Case Study on Aircel

5/28/2018 Case Study on Aircel

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If he is playing very good I have to play

unbelievable

Copyright Starcom MediaVest Group, Inc. 2007. All rights reserved.


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Challenges for Aircel

Business Challenge

Consumer Challenge


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4

Business Challenge


6 well establishedplayers 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

15% Add-ons


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Consumer Challenge


Complicated challenge for atightly regulated category that

makes most offerings look quite

identical

Finding space in the consumers

mind besieged by noisy

communication with parity,

almost commodity offerings


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6

Communication Goal


Powerful brand image through distinctive &

differentiated usage of media


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High Noise Levels

One of the highest spend category

INR 2000 crs+

Airtel Market Leader with 33% share & Top2 players of the category taking 57% ofmarket share.

Airtel & Vodafone having 90%+ awarenesslevel

Aircel perceived as a Regional Player

6% Market Share and

Low Awareness Level of about 7%


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Challenge for us

Aircel : 7th Player

Lend Uniqueness & Generateunprecedented buzz

Talk-ability by using Media/ Media vehicledifferently

Dont depend on creative usage of media~media innovation not led by creative

Its Time to Move On to a very differentuse of media: Disruptive and Distinctive

Doing things differently was a must- Notonly an Industry First but category First.


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Insight

We all seek personalization and exclusivity.

In an undifferentiated category, sometimes change itself is the

exclusivity and differentiation.


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Media Strategy

We strategized to introduce Aircel as the giant of all changes by

changing the unchangeable

We changed the way media was used across all mediaand

leading the way was print.


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The Times of India

Innovation

It was the consumers signal to change to a new leaderIt was the consumers signal to change to a new leader


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Masthead changed to align Aircel brand theme

TOI masthead changed from The Times Of India to Move on India Never before in the 170 years history of TOI/In the history of advertising

Mast head change conceptualized to incorporate the Brand Tag Line- Timeto move on" and To your world of possibilities

To maintain the curiosity among readers purposely we did not discloseabout Brand on the Front page

We changed the format of TOI

5 column Flap was done in place of regular 2-3 columns to accommodate brandcommunication message in sync with Publications Masthead

13 column wide spread communication message without gutter space

Front page Live Edit was split into page 1 & page 3, First ever in print advertising


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Front Page of TOI on the day of Aircel launch

With changed masthead

and 5 columns flap with live edit


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Look of the newspaper with flap


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Opening of Flap


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With flap opening completely and with no Gutter

space.


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The Results


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Unprecedented increase in

Spontaneous Awareness +

Consideration for Aircel

40

11

10

15

30

45

60

75

Feb Mar Apr

Source: Brand Track, AC Nielson

%20

51

0

15

30

45

60

75

Feb Mar Apr

% Awareness + Consideration


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On Monthly add on numbers,

Airtel slipping to Aircel!

33

49

42

28

31

25

0

10

47

0

10

20

30

40

50

60

Feb Mar Apr

Airtel Vodafone Aircel

%

Source: COAI

Circle - Delhi


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Thank You

Documents

Case Study on Aircel