INDIAN SOAPSTAR by PD3 London for O2

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United Kingdom
Agency PD3 London
Designer Claudia Schroegel
Producer George Kainth
Released November 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: O2
Agency: PD3
Date of First Appearance: Nov 11 2010
Entrant Company: PD3, London, UNITED KINGDOM
Entry URL:
Creative Planning Director: Mo Saha (pd3)
Creative Development Director: Cat Botibol (pd3)
Creative Lead: Pia Chaudhuri (pd3)
Account Director: Tim Rasbash (pd3)
Head of Design: Gareth P. Jones (pd3)
3D Design: Luis Barcelo (pd3)
Designer: Claudia Schroegel (pd3)
Producer: George Kainth (pd3)
Media placement: TV campaign - 1 spot and idents - Zee TV network - 6th November 2010
Media placement: Experiential Roadshow - 7 UK city centre locations - 11th November 2010
Media placement: Digital Content - YouTube - 11th November 2010
Media placement: Indian Soap Star App - Facebook - 6th November 2010
Media placement: Editorial - Asian Express and regional radio stations - 1st November 2010
Media placement: PR Coverage - Various regional and ethnic titles and blogs - 1st November 2010
Insights, Strategy & the Idea
The brief was to create an emotional connection between the Indian community within the United Kingdom and mobile network, O2 to promote calling tariff, International Favourites.
Call rates on the O2 network between the UK and India prior to this campaign were low at 5%.
Relationships between tight-knit family members within the UK and India are maintained through regular phone calls, rather than Skype, email or instant messaging. Using this insight we set out to create an engagement campaign that would create a word-of-mouth sensation to drive shared telephone conversations between family members in the UK and India.
The staple diet in India is Hindi TV Fiction, which has asserted itself as the most powerful mass-market medium of entertainment in the country with an aggregated audience of 134 million. We identified award-winning Hindi soap Pavitra Rishta as the media vehicle for this campaign. This was our starting point.
Creative Execution
A unique chance to star in a special episode of India's biggest soap opera, broadcast simultaneously in the UK and India.
Based on geotargeted data, key areas with a large Indian population were selected to house the Indian Soap Star experience.
The experiential activity centred around a video audition booth with dramatic coaches and sample scripts. Whilst auditionees awaited their turn, free calls to India, Dhol drummers, dancers, Henna Mendhi artists and Bombay mix were on offer. A 3D audio experience housed in a rickshaw transported listeners to an Indian street market through cutting edge binaural technology.
Audition footage, scripts and an app were housed on dedicated YouTube and Facebook pages. TV sponsorship of Pavitra Rishta, including idents and ad spots promoted the Indian Soap Star experience. The roadshow was promoted in each region targeting print, broadcast and relevant localised social media, followed by profiling of all regional winners.
Results and Effectiveness
• Call rates on the O2 network through International Favourites to India jumped from 5% to 44% with an average of 24 outbound minutes per user/day as a result of this campaign. The proportion of calls exceeds all other international markets combined and has driven significant revenue for the client, exceeding all initial targets.
• £483,000 advertising equivalent value of targeted and localised PR coverage was generated. 117 pieces of coverage and 17.5 million opportunities to see/hear.
• 48,500 face-to-face interactions through the audition roadshow with the target audience.
• 64,576 audition views on YouTube channel
• 34,415 ‘Likes’ on dedicated Facebook page