| MUMBAI:
Primesite, Mudra MAX’s out-of-home solutions unit, recently executed an inventive
campaign for AIRCEL, India’s fifth-largest GSM mobile service operator. The
campaign ‘Pay per Second’ conveys the humble paisa as the new rupee
and a short second as the new minute. Aircel chose to take this new billing option
to its subscribers by means of an effective outdoor campaign. The essence of the
campaign is, “With per second pulse rate a subscriber will only pay for what
he/she uses”. Primesite
has executed this ‘Pay per Second’ OOH campaign for Aircel across cities.
This campaign attempts to break the clutter and also create buzz in the market.
The innovative hoarding brings alive this idea by depicting a huge cake, of which
a slice slides out automatically to show that a consumer can now pay for just
what s/he consumes. This hoarding has been placed at the high traffic Mahim Causeway
in Mumbai. Primesite
has always been consistent in doing innovations for Aircel since its national
launch beginning with its “World of Possibilities” brand theme campaign.
This campaign, featuring Aircel’s brand ambassador MS Dhoni, was projected
on the Gateway of India, thus launching Aircel with a bang. To follow on, a CSR
driven initiative was executed during the monsoon, wherein a hoarding was erected
with an inflated raft at Milan Subway in Santa Cruz, keeping in mind the deluge
which ensues during the rains.
The
boat was a tremendous hit as it was actually used by commuters stranded by the
floods during the monsoon, who used it to row to safety. This campaign witnessed
a robust viral and print buzz which praised the unique idea and therefore, boosted
Aircel’s visibility and credibility. Other notable innovations done included
rotating cards on mobile vans for the ‘Unlimited Dialer Tune’ campaign,
a moving handset for a new product launch for ‘My Aircel’ and a live
Score board on a mobile hoarding during IPL. Commenting
on the campaign, Mandeep Malhotra, Senior Vice President said, “We are very
happy to have a client like Aircel who were open to our ideas and always helped
us in enhancing our spirit. Primesite has attempted to create memorable flashes
for Aircel, thus building high recall and a strong association for the brand.” | 