Look who's walking: Aircel uses look-walkers to promote iPhone 4

In a bid to make people aware about the launch of the Aircel iPhone 4, mobile service provider Aircel has launched an out of home (OOH) campaign in Hyderabad. The campaign involves look-walkers (lightweight portable billboards carried by people).

The Aircel logo and pictures of the new iPhone 4 on the billboards attract higher visibility. The billboards have been designed in the form of lightweight LED backpacks so that they can be carried around. To ensure visibility at night, they are also illuminated.

Talking to afaqs! about the brief from Aircel, Atin Gupta, partner, Atin Promotions and Advertising, says, "We were told that the look-walkers should be visible at strategic locations where there are large crowds to gain maximum visibility."

The aim of the activity is to use the attractive and eye-catching option of moving billboards to grab eyeballs and spread the message of the launch of Aircel iPhone 4, which happened on May 27.

The target audience for the activity is youth, mainly working professionals, aged 25 years and above.

Talking about the medium, Gupta adds, "It provides an exciting way of communicating to the potential audience on a new and different horizon. Moreover, these are innovative marketing solutions to attract and engage the target audience by providing sampling, branding and promotional activities."

He further adds, "As the look-walkers are LED illuminated, they do not cause climate heating, and hence are eco-friendly and pollution free, unlike regular hoardings and billboards."

The look-walkers are given breaks so that they do not get tired. Supervisors are also present at the chosen spots. The supervisors walk along with the look-walkers to make sure the given area is covered within a certain span of time.

This activity is happening in and around the premises of In-orbit mall, one of the largest mall in Hyderabad. It is also happening in Durgam Cheruvu (an area beside a lake in Hyderabad), Raheja Mindspace (covering a space of 110 acres), a consortium of IT & ITES organisations with numerous shopping malls, multi-cuisine restaurants, cyber cafés and other recreational facilities like clubs to mention a few.

The activity, which started on May 24, will continue for the next 15 days.

Further adds Gupta, "On an average13,000-15,000 commuters pass these areas everyday, hence we are aiming to target 20,00,000 eyeballs in a span of 15 days."