afaqs!

Loop Mobile loops in old and new customers

By Nandana Das , afaqs!, New Delhi | In OOH News | March 23, 2011
The OOH activity involves advertisements on hoardings, with a mix of billboard advertising, especially in theatres and malls.

I chose wisely, inform Peter Mukerjea, media pioneer of satellite television, and Raell Padamsee, renowned theatre personality. And, what might their choice be? Loop Mobiles, so say the hoardings, which are a part of the out-of-home (OOH) campaign of the brand.

Titled 'I chose wisely', the campaign, conceptualised and designed by TBWA, was launched a few days back in the Mumbai circle. TBWA is responsible for the creative communication of the brand in the Mumbai circle.

The OOH activity mainly involves advertisements on hoardings, with a mix of billboard advertising, especially in theatres and malls. It is also being carried out on the digital social media platforms Facebook and Twitter.

The objective of the campaign is to reassure the existing subscriber base of Loop Mobile in the context of mobile number portability (MNP), and to attract and invite new customers who use other mobile networks..

The activation is an extension of the MNP-focussed campaigns that started in December last year.

Says Arif Ali, head, brand and communication, Loop Mobile, "We had communicated to our customers that we have a good network, consequent to the MNP-focussed campaigns. This was followed by the 'Going for Great' challenge, unveiled last month, which offered money back on call drops, service guarantee and tariff plans. The 'I chose wisely' campaign features important people who lead normal lives, whose words people value."

Says Ali about the aim of the campaign, "The activation is for our customers who had the wisdom of staying with us, as well as, to tempt those who are dissatisfied with other mobile networks who are our competitors. The intent is simple and clear -- make a sound decision by placing your trust in that which you trust. We want to create the 'trust factor' among people."

The activity will continue for the next three weeks in the Mumbai Circle.

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