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Idea Cellular
Challenge:
How do you consolidate Idea’s brand leadership without having the comfort of disruptive pricing or unique value added services that competition is spoiling consumers with?
Solution:
Elevate the brand above transactional stories of network or tariff, by demonstrating the power of a mobile phone and what it can do beyond the obvious expectations.
Campaign Idea- Use Mobile, Save paper. Save the environment!
Results:
Post campaign the Idea achieves the peak in both urban & rural and claims the key challenger position to Airtel
Idea ups the ante on being an inspirational brand
‘thinking ahead’ critical to the brand shows an upward trend catching up with Airtel
Gains mindshare on key category drivers like wide range of tariff plans and being a trustworthy brand
