Cellular was launched across markets in India with a number of outdoor innovations. The service was launched in Punjab on December 19, 2008, and outdoor was a key element in the media mix used to communicate the evolved 'Idea' in the progressive telecom service circle of that state.
The role of outdoor was to create rapid awareness as well as build a visual continuum across media to create an all-round impact in an innovative fashion, keeping in mind the media limitations in Punjab, especially Chandigarh, Mohali and Panchkula.
Madison Media's OOH agency, Platinum Outdoor, the incumbent agency of Spice Telecom (recently acquired by Idea Cellular), was entrusted with the job of planning and executing the launch in 72 cities in Punjab.
In another hoarding, several 'Yes-es' were arranged in the form of a bridge. Timed neons were used to light up each 'Yes', one at a time.
Another innovation comprised a large LED with an Idea creative fitted at the main utility format in Sector 34 in Chandigarh. This was the first time an LED display was put up in Punjab for OOH purposes.
The overnight brand transition from Spice to Idea was a challenge for Platinum Outdoor, but the idea was executed very well within the expected timelines.
Innovation was the key to breaking the clutter for the brand launch. Thus innovative outdoor was effectively used to grab eyeballs.