UNINOR Promo, Case study UNINOR LAUNCH by ZenithOptimedia Delhi

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Industry Telecommunications Services
Media Promo & PR, Case study
Market India
Agency ZenithOptimedia Delhi
Released December 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: UNINOR
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: ZENITHOPTIMEDIA, Gurgaon, INDIA
Senior Vice President: Navin Khemka (ZenithOptimedia)
Assistant Vice President: Ravinder Negi (ZenithOptimedia)
Assistant Vice President: V N Satish (ZenithOptimedia)
Media Group Head: Priyanka Choudhary (ZenithOptimedia)
Media placement: Print - Dailies - Times Of India - 4th December 2009
Media placement: Print - Dailies - Indian Express - 4th December 2009
Media placement: Print - Dailies - Deccan Herald - 4th December 2009
Media placement: Print - Dailies - Hindu - 4th December 2009
Media placement: Print - Dailies - Dainik Jagran - 4th December 2009

Results and Effectiveness
The results were outstanding. Launch campaign reached 77.5 million people. Uninor achieved an awareness of 71% in 4 weeks of launch. Other competitive brands took 3 months to achieve similar awareness score. (Source: Millward Brown)

Creative Execution
For IMPACT, front pages were used, and for CREDDIBILITY, newspaper mastheads, headlines and news articles were used across 30 publications, 25 editions with a total circulation of 22.58 million. Uninor launch was showcased as editorial pick for the headline of the day on the front page with a news article on the day of launch, first time in the history of Indian advertising. This is alongwith strip ads on page 1-2-3 with the same look and feel in the publications at centre of the page. While the centre strip was across publications, Times of India also replaced their 'T' of 'Times' with the logo of Uninor on the day of launch

Insights, Strategy & the Idea
Uninor was the 12th player launching in a $475million category. The challenge was to position Uninor as a voice of the aspiring young Indian as encapsulated in their brand line 'It’s my time now'. Selected markets ruled out more evocative media like National TV and mandated use of Print. The Lower middle class youth (our TG) looked up to print media to shape their opinions. Thus in a highly competitive category, and regulated editorial environment, we co-created advertising with publications for delivering IMPACT and CREDIBILITY