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

Brief / Objective

Indias 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
Activity -

Experiential Marketing

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 recharge for existing

Free calling for handse 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 ? Retailers ? Agri shops ? shop Kiryana ? Airtel or Nokia retailers Existing

Amplification result The visibility created by merchandize covered 2.81 lacs of shops frequented by 28 lac eye balls

Haats:? three haats were covered every Two or week enabling us to cover maximum TA within a short span of time.

Amplification result Each haat is frequented by atleast 15 satellite villageshence 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
50lac customers directly interaction on ground CUSTOMERS NOMENCLATURE

Experiential Marketing

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

HBOs worth Units: 64,600 Amount: Rs 8.12 Cr

Sim sold Units: 1 lac Amount: Rs 50 Lac