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Idea Cellular has extended its recent television commercial, which shows a politician asking for public opinion before finalising a development project, to real life. The MyIdea campaign uses the Internet, TV and radio media to engage people, demonstrate the power of collective decision making and the usability of mobile phones in that process.
A website, myidea.co.in, has been created, which allows users to raise or submit questions related to issues in their cities or districts, politics, society, economy, entertainment and sports in 150 words. Users are also allowed to upload pictures to support their questions and can forward the questions submitted by them to their friends.
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Users are also empowered to garner support and votes for their ideas. A user can also submit his vote on questions raised by others.
Ideas such as ‘Criminals shouldn’t stand for elections’, ‘Should LK Advani stop his online campaign?’, ‘Save the girl child’ and ‘Ban plastic bags’ have been entered by users.
Within three weeks of its launch, the website claims that a total of 1,29,758 votes have been received for 1,806 questions raised by users, with 755and 479 questions submitted under the politics and society categories. The website has received 3,06,896 page views.
The Lintas Media Group, in association with Pinstorm Technologies, has conceptualised and managed the creative, media planning and technology part of the campaign.
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Speaking to afaqs!, Mahesh Murthy, chief executive officer, Pinstorm, an interactive agency, says, “Idea Cellular wanted to demonstrate the participative democratic process in reality and that’s why we were briefed to develop an interactive application or website which will engage and enable users to submit their opinions.”
A spokesperson from Idea Cellular tells afaqs!, “In a mobile market, where the call rates offered and the technology available to all mobile operators are almost similar, Idea wanted to differentiate its communication from the other players. That’s why, it has opted for the participative decision making route to demonstrate the efficient ways of using mobile telephony.”
He adds, “Idea Cellular is not doing the campaign for any social cause. The website has been created to amplify the communication put forward by the current television commercial.”
Apart from the website, the mobile operator is also using TV and radio platforms to engage users with the MyIdea campaign.
Idea Cellular has tied up with TV news channels such as Zee News, STAR News, CNBC Awaaz, CNBC, NDTV India and NDTV 24x7, and FM radio stations such as Radio Mirchi, Radio City, Big FM and My FM to execute the campaign.
Every day, the news channels pick up a topic and ask a question on the same. Viewers are requested to vote and send in their replies via SMSes. The results are announced on the news channels at 8-9pm.
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On radio, radio jockeys ask a question of the day and invite listeners to call and discuss the issue.
Sathyamurthy NP, president and chief operating officer, Lintas Media Group, tells afaqs!, “Everyday, 18,000 people participate on TV, while 3,000 people take part in the MyIdea questions through radio.”
Idea Cellular is using search engine marketing (SEM) and display advertising across all major portals such as Yahoo! and Rediff to promote the MyIdea website. It has even developed a special application for iGoogle and will launch MyIdea applications on social networking sites such as Orkut.com and Facebook.com as well.
© 2010 afaqs!From priyank , Thu 26 Mar 2009 11:06:38 PM wt a pathetic website. Its ok in the name of imc, but dont tell me that people are actually visitin this website. Its not even worth coming a second time. I would rather go back to my good old orkut, facebook or whatever to voice my arbid opinions. As if we dont knw, how did they manage those many clicks.
If u are at all putting ur energies into smthing, make it worth it. The quality of the website infact decreases the effect of the brand. I must say, online marketing can be used to a great effect, but than it has to be done with the same seriousness and professionalism
From udhay, Thu 26 Mar 2009 03:10:33 PM HI , Its really a great idea for IDEA to do such integrated campigns ,, dont forget to do the same in kerala, wher you have a very strong base.
we can offer you a great integrated solution for these kind of campaigns . pls do call us for mor einfos..
Udhay.C.
malayala manorama ltd,
chennai.
From kausik, Thu 26 Mar 2009 02:15:22 PM This is what we called Integrated Marketing Communication or a 360 degree approach. Loved the idea. This is what Tata Tea jaago re campaign and Idea are doing to gain leverage.
From Kshitij, Thu 26 Mar 2009 12:56:23 PM Hats Off to Idea! for coming up with such a campaign. Even if Idea isn't doing this for any social cause, still it doesn't fail to make an effect on the person watching it. Whenever I watch the ad on TV, I just pray and hope that the Indian Democracy worked in that way. I just hope that this dream comes true soon.
From mahendra prakash, Thu 26 Mar 2009 12:16:50 PM this is truely an incredible idea, sirjee. the single mindedness with which idea has pursued its message of communication and interactivity is awesome. that too to have taken such a dangerously sensitive issue as politics which no brand wants to go even go near. doing something interactive online online in the approach to elections therefore was an inevitability for idea. all the same, this is a clever interpretation of the idea (pardon the pun) online. good job!
From Pankaj, Thu 26 Mar 2009 10:08:28 AM Could not find the application on facebook to gather ideas , where is it ?
From Sourav, Thu 26 Mar 2009 09:53:25 AM Great ! will be interesting to see how the other giants in telecom reacts to advertise their chrono
Cheers to the execution teams, great stuff
