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Channel [V] Nokia Indiafest 2012:Case Study

India’s largest Inter-collegiate festival

Conceptualizing, marketing and executing IndiaFest ‘12

LetsIntern built & managed a forceful network of 300+ ‘IndiaFest Campus Managers’ recruited specifically with fest experience in colleges, from across 15 cities.

Objective:

The LISolution:

Results: INDIA’s BIGGEST EVER YOUTH FESTIVAL!

EFFECTIVE PENETRATION: To Provide an effective penetration of IndiaFest into colleges in India by building a Peer to Peer Marketing channel (Highest on Effectiveness and

Conversions)

To Build an exclusive and dynamic network of [v] Reps & IndiaFest Campus Managers (CMs) across the targeted 12 (4+8)Cities.

To conceptualize and structure IndiaFest 2012 including Mini Indiafests and Zonals.

To ensure Indiafest is an unique event with exciting informals, Workshops and on the spot activities.

Generate Measurable Deliverables at each phase of the campaign to build momentum and hype among the youth.

Objectives:

Pan India Campus Manager Campaign designed for unique and unparalleled Youth Brand Activation. Key Aspect : Choosing the right influencer!

Campus Manager Programme:

Who ?

•Active in college cultural fests, experience as organizing teams•Aware of college ground reality•Direct access inside colleges/classrooms•Large social networks•Proven leadership experience

PROFILES OF SAMPLE INTERNS SELECTED FOR THE PROJECT

Risheeta Agarwal- St.Xavier’s, Mumbai.No of Friends on FB- 870

Started an event management company

Swapnil Ketan, SPIT, MumbaiSardar Patel Institute of Technology.

No of Friends on FB- 640Debate Head of College

Aneesh Prasad, SRM, Chennai.No of Friends on FB- 1100+

Photographer and Motion picture expert.

Esha Alvi, School of Fashion Technology, PuneNo of Friends on FB- 900+

Fashion Designer and Concuil Vice president

300 such IndiaFest Interns appointed by LetsIntern across the top 250 colleges to drive student and audience participation!

• Mumbai• Pune• Delhi• Bangalore• Chennai• Hyderabad• Ahmedabad

• Manipal• Jaipur• Chandigarh• Goa• Shillong• Indore• Surat

• Kolkata• Cochin• Ludhiana• Bhopal• Lucknow• Bhubaneshwar

On-campus Promotion

Digital Activation

College PermissionsFest tie-ups

WoMTargeted approach

32 Events conceptualized

On-ground coordination

Jury & artist management

Content support

What did we do?

Mini IndiaFests

60 Campus Managers ; 100+ Colleges

20 Events; 2800 Footfall. DELHI

Performances by Faridkot & Themclones

50 Campus Managers; 60+ Colleges

20 Events; 1700 Footfall.

Performances by Faridkot & Bhayanak Maut

MUMBAI

DELHI

MUMBAI

30 Campus Managers ; 25+ Colleges targeted

18 Events; 1600 Footfall.

Performances by Faridkot & Cassini’s Division

30 Campus Managers ; 18+ Colleges

19 Events; 2100 Footfall.

Performances by Molotov Cocktail & Reverse Polarity

KOLKATA

CHENNAI

KOLKATA

CHENNAI

Zonals:

• Guhwati 10 Campus Managers; 10+ Colleges;

7 Events; 500 Footfall.

• Pune - 20 Campus Managers; 21+ Colleges; 16 Events; 950 Footfall.

• Chandigarh - 25 Campus Managers; 20+ Colleges;

16 events; 850 Footfall.

• Goa - 47 Campus Managers; 15+ Colleges; 6 events; 600 Footfall

• Bangalore - 10 Campus Managers; 15+ Colleges; 15 Events; 500 Footfall

Mumbai

Delhi

Kolkata

Chennai

Chandiga

rhPune

Banga

lore

Guhwati Goa0

10203040506070

CM's

LetsIntern IndiaFest Interns

Mumbai

Delhi

Kolkata

Chennai

Chandiga

rhPune

Banga

lore

Guhwati Goa0

500

1000

1500

2000

2500

3000

Footfall

AUDIENCE FOOTFALL

Goa Finale- 27th and 28th Jan 2012 2012

Goa Finale Facts & Figures:

No of Events : 30Participants :1450Footfall (audience) :14000+

Targets Achieved

CM’s 250 300

Footfall 6000 12000+

Registrations 1,00,000 86,000+

Participants 10,000 13,000 +

Zonal Events 80 125+

Competitions 20 30

Finale Participation 1000 1400+

Overall

and we retained Indiafest 2013

For queries, reach us at Rishabh Gupta : rishabh.gupta@letsintern.com

Pranay Swarup : pranay.swarup@letsintern.com

Thanking You