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Matrix ropes in out-of-home to capture its TG

By VJ Media Bureau - April 24, 2013

Kolkata recently witnessed the catchy OOH campaign from Matrix, executed in association with Karukrit Advertising by creating brand awareness and highlighting the USP of the product.

Matrix, a leading provider of complete Mobile and Data Solutions engaged in outdoor advertising in Kolkata creating a greater connect with its respective audience. Karukrit Advertising Private Limited, partnered with the brand to provide large format displays which includes mainly hoardings and pillar wraps.  Around 14-15 sites has been taken for this campaign for a duration of one month throughout the city of Kolkata. Since outdoors offer a more demographic reach compared to other media and gives an opportunity to reach specific target audience, Matrix being a premium brand wanted to reach out to all national citizens and international traveller's.  Hence all the sites taken are located in premium localities of Kolkata and some of them includes Park Street, Salt Lake, AJC Bose Road, Alipore, City Centre II, Rajarhat, New Town and so on.
Matrix is also one of the official sponsor of Kolkata Knight Riders. To showcase this association Matrix decided the usage of cricketing jargon's such as Howzatt! and Catch it!! to describe the benefits which one gets with a Matrix SIM card when going abroad, along with the product benefits on the outdoor creative. The key colour green has been used effectively in two bands which made the communication more clear and precise in look. Few sites were also selected near the Eden Gardens Stadium to emphasize the alliance more with the Kolkata Knight Riders.

 "The Indian Premier League serves as a lucrative platform to reach out to our customers and leverage our brand at a national level. Associating with KKR offers us the opportunity to raise awareness about the brand among all the people of Kolkata. We have been pioneers in offering a one stop solution to all Indian's travelling abroad. Through our outdoor campaign, we wanted to project Matrix as a brand touching people's heart and mind by offering cost effective telecom solutions." said Karan Sharma, Head- Marketing, Matrix.
Arnab Das, Senior Marketing Executive, Karukrit Advertising Private Limited, shares, "The objective of the campaign was to create awareness by highlighting the USP of the product (Savings on International Roaming expenses) that would attract more eyeballs in a cluttered market. Since large format displays were used which are the most powerful tools for attracting consumers in today's age, the main challenge was to keep the hoardings intact and not let it get spoiled or torn by natural calamities such as norwesters which are common in the month of April in Kolkata. Outdoor advertising being used strategically for this campaign has guaranteed substantial exposure within a very little cost to the brand.”
"The Matrix outdoor campaign provided the brand an extreme high frequency with permanent and high impact presence in the city of Kolkata. The brand recall increased phenomenally and a majority of people who are travelling to Malaysia, Singapore and Thailand in May had pre-booked their SIM cards one month in advance,” Arnab further shares.


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