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  • 1. 9/11/2013 Radio Advertisement Integrated Marketing Communication Assignment Group number 7 Advait Bhobe 12020841116 Anant Maheshwari 12020841119 Sachidanand Yadav 12020841093 Sharad Gupta 12020841117 Siddharth Bhatnagar 12020841100 Sudarshan Iyer 12020841105 Tanmay Nayak 12020841109 Tarsh Midha 12020841112
  • 2. 1 Radio Advertisement Page 1 Contents BSNL (National campaign).......................................................................................................................2 Print Advertisement: ...........................................................................................................................3 Radio Advertisement:..........................................................................................................................4 1) No Dramatic Bills.....................................................................................................................4 2) Trust Factor.............................................................................................................................4 3) “Hindustan Bol Raha Hai” .......................................................................................................4 4) “Become cool, like Rahul”.......................................................................................................5 Other Promotional activities...............................................................................................................6 Television Advertisement ...................................................................................................................6 The Vodafone (International campaign): Live Hour ...............................................................................7 About...................................................................................................................................................7 Background .........................................................................................................................................8 Radio as a medium..............................................................................................................................8 Campaign Objectives ..........................................................................................................................8 Implementation ..................................................................................................................................8 Results.................................................................................................................................................9 Vodafone (International campaign): The big idea................................................................................10 Vodafone’s approach:.......................................................................................................................10 Idea ...................................................................................................................................................10 Key objective.....................................................................................................................................10 Execution...........................................................................................................................................10 Results...............................................................................................................................................11 Coca Cola Radio Campaign (International campaign): Wavin’ Flag......................................................12 Background .......................................................................................................................................12 Positioning ........................................................................................................................................12 Why radio?........................................................................................................................................13 TV Commercials and sponsorships ...................................................................................................14 Results...............................................................................................................................................15 Kaya Skin Clinic (National campaign): “No Pain No Gain” ....................................................................16 Objective & Insight............................................................................................................................16 Idea ...................................................................................................................................................16 Social Media..................................................................................................................................17 Kaya Skin Clinic – Radio Campaign 2011SMS and Calls Responses ..............................................17 Conclusion.........................................................................................................................................17
  • 3. 2 Radio Advertisement Page 2 BSNL (National campaign) BSNL has used multiple media to promote its services and brand as a whole. BSNL has used various media to promote itself such as TV advertisements, radio advertisements, sales promotions, sponsorships, print advertisements, etc. BSNL used various campaigns to reach out to its target customers across whole of India. It has used extensively its radio campaign as it has lower costs in comparison to TV advertisement costs. BSNL used the voice of their brand ambassador, Ms. Deepika Padukone, in some of the radio advertisements as well. Some of the advertisements which aired on the radio were aired as television advertisements as well. So, this helped in greater recall of the advertisement when they were aired on radio, as most of the people would have watched the TV advertisements as well. It tried to differentiate its offerings from other telecom network providers by portraying the following benefits:  No Dramatic Bills,  Variety of services (Landline, Broadband, Wireless Internet, Mobile, etc.) under the single brand,  Data packs available on mobiles,  Latest Tariff Plans  Value Added Services offered  Special Plans/Offers for Corporate or Government employees BSNL had developed their radio advertisements in various languages and not just in Hindi and English. This was required as their target customers were lower-income people, living in rural/semi urban areas. By making their advertisements in more regional languages such as Kannada, Marathi, Punjabi, etc., they were able to reach out to their target customers in larger numbers and more efficiently. Radio advertisements played a very important role for BSNL in their campaign to promote the new and advanced services that were being provided by them. The rationale behind the same was simple. Radio, in its essence, was more penetrative than Television or any other media platform available at that point of time. This was truer in the case of rural areas, where radio had larger penetration in comparison to TV’s. Another advantage associated with TV advertisements is that they’re difficult to fine-tune, whereas radio advertisements are, comparatively, easier and cheaper to redevelop in different language.
  • 4. 3 Radio Advertisement Page 3 Print Advertisement: Some of the print advertisements are depicted above. One of the above adverts talks about specific service which BSNL offers i.e. 3G Service advertisement. This advertisement was printed in leading newspapers of the country in the respective regional language. The advertisements are majorly in local and famous newspapers such as Dainik Jagaran in Delhi, Punjab Kesari in Punjab etc., so as to get the maximum reach from the promotional communication. The other advertisement shows the international roaming service provided by BSNL. It tries to inform the users that it has network in 187 countries. This shows the credibility of BSNL, for instance, if you go to any country, there wouldn’t be any problem regarding the Network and other aspects associated with it.
  • 5. 4 Radio Advertisement Page 4 Radio Advertisement: 1) No Dramatic Bills This advertisement was created to show a dramatic effect in the advertisement and promote their landline services. It, first, talked about how the calls and the internet-surfing done by a girl named ‘Kareena’ to guy named ‘Rahul’ lead to huge bills, which became a cause of concern in the family. Later, in the advertisement, landline services of BSNL were promoted. As per the advertisement, BSNL’s services could solve the problem of high bills, as it had Cheaper Call- rates. The 1-day Installation Period guarantee given by them only further promotes their services, as in an impatient country like ours, the fact that it can be quickly installed is perceived by most as an added advantage. 2) Trust Factor This advertisement touches the emotional chord of the listeners. It starts with a person talking about how his father had first installed a BSNL landline/fax machine, and how much he wanted to communicate with his friends & relatives, but couldn’t as others didn’t have telephone services, of any sort. But now, he feels happy that his daughter has a mobile and moreover, the fact that she uses the BSNL. Adding to that, he says that he also uses other services of BSNL and all the telecom services, both direct and indirect, are of the same operator i.e. BSNL. He does on to say that he’s been saving money as well. This shows the relationship which BSNL has had since decades with the Indian customers. It tries to leverage the existing Brand Loyalty, which it has developed over the years, to promote and strengthen its relationship with the current customers, and acquire more customers in the present scenario. This advertisement also aims at raising awareness about the basket of services offered by BSNL. It tries to portray BSNL as someone who is no longer just a landline services provider. It tries to showcase its Mobile Internet services, Mobile services (e.g. BSNL Mobile Radio), Broadband & Internet services, etc. As pointed in the ad very categorically, it tries to showcase that availing the services of BSNL will lead to a lot of monetary savings, if all the services are those of BSNL. 3) “Hindustan Bol Raha Hai” In this ad, it tries to portray BSNL as having superior coverage, across India and its highly diverse geography, be it the mountains or the some small place in rural India. They say major part of the Indian population, the ones in the rural areas, are able to connect more freely with their loved ones and others, because of BSNL. It is in the form of a song, a duet, where both the singers highlight the advantages of having a BSNL connection, in a happy-sounding song.
  • 6. 5 Radio Advertisement Page 5 4) “Become cool, like Rahul” In this radio ad, featuring the very glamorous Deepika Padukone, she is shown advising a friend, Rahul, who had his life messed from all different fronts – with his brother, his girlfriend, at work with his boss and elsewhere too. Later, they show how his life changes as soon as he uses BSNL’s 3G Services, to cater to the demands of all those mentioned above. He became cool amongst his friends, same was the case with his younger brother and his boss gets impressed too. It basically tried to appeal to those in the working-class, esp. the young professionals who are obsessed with speed and getting a holistic experience, in this day and age. These young professionals face great difficulty in balancing their professional and personal life, hence BSNL tries to tap on this market segment. Effectiveness of the advertisements The ads have been very successful. In the Rural areas, the subscribership for BSNL increased significantly (about 30-35%), with a comparatively less increase in the Urban areas (about 10-15%), particularly in the Tier-II and Tier-III cities. Time slot which it chose for placing advertisement BSNL had very strategically placed their ads throughout the day, to ensure maximum reach of their Radio advertisements and make sure the people are aware of BSNL’s superior services and network. The morning 8-10 AM slot had been picked and the evening 5-9 PM slot had been picked. Reason for choosing particular slots As per the content of the Radio station, the advertisement was repeated enough number of times to make sure the maximum number of customers receive the required message, so as to increase the mindshare of BSNL in the minds of the consumer. These slots were picked so as to reach out the target consumers. One might observe that the slight change in positioning by BSNL, to turn in the crowds from the Working Professionals group, is reflected in the chosen timings too. Most of the other groups in the Target Market are catered to during the said times. The group of Working Professionals that BSNL desperately wanted to reach out to, are the ones who travel during these times, and very sensibly, the ads have been strategically placed during these times. The time slots used are office hours i.e. 7am - 10am and 5pm - 10pm with high frequency and rest of the day, ads ran but with less frequency.
  • 7. 6 Radio Advertisement Page 6 Other Promotional activities One of the most famous promotions of BSNL is during Live Cricket match commentary on Radio. Whenever a boundary is hit, BSNL promotion takes place. The promotion is as follows: When a boundary is hit, “Ye laga BSNL chauka, Connecting India” is played on radio. Television Advertisement The Television ads, associated with this campaign also, much like their Radio counterparts aimed at getting the same messages across – those of “Lower Billing” amounts and of the “Trust” factor that consumers all over India have on BSNL and its unmatched services. On various forums to watch and comment on such advertisements, many joked about how the TV ads were almost like a video version of their Radio advertisements.
  • 8. 7 Radio Advertisement Page 7 The Vodafone (International campaign): Live Hour About The Vodafone Live Hour is a networked UK radio programme hosted by Paul Gillies and Jo Good. The show consists of live music from new and current bands including interviews, reviews and competitions. The show is on every Monday between 9 pm and 10 pm on some commercial radio stations. The show is broadcast from London. It was an ad funded radio programme broadcast weekly across 60+ radio stations. It was developed as part of Vodafone’s entry into the music arena and worked to support Vodafone’s TBA gigs which were impromptu live music events recorded for play out on Channel 4. Activity culminated with the Vodafone Live Music Awards. Where was it?  National broadcast presence  Regional gigs  London based music awards Who was involved?  Vodafone  OMD  Emap Radio  GCap Media  Channel 4  Plus other supporting media and suppliers Project Management responsibilities  Concept and creation of the radio show  Media negotiation and deal management  Liaison between all radio stations  Overseeing commercial and programming interaction  Creation of online content and Email strategy  Developing promotional material  Competitions; radio, online, SMS, email, street  Research
  • 9. 8 Radio Advertisement Page 8 Background A number of the biggest telecoms brands use live music to engage the key, but often elusive, demographic of 16-34 year olds. The challenge for Vodafone was to cut through this increasingly commoditised marketplace and create stand out from their main competitors. Target audience The heartland of Commercial Radio lies with 16-34 year old listeners so radio was the perfect route through to consumers for Vodafone in terms of size and efficiency of audience delivery. Radio as a medium Radio is also the main source for discovering new music, so provided the ideal environment for promoting Vodafone’s new music credentials. Campaign Objectives To engage with the key demographic of 16-34 year olds and to create stand out from their main competitors. Implementation Vodafone worked with GCap Media and Emap to create a brand new property that showcased Vodafone’s unique commitment to live music content for music aficionados, aired across 58 stations. The Vodafone Live Hour broadcast weekly and consisted of live tracks, exclusive recordings, interviews, content from gigs and ticket giveaways. The network show was presented by MTV’s Jo Good and supported with three bespoke regional shows with their own presenters. Vodafone also created six live gigs called TBAs featuring the hottest acts of the moment, and later established the Live Music Awards that were broadcast on Channel 4. Positioning of this Campaign This revolutionary project shows how Commercial Radio can work together to create original content and appointment to listen programming. The Vodafone Live Hour proved that using cross-group radio branded content on an on-going basis is a highly effective means of maintaining the momentum behind a core brand idea.
  • 10. 9 Radio Advertisement Page 9 Budget Reach & Frequency Target Audience Media Used N/A 16-34 year olds 16 - 24 25 - 34 Both All ABC1 C2 Students RADIO Campaign Location Campaign Duration Marketing Objective Campaign Type All Regions All Year BRAND STATURE BRANDED CONTENT / RADI Results In terms of audience, RAJAR demonstrated the huge success of the project for both Vodafone and the radio industry as a whole, with the programme reaching 650,000 listeners on a weekly basis. Research has demonstrated that 36% of listeners spontaneously recalled the show and 50% felt more positive towards Vodafone as a result. More importantly, since Live Hour began Vodafone has gone from forth to first in ‘music association’ out of the four main telecoms networks.
  • 11. 10 Radio Advertisement Page 10 Vodafone (International campaign): The big idea Vodafone’s approach: Vodafone wanted to reach a wide audience to highlight the launch of The Big Idea, a national ad funded TV show. It was clear from the outset that the commercial radio industry would need to combine forces to create a compelling network solution delivering huge numbers. Idea A pioneering radio partnership between Bauer, GCap, Global and UTV Radio, resulted in the first ever weekend long national networked promotion. Positioning Vodafone as the number one choice for small businesses. Key objective Associate Vodafone with innovation. Increase awareness of the Big Idea TV show on Sky One. Execution Every station joined together 16 times throughout the weekend from a central Big Idea studio counting down 100 inventions related questions. The listener that answered question 1 correctly won £100k. This activity pre-promoted the first Sunday night episode of The Big Idea on Sky One. The activity extended over the seven weeks of the TV series, with a combination of advertorials that leveraged the talent within the programme and top ‘n’ tail business related teasers sitting either side of commercial breaks. Production was provided centrally, maximising cost efficiencies, whilst maintaining each stations local identity. The on-air activity was complemented on each stations website.
  • 12. 11 Radio Advertisement Page 11 Results  Independent pre and post research demonstrated the campaign’s huge effectiveness in aligning people with the Vodafone brand.  43% of listeners agreed that Vodafone had ideas for small business compared to 26% of non-listeners.  37% felt more positive about Vodafone as a result of their association with small business  85% of people who said they had seen or heard any kind of advertising for the Big Idea had heard it on the radio.
  • 13. 12 Radio Advertisement Page 12 Coca Cola Radio Campaign (International campaign): Wavin’ Flag About The Coca-Cola Company The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, Along with Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply and Georgia Coffee Background The 2010 FIFA World Cup took place in South Africa, kicked off on 11 June. It was the first time the 32 final teams are competing for the world’s most sought after trophy on the African continent. ‘Wavin’ Flag – Coca-Cola Celebration Mix’, the uplifting soundtrack recorded by K’NAAN for Coca-Cola and its sponsorship of the 2010 FIFA World Cup, broke into the top ten on music charts in eleven countries including peaking at number one in China, Mexico, Germany, Canada, Austria, Switzerland and Luxembourg. Building on the success of this music collaboration, Coca-Cola debuted a digital radio station, “Coca-Cola Celebration Radio,” available free to anyone around the world online and features a playlist of “celebration” songs, actual disc-jockeys and daily audio blogs by K’NAAN updating his experience from South Africa during the FIFA World Cup. K’NAAN, as the official programmer of the station, personally selected many of the tracks played on Coca-Cola Celebration Radio based on their upbeat tempo, celebratory style and inclusion of African artists. Listeners could also hear K’NAAN’s personal take on the celebration in South Africa as he provides daily “audio blogs” from the tournament during the 2010 FIFA World Cup. The radio station, believed to be the first digital radio station entirely supported by a single brand and created for Coca-Cola by GOOM Radio, could be downloaded as a widget and placed on social media sites, blogs and websites. Coca-Cola Celebration Radio is available at http://celebrations.coca-cola.com. K’NAAN’s Coca-Cola anthem was be featured prominently on the radio station. Positioning “To capture the feeling of unity and celebration that the FIFA World Cup brings to people all across the planet”
  • 14. 13 Radio Advertisement Page 13 Why radio? Coca cola was aware of the fact that radio is used throughout the world as a source of music and the theme of creating experience of happiness was best communicated through radio. Also, they had planned to use K’NAAN’s track “waving flag” song which talked about everyone coming together, which was better communicated with the help of radio. The deal between Coke, A&M/Octone, and K'naan worked for two reasons: 1. Because Coca-Cola is an unusually huge and unusually good marketer. 2. Because everyone compromised to pull off something cool. The artist took less money than he would have a few years ago, and worked hard. The corporation respected his integrity and quirks, and developed a plan that was as good for him as it was for them. The label forsook a short-term pay-out for a broader partnership. This is the only way the Coke-K'NAAN deal could be a model for the industry: Accept less, work hard, don't go for the quick buck, compromise, work with people you like, and create music that's meaningful to your fans. Implementation K’NAAN, as the official programmer of the station, personally selected many of the tracks played on Coca-Cola Celebration Radio based on their upbeat tempo, celebratory style and inclusion of African artists. Listeners will also hear K’NAAN’s personal take on the celebration in South Africa as he provides daily “audio blogs” from the tournament during the 2010 FIFA World Cup. The radio station, believed to be the first digital radio station entirely supported by a single brand and created for Coca-Cola by GOOM Radio, can be downloaded as a widget and placed on social media sites, blogs and websites. K’NAAN’s Coca-Cola anthem will be featured prominently on the radio station. Coke's World Cup tour became the heart of the deal, with K'naan traveling extensively with the trophy, making many more appearances than an established star would have agreed to. Coke paid A&M/Octone and K'naan a $150,000 sponsorship fee, along with a fee of between $7,500 and $25,000 for each performance. To reduce Coca-Cola's costs, K'naan agreed to trim the size of his band. Coke got 50% of the royalties on the Celebration Mix. To boost the song's international appeal, K'naan customized 18 Celebration Mixes for specific countries, with local musicians singing up to half the lyrics in their language. In soccer-rabid Spain, he paired with crossover superstar David Bisbal; in China, he recorded with Jacky Cheung and Jane Zhang, the country's equivalent of Mariah Carey; in Congo, his partners were Barbara Kanam and Patience Dabany, who happens to be the ex-wife of Gabon's former president and the mother of its current leader. Across the world, there are now 20 versions of "Wavin' Flag" for sale on albums and on iTunes.
  • 15. 14 Radio Advertisement Page 14 The maxi single release track list: 1. Wavin' Flag (Celebration Mix) (3:33) - Mixed by Phil Tan, Producer The Smeezingtons, Mastered by Dave McNair 2. Wavin' Flag (Celebration Mix) - feat. will.i.am & David Guetta (3:30) - Mixed by Dylan "3D" Dresdow, Mixed by Jaime Martinez (assistant mixer), Producer Afrojack, David Guetta, Kerry "Krucial" Brothers, The Smeezingtons, Will.I.Am, Written by D. Guetta, N. Van De Wall, W. Adams 3. Wavin' Flag (Spanish Celebration Mix) feat. David Bisbal (3:52) - Mixed by and vocals, arranged by Voice, Lyrics by Rafael Vergara (Spanish adaptation), Producer The Smeezingtons 4. Wavin' Flag (Album version) (3:41) - Mastered by Dave McNair, Mixed by Manny Marroquin, Producers Bruno Mars, Kerry "Krucial" Brothers, Engineer Ari Levine, Christian Plata, Erik Madrid, Miki Tsutsumi, Stuart White TV Commercials and sponsorships The song was released in more than 150 markets around the world and is used as the anthem for all elements of the global Coca-Cola marketing campaign in support of its FIFA World Cup sponsorship in more than 160 countries. The song is heard on television commercials, the digital campaign website www.youtube.com/coca-cola, a broadcast documentary about the history of goal celebrations sponsored by Coca-Cola and has been performed live by K’NAAN at more than 20 stops of the FIFA World Cup Trophy Tour by Coca-Cola including concerts in Mexico City, Rome, London, Paris and Tokyo. The track was even part of the music for the EA SPORTS 2010 FIFA World Cup South Africa videogame title. K’NAAN, a native of Somalia, has collaborated with some of the world’s hottest recording artists to create a dozen local-language versions of the song. Artists include Thai chart-toppers Tattoo Colour, multi-platinum Lebanese singer Nancy Ajram and China’s most popular female artist Jane Zhang. Outdoor Campaign K’NAAN also performed the song at Coca-Cola sponsored events in South Africa during the FIFA World Cup including Trophy Tour events and appearances at official “Fan Fests” where people gathered for public viewing of matches. Fans at matches of the FIFA World Cup also heard song’s memorable five-note chorus in the stadium before each game and at half-time and be prompted to chant along to the “Oh, oh, oh-oh, ohhh” refrain and wave their flags via video board messages.
  • 16. 15 Radio Advertisement Page 15 Results “Wavin’ Flag – Coca-Cola Celebration Mix” Is a Certified Number One Hit in China, Mexico and Germany and Continues Rise on Music Charts around the World
  • 17. 16 Radio Advertisement Page 16 Kaya Skin Clinic (National campaign): “No Pain No Gain” Objective & Insight The objective was to embed “painless” feature of the revolutionary laser among consumers. No Pain for laser is a complete anti-thesis and therefore the possible route could be to dwell into other things that are antithesis and associate Painless Kaya Laser. Most people are opinionated on the phrase “No Pain No Gain” and this known phrase fits well as an antithesis to Kaya offering. Idea Instead of identifying different occasions that could be antithesis to Pain, Kaya started a national discussion on arguably much debated and known slang “No Pain , No Gain” . People were incited to argue if they agree with the phase “No Pain, No Gain” and the argument was concluded with the Kaya offering of Painless Gain. The claim was substantiated by Radio Jockey’s (RJ) after trial and consumers were offered trial. The campaign anchored around radio and carried forward on social media and PR. Week 1: Discussion - Painful Laser & No Pain, No Gain General Discussion about how Painful Laser Hair removal and the idea of “No Pain, No Gain”. Lead by RJ’s laying the foundation for people’s involvement. The Discussion leading to No Pain, No Gain. Is it true that you have to go through the Pain to have the Gain? Week 2: Inviting the RJs to Go to Kaya Skin Clinic Radio Jockey’s Experienced Painless Laser. RJ’s realized that it’s actually Painless. Made the people believe more as RJ’s spoke about their own experience On Air with the live link from Clinic. Week 3: Competition– “No Pain No Gain” Debate Debate about “No Pain, No Gain” with the Revolutionary Kaya Painless Laser. Asking listeners to call the station with their argument and giving them a chance to enter the end of week draw to Win Rs. 14,500 worth of Painless Laser Service at Kaya. The stations (starting last week on Radio Mirchi) received many calls from listeners every day each trying to convince their point of view, the interaction with the consumer on a more personal level begins this week. Week 4: Competition – Yes or No
  • 18. 17 Radio Advertisement Page 17 Debate about “No Pain, No Gain” with the revolutionary Kaya Painless Laser. Asking listeners to call the clinic to participate in the Yes or No Game and giving them a chance to enter the End of Week Draw to Win Rs. 14,500 worth of Painless Laser Service at Kaya. The station received many calls from listeners, the interaction with the consumer started growing and created a high increase in SMS responses. Week 5: Run of Spots + Live Links from Kaya Skin Clinics Run of Kaya Spots on the Breakfast Show. Thursday Live Links from Kaya skin Clinic – Town Centre on Channel 4 and Kaya Skin Clinic Delhi on Radio Mirchi FM. Interview with the Manager and Doctor about the new Kaya Painless Hair reduction system. Social Media Kaya Skin Clinic Banners on Radio Mirchi Websites, as well as on the Channel 4 Facebook Page. Kaya Skin Clinic – Radio Campaign 2011SMS and Calls Responses By the second week of the Kaya Radio Campaign, the interaction with the listener began, and evolved upwards with an increase in SMS responses week after week throughout the 5 weeks of campaign. The Listeners felt included in the discussion and the stations received calls every day from people sharing their stories, telling Kaya about the pain they went through to achieve what they had set as a goal The Debate about No Pain, No Gain was the Main Topic of conversation, the campaign came to an end where the RJ concludes that with Kaya Painless Laser you can have all the Gain with No Pain. Conclusion The Creativity of Radio Campaign, introducing No Pain, No Gain as part of the Message and interacting on the subject with the listener, taking in their stories and opinions makes them feel involved in the campaign and with the Brand. Radio Campaign was successful Engagement & Creativity is a MUST on radio. Creating interaction between the Brand and the Listener is a MUST. Offering the listener a chance to try product for free is motivating.

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