Not only does outdoor continue to be a vital part of Idea's media plan, the telecom giant is leaving no stone unturned to come up with innovations to engage its TG (target group). Now, to provide relief and encouragement to the participants of Idea Oongli Cricket, the brand has introduced an element of interactivity to outdoor.
As part of the outdoor campaign, Idea has transformed bus shelters into Idea Oongli Cricket net practice centres by covering them with bubble wraps. The copy on the bus shelter reads 'Oongli cricket ka net practice', inviting commuters waiting in the shelters to exercise their nimble fingers by bursting the bubbles. The main objective here is to provide relaxation to the participants of the contest, so that they can participate in the contest on a daily basis with renewed enthusiasm.
Another innovation shows cricketer Virender Sehwag bitten by the Idea Oongli Cricket rage, displaying the thumbs of his hands depicted in the form of larger than life cut outs. Hoardings of the ace cricketer, playing Oongli Cricket with his fingers, can be seen at key locations across the city, bringing the campaign to life.
The campaign has been ideated by Lowe Lintas and executed jointly by 141 Wall Street and Platinum Outdoor across 38 cities including metros, mini metros and Tier II and Tier III cities.
Pradeep Shrivastava, chief marketing officer, Idea Cellular, shares, "We use outdoor innovations only when it solves certain aspirations for our brand. In this case, the idea of bursting bubble wrap is simple yet unique and contextual."
Also, as part of an ground activation program, canters have been moving around youth hangout zones in 14 cities across north India. Participants are invited to play cricket on the canter designed in the form of a cricket pitch with stumps at both the ends. Before getting people to play cricket on this pitch, the emcee announces 'Yeh khel khelne se pehle, aapki Oongli massage karna bahut zaroori hai'. The announcement is followed by hand massages to ensure that people realise the importance of Oongli (thumb) for participating in the contest.
Besides outdoor, the campaign makes use of television, radio, press and digital media to reach out to consumers. A website, www.ideaoonglicricket.com, has been formed to allow visitors to view special viral videos on the initiative, read about the various questions and answers that have appeared as a part of the campaign, win tickets to matches and join the Idea Oongli Cricket Club.First Published : April 16, 2010