Suzlon MobileMarket DiscoveryProgram ACaseStudy Discovery Program A Case Study

Suzlon MobileMarketDiscoveryProgram

Index
About the campaign Execution & achievement E ti hi t Suzlon MMDP Post campaign evolution

Suzlon MobileMarketDiscoveryProgram

Aboutthecampaign

Suzlon MobileMarketDiscoveryProgram

Insight
To build brand and category respect within the specific target audience To target premium audience and t educate th T t t i di d to d t them on th power of wind the f i d energy Highlight the blog Open Window written by Mr. Tulsi R. Tanti, Chairman g g g p y and Managing Director, Suzlon

Suzlon MobileMarketDiscoveryProgram

TheStrategy
As the Suzlon TG is very niche and premium, the cost of reaching out to the TG was high hence Dentsu recommended Mobile Discovery Campaign because of following reasons. Mobile reach (650 Mn.) Strong targeting parameters available (Details in targeting slide) Better accessibility and hence better CTR As the TG is constantly on the move, it is important to be present on a medium which is always accessible.

Suzlon MobileMarketDiscoveryProgram

Targeting
Target Group The Suzlon TG is defined as 30+ SEC A. This particular communication was targeted to a niche user base arrived by using the filters given below: Demographic SEC A, 30+ Adults Geographic Top 8 Metros (Delhi NCR, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad & Pune) User graphic Post Paid Consumer User of Roaming & GPRS Monthly Consumer, GPRS, Billing Volume of Rs.3,000 & above Campaign Period The campaign started off in October 2010 and continued f a period of 45 weeks. i d for i d f k

Suzlon MobileMarketDiscoveryProgram

Medium AirtelWAPinventory
Indias largest mobile network of approximately 150 million subscribers 7 M WAP user b Mn. base of which 5 5 M are unique users per month f hi h 5.5 Mn. i th largest among all the players Profile of WAP 60% in the age group of 3054 g g p

Suzlon MobileMarketDiscoveryProgram

TheSuzlonProposition
Recommended Apertures Banners on the Airtel WAP Site Home page Banners on App Download page) Campaign Details Total impressions : 4 million p Duration : 46 weeks Central (Application

Suzlon MobileMarketDiscoveryProgram

Execution&achievements

Suzlon MobileMarketDiscoveryProgram

Execution
We created a WAP portal at mmdp.in/suzlon The Th WAP ( bil web portal) h d a l di (mobile b t l) had landing page and a li k t d link to Tulsi R. Tantis blog 4 Mn Airtel live banner inventories were reserved to redirect users from Airtel live to the WAP portal Creatives were done innovatively to get user engaged and interested to know more about the power and relevance of wind energy

10

Suzlon MobileMarketDiscoveryProgram

Airtellivebanners

11

Suzlon MobileMarketDiscoveryProgram

Airtellivebanners

12

Suzlon MobileMarketDiscoveryProgram

Achievements
Suzlonhadaround57.055%Increaseintraffic onMr.TulsiR.Tantisblog SuzlonWAPpagehadanaverageCTRof3.05% S l WAP h d CTR f 3 05% Mr.TulsiRTantisbloghadCTRof2.87% Mr.TulsiR.Tantisblogtheopenwindowwasthecenterofattraction l bl h d h f Ratedasnumber1.digitalnewsinIndiaandInternationalmedia Onlywindenergycompanytobefeaturedinsmartphone FirstCEOsblogtobefeaturedinsmartphones

13

Suzlon MobileMarketDiscoveryProgram

SuzlonMMDP Postcampaignevolution P l MMDP i l ti SuzlonMMDP S t Postcampaignevaluation

14

Suzlon MobileMarketDiscoveryProgram

Overallsummary
Data impressions clicks CTR Homepage pageviews TTsblog page views
15

Numbers 4,002,237 121,891 3.05% 79,662 47,233

Suzlon MobileMarketDiscoveryProgram

Datawisestats
22%

16% 14% 15% 12% 12%

8%

Mon M

Tue T

Wed W d

Thu Th

Fri Fi

Sat S t

Sun S

PeektrafficonWednesdayandThursday MinimumonFridayastypicalworkingbehavior Minimum on Friday as typical working behavior

16

Suzlon MobileMarketDiscoveryProgram

CaseStudyby: SuzlonBrandManagementandDentsuDigital Foranyqueriescontact: DhariniMishra GlobalHeadofBrandatmdharini@suzlon.com HimanshuSharma DigitalBrandathimanshu.sharma@suzlon.com

17

Suzlon MobileMarketDiscoveryProgram

C S S UD E A E T IS