The document outlines a marketing campaign conducted in several Indian cities to promote the Samsung Metro 2252 smartphone and its Samsung Chat ON messenger application. The campaign involved radio stations playing promotional content and hosting chat groups where listeners could interact directly with RJ personalities. The campaign aimed to establish Samsung Chat ON as a new communication platform and raise awareness of the Samsung Metro 2252, which features the messenger pre-installed. Various digital channels like Facebook were also leveraged to amplify the campaign.

1. RJs ON

2. Markets
• Delhi
• Mumbai
• Kolkata (Red)
• Hyderabad
• Bangalore
• Chennai

3. Objectives Achieved
• By clutter breaking integration the product was to be launched
integrating the USP – The Samsung Chat ON Messenger
• To establish the Samsung Chat ON Messenger as the new medium to
communicate your expression and feelings, pushing the group
Chat, picture exchange and Broadcast capabilities
• To reach the ultimate TG and make them aware of the new handset –
Samsung Metro 2252 with the super cool messenger -The Samsung
Metro 2252 with Samsung Chat ON Messenger

4. Campaign Flow
2 days 5 days 2 Weeks 2 days
Reveal Sustenance
• A 2 Week (Mon-Fri)
• Pre-hype
• Promos activity where RJs • Winners Meet n
promos
would talk to the Greet Links
• RJ Mentions • RJ Mentions Audience
• Chat ON Descriptive • Testimonial Bytes
• Cross – Prom RJ Links
Pre - Hype capsules
Activity
Brand Spots – Product FCT
Hourly Sponsorship Tags – To Invite people to join RJs on Chat ON!!
Time Checks – To Invite people to join RJs to Chat ON!!

5. On Air Plan: Pre Hype
• Teasers – To Entice people about the upcoming activity
• We had a huge market vibe about people getting a chance to chat with
the RJs
• Phase Highlight: First ever Two Way / Multi Way communication in a
group activity was to start on any radio channel

6. On Air Plan: Reveal
• With the launch of brand spots and the activity reveal promos, the
registrations started pushing in
• Initial Challenge:
– Educating the registered people how to download Chat ON
messenger on their existing phones to enable them to talk to RJs
• Major Objectives:
– Promote the Samsung Metro 2252 with Chat ON Messenger
presence in the market which has this messenger pre-installed

7. On Air: Reveal
• Solutions:
• An Auto SMS reply back was created from the 3rd day onwards,
which used to carry a link to Chat ON messenger website
• Social Media update also helped us promoting the same activity,
along with sharing an url to Chat ON Website
• RJ Mentions didn’t just speak about the Samsung Chat ON
Messenger, but the availability of Samsung Metro 2252 handset,
which comes with the Chat ON messenger preinstalled
• Registrations: Successful registration for the activity were ranging
from a 600 – 800 people in each city, out of which we witnessed 75
– 125 dedicated people who were regularly active during the chats

8. On Air Plan: Activity Sutenance
• The RJs started adding people to the groups wrt to their genres and shows for
two weeks
• Example: In Delhi, we had a station property called – Crime ki Keh ke
Lengey, hence we started off with a new group where people could leave
their feedback or their entries or questions about such people jinhone crime ki
keh ke li
• As planned, the activity went super smooth where people were going crazy
with the RJs. People were privileged to chat with the RJs directly, hence ideas
for prank calls, feedback on the shows, RJ Gossips, civic problems, fun games
and general discussions were common sight in the respective show groups
• Coupled with the Brand spots and Activity promos along with the Facebook
updates delivered a great campaign in the participating cities

9. Digital Media - Facebook
There were regular social media updates to amplify the activity to the
digital audience

10. Digital Media - Facebook

11. Sustenance
• Live Links with RJs: Few lucky people got a chance to do like links with
their favorite Red FM RJs, Live On Air
• These were people who were the most regular and active members of
the Chat ON Group

12. Digital Integrations
• RJ would also share their nos. on their personal fanpages or twitter
handles
• Also, Samsung India facebook page and co-promote the same activity
along with Red FM fanpages
• Pictures of the on ground activity would also be shared on these pages