RJs ON

POST EVALUATION

Markets

• Delhi• Mumbai• Kolkata (Red)• Hyderabad• Bangalore• Chennai

Objectives Achieved

• By clutter breaking integration the product was to be launched integrating the USP – The Samsung Chat ON Messenger

• To establish the Samsung Chat ON Messenger as the new medium to communicate your expression and feelings, pushing the group Chat, picture exchange and Broadcast capabilities

• To reach the ultimate TG and make them aware of the new handset – Samsung Metro 2252 with the super cool messenger -The Samsung Metro 2252 with Samsung Chat ON Messenger

Campaign Flow

• Pre-hype promos

• RJ Mentions

Pre - Hype

• Promos• RJ Mentions• Chat ON Descriptive

capsules

Reveal • A 2 Week (Mon-Fri) activity where RJs would talk to the Audience

• Cross – Prom RJ Links

Activity

• Winners Meet n Greet Links

• Testimonial Bytes

Sustenance

2 days 2 days

Brand Spots – Product FCTHourly Sponsorship Tags – To Invite people to join RJs on Chat ON!!Time Checks – To Invite people to join RJs to Chat ON!!

5 days 2 Weeks

On Air Plan: Pre Hype

• Teasers – To Entice people about the upcoming activity

• We had a huge market vibe about people getting a chance to chat with the RJs

• Phase Highlight: First ever Two Way / Multi Way communication in a group activity was to start on any radio channel

On Air Plan: Reveal

• With the launch of brand spots and the activity reveal promos, the registrations started pushing in

• Initial Challenge:

– Educating the registered people how to download Chat ON messenger on their existing phones to enable them to talk to RJs

• Major Objectives:

– Promote the Samsung Metro 2252 with Chat ON Messenger presence in the market which has this messenger pre-installed

On Air: Reveal

• Solutions: • An Auto SMS reply back was created from the 3rd day onwards,

which used to carry a link to Chat ON messenger website• Social Media update also helped us promoting the same activity,

along with sharing an url to Chat ON Website• RJ Mentions didn’t just speak about the Samsung Chat ON

Messenger, but the availability of Samsung Metro 2252 handset, which comes with the Chat ON messenger preinstalled

• Registrations: Successful registration for the activity were ranging

from a 600 – 800 people in each city, out of which we witnessed 75 – 125 dedicated people who were regularly active during the chats

On Air Plan: Activity Sutenance

• The RJs started adding people to the groups wrt to their genres and shows for two weeks

• Example: In Delhi, we had a station property called – Crime ki Keh ke Lengey,  hence we started off with a new group where people could leave their feedback or their entries or questions about such people jinhone crime ki keh ke li

• As planned, the activity went super smooth where people were going crazy with the RJs. People were privileged to chat with the RJs directly, hence ideas for prank calls, feedback on the shows, RJ Gossips, civic problems, fun games and general discussions were common sight in the respective show groups

• Coupled with the Brand spots and Activity promos along with the Facebook updates delivered a great campaign in the participating cities

Digital Media - Facebook

There were regular social media updates to amplify the activity to the digital audience

Digital Media - Facebook

Sustenance

• Live Links with RJs: Few lucky people got a chance to do like links with their favorite Red FM RJs, Live On Air

• These were people who were the most regular and active members of the Chat ON Group

Digital Integrations

• RJ would also share their nos. on their personal fanpages or twitter handles

• Also, Samsung India facebook page and co-promote the same activity along with Red FM fanpages

• Pictures of the on ground activity would also be shared on these pages