143 Socio-economic variables for strategic decisions
From The Mobile Indian
There's a new fragrance in town - Engage!
Loop Mobile has executed a large scale out of home (OOH) campaign across various media formats to promote its Xtra++ Prepaid Plan that offers extra talk time and SMS to subscribers based on monthly usage. The plan also offers 2GB mobile internet data usage per month for the first three months.
To grab eyeballs and spread visibility, the brand has created a 20X10 feet hoarding that showcases an image of a boy sitting on a throne. The 4X10 feet cut out of the throne juts out of the hoarding with a message that reads, 'Now talk like a King, Extra talk time, extra SMS, Lifetime validity'.
The creative is also carried by 300 kinds of units across 12 categories of OOH options that includes bus shelters, BEST (Brihan Mumbai Electric Supply and Transport) double decker bus branding, bus back panel and seat branding, station hoardings, mobile hoardings, railway station branding, skywalk pillars and Meru cabs.
The brand has also taken the on-ground route to connect with the audience. It organised road shows at college festivals, and special promotions at Independence Day retail promotions between August 13-15 across Future Stores. At the same time, it has capitalised on high footfall locations such as stations, malls, beaches and tourist spots on August 15, and collaborated with special promotions on Independence Day at Sanjay Gandhi National Park at Borivali.
Surya Mahadevan, chief operating officer, Loop Mobile India, says, "With the mobile market being primarily dominated by prepaid, new prepaid offers driving unique value proposition and loyalty is the need of the hour. The aim behind the campaign is to create a customer engagement opportunity through OOH."
Executed by Poster Publicity, the ongoing campaign kicked off during the last week of July and will continue till the end of August across Mumbai, Thane and Navi Mumbai, targeting various segments of customers.