Emergency Call

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