Zoho’s Expansion into Colombia: A Case Study in Outdoor Advertising Success

Zoho, a globally recognized cloud-based software provider, has built a strong reputation for its CRM, finance, marketing, and project management solutions. Expanding its presence in Latin America, Zoho opened a regional office in Colombia in 2023. To establish a firm foothold in the market, the company partnered with International Advertising Solutions to execute a high-impact outdoor advertising campaign, ensuring maximum visibility among its target audience.

El Dorado International Airport – Bogotá, Colombia

Campaign Objectives

With a competitive B2B software landscape in Colombia, Zoho’s primary objectives for this campaign were:

Brand Awareness: Establish Zoho as a leading software provider in Colombia.
Targeting Business Decision-Makers: Focus on professionals, executives, and entrepreneurs traveling through major commercial hubs.
Strategic Market Positioning: Differentiate Zoho from other enterprise software providers through an impactful presence in high-traffic locations.

Execution: A Strategic Outdoor Advertising Approach

To achieve these objectives, Zoho and International Advertising Solutions deployed a strategic out-of-home advertising campaign across Colombia’s busiest airports, ensuring high exposure among business travelers.

José María Córdova International Airport – Medellín, Colombia

Key Campaign Elements

Billboards & Airport Advertising: Large-format static billboards were installed at high-footfall areas within major airports to capture the attention of professionals on the move.
Cities Covered:
- Bogotá – El Dorado International Airport
- Medellín – José María Córdova International Airport
- Cartagena – Rafael Núñez International Airport
Target Audience: Business executives, startup founders, and corporate decision-makers traveling through these key economic hubs.

Results & Impact

The campaign significantly boosted Zoho’s brand presence, contributing to:

Increased Brand Recognition – High visibility in Colombia’s most prominent business travel locations.
Engagement with Decision-Makers – Direct exposure to entrepreneurs and corporate leaders in need of business software solutions.
Enhanced Regional Positioning – Establishing Zoho as a strong player in the Latin American enterprise software market.

Rafael Núñez International Airport – Cartagena, Colombia

Why Outdoor Advertising Works for B2B Brands

Zoho’s success in Colombia highlights how outdoor advertising remains an effective medium for B2B brands aiming to:

Target professionals in transit
Establish trust and credibility in a new market
Build long-term brand recognition

For brands looking to execute similar high-impact advertising campaigns, International Advertising Solutions provides expert solutions in out-of-home advertising to help businesses scale effectively.