radio city 91.1 super singer 2014
TRANSCRIPT
Car Branding
On ground promotional tools:
Trade Activity
Mall Promotion Promotion Crew
Story Board Data Technology
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Objective: ◦ To ensure brand recall “Gandour Tourist” Presents “RADIO CITY
91.1 FM" Super Singer Season 6
◦ Reach out to the masses and register the message " Radio’s biggest – Singing Talent Hunt.
◦ Reach out to the target audience with the intent of building a strong brand loyalty through varied promotional tools
◦ Drive registrations through interactive communication at touch points viz: Residential Societies, Local Pan Shops, Offices, Colleges, Bus stops, market place etc.
◦ Take the event to strategic parts of the city
◦ Establish a strong association of Planet Radiocity, Radio City 91.1 FM and Gandour Tourist with the activity and the event
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Registration
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Registration
Date Car1 Car2 Tel-Reg Mall Trade Extra Manpower Total
20-09-2014 13 31 49 20 113
21-09-2014 113 124 103 78 418
22-09-2014 93 112 87 24 316
23-09-2014 126 101 97 21 345
24-09-2014 109 134 173 17 433
25-09-2014 316 343 117 24 800
26-09-2014 341 404 123 56 58 982
27-09-2014 311 314 94 76 795
28-09-2014 154 157 105 115 531
29-09-2014 100 146 58 117 421
30-09-2014 189 134 84 0 407
01-10-2014 102 98 502 702
02-10-2014 250 237 2002 2489
03-10-2014 212 1836 2048
Total 770 1249 749 1095 58 4340 10800
Schedule Audition
Date Day Car1 Car2 Mall Tel Aud Total
20-09-2014 Saturday 14 4 6 24
21-09-2014 Sunday 57 44 70 171
22-09-2014 Monday 114 102 18 234
23-09-2014 Tuesday 86 28 18 132
24-09-2014 Wednesday 120 83 16 219
25-09-2014 Thursday 100 94 18 212
26-09-2014 Friday 104 80 16 200
27-09-2014 Saturday 106 132 72 310
28-09-2014 Sunday 60 102 106 268
29-09-2014 Monday 100 76 26 44 246
30-09-2014 Tuesday 86 102 0 48 236
01-10-2014 Wednesday 99 100 0 199
Total 595 435 366 44 2451
Audition
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In order to simplify the registration process - a Simple, easy to remember - Toll Free Miss Number was offered – “9595-56-5544", to which a call gets disconnected after one ring causing no burden to caller.
Each audition received on ground was transferred on a real time basis to a remote database server through cloud thus providing “REAL TIME” Access to voice files.
The above mentioned toll free number was publicised via onground promotions
Each individual that called on the aforementioned number were called back by the expert lead generation team, to audition over the phone for the event.
Every time an individual was registered over the phone, an audition voice file was recorded over the phone by a state of art call monitoring system
A call-center number : 022-67255295 was also offered to the individuals registering for the event to provide support, answer queries and provide timely notifications about the event.
The above technogies eliminated the clutter of physical handling of data, chances of data manipulation and loss of data.
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Missed Call Monitoring System Dash Board
1. All missed calls generated by promotions were recorded here2. Live reports generation 3. Caller carrier and location details
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Systematic Date wise data management system.
Easy nomenclature for data dump – YYYYMMDDXXXXXXXX-PHONENO.wav
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Participant Dials 9595-56-5544 for Toll free missed call
Caller Data Stored in Missed Call
Repository
Call Centre Agent Calls back the
Participant
Participant Auditions over the phone
through the automated recording
system
Data recorded & Stored via Synergy Rec
.Technology
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Re-engineered, adapted and modified the central designs for below elements to achieve the right fit and appropriate messaging and as corrective measures.◦ Vehicle Branding
◦ Mobile Kiosk (Used in Trade)
◦ Finale Stage Designs
Vehicle Branding Mobile Kiosk Finale Stage
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Provided total drawing for the triangular type stage
Created and sized the square stage applicable in other markets
Provided email, telephonic an VNC support to other market partners to offer insight and creative changes
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Snapshot Reach Highlights
Rationale:Enabled mobility, hence access to multiple locations in the target demography thus, enabling superior reach and higher registrations.
To build an effective "Recall" through branding on a car, modified central designs to custom approach.
Simply, served as hoarding on wheels, maximising eye ball contacts across Mumbai, Navi Mumbai & Thane
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Vehicle Branded
Day Date CAR A CAR B
1 Saturday, September 20, 2014Santacruz (Chetna College,LS RahejaCollege,Kalina,Inox)
Malad (Dalmia College,Mindspace,Malad Stn)
2 Sunday, September 21, 2014Bhayander (S N College,JesalPark,Maxus,90Ft Road)
Thane (Wagle,Eternity Mall,Thane CCD,Dominos)
3 Monday, September 22, 2014Andheri (Bhavans,7 Bungalows,Funrepublic,Infinity)
Borivali (IC Colony,Local Shops in IC)
4 Tuesday, September 23, 2014 Vashi (Raghuleela,Inorbit,Food Court)Bandra (National College,Carter Road,Bandstand,MMK,Andrews)
5Wednesday, September 24, 2014
Ghatkopar (KJ Somaiya,Jhunjhunwala,Vidyavihar,TilakNagar,R City,Inox)
Dahisar (Matruchaya College,Misquita Nagar,Bhakti Complex,Moviegem)
6 Thursday, September 25, 2014Kandivali (Thakur Polytech,ThakurComplex,Charkop,ThakurCinema,Broadway)
Navi Mumbai (Bharti Vidyapeth,Modern College,Kharghar,Little World)
7 Friday, September 26, 2014Mulund (MP Chowk,Gawanpada,BigCinemas,PVR)
Airoli (Fun Cinemas)
8 Saturday, September 27, 2014Vikhroli (Asmita College,VikasCollege,Sandesh College,Max Movies)
Goregaon (PatkarCollege,Varde College,VivekCollege,The Hub)
9 Sunday, September 28, 2014Bhandup (Ratnam College,St Xavier,RadavCallege,PVR, Fun 7D,R Big)
Ville Parle (Sathaye College,MithibaiCollege,NS Nagar,MG Road,Suncity,BaharCinema)
10 Monday, September 29, 2014Mira Road (Royal College,PoonamSagar,Shanti Nagar,Rassaz,ThakurCinema,CCD)
Navi Mumbai (Palm Beach,DY Patil,Vashi,PalmBeach Galleria)
11 Tuesday, September 30, 2014Wadala (Kala Sadhana,Dr Ambedkar Mumbai College,Imax)
Navi Mumbai (Bharati Vidyapeeth,YeshwantRao College,CBD Belapur)
12 Wednesday, October 01, 2014 Sion (SIES College,LTM,Cinemax,Roopam) Chembur (DK Marathe College,VES College)
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People awaiting their turns for audition People surrounding car, awaiting their audition turn
People inquiring about further process post auditions By-passers surrounding car
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Senior citizens coming forward for auditions Kids eager to participate in the auditions
Cops interested in registering for auditions Promoters lining up auditioners
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Rationale:◦ Reached out to partners with frolic and party set up
◦ To build an effective “Brand loyalty" through branding on coercive collaterals
Pre-Hype Snap Shot Registration
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MALL PROMOTION
Snapshot Reach Highlights
Rationale:Provision for a noise proof recording booth to conduct auditions.
To build an effective "Recall" through branding on mall set up
Emcee enticed activity to engage and probe audience to come forward and participate
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REACH
Sr. No Day Date Approx Eye Ball Contact Audition Registration
1 20-09-2014 Saturday 25,000 6 20
2 21-09-2014 Sunday 25,000 70 78
3 22-09-2014 Monday 10,000 18 24
4 23-09-2014 Tuesday 10,000 18 21
5 24-09-2014 Wednesday 10,000 16 17
6 25-09-2014 Thursday 10,000 18 24
7 26-09-2014 Friday 10,000 16 56
8 27-09-2014 Saturday 25,000 72 76
9 28-09-2014 Sunday 25,000 106 115
10 29-09-2014 Monday 10,000 26 117
11 30-09-2014 Tuesday 10,000 - -
12 01-10-2014 Wednesday 10,000 - 98
13 02-10-2014 Thursday 10,000 - 237
14 03-10-2014 Friday 10,000 - 212
Total 2,00,000 366 1,095
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HIGHLIGHTS
Participant performing live post audition Participant receiving “Aaj ka star” award
Execution Manager guiding participants Participant receiving Gandour Tourist wafer bar after auditions
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HIGHLIGHTS
People crowding to register around the booth People awaiting their turn for auditions
Emcee calling out names for people in sequence awaiting auditions
Participant posing after audition
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PROMOTION CREW
Snapshot Reach Highlights
Rationale:To reach out to diverse group of masses, convey the concept and seek participation
Penetrate in to strategic touch points to communicate effectively about the property.
Re-instate the brands associated – Radio City 91. 1 FM, Gandourand Super Singer in to the prospective masses.
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REACH
Touch Points Strata
Coffee Shops Housewives
Eateries Corporate Employees
Malls Business Persons
Parks Senior Citizens
Bus Stops Daily Wage Labours
Colleges LGBT
Shopping Markets Artists
Local shops Aspiring Singers
Places of worship Government Servants
..... And lot more!
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FINALE
Rationale:To come up with a big, celebrated and glorious finale.
Effectively communicate with the audience about the brands associated – Radio City 91.1 FM, Gandour & Super Singer
Snapshot Highlights
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HIGHLIGHT
Winner Cut Outs Floating Logo in the entire venue
Professional Security for Celebs Hostess in professional attire
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