ï»ż

Top Story

Home >> Out-of-home >> Article

Uninor creates Unlimited Music on a 'hoarding'

04-February-2011
Font Size   16
Uninor creates Unlimited Music on a 'hoarding'

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.
 

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Divya will leverage her eclectic and rich experience across OTT and broadcast media, to build brand ALTBalaji

Your weekly news roundup, a summary of some of the stories to keep an eye on

He joined the company in 2016 as Head of India and South Asia at Discovery Network