[1] The campaign "Get Busy on Idea 3G" aimed to engage audiences on social media and associate the phrase "3G" with being busy with an idea. [2] The strategy was to encourage users to nominate their friends for humorous categories and provide a wacky reason for the nomination. This would provoke responses and engagement on social media. [3] The campaign was highly successful, with the phrase "3G pe busy" becoming a catchphrase. It achieved a high level of buzz, engagement, and brand awareness for Idea mobile services.

1. Get Busy on Idea 3G
Story of how TG got Busy on Idea 3G

2. Objective
[1]
To extend, amplify and engage audiences with the ATL
campaign of ‘Get Busy on Idea 3G’ on Social Media

3. Objective
Idea 3G!
3G?
[2]
To earn the ‘3G’ mind-space with the online audiences

4. Objective
[3]
To encourage the TG to use the ‘busy on idea 3G’ as a
catch phrase and part of their daily parlance

5. Insight
Given an opportunity the
Strategy
youth likes to take a light
dig at their friends. ‘Kisi ki
taang kheechna’.
Action
This was one single big
insight to drive the Users could nominate a friend
campaign. with a tag eg. ‘Khaali Dimaag’
or ‘Roving Eye’
‘Nominating’ option actually
provoked the other friend to
respond, and thus contributed
to it getting social
Result
The campaign created a lot
of Buzz on the web
A very high degree of
engagement was achieved

6. Application Flow
The Post-Like page of the App
Users click on ‘Nominate Now’
to start the fun!
Step 1

7. Application Flow
Home Page of the Application
Users decide whether to
a) Nominate, or
b) To Vote for a Nomination
Step 2

8. Application Flow
Nomination Page
a) Users select their friends
b) Users select the category
of circle their friend belongs
to
Step 3

9. Application Flow
Nominating with a Reason
Users have to write a wacky
reason for nominating the
friend
*Wackiest (and most-voted) nomination
was to win!
Step 4

10. Application Flow
Sharing the Nomination
a) Users would share the
nomination on their
Facebook Wall,
b) And gather maximum
votes in order to win!
Step 5

11. Application Flow
Leaderboard
Participants could check
who’s topping the
leaderboard, and by how
many votes!

12. Qualitative Achievement
• People started using ‘3g pe busy’ in daily
parlance
• Created high buzz
• Superb response from the participants
• Reach of the campaign amplified
• A very high rate of engagement
• A huge number of people talking about us
• Brilliant brand-social integration

13. Impact
‘3G pe Busy’ got rampantly popular and became
a catch-phrase…

14. Quantitative Achievement
21
Days From 9th September 2011
to 30th September 2011

15. Quantitative Achievement
23,000+
Participants

16. Quantitative Achievement
6,400+
Nominations
34,000+
Votes

17. Quantitative Achievement
75,000+
Increase in Number of Fans

18. Success.. in a nutshell
Successfully made ‘3g pe busy’ a catch-phrase
Campaign buzz was highly amplified
Reach of the campaign was, now, far
Engagement Rate doubled

19. Success.. in a nutshell
Increase in the Conversation Density
– 67 % increase in the conversations on the page
A truly ‘social’ campaign
Response on the updates augmented
– 180% rise in the response compared to the period
prior to campaign

20. Thus, our TG got
‘Busy on Idea 3G’ :)

21. Submitted By
Hareesh Tibrewala
Joint CEO, Social Wavelength
email: hareesh@socialwavelength.com