1. Case Study – Telecom
!dea – Menu goes Mobile!
• Idea was looking at supplementing their campaign,
‘Use mobile save paper’ running in traditional
medium like electronic, print, and on-line with
mobiles
• It wanted to demonstrate how mobile can be used in
an innovative way to save paper
Since CCDs and Baristas are the most popular youth
hangout places, they were identified as the right
place to reach out to the target audience and involve
them directly in the campaign, ‘Use mobile save
paper’
By choosing to go paperless, the customers at the
coffee joints could help in the cause for saving trees
and not to use paper menus or get paper bills
The customers could download and view the menu on
their mobiles @ zero cost
They could scroll through the menu items, decide the
number of items and see the final bill amount,
including taxes, all on their mobile
 3 lakh+ CCD and Barista menu downloads were
achieved
 Campaign achieved saving of 10 million sqcm of
paper
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2. Case Study – Telecom
 The menus were delivered on mobiles for the first
time ever
 Great excitement created for the brand Idea
 Teasers delivered to users of application ensured
higher brand recall & message delivery
 Ambient media in the form of floor stickers were
used at the Coffee joints to prompt customers to Turn
ON Bluetooth and view the menu on their mobile
phones
 Leveraged consumers’ mobiles to deliver utility that
helps consumers avoid printed menu cards and
receipts
 Products and pricing were customized based on the
location of the users
 Social media was used to spread awareness
 A huge PR was generated around the campaign in
print as well as digital media, to spread awareness
about the cause
 IDEA could effectively create an impulse and also
ensured the target audience took back the brand’s
‘social’ and ‘core’ message
 Brand integration through messaging and innovative
experiences on the menu. E.g. Consumers face getting
morphed into a tree faced brand ambassador
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