The document describes several marketing campaigns that used Bluetooth beacon technology (called "BluFi") to deliver mobile content and engage customers. The campaigns included promoting ICICI Bank's mobile app at branches, delivering coffee shop menus to mobile phones to save paper, providing sports drink samples and running tips at a marathon expo, and giving real-time cricket updates to fans at a stadium to promote the Royal Challengers team. The campaigns achieved high engagement rates and downloads, demonstrating the effectiveness of Bluetooth for interactive and location-based mobile marketing.

1. ICICI iMobile – Mobile Banking at its Best
• ICICI bank wanted to promote its new mobile
banking application iMobile and was looking for
an innovative activation campaign to…
• Popularize & distribute the same
• Increase mobile application download through
asimple effective medium at zero cost to
customers
• Ensure that communication reaches only ICICI
bank customers
• BluFi network was deployed across branches of
ICICI bank
• Appealing & catchy posters were placed inside
the banks requesting users to Turn ON Bluetooth
• Users received the iMobile banking application
along with instructions
 1,00,000+ customers downloaded the iMobile
application across 2 months
 Team that handled the campaign won several
awards for Marketing Excellence in ICICI
 Ease of download for the users. Users just had
to Turn ON Bluetooth while waiting inside a
bank
 Zero cost of download for the users
Follow us on http://fb.com/intaract
http://telibrahma.com/

2. !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
 Campaign achieved saving of 10 million sqcm of paper
 3 lakh+ CCD and Barista menu downloads were achieved
 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
Follow us on http://fb.com/intaract
http://telibrahma.com/

3.  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
Follow us on http://fb.com/intaract
http://telibrahma.com/

4. Bangalore Marathon Expo – Blufied for Lucozade
• As a prelude to the Sunfeast World 10K Bangalore Marathon
2010, an expo was organized at the Kanteerava Indoor
stadium in Bangalore
• With an assured footfall of over 20,000 visitors, the expo was
the perfect platform for brand promotions
• Lucozade, the Official Sports Drink Partner of Sunfeast World
10K Bangalore wanted to partner with the event and test
market their product before the commercial launch
• Lucozade tied up with TELiBrahma to promote itself as the
ideal isotonic drink for athletes at the Bangalore Marathon
Expo and get more people to sample its product
• Visitors at the expo had to just Turn ON Bluetooth on their
mobile to receive Lucozade Branded Content
• A Lucozade branded application, ‘Are you ready for the
marathon’ was delivered on the users’ mobiles
• Messages and Tips for Running delivered on the users’
mobiles enabled higher levels of engagement and
interactivity amongst the runners/visitors
 More than 65% of the people at the expo downloaded the
Lucozade content
 5,000+ engagements achieved across 4 days
 TELiBrahma leveraged social media platforms and created
great buzz about the marathon
 For the first time ever, the Bangalore Marathon Expo was
Blufied for Lucozade with an objective to drive sampling at
the expo
 The Lucozade branded application – ‘Are you prepared for
your Run?’, ‘Tips for the Run’ and more such sampling
messages were delivered on the users’ mobile @ zero cost!
 Prior to this,Lucozade has partnered with TELiBrahma at the
Chennai and Mumbai marathons to provide a similar
experience
Follow us on http://fb.com/intaract
http://telibrahma.com/

5.  The Lucozade BluFi campaign got a whopping response and
has left an indelible impression in the minds of the users
 An event like this is a wonderful trigger to do your bit for
charity and at the same time provide rich brand engagements
to consumers
Follow us on http://fb.com/intaract
http://telibrahma.com/

6. Mercedes Benz – Leveraging the Auto Expo
• Mercedes Benz wanted to leverage a mobile platform at the
Auto Expo 2010
• With an assured footfall of over 2,00,000 visitors, the expo
was the perfect platform for brand promotion
• It was looking at an engaging experience for auto enthusiasts
visiting the expo
• Converting Mercedes-Benz stall at the Auto Expo into a BluFi
zone
• Providing a rich product experience to the users in an
innovative way, to trigger a reason for them to visit
Mercedes-Benz stall
• Customizing the content based on different mobile phone
models
• Making the user avail the details of the car models, as easily
as pressing the thumb on the phone
• Having ambient media such as standees, visual displays &
promoters to educate users to turn on their mobile Bluetooth
 Over 60,000+ engagements were achieved
 18,000+ unique users availed the application
Follow us on http://fb.com/intaract
http://telibrahma.com/

7.  Provided great visibility for Mercedes-Benz and an innovative
edge to the brand communication
 Both Brand building and Response generation at the same
time delivering superior ROI
 Ensured that essential product information were delivered to
visitors in an interactive way
 Enabled visitors to carry a great brand experience from the
event
 The engagement created a buzz among other automobile
giants, who wanted to use this technology for enhancing their
promotional activities
Follow us on http://fb.com/intaract
http://telibrahma.com/

8. Royal Challengers – Mobilizing the IPL
• Mercedes Benz wanted to leverage a mobile platform at the
Auto Expo 2010
• With an assured footfall of over 2,00,000 visitors, the expo
was the perfect platform for brand promotion
• It was looking at an engaging experience for auto enthusiasts
visiting the expo
• BluFi, the proprietary solution from TELiBrahma was deployed
at the Chinnaswamy Stadium & at the ITPL Sports Fest
• The entire stadium was converted into a BluFi zone &
spectators were treated to instant updates of the match
• Cricket fans had to just Turn ON Bluetooth on their mobiles to
receive exclusive IPL content
• They could also participate in various engagements like RCB's
Green Initiative & predicting the outcome of the matches to
win exciting prizes
• Employees at ITPL, Bangalore also turned on Bluetooth to
know about the RCB team, IPL matches and other interesting
information. They could also participate in interesting
contests and win prizes that included merchandise and free
tickets
Follow us on http://fb.com/intaract
http://telibrahma.com/

9.  10,000+ registrations to the fan club in pre-event activities
 2,40,000+ engagements over 28 hours of cricket
 Nearly 20% of the users downloaded content in more than 2
matches
 Generated additional revenue by collaborating with brands
interested in reaching out to spectators at the cricket match
 IPL 2010 witnessed 6,300+ engagements at the stadium &
34,000+ downloads during a single match
 For the first time ever, an entire stadium was converted into a
Bluetooth zone with an effort to bring in excitement and
value for the brand
 Eye-catchy display screens at the stadium were used to
prompt fans to turn on Bluetooth & receive the app
 Exciting cricket info delivered on users’ mobiles enabled
higher levels of engagement and interactivity amongst the
RCB supporters
 Major brands like Blackberry, Britannia, Airtel, RC and Canara
bank engaged with target customers through the novel
platform
 7 blackberry phones, t-shirts and free tickets were given away
to spectators as prizes
 The activity was also promoted at existing BluFi locations
across Bangalore
 The RCB BluFi campaign got a whopping response and has left
an indelible impression in the minds of the cricket enthusiasts
 Royal Challengers had its branding in all the rich cricket
content delivered at the stadium
 Also provided a much more enriching experience to the
spectators at the stadium
 An event like this is a wonderful trigger to provide rich brand
engagements to consumers
Follow us on http://fb.com/intaract
http://telibrahma.com/