Campaign Planning

Presented By: Manisha Gupta Bhanushi Raheja Shweta Gulaiya Rohit Gupta

What is an Advertising Campaign???

A coordinated series of linked advertisements with a single idea or theme. An advertising campaign is typically broadcast through several media channels. It may focus on a common theme and one or few brands or products, or be directed at a particular segment of the population. Successful advertising campaigns achieve far more than the sporadic advertising, and may last from a few weeks and months to years.

Why to plan ampaign?

o determine the market and its potentials. . o obtain the consumer profile and psychology. . o know the fre!uency or si"e of buying . o decide about the channels and their satisfactory operation . o bring about product modification. . o determine the fundamental human desire to which the advertisement will appeal. . o develop a central idea or core idea around which the selling points revolve. . o co#ordinate with the other promotional activities.
.

!hree phases o# ad ampaign

Strategy development phase #$If you want to catch a fish, you have to think like a fish% like wise $If you want to catch a consumer, you have to think like a consumer%. !he "rie#ing phase #&ad brief to the creative team results into bad work #'ood brief ensure good work !he reative phase # &eing creative in campaign for effectiveness.

$ntrodu tion to $dea

I()A Cellular is a publicly listed company, on the &ombay Stock )*change and the +ational Stock )*change in ,arch -../. It is a leading 'S, mobile service operator with pan India licenses to operate in 01telecom service areas in India. he inception of Idea dates back to 0221 when one of India3s leading business conglomerates, the Aditya &irla 'roup 4A&'5, ventured into the mobile telecom space by establishing &irla Communications 6imited 4&C65. &irla# ata#A 7 , popularly known as &atata, was born and was later rebranded as I()A.

CAMPA$G%S &' $()A

8Stay Conne ted8 is a brand promise that looks at the key purpose of mobile telephony . It converges with the tangible re!uirement of 3network depth3 7 at the same time, reflects the eternal human need for bonding, kinsman ship, and relationship forming. his new brand campaign enables Idea to own the biggest category benefit of 8keeping people connected8, through a simple, uni!ue and likeable e*pression of connectivity. And it makes consumers aware that 8no one onne ts "etter than $dea8.

Campaign 09+se Mo"ile Save !ree

S!&R* Abhishek Bachchan is seen here, enacting as the only tree left in a forest that has been cut down to feed paper mills. He arrives upon the idea of how mobile phone could be used instead of paper, thus , opposing the need to indiscriminately cut trees and consequently save the environment.

Campaign 09+se Mo"ile, Save !ree

TARGET The new campaign revolves around the theme, 'use mobile, save paper .!n the ad, they try to provide a telephony solution for problems which appear to be comple" in nature, but at the end isn't comple" .!t also suggests interesting use of mobile, including getting celebrities autographs, music scrolls and gradation certificates. !t's a young and innovative idea about mobile phones being the #$st century solution to eliminate huge wastage of paper , that in turn helps keep our planet green. !t takes on the %burning topic& of deforestation this time in hope to motivate

Campaign -9 Wal- when you tal- . Stay #it

STORY !n it, Bachchan plays a doctor who advocates how people can stay fit by simply walking while talking and seeds this idea in the public domain. !t all begins when a 'ournalist asks him if technology has made people la(y. The doctor has a brainwave that all people need to do is walk while they talk. The message spreads like wild fire. The doctor begins to lose business . This commercial ends with the punch line which has been used in earlier commercial ) %What an Idea Sirji& thereby trying to build on the legacy created and take it forward in this commercial.

Campaign -9 Wal- when you tal- . Stay #it

!ARG)! his Idea commercial tries to contradict the myth that technology has made man la"y. It tries to convey that when people walk while talking, it helps them maintain their health and hence prevents them from going to a doctor for health#related problems his is the positive angle of looking at the benefits that technology can provide. he Idea commercial $:alk when you alk% is innovative and good in communicating a social message to the audience of India.

Campaign ;9)du ation #or all

STORY *ampaign sees Abhishek as the head of an educational institution. +hen challenged by the traditional, physically bound classrooms in schools that prevent providing education to many more children who are in need of education and the spread of education. He uses mobile telephony to overcome the barrier in villages. Bachchan suggests lessons on the mobile phone to universali(e education.

Campaign ;9)du ation #or all

TARGET !dea's new campaign addresses a relevant social issue education for all. The ad shows how children, especially girls, face education barriers. The spread of education among girl children is a must in today's times. The socially conscious messages that the company sends across through its new ad campaign

Campaign <9 ()M&CRA!$C C&+%!R*#by the

people ,of the people, for the people

STORY Bachchan plays the spokesperson who gives an idea to solve a comple" problem with surprisingly simple solution, through the power of mobile telephony. A politician asks her constituents via mobile phones if she should allow the construction of a shopping mall on agricultural land, and re'ects the proposal when her constituents say %no&.

Campaign <9 ()M&CRA!$C C&+%!R*#by the people , of the people, for the people
TARGET This campaigns based on the theme of ,-emocracy . .ow, !dea *ellular has come up with a mobile governance ad campaign. !t is close on the heels of the nation s general elections, and showcased the use of mobile phone for democratic decision/making. 0any observers are predicting that mobile phones will play an important role in the #112!ndian general elections

Campaign /: World without aste =+a >oi ?aat paat , +a koi bhed bhaav
STORY The ad in the series had the setting of a village ridden with caste wars, till Bachchan steps in. He suggests that instead of names, which reflect the caste, all individuals should be known by their mobile numbers. This would get rid of the caste system. Though it was too simplistic a solution for a problem that has plagued the country for centuries, it did connect with the audience. %+hat an idea, 3ir 'i,& was the punch line. The logical ne"t step was to build on the theme 4 how a good idea can reshape the world.

Campaign 19 World without aste =0+a >oi ?aat paat , +a koi bhed bhaav

!ARG)! he company brought out the campaign of a deaf and mute tourist in Agra where &achchan plays the role of a guide and uses S,S to communicate with her. It was the 0stad campaign on @ of Idea. S,S is best way of communicating with other 7 staying in touch with others

Campaign

A9 $dea Cellular laun hes 1!al- #or $ndia2

STORY Here Abhishek appeals its subscribers to pick up the phone and talk as much as they can on#5th .ovember last year, between 6785pm and 2785pm for donation for our nation s forgotten heroes. 9ou remember, last year on #5th .ov :#5;$$< !ndia was under an attack :attack on 0umbai<0any policemen lost their lives fighting.

Campaign A 9 $dea Cellular laun hes 1!al- #or $ndia2

TARGET Talk for !ndia hour is launched a noble cause to help policemen. Talk for !ndia hour 7 #5th .ovember #112 from 6.85=0 !3T to 2.85=0 !3T. +hatever !dea generates from the calls made during this hour, all money will be donated to =olice force. So how can you help in this noble cause. $. !f you have an idea connection, then schedule your calls during this hour. #. 3pread the word about this campaign. 8. !f your friend has !dea connection then ask him;her to call you up during this time.

Campaign /9 Idea readies India to play 1$dea &ongli Cri -et2

STORY The new teaser campaigns already running on Television have been urging people to keep their fingers in good shape as '!dea >ongli *ricket' is coming. The new format of the ?ame will allow millions of mobile users in !ndia to participate in this unique campaign. !dea Brand Ambassador Abhishek Bachchan along with other celebrities and cricketers will appear on T@, in this campaign. @iewers will be asked a question based on the events and happenings of the ongoing match of the day. The campaign has been designed to enable everybody to participate as it does not require detailed knowledge of the game

Campaign /9 Idea readies India to play 1$dea &ongli Cri -et2

TARGET >ur country is a cricket cra(y nation. All !ndians are connected with *ricket, in some way or the other. This T/#1 *ricket !dea *ellular will bring *ricket at fingertips for everybody else who uses a mobile phone. '!dea >ongli *ricket' can be played by all mobile phone users by te"ting their answer to '2A2B282#2$'. '!dea >ongli *ricket' will enable every !ndian to participate in this match of cricketing intelligence. The concept is fun and entertaining, and will engage a cross section of consumers through the power of telephony.

Campaign B9 +o Idea 'et Idea

STORY The advertisement from !dea shows !dea s Brand Ambassador, Abhishek Bachchan proposing a new idea to unhappy mobile users to switch to a network that offers better services, better products C tariffs, and better network, through the message ) ,.o !dea, ?et !dea . The series of four ads highlight !dea s strong .etwork connectivity even inside lifts and buildingsD *ustomi(ed tariff plans to ensure affordable mobile communicationD Transparent balance notificationD Accessible and Humane customer care where one doesn t need to wait for long to talk to an agent ) each echoing the plight of mobile consumers and urging them to 3witch to !dea.

Campaign B9 +o Idea 'et Idea

!ARG)! Idea Cellular another campaign woos new customers with the roll out of CSwitch to IdeaD campaign, I()A Cellular, the pan#India mobile operator, has affirmed that it is ready to enable ,obile +umber Portability 4,+P5 on its network. Idea has taken the lead to make mobile consumers aware of the upcoming mobile portability service, through its campaign. he ads were designed to demonstrate IdeaDs strengths in being a pan#India network offering seamless connectivity across the length and breadth of the countryE affordable and relevant products and service offeringsE accessible and humane customer careE accurate billing systemsE voice clarity and no call drops.

Campaign 29 Idea 6anguage

S!&R* he Ad Starts with < Friends visiting ea Shop for the 6ast time before they leave for their respective new work places. Abhishek Gbserves the Sadness reflecting on their faces and comes to know that all were facing the 6anguage problem as these < friends were posted on < different locations where they have no clue on how to communicate with people out thereHH Sir?i gets a &rilliant I()A solution for this. Abhishek Suggests Iow I()A mobile could be a good Filler for their Communication deficiency in their so called Jnknown Places. he &est Part of the Ad is Simplicity the ea Shop 'uy 4 Sir?i 5 shows and says +o 6anguage is +ecessary to Communicate.. H

Campaign 29 Idea 6anguage

!arget he new ad from leading mobile brand will unravel an idea which will help millions of Indians = who move out of their homes for Career , )ducation , ravel and other prospects in lifeE or need to communicate with people talking different languages in their own surroundings = to easily adapt to the change in environment and communicate smoothly. he ad has been designed to also demonstrate IdeaDs pan#India network which offers seamless mobile connectivity across the length and breadth of the country , and affordability of its products and services. Idea rolled out a ;A. degree campaign to reach out to the audience , utili"ing all traditional and emerging media platforms.

Campaign 0.9 elephone )*change

S!&R* here was a time when an operator sitting at a telephone e*change would unwittingly connect your call to a wrong number and you would end up hearing an unfamiliar voice leaving you bewildered. he new Idea story is similar yet differentH !his one shows a telephone e3 hange o# a di##erent nature where a son deliberately e*changes the phones of his parents when he sees them indulge in a daily morning argument. :hat follows is a reali"ation at both ends about how the other manages daily chores and work life, after being privy to a string of mobile phone calls on the otherDs phone, in a single dayH

Campaign 0.9 elephone )*change

!ARG)! I()A always highlighted simple telephony answers to solving large social problems. his time the brand addresses not so much a societal issue but an endearingly 4 loser to my li#e5 story that has the potential of impacting a very large part of the society. In the good old days the saying went 4step into my shoes to understand my li#e56 In todayDs conte*t, our mobile phone is a true reflection of us and whatDs going on in our life. his campaign aptly brings alive the core insight = 4e- doosre -o samajhne -e liye telephone e3 hange, what an idea756

Campaign 009 C+o Jllu banaoingD

S!&R* he campaign opens with a tour guide telling a group of tourists how a certain monument had been made by the same artisans who made the famous a? ,ahal. Iowever, a housewife from the group !uickly tells him that the internet says that the fingers of the artisans who made the a? were chopped off after they built it. he scene changes to another group of tourists being hounded by a lodging provider. Ie boasts of the good !uality service he offers. &ut ?ust like before, someone calls the fib because the internet shows how it has a terrible rating. Similar stories appear as the users change from housewives to students, from policemen to aspiring actors, etc.

Campaign 009 C+o Jllu banaoingD

!ARG)! he creative task was to make mobile internet relevant to masses in a manner that will urge them to embrace it. So the benefit had to be something that would help them on an everyday basis than one off the situation and would help idea propagate mobile internet.

!he 1&ut8&#89ome1 Campaigns

Idea had been using GGI media like hoardings, public transport systems, and bus shelters since the early -...s. he company used GGI media innovatively to reflect the message of the ad. Gne of the most noticed campaigns of Idea3s GGI was the one used in the city of Surat in the state of 'u?arat in :estern India.

1A Good 7(ea1 Campaign

Idea3s promotions in -..A were based on its tariffs, service !uality, and network coverage. For instance, Idea started promoting its Ks...1 per local call per minute service aggressively. Gne of its @Cs featured a bowler and an umpire in a game of cricket.

!he &nline $nitiatives

Idea took its 3:hat an Hdea3 campaign further # from @, print, and radio to the Internet. It launched several websites that complemented its campaigns that championed social causes. In (ecember -..B, Idea launched a website called http9Lbythepeople.in to take forward its @Cs based on democracy.

$dea1s Asso iation with $P:

In ,arch -..2, Idea tied up with ,umbai Indians, one of the teams participating in the Indian Premier 6eague 4IP65. IP6 provided Idea with a good opportunity for its brand building e*ercise as the competition was closely followed by the entire country. Idea launched a campaign called 3Call the Cricketers3 on April ;., -..2.

AwardsN
Idea won the advertising effectiveness awards with a 'old )FFI) for the 8+o idea = 'et Idea8 campaign and a Silver for the8 6anguage &arrier8 campaign. &oth these campaigns also won the industry revered ;Best Brand Campaign o# the year2 at the World Communi ation Awards <=>>. Idea is the only Indian company to have won at the Annual Awards ceremony. Idea Cellular also won the ;Advertiser o# the *ear2 title at the grand e*change<mediaDs Golden Mi-es Radio Advertising Awards <=>>. Idea has also won a series of (igital Awards, the biggest being the Mahoo &ig Chair where it won 'old.

!he Road Ahead

Advertising e*perts felt that the campaigns used by Idea to promote its network coverage and tariff plans were creative and would help it to add to its subscriber base. hey opinioned that many of Idea3s ads in 3:hat an Hdea3 campaign had a rural background and would help Idea in building a strong brand image in rural India. Analysts said that the urban markets were getting saturated for telecom operators and hence e*panding into rural India would help them grow significantly.

Thank You