Telecom operator, Aircel has, by now, made a name for itself in the innovative use of out-of-home media. Recently, to announce the launch of Aircel's services in the Western market of Gujarat, its outdoor agency Primesite, the division of Mudra Max, created a number of interesting outdoor ads.
Aircel's campaign, titled 'World of Possibilities in Gujarat', commenced on August 26. The 'possibilities' in the communication refer to the thousands of applications available to consumers with Aircel PocketApps.
One of the innovations involved an interactive floor projection, which displayed brand Aircel, resulting in effective brand recall and allowing consumers to interact with the brand. In another innovation, Primesite created great buzz through BluFi BRTS bus shelters, where the commuter could download various Aircel applications, wallpapers, ringtones and videos.
A glass façade was meticulously planned at a key location with larger-than-life Aircel branding. Billboards were also given the feel of a 'gift box' covered in red-and-blue wrapping paper, which read, 'Aircel - Just Arrived now in Gujarat.'
Commenting on the campaign, Mandeep Malhotra, president, Mudra Max - OOH, says, "The campaign serves to take the brand to the next level. We have helped educate the TG in Gujarat on the services that Aircel provides. I'm quite delighted with our success in achieving this in an interactive and appealing manner."
Interesting airport 'arrival' installations were also done, where cube boxes with Aircel branding were placed, denoting their arrival in Gujarat. This innovation was, in fact, also done at other airports, when the brand was launched in various cities.
In addition to this, animated advertisements about Aircel's arrival were displayed on LED screens at prominent junctions. Front-lit hoardings with cut outs of the icons giving an illuminated effect at night, and block-out effect backlit sites were used.
Other outdoor formats were also taken up, such as gantries, unipoles, kiosks and directional signage. Apart from these, promotional activities were executed at various touch points by Kidstuff (the promotional marketing agency of Mudra Max). They reached out to people at strategic locations within the city, which included petrol pumps, Café Coffee Day outlets, malls/multiplexes and markets.