Tata Docomo Promo, Case study STATION DOCOMO by Lodestar UM

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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 Radio
Advertiser: TATA DOCOMO
Date of First Appearance: Jun 26 2009 12:00AM
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

Results and Effectiveness
Station DOCOMO broadcast in launch markets across 28 radio stations. • Station DOCOMO got unparalleled PR coverage; station phone lines were jammed as listeners called to be heard on ‘Station Docomo’ • Unprecedented acquisitions - we ran out of SIM cards over the launch weekend with long queues outside the local stores • Added 1.2 million subscribers within the launch week, a record! • Tata DOCOMO remains the top gainer in new subscribers, month on month • 300% overachievement in targets! • Amongst top 3 brands in consideration set today as per brand tracks

Creative Execution
Simulcast • First time ever, all FM stations became one and spoke in one voice, the voice of Tata Docomo • Competing Radio Stations diluted their identities, synchronised their clocks with listeners hearing the same content across all frequencies • All stations seamlessly integrated the Docomo signature tune into their jingles • Egos parked as top RJs across stations came together in one studio to chat on 'DO THE NEW' • All commercial time road-blocked to air unique fillers and brand content RJ Shuffle • Station’s programming clock turned on its head. Popular RJs swapped shows imbibing the spirit of ‘Do the New’, the high voltage, high energy morning RJ swapped with the romantic and mellow night RJ . Sparkler Transformation • Station characters adopted contrasting styles exemplifying ‘Do the New’. The prankster was pranked, the rustic became sophisticated and the romantic fool who always gets dumped finally got a girl!

Insights, Strategy & the Idea
Background: The telecom category in India is cut-throat. All brands look, feel and talk just the same. As the 10th entrant in such a competitive category Tata Docomo needed to be one of one, not one of many. Insight: 450 m mobile users felt dependent and trapped because of the sea of sameness. Strategy and Idea: To provoke consumers to question existing paradigms and deliver an experience which is refreshing, liberating and enriching. ‘DO THE NEW' This was the genesis for breaking all media norms. Introducing Station Docomo: A breakthrough launch platform that changed the way people experienced radio.