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ACT Fibernet goes outdoor to promote new brand identity & offerings

By Bhawana Anand - August 26, 2014

The OOH campaign, executed in a big way in Bangalore, Chennai and Hyderabad, is designed to introduce the new brand name to consumers, and also to project the company's high speed internet service

ACT Broadband, now ACT Fibernet, the fourth largest internet service provider in the country, undertook a high decible, three-month OOH campaign to promote the company's new brand identity. The campaign, executed in Bangalore, Chennai and Hyderabad, is designed to introduce the new brand name to consumers, and also to project the'fastest' internet service that the company offers to users.

Commenting on the OOH campaign, Bala Malladi, CEO, ACT Group, said, "OOH is part of a 360 degree campaign that we are executing to announce the launch of our new brand - ACT Fibernet. The campaign has been designed keeping in mind two key objectives - to announce the brand change from ACT Broadband to ACT Fibernet and to establish the positioning of the new brand, which is "incredibly fast” internet. Lending further credibility to the brand positioning and the messaging is our newly launched portfolio of incredibly high speed plans in the range of 20 to 80 Mbps.”

The campaign has been deployed on various properties available in different cities that include hoardings, bqs, Metro pillars and BMTC bus panels in Bangalore.  While selecting the locations, the brand selected only high-impact and/or large format properties to ensure maximum visibility for the new brand and the new portfolio launch. The company maintains that the objective was to make each and every household in the target cities aware of the ACT Fibernet brand through one media or the other.

Moreover, to create a differentiating factor, the brand has utilised unusual properties like 25,000 kites, 20,000 non-parking boards that deliver high ROI. These innovative branding initiatives have been undertaken in the catchment areas and serve as a constant reminder to the audience of the brand and its key product offerings. The company holds that the OOH campaign has yielded a fair share of leads for the sales team.

ACT also undertook various BTL activations covering Café Coffee Day outlets, malls, corporate parks, colleges and popular retail stores like More, Reliance Fresh, etc. The aim was to give consumers a sense of high speed internet service.

"We wanted the maximum number of people to experience the incredibly fast ACT Fibernet first-hand and assure themselves that this is a brand that can actually deliver on its promise. The activation platform brings together the brand promise and the consumer expectation, helps consumers proactively interact with the brand and create far more credibility and impact than any one-way brand messaging,” said Malladi.

With an aim to break the clutter, the activations have been rolled out in extremely novel and unique ways. The key touch-points covered as part of the activation engage college students, working professionals at corporate parks and shoppers at malls. Another unique feature of the activations was the digital integration which amplified the participation and overall effect of the campaign multi-fold.
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