Loop Mobile goes purple to communicate 'Going for Great'

The brand has already gone out and promoted itself in Mumbai across various print media and through OOH medium. The brand campaign has been designed by TBWA India. The print and Ooh promotions read the line- "Tested and ranked the No1 GSM network across Mumbai", and which is based on the Mumbai Mobile Network Survey 2010.

The study was conducted by Pyro BKP Telecom Consultants, which further divided the city into six zones - West, South, Central, East 1 and 2 and North. Except for Loop the survey also included three other leading GSM operators in the city. The study dealt with testing the network through key identifiers like call drop, successful handover, call quality, call setup and road coverage.

The study was carried out by understanding both the voice and data content with Nemo analyzer. The study time was from 9 am to 6 pm.

Adgully caught up with Arif Ali, Head- Brand and Communications, Loop Mobile, to find out more about the campaign.

Talking about the new campaign, Ali says, "The core of any service provider is the quality of their network, we need to provide an excellent network and for which we have been investing a lot of time and money on. During the upgradation and post it we did a research on the network quality and we were ranked as the best network across the city amongst the four GSM operators who were included in the study. Having done this we wanted to communicate it to the consumers so we came out with a brand campaign of this nature."

"Besides the idea of '"Going for Great' we wanted to communicate our intent. Our intent is to provide our consumers with the best quality network, provide technological innovations to our consumers, be transparent and to be seen as a pair player in the range of services that we provide," he adds.

The campaign will be promoted across a 360 degree multimedia plan, and the communication will break out in digital media and social media this week and will also be promoted through activation across malls etc.

Talking about going for the colour purple, Ali, says, "We had a multi-colour palette before and purple was a part of that palette. Our intent was to spread the message of "Going for Great', and we wanted a colour that could capture high standard of quality and purple is symbolic of richness and royalty. Besides people normally don't see this colour, so it will uniquely place us in the market and so the colour purple."

The campaign will go on till the month of February next month and the company will be spending almost Rs.5 crores for Below The Line and Above The Line campaign. The media agency that is handling the campaign is Maxus. The purple tower across the campaign has been strategically placed to get the consumer attention and so as to build the understanding that consumer will get what is promised in the ad. | By Prabha Hegde [prabha(at)adgully.com]