Telecom player Uninor, owned by Norway-based Telenor Group and real estate major Unitech Ltd, has come up with a unique initiative to promote its offering of Unlimited Music. Through this initiative, their customers can access unlimited music from a collection of over 250,000 songs at Rs 2.50 a day. Customers also get access to services of Caller Tune, My Music Station and Ringtones under the same platform and for one consolidate charge.
To promote this in Karnataka, Bangalore saw a musical performance by classic retro group Mojo Rising organised by Uninor. The twist was that the band performed at a height of over 10 feet on a hydraulic hoarding. The live hoarding provided the stage for the performance as the band rolled out foot tapping music for the audience. Mudra Max partnered with Uninor for this initiative.
Talking about the initiative to exchange4media, Frode Haugen, Executive Vice President, Uninor, Karnataka Circle, said, “At Uninor, we have always believed in customer delight and this activity is an extension of that commitment. This campaign is in line with Uninor’s Unlimited Music offer launched a couple of days’ back. Receiving a tumultuous response for this offer and and riding on that popularity, we planned this campaign. We decided to make the event more exciting by organising a live performance on a hydraulic hoarding that has never been executed in the telecom category before.”
On the response and the purpose behind the activity, Haugen said, “The response was overwhelming. A huge crowd gathered at the venue and enjoyed the foot tapping music played by the band. The activity was done to create a buzz/ excitement amongst the core TG, which is youth who love listening to music on their cell phone, and this has definitely shown a positive sales trend as we see the activations increasing on a daily basis.”
He also informed that having kickstarted with live band activity in Bangalore, they intend to drive this campaign across Karnataka targeting all consumers who are young at heart and music lovers. The company has plans to replicate this activity in Manipal, which has a high concentration of student population, as well.
“We also plan to promote this product with other BTL activities in youth centric areas and associate with college events. In addition to this, we also had promoters equipped with juke boxes who gave real time experience to the customers on using the Unlimited Music product. The demos were also carried out at our exclusive retail stores,” added Haugen.
The current initiative is supported by TV, besides radio, press, POS and outdoor, as well as some online and digital innovations.