NEW DELHI: In order to promote their status as the leader in the UP (West) telecom circle and to thank their subscribers, leading telecom operator Idea Cellular had recently embarked on an extensive outdoor campaign. The campaign execution duties were vested with Bates Wallstreet, a division of Bates Asia.
The objective of the outdoor campaign to highlight Idea's leadership position in the Western UP region and to thank their subscribers for making Idea the leader. The campaign was also to thank Idea subscribers in order to generate brand loyalty.
The simplistic client brief was to make Idea the most visible brand in the target markets and to project their status as the No. 1 in the region.
The 45 day campaign was executed in 40 cities in Western UP, including cities like, Agra, Mathura , firozabad, Meerut, Dehradun, Mussoorie, Bareilly, Haldwani, Moradabad, Kosi, Saharanpur, Muzaffarnagar, Khatauli, Mansoorpur, Dauralla, Joya, Pakbara, Farah, Hrishikesh, Haridwar, Kashipur, Sitarganj, Kiccha, Bhagpat, Bheemtal, Bhawali, Jollycourt, Roorkee, Kiratpur, Nazibabad, Nagina, Dhampur, Ghar, Rampur, Babughar, Chawani, Pilkhula, Hapur, Aligarh, Hathras and Bulandshahar.
In order to maximise deliverables against campaign objectives, the agency has used large format billboards, unipoles, gantries, promotional vans and LiveMedia screens in the target cities.
Additionally, to create buzz and garner extra eyeballs, the agency has also deployed a couple of innovations in the form of a cut-out of the 'No.1' in Meerut and a backlit box of 'No.1' installed on a display in Mussoorie.
Commenting on the promotions, Mohd. Shaffir, marcom head, UP (West) Circle, Idea Cellular, said, "In today's cut-throat competition in the telecom market, creating brand differentiation is the key challenge. Affordable product proposition, good customer care and wide and best quality network services are some of the parameters which play a lead role in defining brand position among the category users and non users."
Talking specifically about this campaign, Shafir added, "The campaign was well thought of and amplified through ATL and BTL channels. More than 115 OOH media units, 80 digital screens and 25 activation vans were put in place across UP (West). The innovation was the key differentiator which helped the brand to emphasise and highlight the gap between Idea and the competition. After deployment of the campaign, we can proudly say that Idea is the most visible brand in UP (West) during this campaign."
Sharing his thoughts on the campaign, Ajay Mahajan, AVP and head - North, Bates Wallstreet, said, "With this campaign, we tried to communicate through innovations but in a seemingly simple fashion which could easily connect with the consumers. Apart from the innovations, a wide range of outdoor media mix like hoardings, unipoles, gantries etc.have also been used for the campaign."
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