Uninor extensively promotes its low tariff STD plan

Uninor has set a new round of tariff war in UPW, this time for inter-city (STD) calls. The telecom operator has slashed its STD rates to 25 paisa per minute in UPW. The steep cuts in STD rates will encourage rural subscribers to shed their current inhibitions on long-distance calling to other cities in India. To take the communication to its consumers, Uninor's AOR Outdoor Agency executed a strategic OOH campaign along with an out of the box Innovation in the circle.

As part of this innovation, the brand has created elements like India's map, a tower, and 3 lines emitting out of the tower on hoarding by using LED Lights, cut-outs of 25 paisa coin and a timer LED along with Uninor logo.  Mirror vinyl was used on the letters and the edges of the coin to give it an original coin shine. The creative rationale behind this idea was to emphasise on'Sasta' call rate for STD @ 25 paise per minute plan. As a result, even if the viewer is not able to read the message while passing by, the coin still reinforces the brand and product.

The location chosen is one of the busiest area of Meerut. The site at Begum Bridge was perfect for creating the maximum impact with this offering. The innovation has been put up for a month.

The strategic spread and innovative use of OOH helped create remarkable brand visibility for the brand across the city. The brand also conducted a research on the effectiveness of the campaign and the innovation through questionnaires and the result showed 100% visibility of the brand.
People shared their comments like "this is one of a kind innovation we have ever seen”, "truly magnificent”. The execution was indeed a great success.

Commenting on the innovation, KC Narendran, Circle business head, UPW, said, "Our partnership with Storyboard Brandcom has been a successful one. The team at UP West has always striven to push the creative limits to the fullest when it comes to outdoor visibility and this year's STD @25p/min outdoor campaign is one such example which aptly captures the entire thought of the campaign.  The outdoor medium has given both the product and the brand the right visibility, the highlight being the LED lights which will definitely grab the eyeballs of the onlookers.”

Rahul Bajpai, Marketing Head, adds, "We, at Uninor, always believe in establishing a connect with our audiences through simplistic creative execution which is easily understandable. The current clean and smart execution where cutout of 25p all across India's map clearly showing Sabse Sasta call rate i.e. STD call @25p/min. It has captured the attention of millions of eyeballs and helped us to meet our objective.”

Prashant Mishra, North Head, Storyboard Brandcom, says," We have always believed that disruption makes an out of home campaign more impactful. One of the biggest challenges of executing an innovation in UP West market is that 95% of the outdoor sites are non-lit. Our team managed to arrange electricity on the selected site. The other big challenge was to finely and understandably portray the STD Calling aspect and highlight calls from UP west going to rest of the circles across India. And, the dipstick study on the impact of innovation reveals that it was indeed a simple yet smart execution which was noticed by each and every passerby."