media buying in india

Phonethics

Media buying

Index

Client Product genreNissan Europe New Star of India Bollywood / Youth Centric

Jetking IT Training Courses EducationNissan India Nissan Sunny Automobile

Goodwyn Tea FMCGMET Management Courses Education

The brief: New

Star of India

Nissan wanted to reach out to the Youth of India, the Car buyers of tomorrow. The main objective was to familiarize the youth of India

with brand Nissan. And hence we were all set to mash up Bollywood, Cars & Facebook to create the ‘World’s First Bollywood Movie

Auditioned on Facebook’ Co-staring Ranbir Kapoor called ‘New Star of India’

The Strategy: New

Star of India

Since the campaign was targeted to the youth of IndiaTo reach out the audience we narrowed down on the following variables.

Psychographics: Get-going adopter, Progressive, Flamboyant Flamingoes (loves to Dance), value oriented.

Demographics: Of age 15 – 24, living in metros, tier-2 cities, access to digital medium (PC and/or Mobile).

The Strategy: New

Star of India

Platforms used:

Times of IndiaBollywood hungamaDaily motionFacebook

Nsoi - Creative

Facebook

Screenshots New

Star of India

TOI : Expandable bannersTOI : video Pre-rolls

Screenshots

Daily Motion : Mast head BannerBollywood Hungama : HP Spotlight

New

Star of India

Outcome New

Star of India

Reached more than 40 Mn people online Impression used : over 300 Mn, CTR of 0.3%

Over 5.5 lac fans on Facebook fan pageOver 1.5 Lac views on Youtube.

Became the biggest fan page with highest interaction rate.Campaign got shortlisted @Cannes2012

40 MnPeople reached

BRIEF

JETKING

Jetking wanted a campaign with high ROI from Apr’12 to Jul’12 when maximum admissions in the education sector takes place.

One of the challenges was high decibel online marketing by its competitors

The objective was to market courses & get interested students to fill up the enquiry form.

JetkingInfotrainltd

STRATEGY

JETKING

Purchase Funnel - User Experience - Alumini - Reinstate 'Kuch ban kar niklo‘

Highlight testimonials from Jetking Alumini who have made a mark in the society.

Target students who are preferably at the Preference stage or Purchase stage for High ROI.

JetkingInfotrainltd

EXECUTION

JETKING

JetkingInfotrainltd

PlatformsUsed:Google search

A Seperate Landing page was created specially for the SEM campaign having following components

1) Prominent banners of Jetking Alumini with their Designation & Salary Package and one liners from them saying how Jetking made this possible for them.

2) Minimalist fields in the enquiry form 3) UX: Clutter free Course information, Drop downs in forms, pop ups, etc Contd…

EXECUTION

JETKING

JetkingInfotrainltd

5) Careful Choice of keywords - Technical, With Purchase Intent. 6) Geographically Targeted: Jetking although has a national presence, the campaign was targetted only to cities where Jetking branches/franchises existed. 7) Ad Copy:- The Text Ads only contained two Things:- Localised Content & Clear Call to Action.

JETKING

JETKING

TheScreenshots

JETKING

JETKING

TheScreenshots

OUTCOME

JETKING

JetkingInfotrainltd

Over 10% conversion rate.

CPA reduced from Rs. 280 in 2011 to Rs. 210 in 2012.

More than 21,000 Leads collected.

10%Coversion

Rate

Goodwyn tea

BRIEFGoodwynTea

Goodwyn a Kolkata based tea manufacturing start up wanted to spread awareness about the brand & collect orders online for their range of direct to home tea.

USP: Goodwyn Tea is freshly packed and shipped across to the consumer straight from the factory.

STRATEGYGoodwynTea

As a start up the budgets were constrained so we decided to use only performance based platforms.

Google SearchFacebook adsGoogle Display network

We also revamped their website to attain a certain brand elevation & implemented a 3 step purchase process on their website.

Goo

dwyn

tea

CREATIVES

GoodwynTea

Goo

dwyn

tea

OUTCOMEGoodwynTea

Website traffic Jumped by 200 %

Over 1000 monthly subscriptions/bookings Goo

dwyn

tea

0.3%CTR

Nissan Sunny Launch

– MET Mumbai, one of the top 10 management colleges in Maharashtra wanted to reach out to their audience via the digital medium & inform them about the Post graduation courses available.

– Generate interest and drive registrations

The Brief:

MET

Nissan Sunny Launch

– Hyper geo targeting for age group between 20 – 24 within – Interest – Marketing, Brand Building, Finance and more– City - Mumbai, Pune, Navi Mumbai, Thane

– Platforms used:• Youtube• Orkut• Facebook

The Strategy

MET

Nissan Sunny LaunchThe Creative

MET

Nissan Sunny LaunchScreenshots

MET

Nissan Sunny LaunchScreenshots

MET

Nissan Sunny LaunchScreenshots

MET

Nissan Sunny Launch

– Campaign served more than 60 Mn impressions– Campaign Avg CPC less than Rs. 13– Over 2500 registrations from in two months

The Outcome

MET

Over 2.5K registrations in 2 months

Nissan Sunny Launch

Nissan Sunny to be launched in India. One of the top three models ever sold world wide.

Highlight the trust that millions of customers across the world have put in the brand NISSAN SUNNY.

Create a distinct voice in a cluttered segment

The TG:Aged 24 to 40, living in metros, tier 2 & 3cities.Either the family already has a car, or is looking to own one

The Brief:

NIS

SAN

SU

NN

Y

Nissan Sunny Launch

Leave Foot prints on as many web properties where the TG Dwells.

Websites from the following genres were used:

News, Lifestyle, Finance, E-commerce, Ticketing, Travel, Gateway portals, Video, Search.

The Strategy

NIS

SAN

SU

NN

Y

The CreativeThe Creative

NIS

SAN

SU

NN

Y

Screenshots

TOI : Homepage Interstitial

NISSAN

SUNNY

IBNlive : Homepage Take overRediff : Interactive banner

Screenshots

TOI : Homepage Interstitial

NISSAN

SUNNY

Screenshots

Rediff : Interactive banner

NISSAN

SUNNY

Screenshots

IBNlive : Homepage Take over

NISSAN

SUNNY

Screenshots

In.com : Homepage Take over

NISSAN

SUNNY

Screenshots

In.com : Homepage Take over

NISSAN

SUNNY

Screenshots

Firstpost : Homepage Take over

NISSAN

SUNNY

Screenshots

Zigwheels : Homepage Take over

NISSAN

SUNNY

Outcome NISSAN

SUNNY

Nissan Sunny Ranked No. 1 on Search Trends for 1 Whole Week

Over 120 Mn impressions booked

More than 7,000 test drive leads collected in a month.

Conversion of more than 2.5%

0.7% ctr

Thanks!

De code the brief

Note limitations of Creative

Identify platforms with the right audience

Cross Check traffic & Audience insights using radian 6, google ad planner, etc

Checklist the best platforms interms of audience

Shortlist platfroms based on previous performance

Allocate Budgets to platforms

Connect with platforms & get pricing

Devise an Optimised Media Plan

Approval by client

Go Live