Airtel had its work cut out as the brand entered a saturated OTT market with Airtel TV in December 2017. A massive campaign helped the brand find its niche. Cricket was among the key elements leveraged by the brand to drive home the message among the Indian masses — it is a streaming option they should consider.
Category Introduction
OTT and telecom
Brand Introduction
Airtel is one of the major telecom operators in India and Airtel TV is the OTT platform offering of the network.
Summary
At the launch of Airtel TV, Airtel sought to create buzz around the new OTT platform. The aim was to target those who are looking for alternatives to TV. Two primary sets of audiences included GEC viewing audiences and cricket lovers. They were exposed to the brand’s message using TVCs and digital messaging.
Brief
Being the 16th arrival among the OTT platforms, the goal was to create a preference for Airtel TV in a market with content-heavy and well-funded players.
Creative Idea
With an iconic shift in the content consumption habit, Millenials have created a paradigm of negotiated modernity. To strike a chord, Airtel said, “Enjoy your favourite show — Anytime, Anywhere.” The idea was to target people who were watching TV for less than 2hrs/week.
Challenges
With the emergence of OTT apps like Hotstar/Amazon Prime/Youtube; video consumption has seen a surge at the backdrop of free data. The core audience of the campaign were Millenials who are extensive users of the smartphone. Until recently, they were heavy users of TV but are now migrating to become heavy online users. The campaign had to convince these people to give Airtel TV a chance.
Execution
A low wastage sharp-shooting approach of targeting digital-first high content consumption audience was taken with the clear intent to drive awareness and installs.
On TV, the ‘Content Mirroring’ approach was followed to target GEC viewers who would see a call out to install the Airtel TV app, to enjoy more GEC content.
Within content, cricket was identified as a key element. Audiences were told about the IPL ‘Season Pass’ which would enable them to watch live cricket on the Airtel TV app.
Custom audience targeting through appographic route helped deliver customized communication at scale with partners like Tuttler, InMobi and Zapr.
Genre targeting of Cricket and GEC with relevant CTA helped target on-the-go audience to effortlessly move to Airtel TV app for content consumption at their disposal.
Further, notifications were also sent out, with the help of custom audience targetting.
Results
The efforts helped Airtel TV gain a 25% increase in the conversion rate for click to install ratio. Google keyword search, app installs and MAU numbers too saw a hike.
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