As a part of its experiential marketing solutions, the telecom company introduced a sampling activity that took place at Big Bazaar outlets across Mumbai. Spanning over a period of four days from Aug. 12 to 15, the distribution of Xtraa++ vouchers was conducted at the Mulund, Vashi, Kandivali and Malad Big Bazaar outlets. A total of 80,000 vouchers were distributed, introducing people to the benefits offered. The sampling activity was executed by Oaks Events.
The product has also been advertised through print and radio mediums. Digital platforms like Twitter and Facebook are being used to create further engagement. The on-going campaign has adopted the route of OOH media, concentrating on Mumbai, Navi Mumbai and Thane districts. Hoardings have been put up at strategic locations. It also includes bus branding, mobile hoardings and non-lit shelters. The OOH design and execution requisites were managed by Poster Publicity.
Xtraa++ is a plan that offers benefits on customer usage. Based on the extent of usage, credit advantage will be awarded. This has been introduced specially keeping Loop Mobile's current consumer interests in mind, the majority of whom are prepaid users. Commenting on the launch, Surya Mahadevan, COO, Loop Mobile (India) Ltd. said: "With the mobile market being primarily dominated by prepaid, new prepaid offers driving unique value proposition and loyalty is the need of the hour. This can create a paradigm shift in the industry, allowing long-term rewards for subscribers and recurring earnings for trade. This product supports our strategic intent to launch pioneering products that offer unique value proposition and thus, create a large community of users."
Commenting on the marketing efforts, Mahadevan said: "With the kind of competition that exists and the dynamism in consumer taste and preferences, experiential marketing solutions are critical for any consumer-focused brand. We at Loop Mobile understand the importance as well as the impact of OOH as a format and hence, have been proactive in using this medium to break clutter and communicate effectively. For this particular activity, we used OOH to ensure simple and uncomplicated communication with the masses that creates a bond with the common man's wishes and needs from a telecom service provider. Initiatives like these are imperative for a city like Mumbai and a brand like Loop Mobile, since we are Mumbai's nonstop network."
Loop Mobile will continue its marketing activities in the near future as well, to establish the required consumer connect along with product awareness.