Reliance Communication '‘One India. One Rate’
Here are the details of the campaign that we did
Ø Create awareness about the ‘One India. One Rate’ plan
Ø Demonstrate the USP of the plan i.e. ‘roam carefree across India’
Ø Drive traffic to the landing page of the campaign and generate leads
We wanted demonstrate to users that they could now continue to make calls and use data without any bill worries, even on roaming. So, we chose one social media influencer, @ghaatidancer to travel across India and experience life without roaming charges. @ghaatidancer travelled to 4 Indian cities in 4 days, uploaded pictures, shared videos and stayed in touch with her loved ones, despite being on roaming. What’s more, she used social media to crowd source the itinerary of the entire campaign. This uninhibited usage of voice and data on roaming clearly helped us demonstrate the proposition of the plan.
The #FreedomToRoam campaign succeeded in achieving the following
Ø Generated a buzz– The campaign achieved tremendous reach, which in turn generated a lot of curiosity about the ‘One India. One Rate’ plan in the minds of Twitter users. Many users tweeted their queries about the plan.
Ø Started conversations – The crowd sourcing nature of the campaign gave Reliance Communications the ability to start and sustain quality conversations.
Ø Encouraged participation – The Twitter universe participated wholeheartedly in order to ensure that @ghaatidancer had the best experiences in every city.
Ø Brought people together – It demonstrated beautifully how the plan ultimately helps users stay in constant touch with their loved ones. The influencer got a huge surprise when a friend from Kolkata, paid her a surprise visit after noticing her #FreedomToRoam tweets mentioning her Kolkata trip. And then they took a selfie, of course!
Ø Built on the brand’s goodwill – The campaign encouraged a lot of users to come forth and their share their experiences of the brand with the world.
Ø Created contexts to talk about the plan – The campaign leveraged the hype around the football final to talk about the plan in the right context.
Attached are some snapshops of conversations that were captured through the campaign.
Prasun Kumar, Head - Brand, Communication & Insights, Reliance Communications
"This is for the first time RCOM drove a Digital Only campaign (no other media support was provided) to deliver on some very ambitious business and marketing targets. While Social Media Marketing has always been an important digital marketing tool, we took it to the next level by making it the primary driver of messaging and engagement. We contextualized the entire Social Media plan around FIFA world cup fever (which was at its peak) to deliver the message of Free National Roaming. We could not only reach out to the core TG of Smart Devices Roamers but also drove deep engagement. And results have been fantastic. This innovative campaign represents a significant leap forward in how RCOM will use digital communications to drive business results and create awareness of its cutting edge services and products with the world”, said Prasun Kumar, Head - Brand, Communication & Insights, Reliance Communications