Idea Cellular Promo, Case study USE MOBILE, SAVE PAPER by Mindshare Mumbai

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Industry Telecommunications Services
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Released January 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Date of First Appearance: Jan 7 2010 12:00AM
Entrant Company: MINDSHARE , Mumbai, INDIA
Entry URL:
Partner-Exchange: Pat Vinayak (Mindshare)
Partner-Client Leadership: Ajit Gurnani (Mindshare)
Director-Exchange: Manish Bharil (Mindshare)
Director-Invention: Manasa Madhusudhan (Mindshare)
Director-Exchange: M.Ganesan (Mindshare)
Associate Director-Exchange: Nilesh Sawant (Mindshare)
Manager-Exchange: Jayesh Nair (Mindshare)
Executive-Exchange: Naveen Peram (Mindshare)
Executive-Exchange: Atul Kasbe (Mindshare)
Executive-Exchange: Manoj Hegde (Mindshare)
Associate Director-Interaction: Nilesh Chhabria (Mindshare)
Executive-Interaction: Megha Khadelwal (Mindshare)
Director-Interaction: Sunando Banerjee (Mindshare)
Manager-Interaction: Nikunj Mahajan (Mindshare)
Director-Exchange: Anthony Raj (Mindshare)
Manager-Exchange: Nitish Shekhar (Mindshare)
Executive-Exchange: Deepa Raghuraman (Mindshare)
Executive-Exchange: Anantha Krishnan (Mindshare)
Manager-Exchange: Mahesh Shettigar (Mindshare)
Executive-Exchange: Shailesh Pujare (Mindshare)
Media placement: Radio - Radio Mirchi - 22 Feb 2010
Media placement: OOH-Banners - Toll Bridges-SMS - 25 Feb 2010, 2 Mar 2010
Media placement: Digital - Mobile - Coffee Shops- Bluetooth - 13 Feb 2010
Media placement: Digital Mobile - Cineplex- SMS - 25 Feb 2010

Results and Effectiveness
2.1 million square centimetres of paper saved. Over 6,000 people saved paper on the toll bridges in a 3-hour activity. Around 700 movie watchers enjoyed a Bollywood film using an SMS ticket. And 300,000 consumers enjoyed a paperless coffee break. 1 out of 10 mobile users in the Idea network used their mobiles to ‘save paper’ and 2 million consumers participated to experience a paperless world. When you physically feel something you start believing in it. That’s why when people saw that mobiles can actually save paper, they were converted and started practising it in day to day life.

Creative Execution
We tied up with the most popular radio station (Radio Mirchi) that made on-air live announcements to promote the use of mobile and thus save paper. We brought the campaign alive in 3 identified frequently visited consumer touchpoints- through us of mobile devices and their applications like SMS and Bluetooth. When crossing toll bridges in Mumbai and Delhi, people driving through didn’t waste paper on the ‘Toll Receipts’. They just had to show the SMS. When buying movie tickets at PVR and FUN multiplexes, viewers didn’t waste paper on the ‘Movie Tickets’. They just had to show the SMS. When ordering and paying for coffee at Barista and Café Coffee Day, visitors didn’t waste paper on the ‘Menu and Bill’. They used a special blue-tooth enabled digital menu and m-bill on their mobile. We converted the attitude of “we cannot do anything” to “we can do anything”.

Insights, Strategy & the Idea
India has over 425 millions mobile subscribers. With 13 telecom companies, it’s also the fastest growing market in the world. In this market, to break clutter and have a distinct brand voice, Idea Cellular has over the years cemented its positioning with hard-hitting, socially relevant communication that engages the consumers. A set of 5-6 TV ads were created on the idea ‘Use Mobile, Save Paper’ campaign. But the brand did not want to just leave the message there. The target audience had to be shown how they could actually save paper using their mobile phones in real life. So a nationwide mobile campaign was launched where consumers could physically feel the campaign idea. Since we were talking to a younger urban/semi urban audience, it was critical that the touchpoints be part of their daily routine.