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RC&M India - Airtel_Nokia
1. Brief & Objectives Experiential Marketing
India is adding around 8.5 million to 10 million new
mobile subscribers to the network each month,
emerging as one of the fastest growing telecom
markets in the world.
The market saw a growth rate of 33 per cent over
previous year .The number of mobile subscribers in
India, (India is the world's second-largest wireless
market after China) has gone up to around 280
million.
T.G -
Age group-15 years and above
?
? non -farmers, students
Farmers,
Secondry T.G- women
?
Who wish to grow in life
?
?to be connected with their loved ones
Wants
Brief / Objective –
India’s telecom gaints NOKIA & AIRTEL introduced a bundle offer(Handset
bundle offer referred as HBO) to penetrate in deeper pockets of Indian
markets.
* The prime objective of the campaign was to explain the TG - “Advantages
of Mobility” alongwith knowledge on
o “How to use a mobile” and
o “How to own a mobile”.
* To promote & sell the Handset bundle offer i.e- Airtel & Nokia
together, and
* To facilitate the existing owners of Airtel and Nokia
2. Activity Experiential Marketing
Activity -
A ground level campaign was organized in 7 states all across India to create
awarenees and share advantages of mobility with T.G. The entire campaign
was spill in three phases with each phase running for three months.
The activity flow –
nducted
Roadshow cum events co Interactive sessions
Street shows Interactive games
users Free calling for handse
Free recharge for existing t demo & network clar
ity
3. Amplification Experiential Marketing
Merchandizing
Extensive merchandizing was done to create strong visibility about Airtel and
Nokia Jodi offer. Banners, Posters were installed at strategic location like:-
Traders
? Amplification result
Retailers
?
The visibility created by
Agri shops
?
merchandize covered
? shop
Kiryana 2.81 lacs of shops
? Airtel or Nokia retailers
Existing frequented by 28 lac
eye balls
Haats:-
? three haats were covered every
Two or
week enabling us to cover maximum TA
within a short span of time. Amplification result
Each haat is
frequented by atleast
15 satellite villages-
hence message
reaches to approx 15
lac no. of audiences.
Fairs:-
Big fairs and Melas were apt place for doing
?
such an activity. People were at leisure, had time
to spend and watch the activity. Also they had
money that could be spent on secondary
purchases.
Amplification result
Participation in 15 fairs
in UP & Bihar yielded
close to 150000 eye
balls
