Red FM Delhi has used the out-of-home medium along with other off-air activities to ensure mass participation for its weekly segment on ‘Morning No.1’ called ‘Red Arrest’.
This is supported by a BTL campaign that includes - Outdoor media comprises 100+ signages across Delhi/ NCR covering Inner and Outer Ring Roads, and arterial roads including those leading upto/ in the NCR regions, with a mix of billboards, bus shelters, utilities, and innovative street furniture. These also include metro station signages, comprising a heavy spread in transfer stations.
The off-air initiatives not only comprise outdoor media but also SMS bursts and other touch-point activations.SMS bursts are activated every week to update on the current personalities Red Arrested.To expand the reach of the campaign to the youth listeners Red Arrest posters have been put in Delhi university colleges; and masks and badges are being distributed in youth hotspots and hangout destinations.
The segment focuses on interactivity wherein they invite public figures and celebrities to answer listeners' questions, the catch being that they have to answer all questions that are tabled before them. To submit their questions, Delhites had to call RED FM and if their question was pertinent RED FM gave the listener and opportunity to table the question before the public figure. Taking this segment a step further – given the popularity, RED FM now interviews 2 celebrities/ public figures every week. Yuvraj Singh and Harbhajan Singh were the latest celebrities on the show.
Commenting on this outdoor campaign initiative, Nisha Narayanan, Senior VP Projects & Programming RED 93.5 FM Network said, “The campaign is for the people of Delhi to ask all that they want to the personalities Red Arrested by RJs Peeyuush and Swati. As such, we wanted to reach out and communicate this to the entire city, and a good outdoor media plan achieves just that! Red FM’s recent OOH campaigns ‘Red Mike’ and ‘Har Khwahish pe Dum Niklega’ were extensions of the on-air fabric that spread across shows. ‘Red Arrest’ puts prime time morning RJs as the face of the campaign, and is aimed at an overall listenership build led by the morning show.”