Kicks off OOH campaign with many innovations to roll out Aircel’s new services and expand Aircel’s base in the state.
BestMediaInfo Bureau | Delhi | September 6, 2010
With a slew of telecom services being launched in various cities, each one wants to stand out from the clutter when it comes to outdoors. Primesite, the OOH partner of Aircel (one of India’s leading GSM mobile service operators) was entrusted to roll out its new services and expand Aircel’s base in Gujarat.
The central aim of Primesite was to create high visibility for the Aircel campaign, by adopting innovative and interesting techniques to communicate with the target group. Aircel’s campaign titled - ‘World of Possibilities in Gujarat’, commenced on 26th Aug’10 which brought to its consumers thousands of applications with Aircel PocketApps, giving way to a million possibilities.
To do so, Primesite carried out the Aircel launch activity in the following cities viz- Ahmedabad, Baroda, Surat & Rajkot. Primesite implemented various innovations which helped the brand to engage with its TG which created a "Wow" effect. One of the innovations involved Interactive Floor Projection which displayed the brand Aircel, resulting in an effective brand recall thereby allowing consumers to immerse into the brand. In another innovation, Primesite created great buzz through BluFi BRTS Bus Shelters where the commuter could download various Aircel applications, wallpaper, ringtones & Videos.
Glass façade was meticulously planned at a key location giving excellent elegance to the Aircel Branding, Billboards were given a feel of a gift box magnificently covered in a red and blue gift wrap which read ‘Aircel-Just Arrived now in Gujarat.’ Primesite also did Airport Arrival installations, where cube boxes were placed denoting their arrival in Gujarat. In addition to this, animated advertisements on Aircel’s arrival were displayed on LED screens at prominent junctions. Frontlit Hoardings with cut outs of the icons giving an illuminated effect at night & Blockout effect backlit sites were used which truly made a difference from regular media.
Primesite also made use of complete media mix which included Gantries, Unipole, Kiosks and Directional Signage’s. Apart from these, Promotional activities were executed at various touch points carried out by Kidstuff (Promotional marketing agency of Mudra MAX). They played a vital role in reaching out to the people at strategic locations within the city which included Petrol pumps, CCD, Malls/Multiplex & Markets, thus spreading the happiness of launching Aircel GSM service in Gujarat.
Commenting on this initiative, Mandeep Malhotra, President, Mudra MAX-OOH, said, “The campaign serves to take the brands ‘World of Possibilities’ to the next level. We have helped educating our TG in Gujarat on the services that Aircel provides and I am quite delightful on our success in achieving this in an interactive and appealing manner.”