play unbelievable
Business Challenge
Consumer Challenge
Business Challenge
6 well established
players in the
market
Very high Level of
Awareness for
existing brands (90
%+)
Establish Aircel
as a National
Stature brand
Shed the
regional player
badge away
20% Awareness
in launch month
Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.
Consumer Challenge
Complicated challenge for a
tightly regulated category
that makes most offerings
look quite identical
Communication Goal
Challenge for us
Aircel : 7th Player
Lend Uniqueness & Generate
unprecedented buzz
Talk-ability by using Media/ Media
vehicle differently
Dont depend on creative usage of
media~ media innovation not led by
creative
Its Time to Move On to a very
different use of media: Disruptive and
Distinctive
Doing things differently was a mustNot only an Industry First but category
First.
8
Insight
We all seek personalization and exclusivity.
Media Strategy
Never before in the 170 years history of TOI/In the history of advertising
Mast head change conceptualized to incorporate the Brand Tag LineTime to move on" and To your world of possibilities
To maintain the curiosity among readers purposely we did not
disclose about Brand on the Front page
We changed the format of TOI
13
14
Opening of Flap
15
16
The Results
Unprecedented increase in
Spontaneous Awareness +
Consideration for Aircel
% Awareness
+ Consideration
18
Source: COAI
Circle - Delhi
19
Thank You