DO THE NEW by Lodestar UM for Tata Docomo

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DO THE NEW

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Industry Mobile Communications
Media Promo & PR, Case study
Market India
Agency Lodestar UM
Released June 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TATA DOCOMO
Product/Service: MOBILE TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Jun 26 2009 12:00AM
Entrant Company: LODESTAR UNIVERSAL, Delhi, INDIA
General Manager: Hema Malik (Lodestar Universal Media)
Media Controller: Maneesha Khanna (Lodestar Universal Media)
Senior Media Planner: Snehashish Das (Lodestar Universal Media)
Chief Operating Officer: Anamika Mehta (Lodestar Universal Media)
Media Supervisor: Varun Chaturvedi (Lodestar Universal Media)
Media Supervisor: Paridhi Surana (Lodestar Universal Media)
Media placement: Radio Launch Campaign- Tata DOCOMO - Radio Mirchi, Big FM, Red FM, Radio City, Hello FM, Radio Mango, Club FM, Fever - 26 June 2009
Media placement: TV Launch Campaign - VH1, Maa TV, Neo Sports, Star Vijay, Star Plus Etc - 24 September 2009
Media placement: Print Launch Campaign - TimesOf India, Dainik Bhaskar, Anand Bazaar Patrika Etc - 24 September 2009
Media placement: Digital Launch Campaign - Www.create.tatadocomo.com - 24 September 2009

Results and Effectiveness
Do The New executed over 28 radio stations, 48 TV Channels, 35 newspapers, numerous web portals and OOH locations. Results that broke norms! • 22m subscribers added in record time in a recessionary market • Tata Docomo ‘Do The New’ Community has 1M fans currently across sites like Facebook, Orkut, etc. • Added 1.2 million subscribers within the launch week, a record! • 300% overachievement in targets! • Among top 3 brands in consideration set today as per brand tracks • First time ever – a waiting line for SIM cards in select markets during launch weekend!

Creative Execution
Hear DOCOMO Multi-market Simulcasts • Top RJs of all FM stations in one studio chat about 'DO THE NEW' • Listeners heard the same content across all frequencies • Commercial time road-blocked to air unique fillers and branded content Transformations • Station’s programming clock turned on its head. Popular RJs shuffled shows • Station characters adopted contrasting styles See DOCOMO • New format Content intrusions within editorial in leading dailies • Novel OOH in styling and locations. Floral hoardings near temples to greet Onam Do DOCOMO • Created ‘Do The New’ segments on television shows; entire format changed for Docomo Special rounds • For the first time, live cricket on TV had dynamic contests in sync with the ever changing situation of the game • Online consumer participation – create consumer renditions of the brand logo animation and the brand tune composition on the brand website. Winning entries showcased on TV

Insights, Strategy & the Idea
Background: The telecom category in India is cut-throat competitive. All brands look, feel and talk just the same. As the 10th entrant Tata Docomo needed to be one of one, not one of many. Insight: 450 m mobile users feel dependent and trapped because of the sameness. Strategy and Idea: To provoke consumers to question existing paradigms and deliver an experience which is refreshing, liberating and enriching. 'DO THE NEW' The media approach was all about breaking paradigms of usage and content. Creating high-impact media moments which offer consumers a refreshingly different experience, forcing them to think – why do the same when you can DO THE NEW!