NEW DELHI: In a fiercely competitive domain like telecom where the service providers are leaving no stone unturned to wrest a larger size of the growing pie, the OOH canvas has proved to be an important medium for the value propositions to be communicated effectively to the target audience. However, the OOH space itself became increasingly cluttered with the competing messages, mandating the players to consider innovations to stand out in the crowd.
TATA Indicom has amply demonstrated this with a new outdoor campaign to promote its ‘Pay Per Call Flexi’ plan. The objective of the campaign was to highlight the flexibility that the tariff plan has on offer. Explaining this, Lloyd Mathias, CMO, Tata Teleservices, said, “We realised that conversations cannot be boxed into either short or long. The same person may sometimes have a very short conversation and on another occasion may speak for long. This insight of people having short conversations sometimes and long chats on occasions is the inspiration behind the product and the series of films we have shot to promote Pay Per Call Flexi.”
TATA Indicom vested the outdoor duties for the campaign with MOMS, the OOH specialist arm of Madison World, to be executed for a period of one-month in all key cities across the country. MOMS used highly innovative displays including motorised hoardings for the campaign, in line with the TVC.
Talking about the campaign execution, Jayesh Yagnik, DGM, MOMS Outdoor Media Solutions, said, the central idea was to break out of the clutter of ‘pay per minute’ or ‘pay per second’ messages, and to come up with displays that captured the imagination of the target audience. For this, a motorised duck on a hoarding was used to urge consumers to “Say A Little” and Say a Lot”, with an underlying message that TATA Indicom offers value for money for both short and long conversations.
The motorised movement creating 'Drama' in broad daylight
Talking about the innovation, Mathias said, “The television commercials attempted to tickle the funny bone, especially with a unique execution. We have used a mix of animation and claymation to good effect to bring alive our story. The idea was to bring alive through a series of humorous situations, using the penguin, duck and dog as a metaphor, the fact that we now offer a product where in the tariff is flexible to the kind of conversations people have.”
The amazing composition of movement & light 'play' at night
“The idea was also to ensure that it breaks through the clutter. We have used animation so that the execution is fresh and different from what’s currently on air,” he said.
Yagnik said the overriding objective was to take the campaign across the country. “The task at hand was to get visibility in all key markets by way of innovations and strategic displays.” For this, media properties like hoardings, unipoles, pole kiosks, gantries, bqs, signages, park branding sites and utilities have been used. “The strategy was to use multiple media properties including hoardings to communicate the brand’s message in all cities across. Therefore, all the key locations in important towns were identified keeping the TG in mind”, said Yagnik.
Also, the creatives were adapted according to the media used and since the campaign was on a national level, the creatives were adapted in local languages as well.
The campaign was executed in 10 cities in Andhra Pradesh including Hyderabad, Vijayawada and Vishakhapatnam, 21 cities in Karnataka including Bangalore, Mangalore, Hubli, Manipal and Mysore, 5 cities in Kerala including Cochin and Trivandrum.
Additionally, 5 cities in UP (East) including Lucknow, Varanasi and Kanpur, 5 cities in Assam including Guwahati, 3 cities in other north eastern states including Shillong, 11 cities in Haryana including Hissar and Karnal, 8 cities in Punjab including Chandigarh, Mohali, Panchkula, Bhatinda, Amritsar, Ludhiana, Jalandar, and Patiala, Shimla in Himachal Pradesh, Delhi, 14 cities in Gujarat including Ahmedabad, Baroda, Surat, Rajkot, Bhuj, Gandhi Dham, and Jamnagar, 7 citie in MPCG including Bhopal, Indore, Gwalior, and 10 cities in UP (W) including Meerut, Agra, Dehradun, Bareli, Moradabad, Saharanpur and Aligarh were also covered in this extensive nation-wide campaign.