Idea's Magic Hat brings out unique offer

The brand has used Magic Hat as a core concept for the campaign to establish the magical essence of the product offerings. The two billboards measuring 52 X20 feet and 50X20 feet highlight the product proposition in a very simple manner.

In a bid to promote and spread awareness about the new product proposition, Magic Recharge (RC 61), Idea Cellular has taken a simple yet interesting route. The product proposition is that when one buys RC61 at Rs 61, one can get benefits in the range of Rs 51-100.

To keep the surprise element alive for the consumer, the brand's out of home (OOH) agency Bates Wallstreet has come up with a simple and eye catching concept, wherein a 'Magic Hat' has been used to establish the magical essence of the product offering. The billboards highlight what the product stands for in a very simple manner.

The two innovations are executed in Hyderabad and Vizag. The one placed at the Begumet Flyover stretch in Hyderabad measures 50X25 feet and showcases different denominations ranging between Rs 51 and Rs 100 coming out as balloons from a three-dimensional magic hat. A visual representation of happiness and celebration comes out very sharply with the glittering stars created around the hat with the help of LED. The movement of balloons with various denominations coming out of the hat is controlled with the help of a motor. The overall combination of the hat, balloon and glittering stars help establish the magic element.

The same concept is executed with a little twist over a 52X20 feet billboard at Jagdamba crossing in Vizag. Here, the magical proposition comes out of a mobile handset held by the brand ambassador Mahesh Babu. The denominations written on balloons blink one by one.

Asheesh Tyagi, country head, OOH services, Bates Wallstreet, says, "Doing innovative stuff makes sense only when it extends the core communication in an interesting manner. I am sure the 'Magic Hat' innovation will add another feather in the hat that brand Idea has donned for the last couple of months in the Andhra Pradesh circle."

The challenges faced while executing the innovations was to control the motorised movement that got stuck because of rain. The execution of the motorised innovation on an outdoor site of this size was also a challenge.