Bhawana Anand, New Delhi
In a 360 degree campaign where mainstream media take away the entire concentration of the brand & agency, OOH, most of the times, is left with a single TVC shot which becomes the creative for the entire outdoor communication in the name of synchronisation. However, by breaking this conventional way of communication via OOH medium, Airtel actually replicated its latest TVC showcasing the entire mobile network information on the outdoors. Taking its promise further, a human-size interactive touchscreen was stationed to showcase the audience their mobile network coverage/signal strength across India, in addition to network site deployment status. Moreover powered by Airtel 4G, the touch-screen enabled the customers to instantly raise network issues and drop leads for new tower locations.
The OOH specialist agency Milestone Brandcom which handles the Airtel OOH mandate took the onus to execute the activity along with extensive outdoor blanket campaign. Executed at Nehru Place, New Delhi fulfilled the aim of tapping high footfall and high visibility area for maximum engagement and exposure. Additionally, choosing a BQS, managed by JCDecaux, for the activity venue worked as an interactive filler for commuters waiting for their next shuttle.
Speaking on the initiative, Rajiv Mathrani, Chief Brand Officer, Airtel, commented, "Open Network is a path breaking initiative and an endeavor to establish an honest communication with our customers to help us build a world-class network. This latest innovation using a bus shelter in a high footfall area allows us to take the initiative closer to the customer, enabling them to touch and feel the network and give their feedback. More importantly, it offers an opportunity to many customers to experience the simple and intuitive interface on a large screen, and reinforces our message of transparency effectively".
The customers were elated with this new experience and completely wowed with the innovative manner of demonstrating the Open Network portal. The activity was a huge success as it witnessed a tremendous participation in the 3-day activity period.
On the success of the activity, Nebendu Bhattacharyya CEO & Managing Director, Milestone Brandcom, commented, "We took Airtel's latest Open Network offering to On-Ground at Delhi Nehru Place Bus Q Shelter and installed Digital LED Display. Passers-by and the people waiting for the bus could experience Airtel' s honest Open Network Proposition and it also allowed them to get engaged, real time, and internalize the communication and offerings. Location Nehru Place- South Delhi is a busy business hub which was selected to give away experience. We had over thousands of interactions just in 3 days in one location, and have planned next phase, shortly, in various touch points across the country. This is first by any brand to explore live open network in OOH medium".