Reliance Mobile Case study MY NETWORK VERSUS YOUR NETWORK by MEC Noida

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Industry Mobile Communications
Media Case study
Market India
Agency MEC Noida
Released June 2012


Spikes Asia 2012
Media Best Use of Screens Bronze

Credits & Description

Type of Entry Media: Use of Media
Category Best Use of Screens
Advertiser/Client RELIANCE MOBILE
Entrant Company: MEC Mumbai, INDIA
Media Agency: MEC Mumbai, INDIA
Imran Karim MEC Team Members
Tejas Thakar MEC Team Members
Deepak Sarode MEC Team Members
Datta Sonkamble MEC Team Members
Dinesh Vyas MEC Team Members
Team Reliance MEC
Results and Effectiveness:
For the first time a brand ambassador was seen interrupting LIVE content. Brand Consideration went up from 26% to 32%. Consumer metrics on trust and reliability went up from 11% to 12% 15% revenue increase in the daily recharge
Creative Execution:
The vignettes created were interspersed during the program and NOT in the commercial break. The viewer suddenly saw the program stop mid-way (as if someone had pressed the pause button). After 5 seconds the vignette was aired. The live content was interrupted across 15 channels covering important genres like Hindi General Entertainment, News, Movies, Music, and English General Entertainment. Overall the campaign reached 91% of the target consumers with over 612Mn impressions across 8 weeks. Since scale was critical, the campaign aired across 75 channels. We generated 30000+ spots with 1160 sponsorships which generated 15271 promo-tags garnering 1082 additional GRPs.
Insights, Strategy and the Idea:
Reliance Mobile had to propagate “Network Superiority” to drive Mobile Number Portability. On television there is very high advertising clutter which makes consumer attention a huge challenge. The need was to grab consumer attention by not just what Reliance said, but HOW it said it! Insight: Every television break is an excuse for me to switch channels. Consumers hate it when their programs are interrupted with advertising messages. From there came our Idea Platform - “Life Interrupted with Reliance Mobile” We created special CONTENT (vignettes) using Anushka Sharma (a leading Indian actress and brand ambassador). The vignettes had a contextual message telling viewers not to change channels but to change their mobile service provider and live life uninterrupted.