MUMBAI: Telecom operator Aircel has added another application in its VAS offering with ‘Music Connect’ service. A massive out of home (OOH) campaign promoted by Primesite, Mudra Max’s out-of-home (OOH) solutions unit has also been undertaken.
The campaign was flagged off on 21 May with the tagline â€?Share While You Listen’. The aim behind the campaign is to convey about its new concepts in terms of Mobile Value Added Services (M-VAS) which provide its users an option to subscribe and share the song one’s listening to with their friends through most popular social networking sites Facebook and Twitter
Placed strategically on prominent and busy roads, the campaign has been carried out in Mumbai. The agency has also brought this idea alive through a 40×20 billboard at the Mahim junction in Mumbai. The campaign has been targeted towards young music lovers thereby allowing one to describe his-her behaviour, mood through popular social networking sites. The execution also talks about its simple application on Aircel MOC (music-on-call), wherein the users require dialing & pressing #, thus updating their Facebook status with the songs.
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Commenting on the campaign, Mudra Max senior vice president Mandeep Malhotra said, Creating disruption and innovation has become hygiene for Aircel. Brands constant innovative nature proves the seriousness of Aircel in the usage of OOH. It also becomes inevident for telecom to be disruptive in an over cluttered category. Our communication strategy for this was to convey about its fun and exciting way of updating ones status on Facebook. The innovation we created will surely be able to draw huge audiences at a fraction and thus help youth connect with their friends….
