Objectives were 2 fold: convince 2G/3G users about the superiority of the Airtel 4G connection & get the users to do a SIM swap and get their 4G connection activated. The target audience for this was 18-30 years old consumers across India who have high mobile data usage and are tired of slow speeds of their existing 2G/3G network.
Scale & Location
Location/Platform: The project was run on Google Hangout
Cultural Context
Location/Platform: The project was run on Google Hangout
Solution
Rather just making a claim and expecting the consumer to believe the brand, Airtel decided to give the consumer a chance to experience the blazing fast speed of Airtel 4G for themselves. The users interacted with the handsets and run their own speed tests via Google Hang out. This communicated the brand proposition more effectively.
Results:
Campaign delivered a significant 10%+ interaction rate on Google Hangout. In terms of impressions, it delivered 9.7 mn. impressions on desktop and 27 mn. impressions on mobile from a single platform in a day.
Insights:
The project was run online on Google Hangout for a day. For the project 2 handsets were connected wirelessly to the controller to accept commands from Google Hangout on air running a custom extension. Well known influencers in the telecom space were also roped in to lend credibility to the claim of blazing fast speed.
