Delhi Metro Bluetooth

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Blue tooth Media @ Delhi Metro

Blue tooth Media @ Delhi Metro

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  • 1. Locations @ DMRC Stations in Line - II Connaught Place Kashmere Gate Central Sect. Chawari Bazaar Civil Lines (ISBT) Patel Chowk New Delhi Chandni Chowk Univ. Of Delhi Legislative Assembly
  • 2. Who are talking to? • The young Delhi commuter : 85% of the commuters are below the age of 34 • Over 34% women commuters • The educated Delhi: Over 67% commuters are working or SEPs and 30% students • Approximately 70% commuters SEC A2 and B
  • 3. Why DMRC ? • Recent article* reveals significant change of commuter patterns in Delhi; Metro Among the most preferred public transport service in Delhi • Over 70% of commuters have shifted from other modes of transport to Metro Travel. • Passengers choose it majorly for its safety, economy and comfort Metro a big hit in Delhi, Hindustan Times, Sunday, 29 June
  • 4. Why Campaign @ DMRC • Recent Report* declared Delhi Metro rider-ship hitting an all-time high — an average 7.6 lakh commuters rode on trains in the month of May’08 as against the previous month’s daily average of 6.5 lakh • Delhi Metro Rail Corporation (DMRC) has decided to post customer facilitation agents at its busiest metro stations at Rajiv Chowk and Kashmere Gate because they both serve as interchange points between different Delhi Metro lines drawing the largest crowds * Article: “ Metro staff to check pushing and shoving at stations “; Times News Network, 11th June, pp.5
  • 5. About Target Audience Gender wise break-up 160000 136000 140000 120000 100000 80000 64000 60000 40000 20000 0 in '000s Male Female Gender % in '000s Male 68% 136000 Female 32% 64000 Out of the total daily commuters of 1.6 lakhs – 1.36 lakhs are males and 64 thousand are females
  • 6. More..About Target Audience Age wise break-up 100000 90000 90000 80000 80000 70000 60000 50000 40000 30000 22000 20000 8000 10000 0 in '000s 18 - 24 25 - 34 35 - 44 45 + Every 1lakh commuters comprise of at least 80000 are from Age % in '000s the age group of 25 – 34, the TG that has highest propensity 18 - 24 45% 90000 to spend power 25 - 34 40% 80000 35 - 44 11% 22000 45 + 4% 8000
  • 7. More..About Target Audience Occupation wise break-up 80000 76000 70000 58000 60000 50000 40000 34000 30000 24000 20000 8000 10000 0 in '000s Student Salaried Self Employed Businessmen Others 67% percent of the commuters are earning / Occupation % in '000s working – no other outdoor medium provides an Student 29% 58000 opportunity to get exposed to gathering of a TG Salaried 38% 76000 like this Self Employed 17% 34000 Businessmen 12% 24000 Others 4% 8000
  • 8. More..About Target Audience SEC wise break-up 80000 70000 66000 70000 60000 50000 40000 30000 30000 30000 20000 10000 4000 0 in '000s SEC - A1 SEC - A2 SEC - B1 SEC - B2 SEC - C SEC % in '000s SEC - A1 15% 30000 SEC - A2 33% 66000 SEC - B1 35% 70000 SEC - B2 15% 30000 A mix of SECs enables reach to wide range of TGs and makes the medium SEC - C 2% 4000 apt for brands from various categories
  • 9. Pilot Campaign
  • 10. @ Rajiv Chowk (Connaught Place)
  • 11. Blue Casting unit Statistics Bluetooth campaign on 16th Feb’08, for 48 Hours, Statistics for same are enclosed below. Campaign was run without any promotional posters and fliers and Content: DMRC Route information and safety messages. Device-1 C am paign N am e D evice N am e A ccepted R ejected N ot A ctioned T otal M etro N ew s B luecasting 9 547 791 3412 4750 M etro N ew s B luec as ting 9 A c c epted R ejec ted N ot A c tioned
  • 12. Statistics Device 2 C am paign N am e D evice N am e A ccepted R ejected N ot A ctioned T otal M etro N ew s B luecasting- 6 605 1305 3057 4967 Me tro N e w s B lu e ca s tin g - 6 Acce p te d R e je cte d N o t Actio n e d
  • 13. Campaign results @ a Glance No. of Location: 1 Per Day/ location Duration: 48 hrs Day: Monday, Tuesday Band Size: 9717 Band Size: 4859 Impressions: 2096 Impressions: 1048 Conversations: 1052 Conversations: 526
  • 14. Kashmere Gate
  • 15. (Delhi University) Vishva Vidhyalaya
  • 16. (Delhi University) Vishva Vidhyalaya
  • 17. New Delhi
  • 18. Central Secretariat
  • 19. New Delhi
  • 20. Chandni Chowk
  • 21. Chandni Chowk
  • 22. (other Supportive touch points
  • 23. 1 Supportive Touch points S.no. Location Size 7 x 3.1 and 9.8 x 1 Platforms 4.6 2 Entry/Exit 7 x 3.1 2 3 Dome [Rajiv Chowk (Connaught Place) 15.1 x 8 only] Picture of approach 1 4 Other display opportunities like wall, Various (next overhead gantry 3 slide) staircase branding etc. 1. Backlit wall mounting on Platform 2. Backlit panels on Dome 3. Backlit on entry/ exit concourses
  • 24. thanks for your interest in @