Idea Cellular recently launched a road show campaign to establish its ‘3G Advantage’ across more than 50 tier 3 and 4 cities in Maharashtra and Goa. Held for about four weeks, it started in December and ended in January, engaging about 75,000 people during this time.
Livewire Events & Promos was appointed to execute the campaign via a multi-agency pitch. Speaking about the campaign, Raghav Roy Kapur, Founder Director, Livewire Events & Promos said: “Our concept and strong creatives won us the pitch along with our thorough understanding of the client’s vision. The brief was to re-launch 3G services in select markets and ensure Idea is identified as the market leader for 3G in these towns. Our role was to design the activation in a way to ensure the activity attracts eye balls and educates customers on 3G services.”
Three floats were specially designed for this activity and sent out on different routes to cover the towns. Innovative measures were taken to spread awareness about the services and its usage with life-size mobile phone cutouts and in-built screens for live interaction and education. People could test the 3G services by live streaming, Youtube, Facebook and music downloads through these LCD screens. The emcee held games and activities, delivering product information via these interactions.
The campaign provided almost 20,000 activations and more than 200 handsets and dongles being sold on the spot. These sales were supported by distribution of free data pack vouchers from the cantors, which enabled people to try out ideas 3G services. A tower mascot was created with an Idea flag which went around the key areas and gathered crowds to be a part of the activity. The mascot signified idea as a pioneer of 3G services in the selected markets.
Explaining the challenges faced in execution of the campaign, Kapur said: “The key challenge was to keep the team motivated since it was a fairly long duration. We had to adhere to timelines as the canter had to move from one town to the other on a daily basis. It wasn’t an easy task to execute this campaign as it required constant monitoring, meticulous planning and seamless execution. The thought behind the campaign was not only to create awareness but also to catch eye balls. So the key here was also designing the vehicle and the activity in a way that it would be visually appealing and different from competition.”