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.

Rafael Núñez International Airport – Cartagena, Colombia

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.

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.