Campaign concepts

July 8, 2013

Beam Telecom is the group company

of ACT TV a leading Multi Service
Provider offering high quality
entertainment and broadband services.

Beam Fiber Offers:

> Internet Solutions for Home Users
> Connectivity Solutions for Businesses
> FTTH Solutions for communities
> VAS: Wireless Plus Device

Target audience:
15 to 45 year old, well educated, tech- savvy
people, mostly men

The task:
To create a 2 month campaign to:
> create awareness of 50mbps
> sustain brand salience
> break the clutter
> increase fan base
> associate Beam Fiber with high speed
internet at value price.

USP:
Beam fiber provide the fasted internet
browsing at competitive pricing.

Geek Creative has come up with brand

new interactive ideas for a new campaign
for Beam Fiber

Current communication

Beam Fiber uses the following characters

in their communications, which people
associate the brand with:

Mindmap: how we arrived at the

concepts

The way forward:

Geek Creative presents 2 different

directions and strategy for the new Beam
campaign

Direction 1:

Geek Creative believes that there is equity

in the current characters that Beam is using
for its communication

But it needs to be taken to another level,

with the introduction of 50 mbps.

For its presence in the social media space,

we will have to come up with fun, engaging
and interactive ways to appeal to the
internet audience, keeping up with the
trends that are running on the internet:
eg: memes, internet jokes, virals, comics,
etc.

In the social media space, there is a lot of

room for interactivity and engagement
with the current Beam character- the
spider.

We have devised a way in which the

spider character can become a talking
point and appeal to a huge audience,
and make them a means to bring out
the communication.

The idea

Beam with Beamer!

In this concept, we aim to popularize the

spider and give its character more detail,
so that it becomes a talking point and
creates a buzz in the social media space

Hence, we named him Beamer

(from the name Beam itself!)

Beam also means:

> to shine
> a beam of light
> to beam with joy!

Its a very happy thought- a very happysounding name, and is closest to the brand.

With 25mbps, Beamer was on a rocket.

With 50mbps, we have given a new hightech futuristic gadget vehicle to Beamercalled the High

Beam!

Just like the super heroes have super

sonic flying vehicles which have hi-tech
gadgets, Beamer can have one for himself.

The interactive idea around Beamer:

Beamer and the Broad Band

Beamer and the Broad Band

(broad+ band- pun intended) : )

Beamer and the Broad Band is a

concept for an online karaoke micro
site by Beam Fiber

On this micro site, users can:

> search for lyrics of their favourite song
> start the web cam
> get their friends together
> put up the volume
> read the lyrics and start singing their
heart out.

This karaoke video clipping can be

recorded and shared with your
friends on Facebook, Twitter,
YouTube, etc.

We suggest that a Beamer toy (with

Beamer on High Beam) to be given away
to every new Beam subscriber.
Eg: Mc Donalds Happy Meal toys

Youtube

With 50 mbps, Beamer can now talk.

He can have a distinct voice which can
ring in peoples mind.
Beamer can also give daily gyaan on
high- speed internet.

Signature tune

Beamer can also have a special signature

tune- a cute, loveable, an insect kind of
buzzy tune like Crazy Frog- you can
recognize it instantly!

Beamer can do a very catchy dance on

the moon with really fast steps, which
can get a lot of hits on Youtube.

The fast- forward song

Since Beamer travels at the speed of

50mbps (super fast), Beamer can sing a
rap song in fast- forward effect to a very
catchy tune
He can sing it extremely fast.
This can get new audience because of
the buzz and also give out the message
of super speed internet.

Facebook

Comic strip

A series of comic strips

could be posted on
Facebook on how our
spider- the Beamer
came up with 50mbps.

We can show his numerous

experiements where:
-he ties a cracker to himself to try to
reach the moon.
-he tried to get wings
- he invents the high- speed rocket
- he finally creates his flying vehicle
with NOS which shoots off into space
with 50 mbps!

Topical posts

1. Beamer during elections can have a topi

and does namaste during elections.
2. Beamer holds a cricket bat, and hits a six
during all cricket matches.
He also gives autographs and sends the ball
flying into space!

Contests

Based on Beamers fast- forward song,

a 1 breath song contest can be run.
Eg: the Breathless song by Shankar
Mahadevan

Beam with Pride contest for kidsKids have to create the word beam from
different things: eg: vegetables, toys,
alphabet magnets etc, click pics and upload
it on the FB page.
The end result looks like Google Doodles

This concept of Beamer will be interspersed

with other creatives related to high speed
broadband and 50 mbps for Rs 2,499, so that
it retains its freshness and doesnt become
an overkill.

Direction 2

Thrifty with Fifty

The Thrifty with Fifty campaign

highlights the top speed of 50
mbps

The interactive idea

A 50 things you want to do before you

die micro site

On this micro site, users can create a

wish list of 50 things they would like to
do before they die and promise to start
ticking them off at top speed.

People can even share this wishlist with

their friends.
On the site, one can also interact with other
people who have added the same item to
their wish list.
Beam Fiber connects them at super speed

A trend on Twitter can be started with the

hashtag:
#50ThingsB4iDie
#50Mbps@2499Beam

Contests

A Tag-a- thlon contest, where people have

to tag 50 friends to Beams FB page to get
50% off on their 1st bill*

The Fastest 50 first

Quiz

This can be a time- based buzzer quiz, where

participants have to give the answers out at
super speed.
The team that answers 50 questions the
fastest, get 50% off on Act Broadband
subscription*

50 Fast games with 50 mbps

A Facebook app and a mobile app can be

created exclusively by Beam Fiber which
has 50 fast games to enjoy!

50mbps - blows you away

Creatives which have everything around flying/
getting blown away because of 50mbps high
speed broadband.
Eg: Printers, telephones, computers, books,
stationary, chairs, etc are all getting blown away
because of high speed broadband.

>Creatives on 50 mbps @2499

>Creatives with 50
>eg: 50 is the new 100
>Posts on 50 wheels on a car to give it more
power,etc

General creatives (irrespective of the

direction) which can be used as content
for Facebook posts:

Creative posts on:

Dont let ancient broadband define you

Things you do while waiting for their

internet to speed up

Eg:
I am going to sew a matching muffler
for Tommy.(Picture of a dog with a
muffler)
2. I am going to photoshop a six pack
on myself.Sign off - Faster internet
means never having to waste time.

Creatives for 50 MBPS at Rs 2,499 and for

high speed internet

Showcase new offers and plans by Beam

Fiber so that people can be aware of what
Beam is offering on Facebook as posts and
as web banners

A speedometer app + quiz:

Answer 10 questions about your broadband to
see how fast/ slow your broadband is.
Eg: Does it take 1 night to download a movie?
Can you watch streaming videos at ease?
Depending on the answer, the speedometer

Summary

Campaign: Use Beamer to convey messaging

in the social media space
Campaign 2: Direct messaging- creatives to
do with 50.
Other creatives, besides the campaign

Geek recommends

Geek recommends that we use all these

concepts in collaboration as all of them are
important:
- to create communication which is
entertaining, engaging
(Beamer and the fun things he does because he has
super speed)

Thanks!