Airtel DM FROM IMPULSE ENTERTAINMENT TO INCREMENTAL BUSINESS by Madison Communication

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FROM IMPULSE ENTERTAINMENT TO INCREMENTAL BUSINESS

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Industry Telecommunications Services, Mobile Communications
Media Direct marketing
Market India
Agency Madison Communication
Released December 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: BHARTI AIRTEL
Product/Service: MOBILE TELECOMS
Agency: MADISON COMMUNICATIONS
Date of First Appearance: Dec 27 2010
Entrant Company: MADISON COMMUNICATIONS, Mumbai, INDIA
Deputy General Manager: Sameer Kapoor (Madison Communications)
Account Controller: Gopal Krishan (Madison Communications)
Account Controller: Amit Kumar (Madison Communications)
Chief Operating Officer: Ashish Singru (Madison Communications)
Account Director: Somnath Sarkar (Madison Communications)
Media placement: Radio - Fever FM (104 MHz) (Stations: Delhi / Mumbai / Kolkata / Bengaluru) - 27th December 2010

Describe the brief/objective of the direct campaign.
Target audience was drawn from existing users, with the goal of increasing share of wallet with them via value-added services. Telecom companies have numerous value-added services that do not get promoted on mass-reach media due to their specific and contextual nature. The key communication goal of this media tactic was to promote Hello Tunes, Airtel’s largest VAS product by engaging the target audience in contextually relevant manner. Since "I play FEVER" works only on listener initiation and within seconds of their response they are also recommended a destination on Hello Tune adoption, this concept is very effective for impulse-based conversion.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Airtel I Play FEVER is a programming concept where smart use of technology has introduced a direct response marketing opportunity with the consumer. This innovation helped airtel fulfill listener’s in-the-moment music desire, and also converted content engagement into revenue. This concept created convenience for consumer and generated revenue for marketer.

Whenever a listener would send a song request via mobile, they were sent back a return text message confirming the song broadcast timing, and a Hello Tunes download code for that specific song.
At the outset, it was projected that 10% of listeners to Fever will convert to revenue.

Explain why the creative execution was relevant to the product or service.

Music listenership on radio is impulsive and topical, and song requests can be effective to engage listeners with FM Radio stations. The idea was for a telecom operator like airtel to take this opportunity to convert “Impulse Entertainment” into “Incremental Revenue Conversion” opportunity.

All songs on Fever FM between 7am & 7pm on weekdays were played through the airtel I Play FEVER mechanism, covering various audience segments & moods across dayparts. Also, Fever has the highest % of unduplicated listenership amongst FM networks in 4 metros.

Thus, there was strong alignment between brand, media idea and business objectives.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Airtel I Play Fever receives 2000 song requests daily across its 4 city stations in India. Out of which an astounding 40% of listeners have accessed airtel Hello Tunes transaction and converted via this utility - 4 times the projected rate, which means a strong ROI for airtel.

This is an unparalleled conversion number for direct response communications. A very simple technology innovation has created incremental business revenues for airtel. The media property is now identified as a unique sub vertical in the airtel Hello Tunes Business, and continues to be promoted through heavy frequency of RJ links and promos.