If you have been driving along key highway corridors in Delhi/NCR, Bengaluru, Mysore, Pune, and Chennai, Gates Corporation’s “Belt Drive” campaign would have been hard to miss. The leading American automotive manufacturer turned to OOH for simple yet impactful messaging with its latest campaign.
With fatigue growing on online feeds, Gates Corporation’s ‘Belt Drive’ OOH campaign leveraged the medium at scale. Through crisp, functional messaging and large-format creatives, Gates’ ‘Belt Drive’ campaign ticked all the boxes and yet again proved that human attention has moved well beyond the online feed. With multiple high-impact sites in Vasant Kunj, Golf Course Road, Cyber Hub, NH8 (Bhiwadi and Binola), the Bengaluru Highway, Mysore Approach Road, and the Kanchipuram belt, ‘Belt Drive’ campaigns drove home the right message.
For long, automotive companies have always turned to OOH for brand campaigns to build trust, awareness, and consideration. Strategically placed hoardings along key corridors have always been the key for ensuring sustained visibility among motorists. Gates Corporation stuck to this tried and tested formula to reinforce its leadership within the automotive ecosystem.
‘Belt Drive’ campaign, which was executed by Efficacy Worldwide, was born from a simple brief – create something big, bold, and impactful. ‘Belt Drive’ was born from this insight. Digital was not preferred since there was a growing fatigue with digital advertising and hence OOH was the way ahead.
High-footfall and high-impact locations were identified in key markets to bring the campaign to life at scale. The messaging was kept intentionally crisp and highly relevant for motorists to grab their attention in 3-5 seconds along these routes. With consistency in format quality, visual language, and strategic placement, Gates Corporation strengthened its brand presence with the campaign.
The success of Belt Drive was in execution that balanced scale with contextual relevance and it is sure to have resonated strongly with their target audience.
