AWARENESS TO CONVERSION by Maxus for Vodafone

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AWARENESS TO CONVERSION

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

Credits & Description

Category: Best Use of Radio
Advertiser: VODAFONE ESSAR MOBILE SERVICES
Product/Service: MOBILE TELECOMMUNICATIONS PROVIDER
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: MAXUS, Mumbai, INDIA
Client Leader: Vidyadhar Kale (Maxus)
Team: Maxus Team Vodafone (Maxus)
Media placement: Radio - All India Radio - 01/06/2009

Results and Effectiveness
CRBT downloads from old songs went up by whopping 433%. Proof of the pudding lies in more than 11,000 letters of appreciation received from audience across the country.

Creative Execution
The format of the show was kept simple and relatable. Two next door characters, “Swar” (musical notes) and “Shruti” (hearing) were created as the protagonists of the show. The core content of the show was “talk”. During their lighthearted talk, they played old songs from Vodafone’s library on themes like love, festivals, culture and seasons. With each song, they also mentioned process for downloading these songs as their “caller tunes”. The mention was such that it didn’t affect the entertainment quotient. Vodafone Music Station has been on air for the past 224 days across 67 stations in 6 different languages.

Insights, Strategy & the Idea
Vodafone India owns a Call Back Ring Tones (CRBT) library of 1,75,000 old songs. However, this library lies untouched as commercial success is from new songs. However, consumer research showed that audience in small towns, rural areas and lower socio-economic strata have high-affinity towards old songs. This indicated that there was latent opportunity to monetise and generate revenue. However, 3 barriers blocked the revenue route: Low media reach, complexity of download process and language diversity. Consumer insight: Indians love to talk. Hence, we identified All India Radio (government owned) with reach across India in 24 Languages and 146 dialects to launch “Vodafone Music Station”. A conversation based musical show with CRBT functionality integrated within. This platform while created awareness of old song library, it also formed an opportunity to educate the consumer about download process by tagging each song with a code. This would eventually lead to immediate conversions.