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BACKGROUND . Airtel has been topping the charts in all the brand popularity measures for the state. Be it the REI scores , or the TOMA (Top of Mind) and SOP (Share of Preference) scores, Airtel beats its competition hands down in all the 6 zones of Rajasthan.
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BACKGROUND • Airtelhas been topping the charts in all the brand popularity measures for the state. Be it the REI scores, or the TOMA (Top of Mind) and SOP (Share of Preference) scores, Airtelbeats its competition hands down in all the 6 zones of Rajasthan. • The entire scenario for the brand in the state shows all conformity that Airtel stands out as the most loved telecom brand of the state. • Airtel’s popularity encompasses the entire region as its stronghold except for the low utilization and low extraction villages and rural sites in the GIS towns.
OBJECTIVES • Standing out as the most prolific brand in Rajasthan with a penetration level as minute that even the lowest possible extraction points were well covered. • Generate instant SIM activations. • Come up with a path breaking rural sales promotion plan. • Create a low-cost, target oriented and high output campaign. • Create maximum brand presence and capture maximum market share within a time-frame of 90 days.
CONCEPTUAL PARAMETERS • The target universe present before us was huge, and it covered well over 1200 villages within the 6 zones of Rajasthan. • We needed to come up with a concept which truly revolutionized rural promotions format. • The differentiation had to make a mark on all the three fronts – Operational costs, Time and out-reach. • IT WAS THEN THAT WE CONCEPTUALIZED OUR CAMPAIGN, AIRTEL LAKSHYA.
THE INNOVATION • An activity that focused on the prime objective of sales promotion in the low utilization regions of rural Rajasthan and had all the ingredients that fitted the bill perfectly. • Talk of economy, functionality, time and reach – the innovative concept covered it all. • WE DID AWAY WITH THE LONG FOLLOWED “FLOAT PROMOTION” FORMAT, AND REPLACED IT WITH A MUCH SWIFTER, SURE AND RESULT ORIENTED FORMAT. • WE INTRODUCED THE BIKE MODEL OF RURAL PROMOTIONS.
THE BIKE DESIGN • The bike design had pre-installed multi-functional devices needed for instant SIM activations. • The bike would carry itself as a mobile shop for the rural masses to contact and get a new sim activated. • The innovative bike model had the scalability of being carried out simultaneously in all the 6 zones of Rajasthan and that too with multiple promotional units.
INNOVATIVE BIKE BRANDING Bike Branding : foldable canopy, PVC banners, music box which played the Airtel jingle and the multi-functional device carrier with logo branding of Airtel. The bike visiting the GIS site would first and foremost spread awareness about the instant SIM activationsto the people of the village in the morning so that it could ensure maximum business during the day.
THE LOW COST FACTOR • With fixed costs being a one-time investment and promoter wages turned into monthly stipendsthe economy factor was also well within control. • 120 Bikes covering the 6 zones simultaneously - Saving on time / daily expenses / promotional costs and overheads. • Looking at the per day promotional cost of the bike on a unit wise level the operational expenses came up to a figure less than Rs. 600/- per day and this included the monthly wage break-up of the promoter, the fuel cost, the stationary cost and other miscellaneous costs. • Per Day activity cost in all 6 zones cumulatively, was way less than what the cost of float promotions would have been in a single zone.
CHANNELIZING SALES • REAL TIME ASSESSMENT - Integrated and real time assessment of the daily sales and SIM activations for a regular measuring of the results. • INCENTIVIZING SALES - The minimum target set for each promotional unit was a minimum figure of 425 activations in a month, if the promoter was able to activate more than 600 SIMS in a month; he was entitled for an incentive of Rs. 2,500 for that month.
ESCALATION NORMS • The campaign escalation norms were also set out in order to insure maximum out-reach and success of the campaign: • A daily dashboard of promoter SMS was shared along with promoter productivity till the campaign roll out completed itself. • It was mandatory for the territory manager to travel with the promoter for at least 5 days in a month and review his performance every week. • The zonal sales manager / zonal branch manager were required to travel at least once with promoter in a month and review bike performance. • Minimum productivity norms for a bike/promoter combined was set at 425 activations in a month.
RESULTS • THE BIGGEST AND THE MOST CRUCIAL TAKE OUT – • We REVOLUTIONIZED, the way rural promotions were perceived and approached so far. • Doing away with the Float model for the rural promotions, we introduced a swift, sure and a much more penetrating promotional format. • All of it coming together in the most cost effective of manners.
RESULTS • One to all communication format used for rural promotions got converted into a one to one promotional format. • The campaign covered 1200 villages of Rajasthan in a period of just 90 days, which is a feat in itself. • The campaign solely resulted in generating around • 1, 06,000 new SIM activations for Airtel. • The incremental sales through the activity registered by the brand within the quarter rose up by 17%.
THE CAMPAIGN HAS ALREADY WON – • WOW 2012 – Gold – Best On-ground promotion for sales Volume. • PMA Dragons of Asia – Order of Merit – Best trade campaign. • EEMAX 2012 – Silver – Best Roadshow of the Year.
