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Airtel Nokia Brand - Experiential Marketing | Brand Promotions | Roadshow By RC&M India

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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 onTo promote & sell the Handset bundle offer i.e- Airtel & Nokia together, and To facilitate the existing owners of Airtel and Nokia Brief & Objectives Age group-15 years and above Farmers, non -farmers, students Secondry T.G- women Who wish to grow in life Wants to be connected with their loved ones

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									                             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
        ?
        Farmers,
        ? non -farmers, students
        Secondry T.G- women
        ?
        Who wish to grow in life
        ?
        Wants
        ?to be connected with their loved ones




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
                                          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
                            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
Kiryana
? shop
                                                             2.81 lacs of shops
Existing
? Airtel or Nokia retailers                                  frequented by 28 lac
                                                             eye balls




Haats:-

   Two or
? three haats were covered every
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
                    Scale                        Experiential Marketing




50lac customers directly interaction on ground
        CUSTOMERS NOMENCLATURE



                70%
        Farmer (Male & Female)

                                  15%
                                 Students
                       15%
                      Traders
                     Result                    Experiential Marketing




       Wopping Sales of RS 16.82 Cr
         generated in 12 months




                                Recharged Sold
                                amount: Rs 8.2 Cr



HBO’s worth
Units: 64,600
Amount: Rs 8.12 Cr




                                 Sim sold
                                Units: 1 lac
                              Amount: Rs 50 Lac

								
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