Primesite rolls out campaign for Aircel’s ‘Music Connect’ service

Primesite rolls out campaign for Aircel’s ‘Music Connect’ service

Author | exchange4media Mumbai Bureau | Friday, May 28,2010 8:48 AM

Primesite rolls out campaign for Aircel’s ‘Music Connect’ service

Primesite, the out-of-home solutions unit of Mudra Max, has executed another innovative campaign to support the launch of Aircel’s ‘Music Connect’ service. The campaign, which kicked off on May 21, aims to convey about Aircel’s new concepts in Mobile Value Added Services (M-VAS).

Aircel’s ‘Music Connect’ service provides users an option to subscribe and share the song one is listening to with their friends through social networking sites like Facebook and Twitter.

Placed strategically on prominent and busy roads, the campaign is currently underway in Mumbai. Primesite has also brought this idea alive through a 40x20 billboard at the Mahim junction causeway, creating backlit boxes, neon tubing and acrylic boxes to portray Aircel’s Music Connect service, thus giving it a realistic feel. The campaign is targeted at young music lovers, thereby allowing one to describe his/her behaviour/ mood through popular social networking sites. The execution also talks about its simple application on Aircel MOC (music-on-call), wherein the users can update their Facebook status with the songs by dialling and pressing #.

Commenting on the campaign, Mandeep Malhotra, Senior Vice President, Primesite, said, “Creating disruption and innovation has become hygiene for Aircel. The brand’s constant innovative nature proves the seriousness of Aircel in using OOH. Our communication strategy was to convey about its fun and exciting way of updating one’s status on Facebook. The innovation we created will surely be able to draw huge audiences at a fraction and thus help youth connect with their friends.”

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