Q. Problem to be addressed?

We keep matching one cycle after the other, we have been delivering over 20

exchanges every year, we have been loved by our Stakeholders. BUT we do not

have a brand in the AIESEC network. AIESEC Bangalore is not associated to

something in specific and we do not pull people to come to Bangalore. We do not

engage with our audience in a way that is not just matching.

We do not take a stance on what we stand for and what is AIESEC Bangalore all

about. We do not utilize the network we are provided with, neither do we have

those conversations within the network to leave an ever lasting impact.

There is hardly any brand of AIESEC Bangalore within the network.

Q. Solution we came up with?

The solution we came up is “The Big Bangalore Theory” which is a marketing

campaign for the AIESEC network.

The Big Bangalore Theory is what Bangalore is and Bangalore is what “The Big

Bangalore Theory is”.

The Big Bangalore Theory aims at building relations through delivering Happiness.

This campaign is aimed to build a brand of AIESEC Bangalore which portrays

AIESEC Bangalore as a young, energetic, bold and innovative bunch of people

who want to deliver happiness and build relations. This is symbolized with the

colors/fonts/content of whatever we release.

Since The Big Bang symbolizes the start, our tagline is “where it all began”.

Q. What is the Solution?

Q. Details of the Solution (Activities)?

Legacy Tracker was created: http://bit.ly/1jKJqAL

Legacy Tracker Guidebook: http://bit.ly/To4UHJ

Intensive Member Education and Training Sessions.

Adding the various elements of the Legacy Tracker in the Standard

Q. Activities undertaken?

This campaign is divided into 4 phases:

1. PHASE 1: Creation of Hype

2. Phase 2: Audience/Customer Engagement

3. Product Enlightenment

4. Generating of Leads

NOTE: Phases 2 and 3 go hand in hand.

1. PHASE 1: Creation of Leads

Customer Calling: This included calling the VP’s from the Top 100 LC’s from

every exchange portfolio and taking a survey through the conversation. This

mainly focused on making a friend in another country and then adding them on

facebook. You can find the tracker: http://bit.ly/1jJnKji

If calling failed, we contacted all of them on facebook and whatsapp.

Happiness Video: This is to showcase AIESEC Bangalore as a happy,

spontaneous and young LC. http://bit.ly/1kPrp2s. There were more than a 1000

views within the first 1 week.

The Big Bangalore Theory Coming Soon: We did a countdown for TBBT release

through posters to generate excitement. It was a 10 day countdown. This was

taken forward by the people who called the internationals. Since now they are

friends with them on facebook, they started posting it tagging the

internationals. We did an experiment where we stopped the countdown for 3

days in the middle to see the audience reaction, and that is when the

internationals started asking us on what is happening with TBBT. This is a

sample poster: http://bit.ly/1nwOYw7

The Big Bang Video: This marked the release of the Big Bangalore Theory. You

can find the video here: http://bit.ly/1q1kJSQ

2. PHASE 2: Customer Engagement

Facebook Polls: We released Facebook polls to educate people about

Bangalore.

Being Banglorean (Coming Soon): This is a social media app where people sign

in through facebook and a video appears. In the video, there is a person whose

body is animated and the face is the picture of the person who signed in. Along

with this, there is an AIESECer in the video who is walking with the “animated

you” and showing Bangalore. This is the best way to personalize a video and

make sure people are hooked on to it.

Virtual Global Village (Planned for 20th July): This is to capitalize on the last part

of the matching cycle when people are busy handling realizations. We want to

move ahead of the idea of interacting with the network only for matching, and

want to tell more people about India. And thus the global village on a virtual

platform where we tell everyone of what India is all about. This will be followed

up by a Matching Mania a few days later.

Foreign Mentors: This is a very cool idea where we partnered with a few

growing entities like Mongolia in a way where people from AIESEC Bangalore

mentored the new recruits in that country.

Miles Campaign: This is country wise promotions where we urge people from

15 selected countries to break the barriers of the miles that have to travel and

come to Bangalore. Have a look at this: http://bit.ly/1nwReTY

3. PHASE 3: Product Enlightenment

The Big Bangalore Theory Website: It has 4 parts to it: Bangalore, GCDP, GIP

and Membership. As of now the 1st part is ready which is embedded on a wiki as

well: http://bit.ly/1j732tJ

The Reception package: It includes the Reception Booklet, airport guide and the

Behavioral Profile. You can find it here: http://bit.ly/1nwSoyJ

TN and EP Booklets: Booklets were created for easier Matching.

Matching Newsletters: http://bit.ly/Toljff + http://bit.ly/1uXJxsN

THE UNIVERSE IS BUSY ALLIGNING ITSELF!

STAY TUNED FOR MORE

You can find the brand guidebook here: http://bit.ly/1ljVQyZ

This is the logo:

Q. Results?

Positive growth shown by every portfolio in terms of matching.

Creation on the brand which was missing. This has been measured through

the interns who have come down as they all were aware about TBBT and

were curious to know more. This can be properly measure during the

realization period.

Increased NPS.

Communication Partnership with AIESEC Karachi.

Sustainable IR partnerships.

Q. Learning’s?

The importance of thinking out of the box.

Brand Building.

Content marketing.

Importance of time management and sticking to timelines.

The true value of the AIESEC network.

A million dollar realization that every individual at the end of the day just

wants to be happy and does what he/she does just to attain that feeling.