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2013
FLOW OF THE PRESENTATION
1. Overview: Radio City Super Singer (RCSS)
2. Execution of RCSS -2013
3. Media Coverage RCSS 2013
Radio City’s Super SingerPan India presence
5th Season of India’s only
Talent hunt show on FM,
FM Bole Toh Radio City 91.1 FM
Delhi
Lucknow
Ahmedabad
Jaipur
BarodaSurat
VizagHyderabad
Chennai
Coimbatore
Bangalore
Mumbai
Pune
Sangli
Nanded
Sholapur
NagpurJalgaon
Akola
Ahmednagar
RCSS 2013
To enhance brand visibility and strengthen recall amongst age group of 18-34 M/F
To conduct city’s biggest search for the most promising singing talent
To ensure maximum brand rub-off with the TG for the associating brands
Objective
Radio city Super singer -2013
14 ground
Concerts
20 city ground
Activation
City Super Singer Hunt
1 Super Singer
winners in City
WINNER GRATIFICATIONCash Prize 1 Lakh Main Market & 50,000 Small Market + Performance on final Event + get a chance to come
on RadioMedia usage to amplify the property
TV, Radio, On Ground, Digital, Print and Outdoor
RCSS 2013
Awareness phase creating intrigue about the upcoming RCSS 2013
Call for Entries, Registration drive @various touchpoints
Shortlisting rounds
Finale in each city with Celeb Quotient
Stages
Total Registration of Radio City Super Singer -5
84854RWA Colleges Online Banner Boys
Canter/MallOffice/Station Vehicle
1575
5240 8376 1496
5 27777
26921
IVRS/OBD
FLOW OF THE PRESENTATION
1. Overview: Radio City Super Singer (RCSS)
2. Execution of RCSS -2013
3. Media Coverage RCSS 2013
Campaign Mechanics
Teaser Phase On ground Call for
entryShortlisting of entries
Super Singer LIVE
selection of finalists
and winner
Finalists put for Public Voting
Promotions for the
Final Event
Grand Event
Winner Gratificatio
n
Post event hype
Teasers
4 days
The promo announces
SS and informs listeners regarding
auditions/entries
RJ mentions to build up
the excitement
Exposure: Promos – 20 times a day * 4 days
Call for Entry
14 days
Mechanism:• Drop CD at retail outlet/ RC office
• Aday Audition @Mall/On Ground
• IVRSSimultaneo
us Shortlisting
s• 5 SS to be
short listed
Exposure: Promos – 20 times a day * 12 days
Shortlisting round
1
5 daysPromo, RJ
mentions to build
excitement about SS
going LIVE with top 5
SS next week
onwardsTop 10 SS Training by,
Short interview bytes of Music
Experts across showsExposure:
Promos – 20 times a day * 7 days
SS LIVE & voting
5 days
Top 5 SS go LIVE on RC
Surprise Celeb Call ins- Music
expert advice SSListener Meet with
their fav. SS @RC studio
Exposure:• Capsules: 1 X Top 5 SS in rotation= 20 times/day * 8 days
• Vote appeals
• RJ soliciting vote for his/her favorite SS
Finale
1 day (Sun)
Performance: Top 5 SS,
LY SS Winner &
ParticipantsJury: Music
expert, a listener and
a local CelebrityWinner
takes away the coveted
title of RCSS and gets Cash
prize of Rs. 1 Lakh
Exposure:• 20 promos per day
• 4 OBs from event venue
Post Event Hype
2 daysRCSS
winner will feature in all shows
for two days
Exposure:• Promos – 20 times a day * 2 days
• Winner bytes to feature twice in Show X 1 day
• Winner bytes to feature once in show X 2 days
RCSS 2013- On Air Schedule
ON GROUND EXECUTION
Promotions
Strategy: To tap on to diverse socio-demography in order to have a neutral stance for providing opportunity and consciously penetrating in to all income strata of the society to provide associated brands optimum exposure.
Touch Points: Colleges : To seek registrations and auditions from the younger generation of talent. The
music is evolving and the newer audience is opening to newer or the latest genre of music e.g. dub-steb, hip hop, trance, house etc. influencing mainstream mass music.Opportunity to the aforementioned audience embarks stronger brand relativity and loyalty nonetheless, superior registrations as they are actively present in the talent space being young. Tata Docomo, Nokia, Infinity, Aakash and Catch centric audience.
Street Signals: This is where the highest amount of HNI active radio listeners are found. Propaganda at traffic signals not only enables brand registration but also by providing opportunity to the seekers, it helps in building a stronger brand loyalty. Nokia, Bharti and Infinity centric audience that has buying capacity.
Railway Stations: The place where a “common man” is found, this touch point had tremendous potential as it is statistically observed that 70% of people winning reality shows are from the strata of society that we call “Middle-Class”. Also, an excellent market for the sponsors – Tata docomo, Aakash, Bharti Cement and Nokia budget phone audiences.
Promotions
Strategy:
Date 02-09-2013 06-09-2013 07-09-2013 09-09-2013 10-09-2013 11-09-2013 12-09-2013
Colleges SK SomiyaKJ Somiya
Parag JR CollegeS P S Jant College
Mmk CollegeRizvi College
Awami Jr.collegeSt. Andrew’s
College, Bandra (w).
Smt Ramkalidevi Sanmansingh Jr.
College Of Commerce
NesNavjeevan
Vidyamandir
Adk CollegeSailee
Nalanda College
Kala VidyalayaK. G. Mittal
CollegeMalad SndtSt. Anne’sGokhale College
Date 10-09-2013 11-09-2013 12-09-2013 13-09-2013
Area Kandivali Traffic Signal Dadar Signal Santacruz Kalina Signal Andheri Chakala Signal
Railway StationKandivali Dadar Bandra Andheri
Borivali Bandra Andheri Dadar
Promotions
Snapshot – College Promotions
Promotions
Snapshot – Roads
Promotions
Snapshot – Railway Station
Auditions
StrategyStatisticsSnapshot
Auditions
Strategy: To tap on to the propaganda conducted through rigorous promotions at the mentioned touch points by channelizing the audience to: A. Malls B. Colleges C. IVRS
Auditions
Overdrive: Mall:
Lounge setup at mall to make participants comfortable and relaxed before auditions
Anchor provided as a value add to conduct smoother auditions and represent the brand to answer questions from general audience and participants
Colleges: Auditions conducted “Inside” colleges with prior
permission to enable higher registrations thus auditions College permissions provided as a value addition. Hostess provided at the cost of promoters to enable
higher registration and audition numbers of female contenders
Auditions
Snapshot - Mall
Auditions
Snapshot - Colleges
Rehearsals
StrategySnapshot
Rehearsals
Strategy To have the finalists and the band get
acquainted to each other to perform in sync
To have a good band that can play on to any song the participant would sing
To provide a band that has the capability to produce more realistic sounds to match programmed Bollywood music and not sound like conventional orchestra.
Rehearsals
Snapshot:
Finale
StrategyStatisticsOver DriveSnapshot
Finale
Strategy: To culminate the progression of the event to a
grand finale, entice the audience to build a stronger brand relativity.
Provide a platform to the finalist to compete
Felicitate associated sponsors and brands
Finale
Overdrive: Nightly stage that compliments the light
effects Excellent audio technology and technical
crew to eliminate sound related issues and the irregular dispersion of sound, considering the structure of the mall
Finale
Snapshot: Stage
Finale
Snapshot : Venue Construction
Pre-Event
At-Event
Finale
Snapshot : Celeb Moments
Finale
Snapshots : Emcee Interaction
Finale
Snapshots : Participants
Finale
Snapshot : Audience
Finale
Snapshot - Winner
FLOW OF THE PRESENTATION
1. Overview: Radio City Super Singer (RCSS)
2. Execution of RCSS -2013
3. Media Coverage RCSS 2013
Grand Finale Coverage ofRadio City Super Singer -5 @ Zoom
Print Ad® DNA
Mum
Paper Ad: Hindu - 13t Sept 2013
Paper Ad: Hindu - 16th Sept 2013
Print ads- Mail Today
Delhi
PR Coverage
Delhi
PR Coverage
Delhi
PR Coverage
Delhi
Technology
StrategySnapshot
Technology
Strategy: To overcome the challenge of physical dependency of data dumping
which could involve errors, omissions and loss of data, a cutting edge cloud technology was implemented.
“Real time” access to data was provided relying on high-speed data telephony (Airtel / Tata) and state of art data servers (Google.com).
In order to eradicate the gap of data access and online data dump, a sturdy notification system was implemented that would provide key contestant information as in when it was received.
An industry leading – Professional sound mixing and recording software was procured to enable maximum noise cancellation and higher accuracy of recording.
All auditioned contenders were provided HP/ Shure microphones for best quality sound recording.
Technology
Snapshot : Professional digital voice recorder
Goldwave Pro
Technology
Snapshot : Recording gears
Technology
Snapshot : How did the real time data storage and access work?
Technology
Snapshot: Data Interface