The mobile network operator, in association with 92.7 Big FM, has adopted a radio and digital heavy approach in the second phase of the initiative.
With the aim to develop the mobile internet category, brand Idea came up with the concept of sharing internet through its Easy Share campaign riding on the broader theme of 'India Share Karega, India Care Karega'.
The campaign kicked off with a series of TVCs that highlighted the reality of people's busy lives and their belief that, today, they can make a contribution to society only by way of sharing.
Currently in the second phase, the campaign has taken a digital and radio-heavy approach. Idea leveraged the digital connect with its audience base and devised a digital amplification strategy with the #IndiaSharesIndiaCares initiative in collaboration with Mindshare and Affinity Network.
As part of this initiative, people were asked to select a cause which they would like to address using Twitter polls. The next step was to share data with an NGO that works for the chosen cause. This was made interesting by means of an innovation (conceptualised by Mindshare) which gamified the activity.
Idea joined hands with 92.7 Big FM to create interest among consumers around the 'new way of sharing internet' through the 'India Sharing Season' campaign. The theme 'The New Way of Sharing', was integrated with popular shows such as 'Suhana Safar with Annu Kapoor' and interstitials like 'Aktor Calling Aktor', 'Chutki aur Shopkeepaa'.
The brand created a shareable website
along with the radio station and invited people from 41 cities across the country to pledge data over an RJ marathon that lasted for over 92 hours and 7 minutes. Idea will donate the total quantum of data pledged by people during this marathon to an NGO working for child education, which was the most preferred cause.
Usually, radio campaigns are lazy extensions of their television counterparts. Commenting on what prompted the brand to create a separate and full-fledged campaign for this medium, Sashi Shankar, chief marketing officer, Idea Cellular, says, "Radio is considered to be one of the most effective mediums of communicating with the consumers as it has mass reach. In addition to the digital amplification, radio gave our campaign a much-needed boost at ground level. With RJs directly speaking to listeners, there was a high level of engagement on a personal level which fit in well with the overall theme of our campaign."
In order to create more awareness, the initiative was also promoted through on-ground activations and events across the country. So far, the campaign claims to have 2,099,943 MB of mobile data pledged through radio, social and other digital platforms, with 56310 unique visitors on the shareable website. As per the data from 92.7 Big FM, the campaign garnered a total of 36,000 tweets and 2,48,293 calls during the four-day marathon. An additional 300 GB data was generated through a gamification activity, while 17 lakh pledges were received through the social platform.
Idea Cellular claims to be India's third largest national mobile operator, with over 165 million subscribers. It is part of the Aditya Birla Group Company, which ranks No.4 globally, and No.1 in Asia-Pacific in the 2011 Top Companies for Leaders (TCFL) study, conducted by Aon Hewitt, Fortune (the global business magazine) and the RBL Group. It operates in 36 countries, and is anchored by more than 1,20,000 employees belonging to 42 nationalities.