Category: Best Use of Audio
Advertiser: INFOMEDIA18
Product/Service: ASKME
Media Agency: MAXUS, Mumbai, INDIA
Managing Director: Ajit Varghese (Maxus)
Managing Partner: Kartik Sharma (Maxus)
General Manager: Mangesh Korgaonkar (Maxus)
Business Director: Yogesh Pawar (Maxus)
Business Group Head: Deena Devassy (Maxus)
Senior Investment Director: Umesh Shetty (Maxus)
Investment Manager: Swapnil Joshi (Maxus)
Senior Business Director: Soumik Sarkar (Maxus)
Senior Manager: John Xavier (Maxus)
Business Manager: Apeksha Somaiya (Maxus)
Media placement: Radio Campaign - 30 Spots - RedFM - 16 June 2011
Insights, Strategy & the Idea
Challenge:
To launch a new Directory Enquiries brand ‘askme’ in Mumbai(India) and to build a user base. The competition is a strong brand ‘Just Dial’ with 10 years of legacy and a strong subscriber base of 500,000.
Insight:
‘It is easier to sell an eraser to a person who is buying a pencil; than to sell the eraser alone.’
Being present where the pencils are getting sold was the simple key for selling an eraser.
That’s how Digital medium leverages contextual communication, we decided to replicate it in our market.
Idea:
We decided to immediately place a customised ‘askme’ communication in the same environment of the relevant brand communication.
So other category brand communications are ‘pencils’ and ‘askme’ is the eraser.
Creative Execution
Radio with 30% reach in Mumbai emerged as a strong medium.
RedFM, a popular radio station was the chosen media vehicle that reached to 5m listeners.
Customised category specific radio spots of ‘askme’ were created for each of the Top 30 most advertised categories.
The categories shortlisted were banking, restaurants, insurance, mobile phones, automobiles, packaged foods, hospitals, theatres etc.
While digital is equipped with sophisticated and advanced algorithms to execute this, we used even more advanced technology that’s Human Intelligence to rigorously search for ads in the select 30 categories that were scheduled for next day and individually place the customised category specific radio spots for ‘askme’, to be aired immediately after the particular category spot on a daily basis for 9 weeks.
Eg: Car brand spot was followed by ‘askme’ spot for car dealers and services.
Insurance thematic spot was followed by ‘askme’ ad for insurance agents.
Results and Effectiveness
In total we garnered 62100sec of Ad time and in addition we had 7120secs of Sponsorship and Radio Jockey talk about ‘askme’ service amounting to 7600sec.
In 30 days ‘askme’ gained a market share of 10% and registered a user base of 50,000 unique callers.