Campaign conceptsJuly 8, 2013

Beam Telecom is the group company of ACT TV a leading Multi Service Provider offering high quality entertainment and broadband services.

Beam Fiber Offers:

> Internet Solutions for Home Users

> Connectivity Solutions for Businesses

> FTTH Solutions for communities

> VAS: Wireless Plus Device

Target audience:

15 to 45 year old, well educated, tech- savvy people, mostly men

The task:

To create a 2 month campaign to:

> create awareness of 50mbps > sustain brand salience> break the clutter> increase fan base > associate Beam Fiber with high speed internet at value price.

USP: Beam fiber provide the fasted internet browsing at competitive pricing.

Geek Creative has come up with brand new interactive ideas for a new campaign for Beam Fiber

Current communication

Beam Fiber uses the following characters in their communications, which people associate the brand with:

Mindmap: how we arrived at the concepts

The way forward:

Geek Creative presents 2 different directions and strategy for the new Beam campaign

Direction 1:

Geek Creative believes that there is equity in the current characters that Beam is using for its communication

But it needs to be taken to another level, with the introduction of 50 mbps.

For its presence in the social media space, we will have to come up with fun, engaging and interactive ways to appeal to the internet audience, keeping up with the trends that are running on the internet:

eg: memes, internet jokes, virals, comics, etc.

In the social media space, there is a lot of room for interactivity and engagement with the current Beam character- the spider.

We have devised a way in which the spider character can become a talking point and appeal to a huge audience, and make them a means to bring out the communication.

The idea

‘Beam with Beamer!’

In this concept, we aim to popularize the spider and give its character more detail, so that it becomes a talking point and creates a buzz in the social media space

Hence, we named him ‘Beamer’(from the name Beam itself!) Beam also means: > to shine> a beam of light> to beam with joy!

It’s a very happy thought- a very happy- sounding name, and is closest to the brand.

With 25mbps, Beamer was on a rocket.

With 50mbps, we have given a new high- tech futuristic gadget vehicle to Beamer- called the ‘High Beam!’

Just like the super heroes have super sonic flying vehicles which have hi-tech gadgets, Beamer can have one for himself.

The interactive idea around Beamer:

‘Beamer and the Broad Band’

‘Beamer and the Broad Band’(broad+ band- pun intended) : )

‘Beamer and the Broad Band’ is a concept for an ‘online karaoke micro site’ by Beam Fiber

On this micro site, users can:

> search for lyrics of their favourite song > start the web cam > get their friends together> put up the volume> read the lyrics and start singing their heart out.

This karaoke video clipping can be recorded and shared with your friends on Facebook, Twitter, YouTube, etc.

We suggest that a Beamer toy (with Beamer on High Beam) to be given away to every new Beam subscriber.

Eg: Mc Donald’s Happy Meal toys

Youtube

With 50 mbps, Beamer can now talk. He can have a distinct voice which can ring in people’s mind.

Beamer can also give daily ‘gyaan’ on high- speed internet.

Signature tune

Beamer can also have a special signature tune- a cute, loveable, an insect kind of buzzy tune like ‘Crazy Frog’- you can recognize it instantly!

Beamer can do a very catchy dance on the moon with really fast steps, which can get a lot of hits on Youtube.

The fast- forward song

Since Beamer travels at the speed of 50mbps (super fast), Beamer can sing a rap song in fast- forward effect to a very catchy tune

He can sing it extremely fast.

This can get new audience because of the buzz and also give out the message of super speed internet.

Facebook

Comic strip

A series of comic strips could be posted on Facebook on how our spider- the Beamer came up with 50mbps.

We can show his numerous experiements where:

-he ties a cracker to himself to try to reach the moon.-he tried to get wings - he invents the high- speed rocket- he finally creates his flying vehicle with NOS which shoots off into space with 50 mbps!

Topical posts

1. Beamer during elections can have a topi and does namaste during elections.

2. Beamer holds a cricket bat, and hits a six during all cricket matches.

He also gives autographs and sends the ball flying into space!

Contests

Based on Beamer’s fast- forward song, a 1 breath song contest can be run.

Eg: the Breathless song by Shankar Mahadevan

‘Beam with Pride’ contest for kids-

Kids have to create the word beam from different things: eg: vegetables, toys, alphabet magnets etc, click pics and upload it on the FB page.

The end result looks like Google Doodles

This concept of Beamer will be interspersed with other creatives related to high speed broadband and 50 mbps for Rs 2,499, so that it retains its freshness and doesn’t become an overkill.

Direction 2

Thrifty with Fifty

‘The Thrifty with Fifty’ campaign highlights the top speed of “50” mbps

The interactive idea

A “50 things you want to do before you die” micro site

On this micro site, users can create a wish list of 50 things they would like to do before they die and promise to start ticking them off at top speed.

People can even share this wishlist with their friends.

On the site, one can also interact with other people who have added the same item to their wish list.

Beam Fiber connects them at super speed

People can share these wish lists of 50 things with their friends on Facebook and Twitter

A trend on Twitter can be started with the hashtag:

#50ThingsB4iDie#50Mbps@2499Beam

Contests

A Tag-a- thlon contest, where people have to tag 50 friends to Beam’s FB page to get 50% off on their 1st bill*

*The give- away can be changed

The Fastest 50 first

Quiz

This can be a time- based buzzer quiz, where participants have to give the answers out at super speed.

The team that answers 50 questions the fastest, get 50% off on Act Broadband subscription*

*The give- away can be changed

50 Fast games with 50 mbps

A Facebook app and a mobile app can be created exclusively by Beam Fiber which has 50 fast games to enjoy!

50mbps - blows you away

Creatives which have everything around flying/ getting blown away because of 50mbps high speed broadband.

Eg: Printers, telephones, computers, books, stationary, chairs, etc are all getting blown away because of high speed broadband.

Eg: cars, traffic signals, vehicles, scooters, etc are being blown away like a gust of wind because of 50mbps high speed broadband.

>Creatives on 50 mbps @2499

>Creatives with 50

>eg: 50 is the new 100 >Posts on 50 wheels on a car to give it more power,etc

>Topical posts: eg: The Khans turn 50

> Web banners with 50mbps @2499

General creatives (irrespective of the direction) which can be used as content for Facebook posts:

Creative posts on:Don’t let ancient broadband define you

Things you do while waiting for their internet to speed up

Eg:I am going to sew a matching muffler for Tommy.(Picture of a dog with a muffler)

2. I am going to photoshop a six pack on myself.Sign off - Faster internet means never having to waste time. Switch to Beam.

Creatives for 50 MBPS at Rs 2,499 and for high speed internet

Showcase new offers and plans by Beam Fiber so that people can be aware of what Beam is offering on Facebook as posts and as web banners

A speedometer app + quiz:

Answer 10 questions about your broadband to see how fast/ slow your broadband is.

Eg: Does it take 1 night to download a movie?Can you watch streaming videos at ease?

Depending on the answer, the speedometer moves from yellow to green to orange to red.

Switch to Beam for faster internet at value price.

Summary

Campaign: Use Beamer to convey messaging in the social media space

Campaign 2: Direct messaging- creatives to do with 50.

Other creatives, besides the campaign

Geek recommends

Geek recommends that we use all these concepts in collaboration as all of them are important:

- to create communication which is entertaining, engaging (Beamer and the fun things he does because he has super speed)

- informative (using the concept of ‘50’ to tell people of the offering at value price)

Thanks!