national radio city super singer (rcss)
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Radio city Super singer
2012
Associate Sponsor & Partners
Presents
Objective for TVS Increase Wego & Scooty brand
awareness & recall Provide a platform for TEST
DRIVES/experience of product Increase walk-ins @ TVS
dealerships Direct involvement of the RC
listeners through the only singing reality show on Radio
Approach
• Capitalizing on the market driver “MUSIC” and success of seasons of Super Singer till date
• TG – 18 to 34 years
Achievement
80000 nos.
Total Registrations across 15 cities
RCSS Ahmedabad Accolade:Mention in Limca book of records
Mention in Limca book of records for making 773 children sing together on Radio in Ahmedabad
Distribution across Mediums
80000Facebook PRC IVRS Malls /Float Office
568 700 17030 26535 2491 32204
Human banners
Test Drives Provided
2608Total no. of test drives 2608
Markets covered 20Avg. no. of audition days across markets 8
Avg test drives in each market 130Avg. Test drives in each day 16
The Show boosters
Promotion plan (On Air + On Ground + Online+ Print + TV)
On Air On Ground On lineTeasers Print Website
( planetradiocity.com)
Sweepers TV facebook
Judges bytes & other celeb bytes related to
property
Banner boys, leaflets & posters
Promos Canter
RJ Mentions & OB Links
Branded Cab/Float
IVRS no. Hoardings & Mobile boards
Live OB’s from on ground
TV coverage & FCT
Mall activations/ Auditions
Activity Snapshots
Float – Activity pics10 inside Colleges,15 outside / 30 key Areas
RC Office Auditions
Human Banners
TVS Bike Display Pics @ Malls
Test Drives @ RC Office & Float
Facebook promotions
Finale Branding @ the venue
Crowd ,5000 pax running crowd
Fillers by Rj’s Crowd masti,
Winning Moments
Media Coverage
Prints ads – Vaartha
Prints ads – Han’s Media
TV – Aston BandsOn Tv-5 for 15 days
TV – Zoom Grand Finale Coverage
Prints ads –Navbharat
Paper Ad: Deccan Herald - 28th August 2012
Paper Ads: Deccan Herald - 31st August 2012
Print & Hoarding Mumbai
Dates Print Publication
Language Material Type
24th August Mid Day English Ad space
26th August Mid day English Advertorial
23rd August DNA English Ad space
23rd August HT English Ad space
28th August Navshakti Marathi Ad space
27th August Navshakti Marathi Editorial
29th August Navshakti Marathi Editorial
2nd Sept Navshakti Marathi Editorial
TVS Bike Gratification
Online DeliveredSr. No.
Element Committed Deliverable
Delivered
1Web Banner on
PlanetRadiocity.com150000 Impressions 324503 Impressions
2Web Banner on
PlanetRadiocity.com150000 Impressions 165000 Impressions
3FCT on Web Radio 1000 Seconds (40 Spots in case
of 25-sec spots)1000 secs.
4
Show Integration on Web Radio 1 Show Integration 2 Show Integrations
5RJ Mentions on Web Radio 10 Mentions 10 Mentions
6Social Media Integration 10 Mentions 10 Mentions
On Air DeliveredTVS deliverables As discussed
RJ mentions Promos/day No of days Total Promos Spot Duration Promo secondage
Teaser Stage 4/day/city-320 20 4 1,600 30 seconds 48,000
Auditions Stage 4/day/city-960 20 12 4,800 30 seconds 1,44,000
Promo to catch SS live 4/day/city-560 20 7 2,800 25 seconds 70,000
SS live and voting 4/day/city-640 20 8 3,200 25 seconds 80,000
Wild card Entry promos on availability 10 6 1,200 25 seconds 30,000
Total 2,480 13,600 3,72,000
TVS deliverables Actual
delivered
RJ mentions Promos/day No of days Total Promos Spot Duration Promo secondage
Teaser Stage 10/day/city-800 30 4 2,400 60 seconds 1,44,000
Auditions Stage 10/day/city-2400 20 12 4,800 60 seconds 2,88,000
Promo to catch SS live 10/day/city-1400 20 7 2,800 25 seconds 70,000
SS live and voting 10/day/city-1600 20 8 3,200 25 seconds 80,000
Wild card Entry promos 3/day/city-360 10 6 1,200 25 seconds 30,000
Total 6,560 14,400 6,12,000
Print/TV DeliveredS. No. City Print Delivered
1 Mumbai DNA, HT / Lokmat Mid day - 2, DNA - 1, Navshakti - 3, HT - 1
2 Bangalore Deccan Herarld, Suvarana News Deccan Herarld - 2 ads, 1 Hour Grand Finale coverage on Suvarna TV,coverage of Launch & Auditions on Suvarna TV.
3 Delhi National Duniya & HT National Duniya - 6 ads & HT - 2 ads
4 Lucknow Amar Ujala Amar Ujala - 3 ads
5 Jaipur Dainik Navjyoti Dainik Navjyoti (6 ads)
6 Ahmedabad Sandesh/Divya Bhaskar Sandesh - 3 ads
7 Surat Sandesh/Divya Bhaskar Gujarat Guardian - 3 ads
8 Baroda Sandesh/Divya Bhaskar Divya Bhaskar - 3 ads
9 Pune Saakal Saakal - 2 ads, Femina - 1 ad, DNA - 1 ad
10 Nagpur Navbharat Navbharat - 2 ads
11 Hyderabad Vaartha & Scrollers on TV5 / HMTV Vaartha - 1 ad, The hans india - 1 ads, tv5 - 14 DAYS
12 Vizag Vaartha & Hans Hans - 2 ads, hmtv - 11 DAYS
13 Chennai Dinamalar / Hindu Dinamalar - 3 ads, TV Partner - Raj TV
14 Coimbatore Dinamalar / Hindu Dinamalar - 3 ads, TV Partner - Raj TV15 Ahmednagar
Sakal 25*10 3 inserts
Saakal - 1 ad with dealer address16 Sangli Saakal - 1 ad with dealer address17 Nanded Saakal - 1 ad with dealer address18 Akola Saakal - 1 ad with dealer address19 Jalgaon Saakal - 1 ad with dealer address20 Sholapur Saakal - 1 ad with dealer address
On Ground Collaterals
Audition booth in the Mall
Canter Posters Banner Boys
Magazine Print Standees outside Malls
Auto backs Branded Car
Mobile Hoarding
On Ground DeliveredS. No. City On Ground Plans Delivered
1 MumbaiBanner Boys 10 Days, Poster Outside
colleges & music Intsitutes. Mall Branding @ Fun Cinemas Auditions: Malls & Colleges. Grand Finale: Mall
Banner Boys 10 Days, Poster Outside colleges & music Intsitutes. Audition Van for 10 days, Mall Branding @
Fun Cinemas Auditions: 1 Malls (1 weekend) & Colleges & RC Office for 14 days. Grand Finale: Mall (1 day)
2 BangalorePoster Outside colleges & music
Intsitutes. Auditions: Malls & Colleges (Use of float). Grand Finale: Mall
Poster Outside colleges & music Intsitutes.Float for 12 days, Auditions: 1 no. Malls (2 weekends) & Colleges &
RC Office (14 days). Grand Finale: 1 no. Mall (1 day)
3 Delhi
Banner Boys 8 Days, Poster Outside colleges & music Intsitutes, Mall
Branding @ Fun Cinemas TDI Mall Auditions: Malls & Colleges. Grand
Finale: Mall
Banner Boys 10 Days, Poster Outside colleges & music Intsitutes, Mall Branding @ Fun Cinemas TDI Mall (2
nos.) Auditions: Malls (1 weekend), RC Office( 14 days) & Colleges. Grand Finale: Mall ( 1 day)
4 Lucknow
Banner Boys 8 Days, Poster Outside colleges & music Intsitutes, Mall
Branding @ Fun Multiplex Auditions: Malls & Colleges. Grand Finale: Phoenix
Mall
Banner Boys 8 Days, Poster Outside colleges & music Intsitutes, Mall Branding @ Fun Multiplex Auditions:
Float for 8 days, Malls (2 weekends), RC Office( 14 days) & Colleges. Grand Finale: 1 Mall (1 no.)
5 Jaipur
Banner Boys 8 Days, Poster Outside colleges & music Intsitutes, Mall
Branding @ MGF Mall/Pink Square Mall Auditions: Malls & Colleges. Grand
Finale: Mall
Banner Boys 10 Days, Poster Outside colleges & music Intsitutes, Mall Branding @ Pink Square Mall & Mobile Hoarding for 30 days, Auditions: Float for 7 days, Malls
(1 weekend), RC Office ( 10 days) & Colleges. Grand Finale: Mall (1 day)
On Ground Delivered Contd.S. No. City On Ground Plans Delivered
6 Ahmedabad
Banner Boys 10 Days, Poster Outside colleges & music Intsitutes, Mall
Branding @ Iscon Mega Mall/Ahmedabad Central Mall
Auditions: Malls & Van Auditions. Grand Finale: Mall
Banner Boys 14 Days, Poster Outside colleges & music Intsitutes, Auto Backs promotion, LED screens/Hoarding (3 nos. for 15
days),Mall Branding @ 2 nos. Mall Auditions: Malls (1 weekend) & Canter (10 days) Auditions. Grand Finale: Mall ( 1 day)
7 Surat
Banner Boys 10 Days, Poster Outside colleges & music Intsitutes, Mall
Branding @ Iscon Mega Mall/Surat Central Mall Auditions: Malls & Van
Auditions. Grand Finale: Mall
Banner Boys 14 Days, Poster Outside colleges & music Intsitutes, Hoardings (5 for 15 days) Mall Branding @ Iscon Mega
Mall/Surat Central Mall Auditions: Malls (1 weekend) & Canter Auditions (10 days) . Grand Finale: Mall (1 day)
8 Baroda
Banner Boys 10 Days, Poster Outside colleges & music Intsitutes, Mall
Branding @ Iscon Mega Mall/Vadodara Central Mall
Auditions: Malls & Van Auditions. Grand Finale: Mall
Banner Boys 10 Days, Poster Outside colleges & music Intsitutes, Hoarding (8 nos. for 20 days), Mall Branding @ Vadodara
Central Mall Auditions: Malls (1 weekend) & Canter Auditions (10 days). Grand Finale: Mall (1 day)
9 Pune
Banner Boys 15 Days, Poster Outside colleges & music Intsitutes, Mall Branding @ SGS, Phoenix Mall
Auditions: Malls & Colleges. Grand Finale:Mall
Banner Boys 15 Days, Poster Outside colleges & music Intsitutes, Mall Branding @ SGS & Phoenix Mall Auditions: Malls (1
weekend), RC Office (14 days) & Float ( 14 days), Colleges . Grand Finale: Mall (1 day)
10 Nagpur
Banner Boys 15 Days, Poster Outside colleges & music Intsitutes, Mall Branding @ SGS, Phoenix Mall
Auditions: Malls & Colleges. Grand Finale: Mall
Banner Boys 15 Days, Poster Outside colleges & music Intsitutes, Mall Branding @ SGS, Phoenix Mall Auditions: Malls (3 days),
Float ( 14 days) & Colleges. Grand Finale: Mall ( 1 day)
On Ground Delivered Contd.S. No. City On Ground Plans Delivered
11 Hyderabad
Banner Boys 15 Days, Poster Outside colleges & music
Intsitutes Auditions: Malls & float auditions Colleges. Grand
Finale: Mall
Banner Boys 15 Days, Poster Outside colleges & music Intsitutes Auditions: Malls (1 weekend) & float (14
days) auditions, RC Office ( 14 days), Colleges. Grand Finale: Mall (1 day)
12 Vizag
Banner Boys 15 Days, Poster Outside colleges & music
Intsitutes Auditions: Malls & float auditions Colleges. Grand
Finale: Mall (WIP)
Banner Boys 15 Days, Poster Outside colleges & music Intsitutes Auditions: Malls (3 days) & float (14
days)auditions Colleges. Grand Finale: Mall (1 day)
13 Chennai
Banner Boys, Poster Outside colleges & music Intsitutes
Auditions: INOX, Ampa Skywalk Mall & Colleges Grand Finale:
Mall
Banner Boys 14 days, Poster Outside colleges & music Intsitutes Auditions: Mall (3 days), Float (2 nos. for 2 & 10 days) & Colleges, RC Office( 14 days) Grand Finale:
Mall (1 day)
14 CoimbatoreBanner Boys, Poster Outside colleges & music Intsitutes
Auditions: Brookfield Mall & Colleges Grand Finale: Mall
Banner Boys 14 days, Poster Outside colleges & music Intsitutes Auditions: Brookfield Mall (1 weekend), RC Office( 10 days) & Colleges Grand Finale: Mall (1 day)
On Ground Delivered Contd.
S. No. City On Ground Plans Delivered
15 Ahmednagar1 weekend audition in the Mall
1 day audition @ TVS dealership, simultaneously leaflet distribution by Banner boys at nearby high footfall area
16 Sangli
1 day audition @ TVS dealership, simultaneously leaflet distribution by Banner boys at nearby high footfall area.
Finale conducted in auditorium with Bike display
17 Nanded1 weekend audition in the Mall
1 day audition @ TVS dealership, simultaneously leaflet distribution by Banner boys at nearby high footfall area
18 Akola 1 weekend audition in an auditorium
1 day audition @ TVS dealership, simultaneously leaflet distribution by Banner boys at nearby high footfall area
19 Jalgaon 1 day audition @ TVS dealership, simultaneously leaflet distribution by Banner boys at nearby high footfall area
20 Sholapur 1 day audition @ TVS dealership, simultaneously leaflet distribution by Banner boys at nearby high footfall area
Campaign Exposure
Sl. No Deliverables Pune
Hydrabad Nagpur ROM Vizag
Ahemedabad Baroda Surat Delhi
Lucknow Jaipur
Chennai
Coimbatore Mumbai
Bangalore Total
1 Banner Boys 30000 45000 45000 3000 22500 25000 25000 25000 25000 25000 25000 20000 20000 32500 20000
2Leaflets
distributed 100000 60000 50000 10000 40000 25000 25000 25000 30000 30000 25000 20000 20000 40000 20000
3
Posters outside
colleges & music inst 100000 200000 200000 0 30000 50000 50000 50000 100000 100000 100000 150000 170000 500000 150000
4Mall
branding 90000 135000 45000 0 45000 90000 36000 72000 180000 180000 3000 6000 6000 90000 42000
5Live
auditions 0 0 0 0 0 6000 6000 12000 12000 19000 7500 21000 10500 45000 56000
6 Grand Finale 6000 8000 300 500 6000 8000 6000 5000 150000 8000 7500 20000 18000 12000 15000
7 Print / TV 215200 11600 87600 46800 12400 100600 59600 600 886800 106200 20400 192200 109600 450000 272800
8Auto backs /
Floats 0 0 0 0 0 300000 300000 0 0 750000 0 50000 55000 75000 0
10Canter /
Hoardings 75000 75000 75000 0 75000 75000 70000 70000 50000 40000 41500 6000 6000 30000 13000
Print + TV + On Ground (Reach in
000) 616200 534600 502900 60300 230900 679600 577600 259600 1433800 1258200 229900 485200 415100 1274500 58880091472
00
On Air
204000 594000 264000 23000 39000 460000 95000 340000 6246000 582000 250000 418000 129000 4633000 248100016758
000
Source (On Air)IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2RAM, WK 33-
37 2012IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2IRS-2012
Q2RAM, WK 33-
37 2012IRS-2012
Q225905
200
Cost Per Contact
CPC Investment/ Total Exposure =5000000/25905200 INR 0.19
THANK YOU