One of the strengths and uniqueness of Outdoor Advertising is the effectiveness of OOH Advertising. That is, OOH (Out of Home) Advertising is able to convey messages in a short and concise manner, but quite effectively. The use of an aesthetic design will present an elegant and promising impression to the audience.
With the rapid development of digital marketing technology, it is still not fully able to shift the role of OOH Advertising or outdoor advertising media. This is still true, especially in big cities, such as Surabaya, Bandung and Jakarta.
Of course, this case cannot be separated from the role of promotion or advertising itself. As an effort to build communication between the brand owner and his audience. Through advertising, a brand can compose a message for a campaign in accordance with its marketing goals.
The goal is not only to gain direct profit, but also to build awareness of the brand.
How Effective Is OOH Advertising in Rebranding?
The definition of OOH Advertising itself is a type of promotion by targeting people when they are out of the house. OOH Advertising is generally found in the form of public facilities, billboards, and many others.
At first glance, this type of advertising may seem expensive and you may not know its direct impact on the advertised brand or product.
Meanwhile, rebranding itself has the meaning of a process to change the corporate image of an organization. Is a market strategy to give a new name, symbol, or change to the design for an established brand.
The idea behind rebranding is an attempt to create a different identity for a brand, from competitors in the market. There are a number of reasons why companies do rebranding. One of the main factors is connection with consumers.
Rebranding is great for business, but at the same time it can also be risky. It is possible that customers do not like the new brand.
So. How is OOH Advertising related to rebranding? How effective is OOH Advertising in rebranding? The following is an example of a company case that has recently rebranded.
Merger of PT Indosat Tbk and PT Hutchison 3
PT Indosat Tbk and PT Hutchison 3 Indonesia have published the completion of the business merger after receiving all required legal and shareholder approvals. Currently, the company has the name Indosat Ooredoo Hutchison and is still listed on the IDX (Indonesian Stock Exchange) with its stock code, ISAT.
In terms of valuation, the business merger makes the new company the second largest cellular telecommunications company in Indonesia. CEO Indosat Ooredoo Hutchison said, after the merger, this merger is a sign that an exciting new chapter will begin for the company. And a big plan ahead that awaits.
Indosat Ooredoo Hutchison is currently in a stronger position to become the most preferred digital telecommunications company in Indonesia. Besides that, it is also an important player in Indonesia’s 5G digital change ecosystem.
Benefits of the Merger of Ooredoo and Hutchison
Armand Hermawan as Director & Chief Strategy & Execution Officer of Indosat Ooredoo Hutchison said that this merger would provide considerable benefits for all consumers. This is because the current financial strength they have, makes ISAT have the capacity to be able to provide better services.
The merger of these companies will also have a wider network and coverage. Thus, it will make consumers have a wider reach.
There is an increase in efficiency obtained, because the company can divert investment to other areas, outside the areas that are already crowded with signals from this company.
More specifically, the space for innovation growth will also expand. That way, consumers’ digital experience is more secure. Armand also believes that the merger will enable ISAT to achieve global best practice faster.
In relation to the 5G development plan, Muhammad Danny Buldansyah as Director & Chief Regulatory Officer of Indosat Ooredoo Hutchison said that the merger of these 2 businesses will create a spectrum that meets the requirements for better 5G deployment.
This business merger will also make the company’s capital stronger to hold 5G.
Not only that, Nicky Lee Chi Hung as Director & Chief Officer also added, through this merger, there are many funds that can be saved. Thus, investment funds can be used to develop networks and infrastructure to become stronger.
PT Indosat Ooredoo Hutchison Tbk Accelerates Transformation
Indosat Ooredoo Hutchison will be the number 2 largest corporation in Indonesia with a predicted annual income of up to USD 3 billion. Merged companies will have the scale, financial capability and expertise to compete more effectively.
This agreement will result in a stronger and more innovative telecommunications company in Indonesia. This is also a transaction that has a plus value for shareholders and other stakeholders.
The merger of these companies brings the power on a larger scale to be able to accelerate Indonesia’s digital change. In addition, also to improve network performance and also better customer service.
This merger of Indosat Ooredoo Hutchison companies remains registered on the IDX with the Indonesian government owning 9.6% of the shares and other public shareholders owning approximately 14.0% of the shares.
OOH Advertising in Rebranding
As you know there are many benefits of rebranding. Such as being able to connect with new audiences, differentiate yourself from competitors, stay up to date, reflect new goals, products, promotions or values, and to increase profits for your business.
Judging from the many benefits, in the end Ooredoo and Hutchison organized a company merger. Well, after they held a company merger, the next step was that they needed a media to promote their new product.
This is very important, because not all people know about this company merger.
As the medium with the widest reach, OOH Advertising provides an opportunity for a brand to target potential customers, impulsive buyers, and also long-term followers to the fullest. Out of Home Advertising can be a solutive advertising medium for Indosat Ooredoo Hutchison.
The ability of Out of Home Advertising to be in close proximity to the Point of Sale, such as shopping centers, city centers, or transit areas such as airports or ferry terminals. Provide potential for Indosat Ooredoo Hutchison to get targeted people in locations that pass through interstate (international) barriers.
In addition, OOH Advertising also provides various attractive offers such as large displays, unique ad formats, thus creating room for creativity as well as flexibility. Thus, Indosat Ooredoo Hutchison’s brand building campaign will be more attractive. Because, Out of Home is an advertising medium that is considered quite effective, especially when companies do rebranding.