RE: EXECUTION PRESENTATIONGEOGRAPHY: MUMBAI

Participation Promotion Finale

Consultation

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Car Branding

On ground promotional tools:

Trade Activity

Mall Promotion Promotion Crew

Story Board Data Technology

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Objective: ◦ To ensure brand recall “Gandour Tourist” Presents “RADIO CITY

91.1 FM" Super Singer Season 6

◦ Reach out to the masses and register the message " Radio’s biggest – Singing Talent Hunt.

◦ Reach out to the target audience with the intent of building a strong brand loyalty through varied promotional tools

◦ Drive registrations through interactive communication at touch points viz: Residential Societies, Local Pan Shops, Offices, Colleges, Bus stops, market place etc.

◦ Take the event to strategic parts of the city

◦ Establish a strong association of Planet Radiocity, Radio City 91.1 FM and Gandour Tourist with the activity and the event

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Registration

Registration

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Registration

Date Car1 Car2 Tel-Reg Mall Trade Extra Manpower Total

20-09-2014 13 31 49 20 113

21-09-2014 113 124 103 78 418

22-09-2014 93 112 87 24 316

23-09-2014 126 101 97 21 345

24-09-2014 109 134 173 17 433

25-09-2014 316 343 117 24 800

26-09-2014 341 404 123 56 58 982

27-09-2014 311 314 94 76 795

28-09-2014 154 157 105 115 531

29-09-2014 100 146 58 117 421

30-09-2014 189 134 84 0 407

01-10-2014 102 98 502 702

02-10-2014 250 237 2002 2489

03-10-2014 212 1836 2048

Total 770 1249 749 1095 58 4340 10800

Schedule Audition

Date Day Car1 Car2 Mall Tel Aud Total

20-09-2014 Saturday 14 4 6 24

21-09-2014 Sunday 57 44 70 171

22-09-2014 Monday 114 102 18 234

23-09-2014 Tuesday 86 28 18 132

24-09-2014 Wednesday 120 83 16 219

25-09-2014 Thursday 100 94 18 212

26-09-2014 Friday 104 80 16 200

27-09-2014 Saturday 106 132 72 310

28-09-2014 Sunday 60 102 106 268

29-09-2014 Monday 100 76 26 44 246

30-09-2014 Tuesday 86 102 0 48 236

01-10-2014 Wednesday 99 100 0 199

Total 595 435 366 44 2451

Audition

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Story Board Missed Call Audition Database

Voice recording Call Centre

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In order to simplify the registration process - a Simple, easy to remember - Toll Free Miss Number was offered – “9595-56-5544", to which a call gets disconnected after one ring causing no burden to caller.

Each audition received on ground was transferred on a real time basis to a remote database server through cloud thus providing “REAL TIME” Access to voice files.

The above mentioned toll free number was publicised via onground promotions

Each individual that called on the aforementioned number were called back by the expert lead generation team, to audition over the phone for the event.

Every time an individual was registered over the phone, an audition voice file was recorded over the phone by a state of art call monitoring system

A call-center number : 022-67255295 was also offered to the individuals registering for the event to provide support, answer queries and provide timely notifications about the event.

The above technogies eliminated the clutter of physical handling of data, chances of data manipulation and loss of data.

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Missed Call Monitoring System Dash Board

1. All missed calls generated by promotions were recorded here2. Live reports generation 3. Caller carrier and location details

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Custom SMS sent out to every number that gave a missed call @ 9595-56-5544

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Systematic Date wise data management system.

Easy nomenclature for data dump – YYYYMMDDXXXXXXXX-PHONENO.wav

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Easy click to play function on dashboard, no download necessary

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Professional voice recording system for optimum voice clarity

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Participant Dials 9595-56-5544 for Toll free missed call

Caller Data Stored in Missed Call

Repository

Call Centre Agent Calls back the

Participant

Participant Auditions over the phone

through the automated recording

system

Data recorded & Stored via Synergy Rec

.Technology

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Re-engineered, adapted and modified the central designs for below elements to achieve the right fit and appropriate messaging and as corrective measures.◦ Vehicle Branding

◦ Mobile Kiosk (Used in Trade)

◦ Finale Stage Designs

Vehicle Branding Mobile Kiosk Finale Stage

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Generic Design Provided(Before)

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Adapted Design(After)

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Generic Design Provided(Before)

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Adapted Design(After)

Size correction

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Provided total drawing for the triangular type stage

Created and sized the square stage applicable in other markets

Provided email, telephonic an VNC support to other market partners to offer insight and creative changes

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For Mumbai and other Markets

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Technical Design

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For other Markets

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Snapshot Reach Highlights

Rationale:Enabled mobility, hence access to multiple locations in the target demography thus, enabling superior reach and higher registrations.

To build an effective "Recall" through branding on a car, modified central designs to custom approach.

Simply, served as hoarding on wheels, maximising eye ball contacts across Mumbai, Navi Mumbai & Thane

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Vehicle Branded

Day Date CAR A CAR B

1 Saturday, September 20, 2014Santacruz (Chetna College,LS RahejaCollege,Kalina,Inox)

Malad (Dalmia College,Mindspace,Malad Stn)

2 Sunday, September 21, 2014Bhayander (S N College,JesalPark,Maxus,90Ft Road)

Thane (Wagle,Eternity Mall,Thane CCD,Dominos)

3 Monday, September 22, 2014Andheri (Bhavans,7 Bungalows,Funrepublic,Infinity)

Borivali (IC Colony,Local Shops in IC)

4 Tuesday, September 23, 2014 Vashi (Raghuleela,Inorbit,Food Court)Bandra (National College,Carter Road,Bandstand,MMK,Andrews)

5Wednesday, September 24, 2014

Ghatkopar (KJ Somaiya,Jhunjhunwala,Vidyavihar,TilakNagar,R City,Inox)

Dahisar (Matruchaya College,Misquita Nagar,Bhakti Complex,Moviegem)

6 Thursday, September 25, 2014Kandivali (Thakur Polytech,ThakurComplex,Charkop,ThakurCinema,Broadway)

Navi Mumbai (Bharti Vidyapeth,Modern College,Kharghar,Little World)

7 Friday, September 26, 2014Mulund (MP Chowk,Gawanpada,BigCinemas,PVR)

Airoli (Fun Cinemas)

8 Saturday, September 27, 2014Vikhroli (Asmita College,VikasCollege,Sandesh College,Max Movies)

Goregaon (PatkarCollege,Varde College,VivekCollege,The Hub)

9 Sunday, September 28, 2014Bhandup (Ratnam College,St Xavier,RadavCallege,PVR, Fun 7D,R Big)

Ville Parle (Sathaye College,MithibaiCollege,NS Nagar,MG Road,Suncity,BaharCinema)

10 Monday, September 29, 2014Mira Road (Royal College,PoonamSagar,Shanti Nagar,Rassaz,ThakurCinema,CCD)

Navi Mumbai (Palm Beach,DY Patil,Vashi,PalmBeach Galleria)

11 Tuesday, September 30, 2014Wadala (Kala Sadhana,Dr Ambedkar Mumbai College,Imax)

Navi Mumbai (Bharati Vidyapeeth,YeshwantRao College,CBD Belapur)

12 Wednesday, October 01, 2014 Sion (SIES College,LTM,Cinemax,Roopam) Chembur (DK Marathe College,VES College)

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People awaiting their turns for audition People surrounding car, awaiting their audition turn

People inquiring about further process post auditions By-passers surrounding car

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Senior citizens coming forward for auditions Kids eager to participate in the auditions

Cops interested in registering for auditions Promoters lining up auditioners

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Rationale:◦ Reached out to partners with frolic and party set up

◦ To build an effective “Brand loyalty" through branding on coercive collaterals

Pre-Hype Snap Shot Registration

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MALL PROMOTION

Snapshot Reach Highlights

Rationale:Provision for a noise proof recording booth to conduct auditions.

To build an effective "Recall" through branding on mall set up

Emcee enticed activity to engage and probe audience to come forward and participate

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REACH

Sr. No Day Date Approx Eye Ball Contact Audition Registration

1 20-09-2014 Saturday 25,000 6 20

2 21-09-2014 Sunday 25,000 70 78

3 22-09-2014 Monday 10,000 18 24

4 23-09-2014 Tuesday 10,000 18 21

5 24-09-2014 Wednesday 10,000 16 17

6 25-09-2014 Thursday 10,000 18 24

7 26-09-2014 Friday 10,000 16 56

8 27-09-2014 Saturday 25,000 72 76

9 28-09-2014 Sunday 25,000 106 115

10 29-09-2014 Monday 10,000 26 117

11 30-09-2014 Tuesday 10,000 - -

12 01-10-2014 Wednesday 10,000 - 98

13 02-10-2014 Thursday 10,000 - 237

14 03-10-2014 Friday 10,000 - 212

Total 2,00,000 366 1,095

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HIGHLIGHTS

Participant performing live post audition Participant receiving “Aaj ka star” award

Execution Manager guiding participants Participant receiving Gandour Tourist wafer bar after auditions

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HIGHLIGHTS

People crowding to register around the booth People awaiting their turn for auditions

Emcee calling out names for people in sequence awaiting auditions

Participant posing after audition

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PROMOTION CREW

Snapshot Reach Highlights

Rationale:To reach out to diverse group of masses, convey the concept and seek participation

Penetrate in to strategic touch points to communicate effectively about the property.

Re-instate the brands associated – Radio City 91. 1 FM, Gandourand Super Singer in to the prospective masses.

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REACH

Touch Points Strata

Coffee Shops Housewives

Eateries Corporate Employees

Malls Business Persons

Parks Senior Citizens

Bus Stops Daily Wage Labours

Colleges LGBT

Shopping Markets Artists

Local shops Aspiring Singers

Places of worship Government Servants

..... And lot more!

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FINALE

Rationale:To come up with a big, celebrated and glorious finale.

Effectively communicate with the audience about the brands associated – Radio City 91.1 FM, Gandour & Super Singer

Snapshot Highlights

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HIGHLIGHT

Winner Cut Outs Floating Logo in the entire venue

Professional Security for Celebs Hostess in professional attire

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Professional SFX

Filler during performances and breaks

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