SUPER ZERO CAMPAIGN

POST EVALUATION

Teaser Pre-Reveal Reveal Activity

The Activity

A unique quiz show where every right answer, adds a ZERO to your prize money – MTS SUPER ZERO CONTEST

There were four phases in the campaign:

The purpose was to tease people with something exciting coming up

Registration Starts - Website Launched; Short Code Generated; Digital Integrations

The contest rules and procedure revealed to the listeners, starts the on air integrations

The contest kicks start at morning hours with a hype around the clock through:- Mentions- Tags- Promos

Few Records & Highlights

Record Breaking registrations1. Online Registrations: 12870 (+2500 – 3000)2. SMS Registration: 4231

One 1 lac Winner – Highest ever in any radio contestRs. 10000 weekly winner in participating citiesDaily Cash distributed

Best use of Digital Innovation & IntegrationsDaily Prize Winners highlightedExclusive Micro-site Created

The Activity

• The pre-hype stage actually set the fire on and built a lot of intrigue amongst the listeners. An excitement was created for people to learn what’s the real Value of Zero

• The moment the plan was revealed by our RJs; the registration started flowing in. The reveal promos along with the mentions kick started the flow of listeners engagement

• 400 Online Registrations and 100 sms came overnight across markets

The Activity

• During the sustenance phase (15 day of Contest), the registrations kept flowing in. Also the RJ mentions and tags being played across the day really built the MTS Super Zero Brand Frequency

• With the announcement of daily winners on our facebook pages actually made this Digital Integrations a huge success. With winners commenting on our walls and the daily prize money also set the fire on

• It was our Rs. 1 lac winner Ms. Lovejeet Kaur’s announcement that actually made the contest reach a great height in terms of response, registrations and participation

Registrations Trends

Metros Non Metros

Week 1Week 2Week 3Week 4

MTS Brand Integrations

• SMS Auto Reply Integration:– A default SMS – auto reply was set on the short code for any person who SMSs for

registration

– Script:\Thanks for registering with the MTS SUPER ZERO Contest. Please visit for www.mtsindia.in for more info.

• Time Checks:– Red FM Time Check, Time hua hai apne bade se bade plan kishuruat Super Zero se Karne

Ka!! Super Zero only on MTS Network

• Associate Sponsorship:– The Zero Hours, with Zero Ads brought to you by MTS Super Zero, MTS Network par apne

bade se bade plan ki shuruat Super Zero se kijiye!

• Post 00:00 am till 05:00 am everyday, each hour was tagged with MTS Super Zero branding and communication

Day Plan

• Post Reveal, Everyday The Super Zero Contest was played covering only Morning Shows during prime Drive Time hours

• The Super Zero contest witnessed 1 winner per day in almost all markets

• The daily prizes varied from a Rs. 10 - Rs. 1000 everyday; where in Rs. 10000 can came as weekly prizes.

• A Grand Prize money of Rs. 1 lac was won by Ms. Lovejeet Kaur from Delhi

Digital Integrations

• The Digital Integrations were the most important part of the entire campaign, not only the centric fanpage but also regional / station wise Red FM pages highlighted the entire activity daily

• This didn’t only enhanced the brand exposures but also set a record of using digital integrations most innovatively.

• Few of the pages can be viewed here:- https://www.facebook.com/pages/Red-FM-Siliguri/230424960405345- https://www.facebook.com/RedFM.Mumbai- https://www.facebook.com/REDFMCOCHIN

Digital Integrations

• The specially created micro-site was a host to following:– Participation Form– Terms & Conditions– Rules

• Metro cities Red FM Facebook pages have a twitter synced app; thus each share also exposed MTS brand at tweetverse.

• An overall data analysis sheet has been attached along

Screenshots – Websitesuperzeromts.blogspot.com

Screenshots – Registration Formsuperzeromts.blogspot.com

Screenshots – Facebook Integrations

Screenshots – Facebook Integrations

Few Attachments:

• RJ Mentions for reference• One Lac Winner Byte• Tags Recordings• Creative used