afaqs!

Planet M campaign moves on-ground in stores

By Tarana Khan , afaqs!, New Delhi | In Advertising | September 30, 2008
The on-ground campaign is happening in three phases, two phases of which have already taken place in Mumbai

Planet & #BANNER1 & # M, the music and mobile retail store owned by Videocon, has launched a series of in-store activities to increase footfalls after its relaunch. The relaunch happened recently in Mumbai with a teaser campaign, which finally revealed a character called Yomo. Yomo is being used to promote Planet M as not just a music store, but also a mobile retail store. The agency behind the promotion is TBWA.

The in-store activity was initiated on September 12 in Mumbai and continued for 10 days. The activity, Treasure Galaxy, was carried out for a day in each of the 10 Planet M stores in the city.

A visitor gets a clue at a store

Digging into the Treasure Trove

Gallery of the Snap n Share contest
People were informed of the treasure hunt in Planet M stores through print, radio and leaflets and flyers in colleges and youth hangouts. The leaflets contained a code that had to be cracked to identify the stores where the activity was being carried out. The people who solved the puzzle could walk into the store to participate in the hunt.

A Yomo representative at the store presented the people who walked in with a clue based, multiple choice question. Those who could answer the question received spot prizes decided by picking a chit from the Treasure Trove.

Speaking to afaqs!, Ambarish Ray, assistant general manager, TBWA, says, "The idea was to create an environment (in the store) for a fulfilling experience. While all mobile brands are focused on brand communication in the retail store, what it comes down to is the prices and models on offer." The Planet M spokesperson was not available for comment.

The promotion, slated to last for a month, is in the second phase of the on-ground activities. The first phase lasted 10 days as will the second phase, called Snap n Share, which will get people to interact with their mobiles and cameras and submit photos at the store.

Mobile agency MobMe is working with TBWA and Planet M for this phase of the promotion. In the Snap n Share contest, visitors can upload interesting pictures taken on their mobiles on the website, http://myplanetm.com, or send it via Bluetooth at the Planet M stores. Lucky contributors win a prize sponsored by Nokia every day.

Vivek Steve Francis, cofounder and vice-president, business development, MobMe, tells afaqs!, "We have set up the Bluetooth backend to run the contest and plan to take it to 35 Planet M stores across India."

Francis adds that about 100 photos are submitted every day for the contest; the photos are then moderated before being uploaded on the site.

The third phase of the promotion, which will be called Sing Tune, is a contest in which people will be encouraged to compose and submit music at the stores.

"We will roll out the contest in Delhi, Bengaluru and Hyderabad after Mumbai, and then in the rest of India," says Ray.

Ray said it was too early to comment on the increase in footfalls following the promotion, but added that the teaser campaign viral received about 30,000 views on YouTube and the website received 15,000 hits.

Planet M has 250 stores in India and Videocon reportedly plans to increase this number to 1,500 in the next three years.