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Delhi Metro Bluetooth


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Delhi Metro Bluetooth

  1. 1.
  2. 2. Locations @ DMRC<br />Stations in Line - II<br />Connaught<br />Place<br />Kashmere Gate<br />(ISBT)<br />Central Sect.<br />ChawariBazaar<br />Civil Lines<br />Patel Chowk<br />New Delhi<br />Chandni Chowk<br />Univ. Of Delhi<br />Legislative<br />Assembly<br />
  3. 3. Who are talking to?<br />The young Delhi commuter : 85% of the commuters are below the age of 34<br />Over 34% women commuters<br />The educated Delhi: Over 67% commuters are working or SEPs and 30% students<br />Approximately 70% commuters SEC A2 and B<br />
  4. 4. Why DMRC ?<br />Recent article* reveals significant change of commuter patterns in Delhi; Metro Among the most preferred public transport service in Delhi<br />Over 70% of commuters have shifted from other modes of transport to Metro Travel.<br />Passengers choose it majorly for its safety, economy and comfort<br />Metro a big hit in Delhi, Hindustan Times, Sunday, 29 June<br />
  5. 5. Why Campaign @ DMRC<br />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 <br />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<br />* Article: “ Metro staff to check pushing and shoving at stations “; Times News Network, 11th June, pp.5<br />
  6. 6. Gender wise break-up<br />About Target Audience<br />Out of the total daily commuters of 1.6 lakhs – 1.36 lakhs are males and 64 thousand are females<br />
  7. 7. More..About Target Audience<br />Age wise break-up<br />Every 1lakh commuters comprise of at least 80000 are from the age group of 25 – 34, the TG that has highest propensity to spend power<br />
  8. 8. More..About Target Audience<br />Occupation wise break-up<br />67% percent of the commuters are earning / working – no other outdoor medium provides an opportunity to get exposed to gathering of a TG like this<br />
  9. 9. More..About Target Audience<br />SEC wise break-up<br />A mix of SECs enables reach to wide range of TGs and makes the medium apt for brands from various categories<br />
  10. 10. Pilot Campaign<br />
  11. 11. @ Rajiv Chowk(Connaught Place)<br />
  12. 12. Blue Casting unit Statistics<br />Bluetooth campaign on 16th Feb’08, for 48 Hours, Statistics for same are enclosed below. Campaign was run without any promotional posters and fliers andContent: DMRC Route information and safety messages.<br />Device-1<br />
  13. 13. StatisticsDevice 2<br />
  14. 14. Campaign results @ a Glance<br />No. of Location: 1<br />Duration: 48 hrs<br />Day: Monday, Tuesday<br />Band Size: 9717<br />Impressions: 2096<br />Conversations: 1052<br />Per Day/ location<br />Band Size: 4859<br />Impressions: 1048<br />Conversations: 526<br />
  15. 15. Kashmere Gate<br />
  16. 16. (Delhi University) VishvaVidhyalaya<br />
  17. 17. (Delhi University) VishvaVidhyalaya<br />
  18. 18. New Delhi<br />
  19. 19. Central Secretariat<br />
  20. 20. New Delhi<br />
  21. 21. Chandni Chowk<br />
  22. 22. Chandni Chowk<br />
  23. 23. (other Supportive touch points<br />3<br />1<br />2<br />4<br />6<br />5<br />1. Staircase 2. Entrance Panel 3. Mock up store or life size flex cut outs 4. Dangler 5. Pillar 6. Gantry<br />
  24. 24. Supportive Touch points<br />1<br />2<br />Picture of approach 1<br />3<br />1. Backlit wall mounting on Platform 2. Backlit panels on Dome 3. Backlit on entry/ exit concourses<br />
  25. 25. thanks for your interest in<br />@<br />