Buzz Case Studies

ICICI iMobile – Mobile Banking at its Best

• ICICI bank wanted to promote its new mobile banking application iMobile and was looking for an innovative activation campaign to…

• Popularize & distribute the same• Increase mobile application download through a

simple effective medium at zero cost to customers

• Ensure that communication reaches only ICICI bank customers

• BluFi network was deployed across branches of ICICI bank

• Appealing & catchy posters were placed inside the banks requesting users to Turn ON Bluetooth

• Users received the iMobile banking application along with instructions

1,00,000+ customers downloaded the iMobile application across 2 months

Team that handled the campaign won several awards for Marketing Excellence in ICICI

Ease of download for the users. Users just had to Turn ON Bluetooth while waiting inside a bank

Zero cost of download for the users

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!dea – Menu goes Mobile!

• Idea was looking at supplementing their campaign, ‘Use mobile save paper’ running in traditional medium like electronic, print, and on-line with mobiles

• It wanted to demonstrate how mobile can be used in an innovative way to save paper

• Since CCDs and Baristas are the most popular youth hangout places, they were identified as the right place to reach out to the target audience and involve them directly in the campaign, ‘Use mobile save paper’

• By choosing to go paperless, the customers at the coffee joints could help in the cause for saving trees and not to use paper menus or get paper bills The customers could download and view the menu on their mobiles @ zero cost

• They could scroll through the menu items, decide the number of items and see the final bill amount, including taxes, all on their mobile

Campaign achieved saving of 10 million sqcm of paper 3 lakh+ CCD and Barista menu downloads were achieved The menus were delivered on mobiles for the first time ever Great excitement created for the brand Idea

Teasers delivered to users of application ensured higher brand recall & message delivery

Ambient media in the form of floor stickers were used at the Coffee joints to prompt customers to Turn ON Bluetooth and view the menu on their mobile phones

Leveraged consumers’ mobiles to deliver utility that helps consumers avoid printed menu cards and receipts


Products and pricing were customized based on the location of the users

Social media was used to spread awareness A huge PR was generated around the campaign in print as

well as digital media, to spread awareness about the cause

IDEA could effectively create an impulse and also ensured the target audience took back the brand’s ‘social’ and ‘core’ message

Brand integration through messaging and innovative experiences on the menu. E.g. Consumers face getting morphed into a tree faced brand ambassador


Bangalore Marathon Expo – Blufied for Lucozade

• As a prelude to the Sunfeast World 10K Bangalore Marathon 2010, an expo was organized at the Kanteerava Indoor stadium in Bangalore

• With an assured footfall of over 20,000 visitors, the expo was the perfect platform for brand promotions

• Lucozade, the Official Sports Drink Partner of Sunfeast World 10K Bangalore wanted to partner with the event and test market their product before the commercial launch

• Lucozade tied up with TELiBrahma to promote itself as the ideal isotonic drink for athletes at the Bangalore Marathon Expo and get more people to sample its product

• Visitors at the expo had to just Turn ON Bluetooth on their mobile to receive Lucozade Branded Content

• A Lucozade branded application, ‘Are you ready for the marathon’ was delivered on the users’ mobiles

• Messages and Tips for Running delivered on the users’ mobiles enabled higher levels of engagement and interactivity amongst the runners/visitors

More than 65% of the people at the expo downloaded the Lucozade content

5,000+ engagements achieved across 4 days TELiBrahma leveraged social media platforms and created

great buzz about the marathon

For the first time ever, the Bangalore Marathon Expo was Blufied for Lucozade with an objective to drive sampling at the expo

The Lucozade branded application – ‘Are you prepared for your Run?’, ‘Tips for the Run’ and more such sampling messages were delivered on the users’ mobile @ zero cost!

Prior to this, Lucozade has partnered with TELiBrahma at the Chennai and Mumbai marathons to provide a similar experience


The Lucozade BluFi campaign got a whopping response and has left an indelible impression in the minds of the users

An event like this is a wonderful trigger to do your bit for charity and at the same time provide rich brand engagements to consumers


Mercedes Benz – Leveraging the Auto Expo

• Mercedes Benz wanted to leverage a mobile platform at the Auto Expo 2010

• With an assured footfall of over 2,00,000 visitors, the expo was the perfect platform for brand promotion

• It was looking at an engaging experience for auto enthusiasts visiting the expo

• Converting Mercedes-Benz stall at the Auto Expo into a BluFi zone

• Providing a rich product experience to the users in an innovative way, to trigger a reason for them to visit Mercedes-Benz stall

• Customizing the content based on different mobile phone models

• Making the user avail the details of the car models, as easily as pressing the thumb on the phone

• Having ambient media such as standees, visual displays & promoters to educate users to turn on their mobile Bluetooth

Over 60,000+ engagements were achieved 18,000+ unique users availed the application


Provided great visibility for Mercedes-Benz and an innovative edge to the brand communication

Both Brand building and Response generation at the same time delivering superior ROI

Ensured that essential product information were delivered to visitors in an interactive way

Enabled visitors to carry a great brand experience from the event

The engagement created a buzz among other automobile giants, who wanted to use this technology for enhancing their promotional activities

Royal Challengers – Mobilizing the IPL


• Mercedes Benz wanted to leverage a mobile platform at the Auto Expo 2010

• With an assured footfall of over 2,00,000 visitors, the expo was the perfect platform for brand promotion

• It was looking at an engaging experience for auto enthusiasts visiting the expo

• BluFi, the proprietary solution from TELiBrahma was deployed at the Chinnaswamy Stadium & at the ITPL Sports Fest

• The entire stadium was converted into a BluFi zone & spectators were treated to instant updates of the match

• Cricket fans had to just Turn ON Bluetooth on their mobiles to receive exclusive IPL content

• They could also participate in various engagements like RCB's Green Initiative & predicting the outcome of the matches to win exciting prizes

• Employees at ITPL, Bangalore also turned on Bluetooth to know about the RCB team, IPL matches and other interesting information. They could also participate in interesting contests and win prizes that included merchandise and free tickets

10,000+ registrations to the fan club in pre-event activities 2,40,000+ engagements over 28 hours of cricket Nearly 20% of the users downloaded content in more than 2

matches Generated additional revenue by collaborating with brands

interested in reaching out to spectators at the cricket match


IPL 2010 witnessed 6,300+ engagements at the stadium & 34,000+ downloads during a single match

For the first time ever, an entire stadium was converted into a Bluetooth zone with an effort to bring in excitement and value for the brand

Eye-catchy display screens at the stadium were used to prompt fans to turn on Bluetooth & receive the app

Exciting cricket info delivered on users’ mobiles enabled higher levels of engagement and interactivity amongst the RCB supporters

Major brands like Blackberry, Britannia, Airtel, RC and Canara bank engaged with target customers through the novel platform

7 blackberry phones, t-shirts and free tickets were given away to spectators as prizes

The activity was also promoted at existing BluFi locations across Bangalore

The RCB BluFi campaign got a whopping response and has left an indelible impression in the minds of the cricket enthusiasts

Royal Challengers had its branding in all the rich cricket content delivered at the stadium

Also provided a much more enriching experience to the spectators at the stadium

An event like this is a wonderful trigger to provide rich brand engagements to consumers


Buzz Case Studies

Technology

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