airtel - impatience is a virtue

8/9/2019 Airtel - Impatience is a Virtue

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Strategic communications challenge?

According to Internet Governance Forum, India has the fourth largest number of Internet users in theworld, with 81 million users. The proportion of under 25 years age group net users account for 52% ofthe total internet user base in Indians. Home emerges as the most preferred place of accessinginternet. Almost half of the regular internet users (46%) access the net from more than one place of

access , 41.2% prefer to access the net from home using* the internet for blogging, networking,information search, downloading (music, games, entertainment), transacting (banking), for fun, wantspeed & discerning on service.

Unlike competition which is focused on pricing and low entry cost, Airtels endeavor has been toenhance the Desirability of Broadband in India. This has led Airtel to delivering better value in termsof - service, higher speeds and a slew of value added offerings. Understanding and responding to thepsyche of a fast growing and dynamic broadband market thus, is an ongoing challenge.

*Source: Segmentation study

Objectives

Our objective was to build desirability for broadband and thereby increase consideration amongstintenders to create a category defining position for Airtel Broadband by showcasing broadband asthe antidote to the strained at the leash feeling.

The always-on broadband has a transformational effect on the internet experience. The essence ofthe Broadband Effect is that when what consumers can do changes, what they will do changesdramatically. A snappier browsing experience is just the beginning. Once the Internet is fast,consumers find all kinds of uses for it - Greater freedom, more choice, a richer-more personalizedexperience.

Across the world, Broadband has induced transformational changes in the way consumers engagewith brands, media or the whole field of entertainment. With millions adopting web2.0, blogging

becoming a common word, personalization, mashups, vblogs, tagging etc are changing the digitallandscape, the way we buy, the way we communicate and the way we live and the way organizationsdo business. World trends show considerable similarity in User generated content, multipoint accessof information, communities, dialogue, and collaborative development.

The Big IdeaIdea: Life @ speed of thought.

Articulation: Impatience is a virtue

How did we arrive at the big idea?

Target Audience:The Craving Joy riders

16-24 year olds consuming technology as oxygen

Moving from experience to experience in the real world

Sampling all that life has to offer to them

Seeking to rebut any pattern formation in their lives

Living life on-the-fly

Product insight:Hi speed broadband lets you experience the internet without any associated waiting times

(while downloading/streaming/surfing etc.)

Consumer insight:The youth today are straining at the leash (want to do more and do it now)


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How did we bring the idea to life?The new campaign established the human truth of impatience as a virtue & connect with the targetsegment. Waiting for things to come their way is just not an option. They want to lead life @ speed ofthought. As opposed to the age old negative connotation of impatience, for this generation who leadlife in the fast lane, impatience is a virtue. Broadbands high speed allows these impatient ones to

achieve a lot more in their lives, enjoy and discover the true power of internet. An engagement planfor showcasing 16Mbps was thus evolved!

The campaign went live in 2 phases as follows 1. Phase 1 was a digital launch on 06

thApril 2009 (launch ofwww.impatientones.com) which

utilized social ambassadors and offered engagement through created/user generated content,contests etc.

o Lifecast Micro site: The micro site was built to Lifecast the lives of four youngachievers: Shiv Dravid Bhaskar (entrepreneur), Jishnu Dasgupta (musician), SanaSiddiqui (Assistant Director & Script writer) and Sukhmani (Model) who have excelledin their respective fields. These Impatient ones, who achieved more because of theirwillingness to do more and get more out of life at a young age.

Following are Key the activities built around the micro site The site opened on the TV advertising with interactivity built on the AD itself The chosen ambassadors posted content & discussed things which does

require high speed connection & thus made broadband more desirable e.gGoogle latitude

A visitor could make friends with them, follow their lives and even interactwith them through comments and blogging, twitter etc.

Visitors could Enter a lead if they desired a Broadband connection Viral Videos: Quick & Short funny versions of popular films. Seeped in the

spirit of Impatience these quick takes on movies had a very highengagement level as once the movie ended, the viewer got a call on hismobile with an interesting/wacky pre recorded message.( the mobile numbercame as an input while forwarding to a friend )

Apart from the four impatient ones, the Micro site also had a section onbecoming the fifth impatient one selection based on UGC (uploadedImpatient videos).

o Contest: Promoted on and by MTV, objective of the contest was to search for thenext impatient one and he/she would be the next featured one on the micro site aswell as on MTV. People need to upload their versions of films in 30 seconds and alsowrite what their impatience attribute made them achieve.

o Mobile WAP: The WAP page would be branded as the impatient page and would bepushed to the customers. The WAP page included the following

For the first time TVC was transcoded & showcase on WAP Goodies : Ringtones, wallpapers, screensavers Lead capture (By entering data or directly calling to the call centre) Forward to a friend Virals

o Internet Advertising: Internet was our lead medium to direct traffic to Microsite andfor lead capturing. The internet advertisement is divided into the following parts

Launch: Big impact properties. Capture the home page of key portals Display : Reemphasis on the value proposition and directs traffic to the

microsite Search: Very focused lead management initiative. The keywords have been

chosen basis the genres where broadband is needed the most + competitiveframework

Strategic presence: Present at locations where a surfer needs speed themost. For e.g. Attaching files to mails, Upload / Download Content

Tie Up with Microsoft: Microsoft developed a speed test application that waspushed in the social networking space and across. The application tested

and challenged a users friend list on Facebook thus making it engaging andinteresting.


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2. Phase 2 was a full blown national release followed on 13th

April 2009 with presence on TV,Internet, Mobile, on ground activations, ambient media and various below the line consumertouch points to amplify the campaign idea.

Results

Immediate impact on business:o Nett additions (recruitments) increase by 32% in May 09 over April 09o 1.2 million page views ofwww.impatientones.com in 45 days

Sustained impact on business:o DSL Rental revenue increase of22% in October 09 over April 09, indicating

increased acquisition on higher speed-higher rental plans.o DSL ARPU increase of3% in October 09 over April 09o Subscriber base increase of10% in October 09 over April 09

Source: Bharti Airtel Ltd

Creative elements

TVC


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Posters


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Standee/dangler/flier/leaflet/post-it


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airtel - impatience is a virtue

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