Locations @ DMRC

Stations in Line - II

Central Sect.

Patel Chowk

LegislativeAssembly

ConnaughtPlace

Chawari BazaarKashmere Gate

(ISBT) Civil Lines

Univ. Of DelhiChandni ChowkNew Delhi

Who are talking to?• The young Delhi commuter :

85% of the commuters are below the age of 34

• Over 34% women commuters• The educated Delhi: Over 67%

commuters are working or SEPs and 30% students

• Approximately 70% commuters SEC A2 and B

Why DMRC ?

• Recent article* reveals significant change of commuter patterns in Delhi; Metro Among the most preferred public transport service in Delhi

• Over 70% of commuters have shifted from other modes of transport to Metro Travel.

• Passengers choose it majorly for its safety, economy and comfort

Metro a big hit in Delhi, Hindustan Times, Sunday, 29 June

Why Campaign @ DMRC

* Article: “ Metro staff to check pushing and shoving at stations “; Times News Network, 11th June, pp.5

• Recent Report* declared Delhi Metro rider-ship hitting an all-time high — an average 7.6 lakh commuters rode on trains in the month of May’08 as against the previous month’s daily average of 6.5 lakh

• Delhi Metro Rail Corporation (DMRC) has decided to post customer facilitation agents at its busiest metro stations at Rajiv Chowk and Kashmere Gate because they both serve as interchange points between different Delhi Metro lines drawing the largest crowds

Gender wise break-up

136000

64000

0

20000

40000

60000

80000

100000

120000

140000

160000

in '000s

Male Female

Gender % in '000s

Male 68% 136000

Female 32% 64000

Out of the total daily commuters of 1.6 lakhs – 1.36 lakhs are males and 64 thousand are females

About Target Audience

More..About Target AudienceAge wise break-up

90000

80000

22000

8000

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

100000

in '000s

18 - 24 25 - 34 35 - 44 45 +

Age % in '000s

18 - 24 45% 90000

25 - 34 40% 80000

35 - 44 11% 22000

45 + 4% 8000

Every 1lakh commuters comprise of at least 80000 are from the age group of 25 – 34, the TG that has highest propensity to spend power

Occupation wise break-up

34000

24000

8000

58000

76000

0

10000

20000

30000

40000

50000

60000

70000

80000

in '000s

Student Salaried Self Employed Businessmen Others

Occupation % in '000s

Student 29% 58000

Salaried 38% 76000

Self Employed 17% 34000

Businessmen 12% 24000

Others 4% 8000

67% percent of the commuters are earning / working – no other outdoor medium provides an opportunity to get exposed to gathering of a TG like this

More..About Target Audience

30000

6600070000

30000

4000

0

10000

20000

30000

40000

50000

60000

70000

80000

in '000s

SEC - A1 SEC - A2 SEC - B1 SEC - B2 SEC - C

SEC wise break-up

SEC % in '000s

SEC - A1 15% 30000

SEC - A2 33% 66000

SEC - B1 35% 70000

SEC - B2 15% 30000

SEC - C 2% 4000A mix of SECs enables reach to wide range of TGs and makes the medium apt for brands from various categories

More..About Target Audience

Pilot Campaign

@ Rajiv Chowk (Connaught Place)

Blue Casting unit Statistics

Bluetooth campaign on 16th Feb’08, for 48 Hours, Statistics for same are enclosed below.

Campaign was run without any promotional posters and fliers andContent: DMRC Route information and safety messages.

Device-1

Campaign Name Device Name Accepted Rejected Not Actioned TotalMetro News Bluecasting 9 547 791 3412 4750

Metro News Bluecasting 9

Accepted

Rejected

Not Actioned

StatisticsDevice 2

Metro News Bluecasting- 6

Accepted

Rejected

Not Actioned

Campaign Name Device Name Accepted Rejected Not Actioned TotalMetro News Bluecasting- 6 605 1305 3057 4967

Campaign results @ a GlanceNo. of Location: 1Duration: 48 hrs

Day: Monday, Tuesday

Band Size: 9717Impressions: 2096

Conversations: 1052

Per Day/ location

Band Size: 4859Impressions: 1048Conversations: 526

Kashmere Gate

(Delhi University) Vishva Vidhyalaya

(Delhi University) Vishva Vidhyalaya

New Delhi

Central Secretariat

New Delhi

Chandni Chowk

Chandni Chowk

(other Supportive touch points

4

12

6

5

1. Staircase 2. Entrance Panel 3. Mock up store or life size flex cut outs 4. Dangler 5. Pillar 6. Gantry

3

Supportive Touch points

Location Size

Platforms 7 x 3.1 and 9.8 x 4.6

Entry/Exit 7 x 3.1

Dome [Rajiv Chowk(Connaught Place)only]

15.1 x 8

Other displayopportunities like wall,overhead gantrystaircase branding

etc.

Various (next slide)

Picture of approach 1

1

2

3

1. Backlit wall mounting on Platform 2. Backlit panels on Dome 3. Backlit on entry/ exit concourses

S.no.

1

2

3

4

@

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