GOT TO SAY SOMETHING by DDB Mudra Group Mumbai for Reliance Telecommunications

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GOT TO SAY SOMETHING

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Industry Telecommunications Services
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Released October 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: RELIANCE COMMUNICATIONS
Product/Service: TELECOMMUNICATIONS PROVIDER
Agency: MUDRA DDB GROUP
Date of First Appearance: Oct 25 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
: Sheetal Seth (Mudra DDB Group)
: Shivani Suri (Mudra DDB Group)
Media placement: Cinema - Cinema Halls - 25-10-2009

Results and Effectiveness
This activity achieved many firsts in terms of promoting a brand using the cinema medium. There were new heroes who were sitting in the hall as the brand helped create celebrities out of regular cinema goers. A good recall of 80% was registered and the brand preference scores went up by 20%. Thus brand saliency & disposition of Reliance GSM positively impacted. In the process, cinema viewers enjoyed something unprecedented that made our brand thought of ‘Being impulsive’ a tangible & unforgettable LIVE experience and create an instant connection that complimented the environment!

Creative Execution
In a Cinema Hall, auditorium is dark, everyone’s attention is on the screen, which is where the hero is, all the action & drama takes place. What if, for a minute, we could change all this? What if the attention shifted to an ordinary person, who got a chance to act at the speed of thought, wherever and whenever it may be? The Implementation: Halfway through the screening just before the interval, a slide along with an announcement said “Got to say something. Go Silver Screen” and interval breaks. People walk towards the ‘Go for it’ zone which was outside the movie hall and impulsively record messages for their loved ones. The message being recorded by thousands of people was simultaneously being flashed on the silver screen all through interval for their loved ones to see. The activity was channelised across Big Cinema & Fun Republic chains for 4 weeks.

Insights, Strategy & the Idea
Reliance Mobile was among the last entrants in a cluttered category to introduce the GSM service and had an unique consumer focused brand proposition of ‘Go for It’ – leave behind your inhibitions, make people express their emotions and connect instantly. Consumer Insight: People always want a platform to express themselves. The more you thought about whether to act or not, the more you hesitate and the moment was gone. Media Insight: Cinema screen is one of the biggest platforms that people aspire to be on. In a never-done-before format, cinema screen was provided as the platform to express and establish an instant connection. Cinema with highest reach among higher income strata, the core base for GSM service.