Emer­gency Call

Outdoor Asia - - Front Page -

fDEA Cel­lu­lar, one of the pop­u­lar mo­bile op­er­a­tors in Ma­ha­rash­tra has re­cently in­tro­duced a con­cept - ‘Idea Life­line’, an emer­gency talk time credit for un­in­ter­rupted call­ing. Idea Pre­paid cus­tomers can now avail of this credit bal­ance any­time, any­where by sim­ply di­al­ing 53567 (Toll Free) from their mo­bile phones. Mov­ing ahead, Idea cus­tomers who run out of bal­ance can avail of talk time by di­al­ing 53567 (Toll Free) from their Idea num­ber, and Rs. 3 Talk time will be in­stantly cred­ited to the cus­tomers’ ac­count. To create aware­ness about the “Idea Life­line” one of the big­gest OOH cam­paign was planned and ex­e­cuted where 137 cities have been cov­ered. Mainly the cam­paign has been done us­ing large for­mats and bus shel­ters. Ma­ha­rash­tra & Goa be­ing a lead­er­ship cir­cle for Idea Cel­lu­lar Ltd., this cam­paign aims at in­creas­ing cus­tomer sat­is­fac­tion level and at the same time prom­ises to of­fer ad­di­tional ben­e­fits to sub­scriber base of brand Idea. An in­ter­est­ing propo­si­tion to talk about, a wide spread OOH cam­paign – two as­pect of the ef­fec­tive com­mu­ni­ca­tion were in place but some­thing was miss­ing - team Bates Wall­street and team Idea sat down to­gether, brain­stormed and came up with the idea of us­ing most im­por­tant ele­ment of out­door creative to bring alive the core thought – Emer­gency! Two ex­e­cu­tions, in Pune and Nag­pur high­light the Emer­gency in a man­ner that con­nects with the con­sumer in­stantly. A mov­ing beckon light on a bill­board with sur­pris­ingly good propo­si­tion and call for ac­tion makes the en­tire in­no­va­tion very in­ter­est­ing

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