie-ups enable companies
to create awareness and make their presence felt Pan-India in a way which is fun, unique and
highly impactful.
Network Partners
Provogue studios
Caf Mocha
BIG Cinemas
Planet M
Cards4U are free advertising postcards displayed in card displays found in locations where
people go to relax and have a good time. Cards4U postcards are free for the public, the
designs are creative and the consumer is free to choose their favourite advertisement.
Cards4U represents a revolution in product marketing in India and help companies to reach
out to the young generation and people young at heart in their favourite environment. Apart
from placing promotional or commercial messages Cards4U encourages an interest in art
and creates awareness among the young and the urban on issues concerning the societies less
fortunate and general social issues with the aim to stimulate social engagement by placing
attractive free postcards with social and cultural messages in popular locations. Cards4U
uses part of its revenue to realise this objective.
Cards4U believes in:
Not push but take advertisement - As people voluntarily pick up the cards the
message has a strong impact.
7
Considering the strong impact, the positive attitude, the fact that companies reach the
right target audience and the number of people that will come across its message,
Cards4U is a very cost effective way of advertisement and a strong marketing tool as
well.
SPOT is an A6 pocket sized magazine, available free of cost in the Cards4U displays in
bars, cafes, restaurants and clubs in Delhi NCR, Mumbai, Pune, Bengaluru, Hyderabad &
Goa. Over a coffee, with friends, target audience flips through the pages of SPOT mini
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magazine. The magazine provides information on the hottest clubs in town, best parties to
attend, or a new restaurant to try out. It includes info on careers, cool party pictures, fun facts
and more. SPOT is the perfect advertising opportunity to connect with the youth. While
reading through the different sections featured in SPOT, they are sure to notice, take in and
remember the advertisement.
SPOT has a lot of advertisement possibilities. It is the perfect example of how Gotcha
Impact Media can create a unique and highly personalised communication tool tailor made
to suit the requirements of any brand.
How does it work?
SPOT is a monthly free to take magazine, available in the Cards4U displays. Currently
SPOT magazine is sponsored by Axe, Hindustan Unilever Pvt. Ltd. The magazine has a lot
of AXE branding and the content is also in line with the Axe brand image fun, sexy and
seductive. Each month a new theme is selected as a guideline throughout the magazine. The
different sections and visuals of the magazine are written and designed in tune with the
selected theme.
Locations
SPOT is available in all locations in Gotcha Impacts network in the cities viz. Delhi NCR,
Mumbai, Pune, Bengaluru, Hyderabad and Goa. Every month 75,000 copies are distributed
in these cities.
9
Possibilities
Gotcha Impact team can make a SPOT style magazine customised according to a particular
brand. As a property holder, the brand will have full say regarding the themes and the
content to be featured in the magazine. A company could even opt for a half page, whole
page, even a banner space. Along with Tear away Discount coupons which are highly
appreciated by the target group. SPOT is a perfect example of how Gotcha! Impact Media
can build an exclusive property for a client who is rightly suited to the needs of the brand as
well as the target group.
Why use it?
All advertisements in SPOT are good value opportunities. 75,000 copies are distributed and
picked up every month by a defined target audience. They have a large reach and high
visibility, as the magazine only has 20 pages, your ad cannot be missed. Also the magazine
is kept and taken home, shown to family, put on the coffee table to be read again. Therefore,
the advertisements in SPOT will have a long time visibility.
ADtheLOO
10
Possibilities
One can be as innovative as one wants to be with Washroom advertisements - for example,
apart from advertisements which can be placed in A3 size frames, one can also have
attractive eye-catching floor or mirror stickers, sampling in washrooms, fragrance
experience etc. It is even possible to do an advertisement exclusively for women or men
washrooms, or different designs for each. ADtheLOO advertisements can be completely
tailor made as per the needs of a particular companys campaign.
11
12
Gotcha Impact takes care of a companys entire on ground promotion activities. Uses top
plate branding, standees, coasters, tent cards, table mats in selected outlets, or a company
could also think of different one time activities to create an experience with its target
audience.
How does it work?
Xtra! can be used together with a card campaign or an ADtheLOO campaign, or as a
standalone promotion activity. This service just about covers everything else (apart from
cards and washroom advertisements) that a company would want to do in Gotcha Impacts
locations. It can be totally suited to companys needs and wishes, everything can be
discussed. After a company provide its ideas, Gotcha Impact finds the locations best suited
for the activity.
13
CAMPAIGNS
1. AXE Call me campaign in association with LEE (April 2009)
14
15
The Latte art was done in coffee chains (Mochas, Casa Picola & other Cards4U locations)
in Delhi, Mumbai Bangalore and Kolkata In which the AXE INXTINCTs crosshair sign
was dusted on the coffee. The cross-hair sign was an integral part of the INXTICT campaign
& signified being marked/ targeted and getting ready to play. Sticker cards with the cross
hair sign were also distributed with the coffee & through the Cards4U racks to further build
an intrigue around the sign. Further the fragrance cards enabled the TG to smell the
fragrance immediately.
3. AXE Twister Activity (June 2010)
16
In line with the TWIST campaign the TWISTER activity was introduced a cool
refresher (orange juice and blue Curacao topped with soda) served in AXE branded glasses
that changed colour from yellow to green on stirring. A twist in the drink like the fragrance!
To make the activity more fun cool coasters, stirrers & interactive tent cards were placed in
locations to promote the activity. Further promoters the AXE Angels visited the locations
in Delhi, Mumbai & Pune to further add their charm to the entire TWISTER activity. The
drink was retailed at outlets like CCD, Cafe Mocha, selected pubs & restaurants of the
Gotcha! Impact Media network in Delhi, Mumbai, and Bengaluru & Pune.
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Activity: Cards4U campaign with sampling & ADtheLOO (Interactive A3 poster panels)
Objective: To generate brand awareness and sales promotion through sampling activity.
To promote their hair product Silk n Shine Marico made use of a Cards4U sampling card
campaign. Alongside their catching design, on the back of every card a sample of their
product was attached. This campaign had a pickup of 98% in the campaign period of 4
weeks, which shows the target audience highly appreciated this initiative along with the
card. After this very successful card campaign, Marico promoted their Silk n Shine product
through our ADtheLOO network, in 41 female washrooms in Delhi NCR with a very
innovative creative.
6. SONY BMG: SHEWOLF (August 2009)
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21
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PROJECT TITLE
A STUDY TO MEASURE ACCEPTANCE LEVEL & EFFICIENCY OF WASHROOM
ADVERTISING AMONG INDIAN YOUTH.
(* Washroom = Washrooms of bars, clubs, lounges, multiplexes, malls, high end restaurants
etc.
* Youth= Young & educated youth of India with high spending power.)
OBJECTIVES
1. To know the awareness level and the acceptance level of washroom advertising
among Indian youth.
3. To know the products that are perceived fit for washroom advertisements.
RESEARCH METHODOLOGY
Research Tool: Questionnaire
24
To know the awareness level and the acceptance level of washroom advertising
among Indian youth.
To know the products that are perceived fit for washroom advertisements.
On Facebook
In person
25
26
36%
Heard
64%
Unheard
64% of the respondents were aware of washroom advertising where as 36% of them
were unaware of this concept. This showed that majority of respondents were aware
of this concept of advertising.
27
40%
60%
Seen
Not seen
60% of the respondents had actually seen a washroom advertisement where as 40%
of them had never seen it. Although a few of them had heard about it.
Some places where people have seen washroom advertising are as follows:
Big cinemas
Airports
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80%
70%
60%
50%
40%
30%
20%
10%
0%
70%
16%
14%
Percentage
4. Which products could be advertised inside washrooms (of clubs, bars, restaurants,
discos etc.)? Why?
Following products were preferred by females for washroom advertisements:
Toiletries
Bathroom fillings
Wash-basins
Mirrors
Hygiene related
Cosmetic products
29
Discount coupons
Jewellery
Mirror cleaners
* The reason for their preferences was that the ambiance of a washroom supports the
advertisement of such products that are directly or indirectly connected to the washrooms.
Therefore, any product that is not of that nature will not get the support of the ambiance and
hence will not be properly noticed or may not be perceived well.
Following products were preferred by males for washroom advertisements:
Social messages
Contraceptives
Telecom providers
Education
Amusement parks
Job Portals
Air Fresheners
Toiletries
Bathroom fittings
Tiles
Alcohol
Undergarments
Electronic gadgets
Discount coupons
Cars
* The reason for their preferences was that the ambiance of a washroom does supports the
advertisement of washroom related product but any individual that goes inside washroom
doesnt necessarily think about those products. Therefore, the message that is delivered
through the advertisement is important rather than the nature of the product.
5. Which products should not be advertised inside washrooms (of clubs, bars,
restaurants, discos etc.)? Why?
Products that shouldnt be advertised in washrooms:
Eatables
Beverages
Mutual Funds
Insurance
31
* The reason for their preferences was that the last thing a person would think about in a
washroom will be eatables, thus they are not recommended for advertisements. Also, in a
place like club or bar, people think less about investments and think more about fun.
6. How much time do you spend inside the washroom (when you are in a place like
club, bar, restaurant, discos etc.)?
Total Time spent in washrooms:
Mall
Restaurant
Multiplex
For Females
Restaurant
Disco
Club
Lounge
Bar
32
I always use washroom when Im in a place like club, bar, restaurant, disco
etc.
Agree
50%
50%
Disagree
50% of the respondents responded in agreement with this statement that they always
use washroom when they are in such a place where as the same percentage of people
responded in disagreement.
33
30%
32.50%
Agree
Disagree
37.50%
Neither
10%
Agree
46%
44%
Disagree
Neither
10% of the respondents agreed to this statement where as 44% of the respondents
responded in disagreement. Also, 46% of the respondents said that it depends upon
the staff, footfall, standard of the place etc.
34
0%
0%
Agree
Disagree
Neither
100%
<QUESTIONNAIRE 2>
1. Did you notice any advertisement in the washroom?
35
Positive
19
31
Negative
30
25
20
15
10
5
0
People who
noticed/didn't
noticed the poster
panel
Positive
Negative
36
35
30
25
20
15
10
5
0
Positive
Negative
14
12
10
8
6
4
2
0
Feedback
The majority of the respondents found the content pretty interesting (PI). Some of
them found it very interesting (VI) or average (A), however none of them found it
not interesting (NI).
14
12
10
8
6
4
2
0
Feedback
12
10
8
6
4
2
0
Feedback
Very likely
May be
Very
unlikely
Most of the respondents replied in Maybe to this question. The second most
preferred answer was Likely followed by Very likely. It shows that most of the
respondents had some amount of interest towards the advertised product/service.
RECOMMMENDATIONS
1. Personal recommendations
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2. Respondents recommendations
Advertisement should be attractive. (If it could attract a drunk person, it could attract
anybody)
Intelligent placement of certain word in the sentence to grab attention. (In the word
Sensex, the word SEX can be highlighted)
There should be something thats constantly moving. (Dynamic in nature, not static)
CONCLUSION
39
8. Respondents willingness to try the product/service was mostly confined in the area
between Maybe & Likely which shows that the respondents had some amount of
interest towards the advertised product/service.
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MY IDEAS
I also gave some of my ideas to the company which were highly appreciated. Some of them
are as follows:
If they really want men to get benefited by their ideas then washrooms are the best
place to promote them.
2. Hair Clinic
There are two types of people in this world: Balds & Future Balds. (Anupam Kher)
Dare to differ.... Come to us.
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4. Reebok
6. Fevi-quick
8. Jobsites
Do you feel the same stress with your current job?? Its time to switch...
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ANNEXURE
<Questionnaire 1>
Name...........................................................................................................................................
.
Age..............................................................................................................................................
.
Gender.........................................................................................................................................
.
Profession....................................................................................................................................
.
.....................................................................................................................................................
.
4. Which products could be advertised inside washrooms (of clubs, bars, restaurants, discos
etc.)?
.....................................................................................................................................................
.
5. Which products should not be advertised inside washrooms (of clubs, bars, discos etc.)?
.....................................................................................................................................................
.
6. How much time do you spend inside the washroom (when you are in a place like club,
bar, restaurant, discos etc.)?
.....................................................................................................................................................
.
I always use washroom when Im in a place like club, bar, restaurant, disco etc.
.........................................................................................................................................
.
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<Questionnaire 2>
Name...........................................................................................................................................
.
Age..............................................................................................................................................
.
Gender.........................................................................................................................................
.
Profession....................................................................................................................................
.
No
No
http://www.cards4ucompany.com
http://publicrestrooms.lifetips.com
http://www.google.com
http://emerging-advertising-media.wikispaces.com
http://www.wikipedia.org
http://www.washroomadvertising.co.uk
http://www.indooradvertising.org
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