Friends 91.9 tuned to OOH for brand relaunch

Friends 91.9 FM, a Kolkata based FM radio station, has re-launched and repositioned its identity as youthful FM station. To capture the target audience i.e. Youth, the brand planned to utilize the OOH medium in a creative manner. The campaign was designed to connect Friends FM with people individually as their’friend.’ The campaign was executed in two phases Teaser and Reveal. Innovations played a major role in the effectiveness and reach of the brand.  The OOH media duties were handled by Milestone Brandcom for the campaign.
 
The brief given to the agency was to project the brand as one of the most happening FM stations in town. Since the main target audiences were the youth, innovations played an important role in this campaign and the brand’s ultimate objective was to capture maximum audience attention and extend their listener base.
 
“Milestone proposed numerous outstanding innovations for us as a brand to create a differentiator in the city. It was difficult for us to pick and choose just one idea that we liked. Therefore, we shortlisted seven ideas which were decided to scaled up in the entire city. Since innovations played an important role which surrounded the campaign, I think strategically it worked for us as we could showcase so many innovations in one particular campaign which no other brand had thought of executing earlier. Through various innovations, we kept Kolkata hooked to the campaign as it broke the clutter in the outdoor space to highlight our brand more prominently, said Dhruba Mukherjee, Associate VP, ABP group.
 
‘Join us we are all Friends, 91.9 FM – Adda, Gaan total fun’ — that’s how the brand was being re-launched and re-positioned amongst the youth. Surojit Sen, A.V.P East India 360 Integration, Milestone Brandcom said, “We needed to put together all our creative thought processes and deliver some unique OOH solutions. We really appreciate the client’s belief in our strengths as an agency, and to believe in us to be able to execute so many innovations together in one campaign. This is the first time Kolkata has seen an array of innovations executed in one single campaign. It really works for us as we could connect with people and achieve a desired mileage to reach a milestone.