OOH: Aaren Initiative innovates with Nokia XpressMusic

Televisionpoint.com Correspondent | Bangalore
Aaren Initiative has recently conceptualised and created an eye catching innovation for its client Nokia through billboards across Delhi, Bangalore, Hyderabad, Ludhiana and Chandigarh.

The agency executed the campaign for two of Nokia's music-enabled phones as additions to its XpressMusic series. This was created to showcase the music phones with the stereo headset WH-600.

"The new concept of presenting the feature of the product accessory in outdoor was very strategically planned and executed by keeping in mind the youth, who are the target group for this series." says SS Balaji, associate business director, Aaren Initiative.

Nokia 5320 and 5220 XpressMusic offer a range of affordable music and entertainment experiences. It was very well expressed in by creating larger than life headsets on the hoardings and were highlighted with colorful neon lights in the background.

Nokia XpressMusic campaign

"This kind of light effect was executed for the first time at most of the locations and surely caught the audience attention. The concept was an instant hit and attracted traffic across all segments as all the hoardings were at prime locations in the heart of the cities." Balaji explains.

For the record, Aaren Initiative provides OOH solutions through scientific media planning based on Aaren Initiative Planning Tool (AIPT), which is based on nine parameters such as site location, placement, clutter level, hoarding size, etc.