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Skype dials into OOH to promote new offering among Indian audience

By Bhawana Anand - May 13, 2015

The campaign has been executed by Avenir Brand Connect.

Skype, an internationally launched telecommunications application, has rolled out a high-decibel OOH campaign covering different parts of the country. The campaign was organised to communicate about Skype's new offering in India whereby subscribers can use Skype to directly call on mobile phones and land lines in USA and Canada. The objective of the campaign was to drive high awareness of their offer and increase outbound calls. Interestingly, the brand has promoted this activity only via OOH medium. The campaign has been executed by Avenir Brand, a Pioneer Group venture.

After experiencing an overwhelming response from their Mexico OOH campaign, the brand decided to launch the same kind of promotional activity in India too. Also, with the outdoor campaign copy, the brand came up with clear words'Free Free Free' to create a proposition in the market in comparison with its competitors.

Since the campaign was only OOH-driven, the brand went huge with their numbers.

The media mix was extensive with about 900 + OOH units used across six cities -- Delhi NCR, Mumbai, Pune, Ahmadabad, Bangalore and Hyderabad -- for a period of 6-8 weeks. The TG for the campaign was audience across segments age group (18+) having relatives and friends in USA & Canada and also MNC's corporate and IT companies.

The media planning parameters were designed scientifically keeping the objective and TG in mind before zeroing down on touch points and media placements through traffic count analysis. With the brand value and insight the agency got from the client, the agency took great care in formulating and executing a plan that would create a powerful impact across the target group. The agency covered all the relevant touch points and included high impact billboards on arterial roads, mall facades, transit mediums, and approach roads to airports, MNC office areas and high-end residential pockets.



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