Mobile operator Loop Mobile has introduced a new Network Campaign to attaract the youngsters. The campaign is currently on outdoor hoardings across Mumbai. The hoardings show youngsters (with captions that say ‘Me’, pointing towards ‘My Network’.
After the extensive re branding exercise undertaken by Loop Mobile (earlier BPL Mobile) to announce it name change, the brand continues to target the youth with yet another piece of communication vouching its network to be as inseparable as your shadow.
The new creative thought behind the ad campaign, conceptualized by McCann Erickson, is currently on outdoor hoardings across Mumbai. The hoardings show trendy youngsters (with captions that say ‘Me’, pointing towards them) who are followed by their shadows (towards which the caption reads ‘My network’), thereby drawing a parallel that the Loop Mobile network follows its consumers like an inseparable shadow.
The campaign is being leveraged across print and radio media as well and the hoardings are present in prominent leisure locations such as malls and multiplexes in Mumbai. The radio activity will also bring alive the ‘shadow’ idea: as RJs are faceless voices to their listeners, Red FM will ‘shadow’ its RJ Mantra by tracking his movements throughout the day and updating listeners on the same. These snippets will be shared with listeners through seven days, reveals Arif Ali, Head, Brand and Communications, Loop Mobile.
Ryan Menezes, executive creative director, McCann Erickson, adds that the brief was to communicate that that no network covers Mumbai the way Loop Mobile does, be it in basements, high rise towers or flyovers. To do so, the first phase of communication, called Maximum Mumbai, Maximum Network, was released – which was more factual. On the other hand, the second phase is softer in approach, showing what network reliability means from the consumer’s perspective. The ad says you cannot shake off something that’s a part of you.
Loop Mobile also credits itself as the first operator in the country to offer GPRS/MMS, Caller Ring Tunes