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Digital Marketing Case Study - Aircel (Save Our Tigers Campaign)
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Digital Marketing
Bootcamp
Case Study - Aircel “Save Our Tigers”
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Aircel Brand Campaigns • Telecom company’s biggest ad spenders • Loyalty to phone numbers not companies • Promotions dominate ad stories
• Late entrant in the upcountry markets • Launched on the platform of “services
beyond mobility” • Wooing young TG
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Brief to Agency
• Creative idea that will raise awareness • A brand campaign that is interactive • Lifecycle beyond a campaign burst • Create a 360 campaign
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Desired Results • 70,000 registrations on Microsite • 5000 followers on Twitter • 10,000 followers on Facebook • All call-to-action to land online • Generate PR hype
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Actual Results • Over 200,000 registrations on the microsite • Fan following online (FB, Twitter) crosses
225,000 • Traffic to the microsite touches 2.2 m • Brand awareness zooms ahead • Becomes people campaign • Media and celebrities jump-in making it bigger
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