MUMBAI: Technology today has an overbearing effect on consumers wherein the choices are innumerable. This sea of choices translates into a highly competitive landscape. Consumers are willing to experiment with the new that stands for upgraded technology and looks; something that translates into value for money.
Thus, Reach Mobile planned a high decibel campaign to maximize the opportunity staring in its face. The key business objectives included attracting the first time users and new Smartphone adopters to taste the use of smart phones at an economic pricing. The priority target audiences for this campaign are the new users of Smartphones in Sec B & C. OOH as a medium contributed in delivering brand imagery and impact, garnering a luminous impact.
Reach Mobile, the latest diversification of the $1 billion Rashmi Group, has joined the outdoor bandwagon with Posterscope India.
Posterscope India, the out-of-home agency from the Dentsu Aegis Network that has been handling both national and global mobile handset clients, has reaped in its expertise to provide a holistic approach where outdoor advertising is concerned.
With the objective ‘Your Smartphone - Your Reach’, Posterscope interestingly identified the reach of the target audience - where they move, retreat, socialise and spend most of their leisure time.
The campaign objective was derived from the brand name itself with intent to reach out to the mass at all possible touch points. The campaign was covered in markets like West Bengal, Northeastern States, Orissa and Bihar in the first phase.
The next phase roll out will target Rajasthan, MP and Chattisgarh.
Reach Mobiles head corp comm and marketing Kinjal Desai said, “We have been successful in reaching out to all corners of the cities in which we have rolled out our campaign; the response is quite good in terms of trade & customer calls. The agency needs to be appreciated for devising such a strategic plan with a robust coverage.”
Posterscope India managing director Haresh Nayak said, “It gives us immense pleasure to be a preferred agency for venturing into Outdoors. The media strategy was aligned to ensure that the campaign matches the means of communication and the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group.”
