Balance over? Get an Idea!

A moving beacon light is placed over a 40X20 feet billboard highlighting 'Emergency' in a manner that creates instant connect. The 400 watt halogen bulb moves with the help of a motor mechanism.

Have you ever faced a situation where you need to make an urgent call but your balance is over? Idea Cellular's new offering, Idea Lifeline, is based on the concept of emergency talk time credit for uninterrupted calling.

Idea Lifeline offers prepaid customers of Idea with credit balance anytime, anywhere, when they run out of balance talk time. Customers can avail the credit balance by dialling the toll free number, 53567, from their Idea number and talk time of Rs 3 will be instantly credited to the customer's account.

Bates Wallstreet and team Idea aim to communicate the concept through an out of home (OOH) campaign that comprises two innovations in Pune and Nagpur. The innovations showcase a large moving beacon light placed over a 40X20 feet billboard, highlighting the 'Emergency' part in the creative.

The beacon is created using MS frame and acrylic sheet. The light inside is a 400 watt halogen bulb, which moves with the help of a motor mechanism. The billboard also displays a message that reads 'Make calls even with zero balance'.

Sunita Bangard, vice president, marketing, Idea Cellular says, "Our communication has always been about simple ideas that have the potential to make life more convenient for our users. Idea Lifeline provides the user a unique solution of uninterrupted calling - through this product a user can continue to talk even though he may not have balance in his account. To create awareness about the 'Idea Lifeline' we planned a OOH campaign where 137 cities across Maharashtra have been covered. We persistently try to build preference for the brand through our service and innovative products and hope to take this a step forward with Idea Lifeline."

Asheesh Tyagi, country head, Bates Wallstreet, says, "An interesting proposition to talk about. Team Bates Wallstreet and team Idea came up with the idea of using the most important element of outdoor creative layout to bring alive the core thought - Emergency."

The 21-days OOH campaign started in the second week of March and the innovations kicked off in Pune on March 30 and in Nagpur on April 1. It aims to increase customer satisfaction level and at the same time, promises to offer additional benefits to the subscriber base of brand Idea.

In addition to the regular OOH campaign in 137 towns and two innovative executions in Pune and Nagpur, the campaign has used 70 bus stands in Maharashtra where public address system is being used to talk about the lifeline offering after every arrival and departure announcements.

The campaign is spread across Maharashtra in various cities including Pune, Nagpur, Nashik, Aurangabad, Kolhapur, Solapur, Shrirampur, Sangamner, Parbhani, Hingoli, Osmanabad to name a few.