A netCORE initiative

gamechanger

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About netCORE

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About netCORE

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• The techno-marketing arm of netCORE Solutions that uses technology as a tool to create great brand experiences

• With a dynamic combination of insights, lateral ideas and technology, we help brands reach and engage with consumers in game changing ways.

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Gamechanger

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Orchestrate Listen Illuminate

Rural Marketing

Amplify

Augmenting media

Synchronizing Communication

Surprise

Customer Relationship Management

Feedback Response Capture

Integrate

Media Integration

Awards & Recognitions

9Gold

1 Silver

3Bronze

13Nominations

National International

26Total

National & International

Awards

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We first understand the Brand’s challenge

We then understand their Consumer Behaviour

We stitch a Solution –based on our Experience &

relevant Technology

What do we do?

1. 2. 3.

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To Communicate / Interact / Engage

To Reach To GratifyTo Acquire

How are brands currently using mobile?

Consumers Attributes

• Diversity in Values & Languages

• Income variation• Literacy levels

Result - Companies can’t treat Indian consumers as a homogeneous set

1+ million

1 Lac - 1 million

>1 Lac

20 Cities

500 Cities

600,000 Villages

Smart Phones

Feature Phones

Basic Phones

India: Demography & Mobile Usage

SMS, AR, Apps, Videos & WAP

Text, Voice & IVR

Missed calls, Voice Calls

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2

3

INDIA 1

INDIA 2

INDIA 3

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2. Purchase Led Loyalty

Profiling consumers based on Purchase Pattern, Life time Value, Life cycle and more.

1. Augmenting Media

Make any TV/ Print/ OOH Ad interactive to the consumer by adding a Call to Action.

5. Feedback Response Capture

Capture responses and feedback in real time.

6.Rural MarketingUse mobile as a medium to reach media dark markets where tradition media is ineffective.

3. BTL Integration

Digital Data 100% accuracy, opt in under TRAI*, useful for retargeting, process efficiency

4. Digital Gratification

Instant Digital Gratifications like Top Ups, Ringtones, Wallpapers help engage customers

What we offer on Mobile?

Expand Reach, Deepen Engagement

We amplify your communication by making it lively & viral

Augmenting MediaMake any TV/ Print/ OOH Ad interactive to the consumer by adding a Call to Action.

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Augmenting MediaMake any TV/ Print/ OOH Ad interactive to the consumer by adding a Call to Action.

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Purchase Led CRMProfiling consumers based on Purchase Pattern, Life time Value, Life cycle and much more.

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Customer Lifetime

Value

Purchase Pattern

Consumer Life-cycle

Purchase Led CRM (cont.)

Profiling consumers based on Purchase Pattern, Life time Value, Life cycle and much more.2

Talk to my Mum about Skincare,

Nutrition, Vaccines

Talk to my Mum about Cognitive Skills,

Motor Skills, Diet

Identify and prioritize

Life Cycle of the Consumer

Purchase Pattern

Relevant Engagement

Monitor Loyalty

Purchase Led CRM (cont.)

Profiling consumers based on Purchase Pattern, Life time Value, Life cycle and much more.2

Consumers buy Stayfree SKU, sends SMS with the unique code and continues to cumulate the loyalty

program points

SMS STAYFREE < SFMOLMR1 > to 9902099020

Comprehensive Communication Is Integrated Communication

Mobile communication can help bind together communication via all other media

BTL IntegrationDigital Data 100% accuracy, opt in under TRAI*, useful for retargeting, process efficiency

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Operational Efficiency

Customer Database

Consumer Identification

User gives a Missed Call on the Toll Free

On giving a Miss Call, a Unique 6 digit code will be sent to the User, this 6 digit code can be redeemed with the Promoter for a free sample at the Sampling booth

BTL IntegrationDigital Data 100% accuracy, opt in under TRAI*, useful for retargeting, process efficiency

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To Register SMS:Venue Code <space> Name

<space> Gender <space> Age

and send it to 9920099200

On Registering, the User will receive a Unique Code

which becomes his/her Digital Identity

Digital data is now available for

re-engagement, No paper work!

Surprises Enliven &And Help Build Customer Awareness, Engagement And More.

Delight your consumers by giving more than they expect.

Digital GratificationInstant Digital Gratifications like Top Ups, Ringtones, Wallpapers help engage customers

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Effective Customer Communication Starts With Effective Listening.

Listen to your consumers’ responses and feedback in real time.

Feedback Response CaptureCapture responses and feedback in real time

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2.4 Crore miss calls

Press 1 for 15 MinutesPress 2 to for 25 MinutesPress 3 for 30 Minutes

2. Where did you read this advertisement?

Press 1 for MagazinePress 2 for PrintPress 3 for Radio

1. ‘Benadryl starts acting in how many minutes’ on cough?Give a miss call to pledge!

Missed Call based response campaign IVR Based Feedback Activity

Illuminate The Remotest Areas.

We light up the rural areas with innovative ways of mobile reach.

Rural MarketingUse mobile as a medium to reach media dark markets where tradition media is ineffective.

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• High brand salience built: Almost 85% brand recall

• Highly accurate targeting: 55% of the respondents reached by the activation do not own television

• High brand awareness built/high content relevance: The ‘brand’ & the ‘benefits of the brand’ were among the key elements recalled from the activity upon aiding, whereas the Pati-Patni jokes/chutkule were the highlight at both unaided & aided stages.

• Direct impact on consumer behavior: 24% have started using Wheel most often now-a-days.

Case-studies

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SituationHindustan Unilever sought reaching media dark consumers in a cost effective manner and introducing several personal and home care brands to rural households. The objective was to create a multi-brand property that could be used to change behaviours and lifestyles with the use of HUL products.

Solution An on-call entertainment content stream is set up for consumers to access at their convenience. Popular content like movie songs, dialogues and humorous snippets of conversation between characters is available with interjected brand ads.

ResultMobile Vani is being used by several HUL brands to advertise to rural Indian masses and change household and personal hygiene habits like using dishwashing bar instead of ash, using toothpaste, soap, etc. and prevent related diseases.

Media Dark – HUL Mobile Vani (KKT)

Our award winning campaign,

''KKT - Kankhajura Tesan'' is Unilever's largest mobile marketing campaign, and has been

nominated for ''Best Consumer Marketing'' at GSMA this year.

This has been Unilever's largest outreach program, where we helped Unilever establish –

A cost efficient platform to Reach & Engage with Media Dark markets.

Some statistics - In a quick 20 weeks, we acquired about 8 million users who have engaged

with us for over 150 million minutes.

KKT Engagement Model

Content segmentation based on Mobile Strategy-

• Promotional Push – Initial content touch point with Call – to – Action. • Engaging Pull – Post CTA, content that keeps the consumer Engaged.• Reminder Push – In case of Inactive consumer, we will remind the consumer of the service

Content –Acquisition (Promotional)Engagement (Response)

Engagement Content Genre –RJ + Humour + Songs + Advertisement

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Situation The brand wanted to conduct sampling activity by reaching consumers at their door step. Physically acquiring database of consumers by asking them to share details was hectic and involved a lot of paper work. Also, it was difficult to validate the mobile numbers submitted by the consumer.

SolutionIntegrated a missed call number with the BTL activity where the consumers were asked to give a missed call on 022 XXX XXXX. They would then receive an SMS with the mCoupon. The sales person would then make a note of mCoupon based on which the consumer could avail on the spot discount. netCORE systems kept track of the coupons generated against the ones redeemed.

ResultThe brand could identify the consumers based on their mobile number. The brand could build Consumer Database to re-engage with Intelligence. The brand could bring operational efficiency by ensuring that the promoter is actually going to the consumers door to door and not to the retailer.

BTL – Home2Home HUL

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SituationHUL Domex aimed to engage with their sales force during the launch of a new variant. The aim was to educate salespeople on the new variant and equip them with sufficient knowledge to ease selling to wholesalers. The sales people are pressed for time and are usually travelling for work, hence have little free time to interact with the brand, because of which we needed a medium that could reach them on the go.

SolutionA mobile voice-based interactive program was designed to educate salespeople in a fun manner. Voices with film characters were used to relate with the salesperson. Moreover, a reward of cellular talk value was given to those who listened to education capsules and provided their feedback.

ResultThe brand was able to successfully engage with more than half the salesmen and give rewards for the interaction, enabling a successful launch.

Digital Gratification – HUL

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SituationThe Brand was running a daily 15 minute Radio program on local channels in middle India, educating the listeners on childcare & women health. The Brand wanted to engage with the audiences beyond the 15 minutes of interaction.

SolutionAt the end of the 15 minutes radio program, a toll free miss call number was popularized, asking the listener to give a miss call to listen to interesting facts about childcare. On every subsequent miss call, the listener would receive a new interesting fact & so on.

ResultWe received 6.5+ lakh miss calls, with a unique participation by 40K+ users who engaged with us for about 4 times on an average and listened to more than 75% of the content. About 35% of the Users have heard the entire Content, At least 65% of the Users have heard the Branding.

Augmenting Mobile with Radio – J&J

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Situation Reinforce the brand’s tagline “Dentist Ka Sujhaya Number 1 Brand”. Increase awareness about dental issues and let the dentist be available to all for resolving the dental problems on call.

Solution Consumers were asked to call on a toll free number wherein the call center executive was attending the call and based on the consumers dental issues calls were forwarded to the LIVE dentist panel who in return were addressing and suggesting the solutions.

Result More than 7.5 Lakh consumers called on the “Ask the Dentist” Toll Free in a short span of time which pushed the brand to work upon the next level interaction with the consumers.

Augmenting Media – ATD Colgate

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SituationMain objective of the campaign was consumer Engagement via mobile beyond the timespan of viewership on a TV commercial, Consumer Referral to engage consumers who may not have viewed TV commercial and obtaining feedback from consumers on the Brand attributes (flavour of toothpaste)

SolutionA Colgate TV Commercial advertised the campaign toll free number for response and also included it on Colgate Active Salt toothpaste packs. The pull for the campaign was - winning a chance to meet the actress Sonakshi Sinha and watch a movie with her amongst other prizes. The default prize for participation was being able to set a daily wakeup alarm call in the voice of the actress, for the following week. Increased chances of winning were for people who gave maximum references. Other prizes included WAP links of the actress.

Result7.4 Million missed calls were received in a short span of time with referrals reaching 5 level in reference chain. Virality ratio being 0.7 this means that all those who entered the challenge by themselves got 70% more people into it through reference. Brand attribute awareness level was significant amongst the consumer which the brand derived from the campaign.

Augmenting Media - Colgate Active Salt Taste Challenge

Phase 1

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Situation Colgate wanted to associate with the Movie Dabangg 2 for the brand awareness and leverage the factor of Sonakshi Sinha who was the lead actress in the movie and also the brand ambassador of Colgate Active Salt toothpaste by running the contest.

Solution A Colgate TV Commercial advertised the campaign toll free number for response and also included it on Colgate Active Salt toothpaste packs. The pull for the campaign was - winning a chance to meet the actress Sonakshi Sinha and watching a Dabangg 2 movie with her amongst other prizes by referring more and more friends and relatives.

Result5.4 Million missed calls were received within a short span of time and brand could create a buzz around the movie and their brand with the Taste Challenge.

Augmenting Media – Colgate Active Salt Taste Challenge (Dabangg 2)

Phase 2

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SituationColgate Active Salt (CAS) Taste Challenge 2013 campaign was aimed at measuring Return on Investment from different medias like TVC, Packs and other medias.

SolutionA Colgate TV Commercial advertised the campaign toll free number for response and also included in other different medias. The pull for the campaign was -winning a chance to meet the actress Kajal Agarwal and win a bike ride with her amongst other prizes. Increased chances of winning were for people who gave maximum references. Other prizes included WAP links of the actress.

Result Campaign fulfilled the Colgate’s objective of measuring the return on investment from the different medias and derive the best media to be spent on their future campaigns.

Augmenting Media - Colgate Active Salt Taste Challenge 2013

Phase 3

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SituationThe India Against Corruption movement was facing challenges since they had limited knowledge about how to leverage the mobile medium to gain popularity and support. At the same time they wanted a medium that could be offered to the mass audience free of cost.

SolutionnetCORE offered its missed call solution that enabled users to give a missed call and extend their support for Anna Hazare’s movement. This enabled the movement to grow virally, making it one of the greatest campaigns in the history of viral marketing.

ResultIndia Against Corruption Movement got 2.4 crore missed calls. There were repetitive callers as well that ensured that the movement gained popularity as expected. With this, IAC became more optimistic about the implementation of the Jan Lokpal bill. IAC used this database for smarter re-engagement.

Response Feedback – (IAC)

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SituationTo provide low cost account summary & last three transactional details to customers

Solution Missed call platform to receive incoming requestIntegration with ICICI bank’s APIs to check the validity and fetch the balance

ResultTotal 10+ million missed call enquires for account balance and last 3 transactions.Reduction in Balance request across other channels like call center ATM and Branch which resulted in reducing operational cost

ICICI Bank – Account Summary on Missed Call

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SituationTo create awareness about the price drop in Pepsi 200ml to Rs. 8

SolutionUser could pull 8 jokes by punching in on the IVR. On the 8th Joke – brand captured “8” for brand communication i.e. 200 ml Pepsi at Rs.8.

ResultTotal no of missed calls received was 18,000 i.e. a Response Rate of nearly 2%, Industry Standard 0.1%

Pepsi - Dial Abhi

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SituationThe Brand wanted to extend engagement to its consumers who have purchased the Tea packs. Also, the Brand wanted to have an insight on the number of eye balls the packs attracted.

SolutionWe popularized the toll free miss call number on the Taaza Tea packs asking the consumers to connect with the Brand. The consumers then engaged with content by giving a miss call on the toll free number, study tips on how to teach your children simple study tricks were sent to the consumer via voice calls

ResultThe brand was able to quantify engagement driven through the packs. We were able to reach newer audiences day on day without any reach spill over. The brand is now considering to use this owned media as an alternate channel of communication.

Pack based engagement - HUL

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Situation

To reach non TV households in rural areas through the medium of mobile phone and build a better association with the Brand and its saliences

Solution

User gives a miss call on toll free number. Brand communication is pushed to the user through netCORE Systems. On every subsequent missed call, the user can pull new content. The push communication was timed keeping in mind the heat of the afternoon and the Brands proposition to beat the heat.

Result

On an average, 5% consumers called back to listen to content, a consumer called 2-3 times to listen to fresh content & listened to more than 80% of the total communication.

Rural Marketing – Heinz

Thank You

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