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Phonethics Media buying

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Index

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Nissan wanted to reach out to the Youth of India, the Car buyers of tomorrow. The main objective was to familiarize the youth of India with brand Nissan. And hence we were all set to mash up Bollywood, Cars & Facebook to create the Worlds First Bollywood Movie Auditioned on Facebook Co-staring Ranbir Kapoor called New Star of India

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Since the campaign was targeted to the youth of India To reach out the audience we narrowed down on the following variables. Psychographics: Get-going adopter, Progressive, Flamboyant Flamingoes (loves to Dance), value oriented. Demographics: Of age 15 24, living in metros, tier-2 cities, access to digital medium (PC and/or Mobile).

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Platforms used: Times of India Bollywood hungama Daily motion Facebook

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Nsoi - Creative

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Reached more than 40 Mn people online Impression used : over 300 Mn, CTR of 0.3% Over 5.5 lac fans on Facebook fan page Over 1.5 Lac views on Youtube. Became the biggest fan page with highest interaction rate. Campaign got shortlisted @Cannes2012 40 Mn People reached

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BRIEF Jetking wanted a campaign with high ROI from Apr12 to Jul12 when maximum admissions in the education sector takes place. One of the challenges was high decibel online marketing by its competitors The objective was to market courses & get interested students to fill up the enquiry form. Jetking Infotrain ltd

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STRATEGY Purchase Funnel - User Experience - Alumini - Reinstate 'Kuch ban kar niklo Highlight testimonials from Jetking Alumini who have made a mark in the society. Target students who are preferably at the Preference stage or Purchase stage for High ROI. Jetking Infotrain ltd

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EXECUTION Jetking Infotrain ltd PlatformsUsed: Google search A Seperate Landing page was created specially for the SEM campaign having following components 1) Prominent banners of Jetking Alumini with their Designation & Salary Package and one liners from them saying how Jetking made this possible for them. 2) Minimalist fields in the enquiry form 3) UX: Clutter free Course information, Drop downs in forms, pop ups, etc Contd

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EXECUTION Jetking Infotrain ltd 5) Careful Choice of keywords - Technical, With Purchase Intent. 6) Geographically Targeted: Jetking although has a national presence, the campaign was targetted only to cities where Jetking branches/franchises existed. 7) Ad Copy:- The Text Ads only contained two Things:- Localised Content & Clear Call to Action.

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JETKING The Screenshots

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JETKING The Screenshots

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OUTCOME Jetking Infotrain ltd Over 10% conversion rate. CPA reduced from Rs. 280 in 2011 to Rs. 210 in 2012. More than 21,000 Leads collected. 10% Coversion Rate

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BRIEF Goodwyn Tea Goodwyn a Kolkata based tea manufacturing start up wanted to spread awareness about the brand & collect orders online for their range of direct to home tea. USP: Goodwyn Tea is freshly packed and shipped across to the consumer straight from the factory.

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STRATEG Y Goodwyn Tea As a start up the budgets were constrained so we decided to use only performance based platforms. Google Search Facebook ads Google Display network We also revamped their website to attain a certain brand elevation & implemented a 3 step purchase process on their website.

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CREATIVE S Goodwyn Tea

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OUTCOME Goodwyn Tea Website traffic Jumped by 200 % Over 1000 monthly subscriptions/bookings 0.3% CTR

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Nissan Sunny Launch MET Mumbai, one of the top 10 management colleges in Maharashtra wanted to reach out to their audience via the digital medium & inform them about the Post graduation courses available. Generate interest and drive registrations

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Nissan Sunny Launch Hyper geo targeting for age group between 20 24 within Interest Marketing, Brand Building, Finance and more City - Mumbai, Pune, Navi Mumbai, Thane Platforms used: Youtube Orkut Facebook

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Nissan Sunny Launch

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Campaign served more than 60 Mn impressions Campaign Avg CPC less than Rs. 13 Over 2500 registrations from in two months Over 2.5K registrations in 2 months

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Nissan Sunny Launch Nissan Sunny to be launched in India. One of the top three models ever sold world wide. Highlight the trust that millions of customers across the world have put in the brand NISSAN SUNNY. Create a distinct voice in a cluttered segment The TG: Aged 24 to 40, living in metros, tier 2 & 3cities. Either the family already has a car, or is looking to own one The TG: Aged 24 to 40, living in metros, tier 2 & 3cities. Either the family already has a car, or is looking to own one

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Nissan Sunny Launch Leave Foot prints on as many web properties where the TG Dwells. Websites from the following genres were used: News, Lifestyle, Finance, E-commerce, Ticketing, Travel, Gateway portals, Video, Search.

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The Creative

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TOI : Homepage Interstitial

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IBNlive : Homepage Take over Rediff : Interactive banner TOI : Homepage Interstitial

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Rediff : Interactive banner

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IBNlive : Homepage Take over

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In.com : Homepage Take over

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Firstpost : Homepage Take over

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Zigwheels : Homepage Take over

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Nissan Sunny Ranked No. 1 on Search Trends for 1 Whole Week Over 120 Mn impressions booked More than 7,000 test drive leads collected in a month. Conversion of more than 2.5% 0.7% ctr

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Thanks!

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De code the briefNote limitations of CreativeIdentify platforms with the right audience Cross Check traffic & Audience insights using radian 6, google ad planner, etc Checklist the best platforms interms of audienceShortlist platfroms based on previous performanceAllocate Budgets to platformsConnect with platforms & get pricingDevise an Optimised Media PlanApproval by clientGo Live