Reach Mobile takes to outdoor to maximise reach of campaign

Conceptualised by Posterscope, the campaign objective was derived from the brand name itself, with an intent to reach out to the masses at all possible touch points

BestMediaInfo Bureau | Mumbai | March 11, 2015

Reach Mobile, the latest diversification of the $1 billion Rashmi Group, has rolled out its outdoor campaign with Posterscope India, the out-of-home agency from the Dentsu Aegis Network.

With the objective of 'Your Smartphone – Your Reach', Posterscope identified the reach of the target audience – where they move, retreat, socialise and spend most of their leisure time.The campaign objective was derived from the brand name itself, with an intent to reach out to the masses at all possible touch points. The campaign was covered in markets like West Bengal, the North Eastern states, Orissa and Bihar in the first phase. The next phase rollout will target Rajasthan, Madhya Pradesh and Chhattisgarh.

Commenting on this campaign, Kinjal Desai, Head - Corporate Communication and Marketing, Reach Mobiles, said, “We have been successful in reaching out to all corners of the cities in which we have rolled out our campaign; the response is quite good in terms of trade and customer calls. The agency needs to be appreciated for devising such a strategic plan with a robust coverage.”

Haresh Nayak, Managing Director, Posterscope India, added here, “It gives us immense pleasure to be a preferred agency for venturing into outdoor. The media strategy was aligned to ensure that the campaign matches the means of communication and the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight, and took great care in formulating and executing a plan that would create a powerful impact across the target group.”

Technology today has an overbearing effect on consumers, wherein the choices are innumerable. This sea of choices translates into a highly competitive landscape. Consumers are willing to experiment with the new that stands for upgraded technology and looks; something that translates into value for money. Thus, Reach Mobile planned a high decibel campaign to maximise the opportunity staring at its face. The key business objectives included attracting first time users and new smartphone adopters to taste the use of smartphones at an economical pricing. The priority target audiences for this campaign are the new users of smartphones in Sec B & C.

Out-of-home as a medium contributed in delivering brand imagery and impact for Reach Mobile.

Info@BestMediaInfo.com

Info@BestMediaInfo.com