NATIONAL INTERNET EXCHANGE OF INDIA Case study THE IT KNOWLEDGE TRAIN by R K Swamy BBDO Mumbai

THE IT KNOWLEDGE TRAIN

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Industry Government & Other Authorities
Media Case study
Market India
Agency R K Swamy BBDO Mumbai
Released June 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: NATIONAL INTERNET EXCHANGE OF INDIA
Product/Service: GOVERNMENT IT INITIATIVE
Agency: R K SWAMY BBDO
Date of First Appearance: Jun 24 2010
Entry URL: http://www.facebook.com/CommonwealthExpressExhibitionTrain
Senior Development Strategy Director: Sujit Kumar (R K SWAMY BBDO)
PR Consultant: Sayantan Sinha (R K SWAMY BBDO)
Development Strategy Associate: Akhilesh Pratap Singh (R K SWAMY BBDO)
Development Strategy Associate: Sarbjeet Singh (R K SWAMY BBDO)
Senior Development Strategy Manager: Arun Rattan (R K SWAMY BBDO)
Senior Development Design Director: Sameer Pasricha (R K SWAMY BBDO)
Development Design Director: Madan Kesari (R K SWAMY BBDO)
Development Design Associate: Swapan Das (R K SWAMY BBDO)
Media placement: An installation - Six coaches of a train - 24 June 2010
Media placement: Press Ads - National and Regional Indian Newspapers - 24 June 2010
Media placement: Press Conferences - On-site at stations - 24 June 2010
Media placement: Billboards - On-site at stations and schools/colleges - 24 June 2010

Describe the campaign/entry
A Government-initiated campaign to popularise the benefits of InfoTech (IT) amongst the hard-to-reach millions of Indians necessitated a really novel approach. It had to be experiential, informative and buzz-worthy!
The idea: An exposition on a train was created. (Take the message and the medium to them!)
Six coaches were specially designed, and covered 50 destinations in 21 States and 3 Union Territories on an extensive route of nearly 15,500 Kms in 113 days.
This was buttressed with intensive media support and PR in 11 languages as the train crossed a multi-lingual nation!
It was a crafty integration of an innovative outdoor thought (a moving train), orchestrated PR, a mega Event and promotion. It is hard to classify.

Describe how the campaign/entry was launched across each channel in the order of implementation
The primary channel was the Train that chugged through the country making 50 stops in 113 days!

To draw attention and audience to this exposition on wheels:

- The schedule was prepared for the train for each station in consultation with the Ministry of Railways.

- The curtain-raiser Ad was released on 24th June 2010 across India in Major English, Hindi and regional dailies.

- On the day of arrival at each state, the state-specific advertisements were published in the highest circulating publications of the state.

- One day before the train's arrival in a station, a media release was given to all newspapers along with the invitation for the Press Conference scheduled for next day.

- Region-specific hoarding/billboards in English and the regional languages were put up during the event duration in that particular railway station.

Net: 50 Press conferences, 50 Press Releases, Over 50 Ads. In 11 languages!

Give some idea of how successful this campaign/entry was with both client and consumer
A summary of the campaign's success;

- Over a million footfalls were generated.
Curious students and young adults primarily flocked to the stations where the train stopped.

- Over 1000 newspaper reports appeared all over the country.

- Over 250 electronic media clips in the form of news mainly on TV.

- And because Indians love to talk - an unmeasureable buzz which would have easily added a few more millions to the number of people who got 'touched' by this campaign. And because the experience was novel on two counts: the the novelty of the wonders of InfoTech and the novelty of the medium (the train).