2. Brand Communication objective
To increase the MNP to TATA Docomo from other networks and hence
increase sales of TATA Docomo
Target Audience
Young (16 – 28) mobile using population; who may not be addicts but have
a good presence in Social media
3. Social Media
•Facebook – The suggested campaign is mainly on Facebook because it
allows us to use other apps which we are going to create
•Twitter – To be used for communication about the campaign. If we can get
the campaign to trend, then it is one our measure for success (of course it
should be a positive trend)
• Google+ - To create awareness and promote the campaign.
4. The Big Idea
As we all know that the primary reason most of the people follow
•(Point #1)
brands on Social Media is not because they wanted to see the images, boring
stories or to answer some of the stupid questions that are asked by brands
but for the coupons and other discounts that they receive for following
brands. (Pls remember this)
Two things that today‟s youth are fascinated towards (there are
•(Point #2)
other things as well, although) are „Social Media‟ and „Games‟.
•So „the big idea‟ here is to connect the above mentioned points and make
most out of it.
We would create an app (game) on Facebook. The game
•(Now, pls concentrate)
will be available only for 45 days. Users will have to enter their TATA
Docomo number to play the game. They will be getting free talk time at the
end of the day which will be proportional to the points they score.
(This is not all. The best part is in the further slides)
5. How it works
•Teasers about the game would be promoted through Social Media few days
before launching the game to create buzz among the users.
•If the user is already a TATA Docomo subscriber, he/she needs to enter
his/her mobile number before playing the game and at the e.o.d the free
talk time will be automatically updated to the mobile number.
•When a user gets a free talk time, he will definitely be excited to excited to
come back to the app the next day.
•TATA Docomo promotes itself to be fair player so this app asks the users‟
permission to post this on their wall. Users can pos it with their own
message/comment. (This adds more credibility)
•Everyday when others who are not using the app or who are not the
subscribers of TATA Docomo see their friends‟ post of winning free talk
time, they get curious to take a look at it.
6. What's in for non TD subscribers
•The game has to allow non TATA Docomo Subscribers to play the game
just for fun. (who would play such games just for fun)
•However, We inform the users that they can redeem their points once they
become the subscribers of TATA Docomo and give a quick link of a TATA
Docomo‟s web page for MNP. (Now, this must be exciting)
•They would also be asked to enter their current mobile number and the
points can be redeemed on the same number itself. So that they don‟t take a
temporary SIM, use the talk time and throw it away.
7. Add-ons
•We can have some add-ons in the app to promote the game as well as
TATA Docomo‟s services.
•TATA Docomo currently runs „If everybody treated you like a mobile
operator‟ TVC campaign to promote it‟s fairness in service. (The same thing can
be promoted using the add-on)
•Users should be asked to create and use a custom cover image of TATA
Docomo on heir FB profile.
•The image format has to read something like “My ‘TATA Docomo logo’ ‘
Custom message’ ‘…User’s name in a signature font’ under the message with
the logo of the app”
•The custom message can be chosen from the options available they should
be something like “does no unfair deductions”, “Doesn‟t cheat with the
promise of unlimited” etc. (These are actual communication messages used in the TVCs) or
the users can be asked to have their own message saying why they like
TATA Docomo.
(why would I have TD’s cover image when I have a better cover image of my own)
8. Add-ons…
•Brands should not force the consumers to promote them. They have to
create interest among the consumers to do it for them.
•So, this add-on has to ask the users „Are you in for a surprise?‟ if yes, ask
them to have it as their cover image in FB.
•Send messages of additional points to the users who have made it as their
cover page.
•This would definitely surprise them and would let them
tweet/communicate about it.
•This would in turn promote TATA Docomo‟s services and the game as well.
9. Prototype of the image
My does no unfair deductions
App -Shravan
logo
10. Conditions
•TATA Docomo promotes that it doesn‟t have any hidden conditions. So we
make it clear about the conditions right before someone starts using the
app.
•The redeemed points can‟t be used all at once. You can use a maximum of
1 hour per day. (I am not particular about the numbers. They can be changed after proper
planning)
•This allows the user to stay with TATA Docomo for a long period
combating the competitors‟ strategies.
•We can also have a deadline for non TD users to convert to TATA Docomo
to avail the free talk time.
11. Final words
•This campaign can be promoted using other social media platforms like
Twitter, Google+ etc.
•We can get the micro celebrities/Social Media celebrities to tweet about the
campaign to increase it‟s awareness.
•Twitter can be actually used to influence more people towards the
campaign
P.S. : The above mentioned campaign needs a good brainstorming before
implementing it.
