Airtel’s M-commerce campaign aimed at promoting easy usage of mobiles for routine banking transactions
AIRTEL
CAMPAIGN: M-commerce
AIRTEL
CAMPAIGN: M-commerce
AGENCY: Rediffusion Y&R
MEDIA SPENDS: Over Rs.10 crore
OBJECTIVE: To ensure trials by half a million users within the launch quarter, ramping them up to one million by the end of the year.
STRATEGIC CHALLENGE: Banking is always seen as a cumbersome chore. Using digital media to transact is seen as even more complex. Any communication for banking on the mobile ran the risk of people seeing it as a complex product meant for tech savvy nerds, which would never let it gain mass acceptance.
BIG IDEA: The big idea was, “It’s ok to forget” – Don’t panic if you have forgotten, just pay from anywhere, anytime. In the busy urban lifestyles that one leads in today’s world, personal tasks always get deprioritised and forgotten. Everyone relates to the panic and chaos one goes through when one forgets to carry out a monetary transaction in time. Therefore, the key insight was, “Some forgotten tasks have a way of making you pay for it.” This insight helped bring alive the role of Airtel viz ‘Now with Airtel ‘mChek’ you don’t need to panic because you can pay anytime anywhere.
COMMUNICATION TOUCH POINTS: There were broadly two major touch-points chosen to drill the message home. One was high impact and visibility through conventional media like TV, print and outdoor. The other was the use of contextual media, which included branding on boarding passes for airlines and headrests inside the aircraft; transaction websites (shopping and travel sites were targetted) and bill branding (the monthly telephone bills were branded and used as a medium to convey the message to the consumer).
EFFECTIVENESS: As per Airtel Business Intelligence, while half a million users initiated trials within the launch quarter, the target of a million too was achieved well before the end of the year.
MEDIA SPENDS: Over Rs.10 crore
OBJECTIVE: To ensure trials by half a million users within the launch quarter, ramping them up to one million by the end of the year.
STRATEGIC CHALLENGE: Banking is always seen as a cumbersome chore. Using digital media to transact is seen as even more complex. Any communication for banking on the mobile ran the risk of people seeing it as a complex product meant for tech savvy nerds, which would never let it gain mass acceptance.
BIG IDEA: The big idea was, “It’s ok to forget” – Don’t panic if you have forgotten, just pay from anywhere, anytime. In the busy urban lifestyles that one leads in today’s world, personal tasks always get deprioritised and forgotten. Everyone relates to the panic and chaos one goes through when one forgets to carry out a monetary transaction in time. Therefore, the key insight was, “Some forgotten tasks have a way of making you pay for it.” This insight helped bring alive the role of Airtel viz ‘Now with Airtel ‘mChek’ you don’t need to panic because you can pay anytime anywhere.
COMMUNICATION TOUCH POINTS: There were broadly two major touch-points chosen to drill the message home. One was high impact and visibility through conventional media like TV, print and outdoor. The other was the use of contextual media, which included branding on boarding passes for airlines and headrests inside the aircraft; transaction websites (shopping and travel sites were targetted) and bill branding (the monthly telephone bills were branded and used as a medium to convey the message to the consumer).
EFFECTIVENESS: As per Airtel Business Intelligence, while half a million users initiated trials within the launch quarter, the target of a million too was achieved well before the end of the year.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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