Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: RELIANCE COMMUNICATION
Product/Service: MOBILE SERVICE PROVIDER
Media Agency: MEC INDIA, Noida, INDIA
: Team Reliance (MEC)
Media placement: TV Campaign - 3000+ Spots - 15 TV channels - 15th July 2011
Insights, Strategy & the Idea
India is the 2nd largest mobile phone market in the world. Reliance is India’s 2nd largest telecom operator with nearly 150m users. India is almost entirely a 2G market. As a result, mobile Internet speed is painfully slow.
2011 saw the launch of 3G services by all key operators. Our objective was to differentiate the Reliance 3G proposition versus the market. In business terms, this had to lead to a larger share of subscribers - both upgrades from existing customers and switchers from competition.
We recognised the high affinity between the Internet and entertainment. And that the consumer is more aware and cynical of brand promises. Just paid advertising was not going to be enough.
This led us to our idea: Feeling is believing.
We chose to bring alive the Reliance 3G experience through their favourite TV programming.
Creative Execution
We used the comparison format to repurpose regular TV content and demonstrate the stark contrast in experience between Reliance 3G vis-à-vis any other 3G network.
Regular TV content was buffered deliberately to enable comparison with competition. The same content was then shown as playing smoothly by virtue of Reliance 3G. This idea was extended even to the channels’ own promotions of their shows.
Over 3000 breakthrough spots were placed at the end of the commercial break to create the illusion that the upcoming content was being streamed on a Reliance phone
Getting media owners to agree to this innovation was an enormous challenge. For scale, we ran this innovation across 26 channels.
Results and Effectiveness
They saw, they felt, they believed.
Brand consideration grew by over 300% - 17% to 53%.
New subscribers went up by 350% during the campaign period.
Revenue grew by 14% during the campaign period.