NETWORK IN YOUR PAPER by DDB Mudra Group Mumbai for Reliance

Adsarchive » Promo , Case study » Reliance » NETWORK IN YOUR PAPER

NETWORK IN YOUR PAPER

Pin to Collection
Add a note
Industry Telecommunications Services
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Released June 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: RELIANCE COMMUNICATIONS
Product/Service: TELECOMMUNICATIONS PROVIDER
Agency: MUDRA DDB GROUP
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
: Sheetal Seth (Mudra DDB Group)
: Shivani Suri (Mudra DDB Group)
Media placement: Newspaper - All India Newspapers - 01-06-2009

Results and Effectiveness
The campaign reached out to 20 million individuals and the brand acquired an unprecedented 10 million users in 3 months of campaign launch. Fastest subscription growth as compared to any other GSM player in India. The consumer metrics on preference jumped up by 20%. A good recall of 80% was registered. Thus brand saliency & disposition of Reliance GSM positively impacted. The activity garnered high word of mouth and observed unprecedented impact on brand metrics.

Creative Execution
Instead of a regular full-page ad we wanted to adapt a never-seen-before format that not only gave details of the launch but a compelling reason for the audience to consider the brand. The Idea - The editorial teams of 44 pan-India publications for the first time agreed to change the editorial layout of the front page into the shape of network bars and report real news on it. Editorial teams of all newspapers reported the news of that day not in the form of column bars but network bars to announce the launch of Reliance network on GSM Platform. Biggest Bollywood star Hrithik Roshan was roped in for the launch. The execution was channelised through the leading publications of India. The execution followed for a period of 4 weeks.

Insights, Strategy & the Idea
Reliance Mobile was widely perceived only as a CDMA service provider with outstanding network coverage, with its launch of GSM service the task was to establish the same supremacy of network in the highly competitive GSM arena. Network bars in any mobile phone shows sign of good network by the operator which people are aware of, we wanted users to identify this visual mnemonic synonymous to our service and for establishing the same. Print media presented the most enticing opportunity with highest reach amongst the higher income strata, the core base for GSM service. Thus the strategy was to own network bars by establishing network supremacy.