Idea Cellular Services is taking its ‘Walk when you talk’ campaign the out-of-home way. Conceptualised by 141 Wall Street (a division of Bates 141), the Idea ‘Walk when you talk’ OOH campaign will cover 450 towns and 40 cities. The campaign, which began in the first week of July, will continue till August-end.
Paveen Kumar Vadhera, Country Head, 141 Wall Street, said, “The campaign rolled out in the beginning of July with a clear objective of creating a connect with the consumer on yet another platform of health, which elevated the brand beyond the transactional offers to create a more relevant connect with the consumer’s life.”
He further elaborated, “The brief was extremely focussed and clear that the ideas had to scalable across the country. It should reflect the central thematic thought of the brand – ‘What an Idea’ – and conceptually bring alive the ‘Walk when you talk’ thought process. It was essential that we use the conventional OOH formats in an unconventional manner to generate larger than life impact, but the need was to extend it on ground through non-conventional or new formats.”
“The role of OOH is two-fold – to support the TV campaign and extend the campaign on ground. This has been achieved through executing a campaign, which has visual synergy with the TVC, thus helping in building an all round impact. The sole objective is to reach the consumer through all possible touch points, thus maximising awareness. Hence, multiple formats have been used across all touch points to convey the communication,” Vadhera explained.
Three executions have been created for the outdoor campaign using animated LED lights. Keeping the fitness proposition of the ‘Walk when you talk’ idea, one such animated LED display showed an obese guy in a ‘before and after’ situation. This has been seen in towns like Roorkee, Ajmer, Ludhiana, Aurangabad, Nasik, etc. Animated LED displays have also been executed in nearly all metros and major cities – Mumbai (two locations), Delhi, Ahmedabad, Hyderabad, Bangalore, Pune, etc.