Friends 91.9 tuned to OOH for brand re­launch

Outdoor Asia - - INDIAN UPDATE -

Friends 91.9 FM, a Kolkata based FM ra­dio sta­tion, has re-launched and repo­si­tioned its iden­tity as youth­ful FM sta­tion. To cap­ture the tar­get au­di­ence i.e. Youth, the brand planned to uti­lize the OOH medium in a creative man­ner. The cam­paign was de­signed to con­nect Friends FM with peo­ple in­di­vid­u­ally as their ‘friend.’ The cam­paign was ex­e­cuted in two phases Teaser and Re­veal. In­no­va­tions played a ma­jor role in the ef­fec­tive­ness and reach of the brand. The OOH me­dia du­ties were han­dled by Mile­stone Brand­com for the cam­paign. The brief given to the agency was to pro­ject the brand as one of the most hap­pen­ing FM sta­tions in town. Since the main tar­get au­di­ences were the youth, in­no­va­tions played an im­por­tant role in this cam­paign and the brand’s ul­ti­mate ob­jec­tive was to cap­ture max­i­mum au­di­ence at­ten­tion and ex­tend their lis­tener base. “Mile­stone pro­posed nu­mer­ous out­stand­ing in­no­va­tions for us as a brand to cre­ate a GLIIHUHQWLaWRU LQ WKH FLWy. ,W ZaV GLI­fiFXOW IRU XV WR SLFN aQG FKRRVH MXVW RQH LGHa that we liked. There­fore, we short­listed seven ideas which were de­cided to scaled up in the en­tire city. Since in­no­va­tions played an im­por­tant role which sur­rounded the cam­paign, I think strate­gi­cally it worked for us as we could show­case so many in­no­va­tions in one par­tic­u­lar cam­paign which no other brand had thought of ex­e­cut­ing ear­lier. Through var­i­ous in­no­va­tions, we kept Kolkata hooked to the cam­paign as it broke the clut­ter in the out­door space to high­light our brand more promi­nently,” said DKUXEa 0XNKHUMHH, AVVRFLaWH 93, A%3 JURXS. ‘-RLQ XV ZH aUH aOO )ULHQGV, 91.9 )0 - AGGa, GaaQ WRWaO IXQ’ -- WKaW’V KRZ WKH EUaQG ZaV EHLQJ UH-OaXQFKHG aQG UH-SRVLWLRQHG aPRQJVW WKH yRXWK. 6XURMLW 6HQ, A.9.3 (aVW ,QGLa 360 In­te­gra­tion, Mile­stone Brand­com said, “We needed to put to­gether all our creative thought pro­cesses and de­liver some unique OOH so­lu­tions. We re­ally ap­pre­ci­ate the client’s be­lief in our strengths as an agency, and to be­lieve in us to be able to ex­e­cute VR PaQy LQQRYaWLRQV WRJHWKHU LQ RQH FaPSaLJQ. 7KLV LV WKH fiUVW WLPH .RONaWa KaV VHHQ an ar­ray of in­no­va­tions ex­e­cuted in one sin­gle cam­paign. It re­ally works for us as we could con­nect with peo­ple and achieve a de­sired mileage to reach a mile­stone.”

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