Case Study on Aircel
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Transcript of Case Study on Aircel
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If he is playing very good I have to play
unbelievable
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
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Challenges for Aircel
Business Challenge
Consumer Challenge
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4
Business Challenge
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
6 well establishedplayers in the market
Very high Level of
Awareness for existing
brands (90 %+)
Establish Aircel as a
National Stature
brand
Shed the regional
player badge away
20% Awareness in
launch month
15% Add-ons
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Consumer Challenge
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
Complicated challenge for atightly regulated category that
makes most offerings look quite
identical
Finding space in the consumers
mind besieged by noisy
communication with parity,
almost commodity offerings
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Communication Goal
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
Powerful brand image through distinctive &
differentiated usage of media
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High Noise Levels
One of the highest spend category
INR 2000 crs+
Airtel Market Leader with 33% share & Top2 players of the category taking 57% ofmarket share.
Airtel & Vodafone having 90%+ awarenesslevel
Aircel perceived as a Regional Player
6% Market Share and
Low Awareness Level of about 7%
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Challenge for us
Aircel : 7th Player
Lend Uniqueness & Generateunprecedented buzz
Talk-ability by using Media/ Media vehicledifferently
Dont depend on creative usage of media~media innovation not led by creative
Its Time to Move On to a very differentuse of media: Disruptive and Distinctive
Doing things differently was a must- Notonly an Industry First but category First.
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Insight
We all seek personalization and exclusivity.
In an undifferentiated category, sometimes change itself is the
exclusivity and differentiation.
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Media Strategy
We strategized to introduce Aircel as the giant of all changes by
changing the unchangeable
We changed the way media was used across all mediaand
leading the way was print.
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The Times of India
Innovation
It was the consumers signal to change to a new leaderIt was the consumers signal to change to a new leader
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Masthead changed to align Aircel brand theme
TOI masthead changed from The Times Of India to Move on India Never before in the 170 years history of TOI/In the history of advertising
Mast head change conceptualized to incorporate the Brand Tag Line- Timeto move on" and To your world of possibilities
To maintain the curiosity among readers purposely we did not discloseabout Brand on the Front page
We changed the format of TOI
5 column Flap was done in place of regular 2-3 columns to accommodate brandcommunication message in sync with Publications Masthead
13 column wide spread communication message without gutter space
Front page Live Edit was split into page 1 & page 3, First ever in print advertising
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Front Page of TOI on the day of Aircel launch
With changed masthead
and 5 columns flap with live edit
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Look of the newspaper with flap
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Opening of Flap
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With flap opening completely and with no Gutter
space.
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The Results
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Unprecedented increase in
Spontaneous Awareness +
Consideration for Aircel
40
11
10
15
30
45
60
75
Feb Mar Apr
Source: Brand Track, AC Nielson
%20
51
0
15
30
45
60
75
Feb Mar Apr
% Awareness + Consideration
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19
On Monthly add on numbers,
Airtel slipping to Aircel!
33
49
42
28
31
25
0
10
47
0
10
20
30
40
50
60
Feb Mar Apr
Airtel Vodafone Aircel
%
Source: COAI
Circle - Delhi
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Thank You