Kinetic creates massive outdoor impressions for Reliance
The month-long outdoor campaign was rolled out by Reliance Communication for its service launch of 3G speed at 2G rates. It was executed in 13 states
Published - Sep 16, 2013 3:50 PM Updated: Sep 16, 2013 3:50 PM
To educate consumers about the new proposition of Reliance Communication about the benefits of 3G service at 2G rates, the brand launched a massive outdoor campaign for a month.
Impactful sites were used for the campaign at strategic locations across the country. These helped catch maximum eyeballs and effectively deliver the message to the TG. Kinetic Worldwide was the outdoor media partner for the campaign, shared an official release.
Commenting on the campaign strategy, Prasun Kumar, Head – Brand, Communication and Insights, Reliance Communication said, “Reliance has been at the forefront of innovation in the telecom sector. There have been few innovations that have redefined the shape of the industry and the way telecom has been consumed like free incoming, prepaid recharges, etc. RCOM launched a similar industry defining concept in data consumption – a first in industry initiative that will break all barriers and create data democracy with the launch of 3G speed @2G rates. All data customers will now be able to enjoy the benefits of 3G data services by simply paying the price of 2G.”
“The path-breaking announcement needed an equally impactful campaign. The objective was to deliver the life changing proposition to consumers in equally powerful terms. While the leading dailies like The Times of India, Telegraph, Hindustan Times, etc. delivered immediate impact, a high impact OOH plan was necessary to sustain the punch and the grandness of the proposition. We identified select high impact sites throughout cities and went out with a simple message – 3G speed @2G rates. And it delivered huge eyeballs and impact which were evident from the lakhs of calls received at our call centres as well as the early 3G adoption rates, which broke all records,” added Kumar.
Since the objective of the campaign was to create Impact, billboards were used to communicate the message to the TG. The selection of locations for the media was carefully done keeping the TG in mind. High visibility billboards were picked on the key arterial roads and key junctions of each city.
Talking about the execution of the campaign, T Gangadhar, Managing Director, MEC, “The ‘Reliance Mobile 3G @2G’ rates has been one of the most visible out of home campaigns in recent memory. A path-breaking message like this needed a high-impact outdoor presence and that is exactly what Kinetic planned and delivered. A very well executed campaign by all standards.”
Amit Sarkar, Chief Operating Officer, Kinetic Worldwide, India mentioned that OOH was one of the key drivers of this campaign. Only impactful large formats were used at key locations in every market where the campaign was executed.
The campaign was executed across 13 states in the country.
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