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Highlights of Campaign
• The first ever radio integration in the history of FM industry where 41 listeners (Vaanar Sena) were sent outside India
• A exclusive facebook page (www.facebook.com/lankamainfirvijaya) was created for the activity, with each post tagging OLX India page
• Red FM Pages cross promoted this page, e-mailers, SMS integration and on air hype amplified the campaign
• Red FM’s entry to Radio Campaign Awards for Best use of network strength & Best Integrated Campaign for a Single Client Activation
Highlights of the Campaign: Presence
41 Stations, 1 Campaign
First ever integrated station plan to occur in 41 stations simultaneously
Only OLX and Red FM can carry this off on such a wide platform
50 stations, 1 VoiceWe offer you a national presence with local flavor
• Red FM is part of a pan-India network covering the
• TOP 10 MARKETS (Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Kanpur, Ahmedabad, Lucknow and Pune)
• TOP 8 STATES(Maharashtra, Gujarat, Uttar Pradesh, Madhya Pradesh, Tamil Nadu, Karnataka, Kerala and Andhra Pradesh)
• 14 STATE CAPITALS• 17 HINDI SPEAKING MARKETS
(9 key markets in North; 8 in West India)
• DOMINATION IN THE SOUTH(All key cities)
• FOOTPRINT IN THE EAST(All key cities)
Red FMNew Red FM CentersSuryan FM
Stations Legend
Aamar FMPower FM
Mumbai
Red FM KolkataAamar FMPower FM
Delhi
Jaipur
Hyderabad
BangaloreTirupati
Coimbatore
Tirunelveli
Chennai
Pondicherry
Vizag
Vijaywada
Warangal
Rajamundri
MangaloreMysore
Gulbarga
Tuticorin
Madurai
Tiruchy
Thiruvananthapuram
KannurKozhikode
ThrissurKochi
Pune
Aurangabad
NagpurNashik
Rajkot Vadodara
AhmedabadJabalpur
Bhopal
Indore
Varanasi
LucknowKanpur Allahabad
Siliguri
Asansol
Jamshedpur
Gangtok
GuwahatiShillong
Aizwal
Bhubaneshwar
Stations underlined are On-air
Highlight of the campaign: Cross Promotions
PromosMentions
Bumpers, Tags
OLX India Facebook PageLanka Main Fir Vijaya
Facebook Page
Cross Promotions
OLX Integration
• OLX was the presenting sponsor of the entire activity across 41 markets, finding one person who would represent his city in Sri Lanka as a part of Vaanar Sena
• First ever radio activity where 41 RJs united along with 41 winners to go and support Team India
• Each deliverable had a presenting sponsorship tag and communication sync and the route* to enter the contest was brand tagged
* Changed thrice between the campaign
OLX.in presents Lanka Main Phir Vijaya!!
This Vaanarsena had to be cricket-smart. Because only that Vaanarsena can make good deals at OLX. Because OLX make deals that are quick and profitable.
Once you list a product on OLX you get registered for Vaanarsena contest
If you do maximum listings and then you become the part of
Vaanarsena directly and you go to Sri Lanka with Red FM RJs!
FIRST CONTEST INTEGRATION
Didn’t work well, Reasons:1. Database for the registrations not available from OLX Backend / Technical Team
OLX.in presents Lanka Main Phir Vijaya!!
This Vaanarsena had to be cricket-smart. Because only that Vaanarsena can make good deals at OLX. Because OLX make deals that are quick and profitable.
Once you list a product on OLX you get registered for
Vaanarsena contest
Share your product listing url on OLX India facebook page to get registered for
the contest
OLX Facebook manager to share Names, Facebook
profile url and their listing url to Red FM
Take people on call for the contest, selected Daily,
Weekly and Final Winner
SECOND CONTEST INTEGRATION
Didn’t work well, Reasons:1. Layered Loops to register for a contest didn’t work2. OLX India fanpage had no hype for the activity on their fanpage, no support in
terms of cross tagging and promotion3. Successful entries through this route couldn’t get back to the admin with his
contact details; hence further low participation
OLX.in presents Lanka Main Phir Vijaya!!
This Vaanarsena had to be cricket-smart. Because only that Vaanarsena can make good deals at OLX. Because OLX make deals that are quick and profitable.
Dial in Live at evening drive time show and take part in a contest
Or, SMS evening show short code to get registered
More than 500 calls in Metro cities, 250+ calls in non-metro
cities to participate
THIRD CONTEST INTEGRATION
Worked, Reasons:1. Instant Participation2. Direct Entry
The execution..
3 days 3 Weeks 18th September to 7th October
Teasers15 Sep – 17 Sep
Activity Reveal with our evening drive time riding the
entire activity
Cross Promotions across the day
Contest Starts
Promos
Bumpers
Sponsorship Tags
Time Checks
Match Updates
Sri Lanka Trip
ROI – OLX.in (source: Alexa)
Growth in Bounce Rate Percentage (During Activity) Bounce % Change
7 day 40.2% -2%
1 month 40.2% +4%
3 month 39.6% -4%
ROI – OLX INDIA Facebook Page
• No. of Fans on 15th September 2012: 13, 12,000 fans on the page• No. of Fans on 07th October 2012: 14, 65,000 fans on the page
• Growth: 10.58% increase in no. of fans
Document Shared
• Excel File– List of Winners– List of Social Media Pages– Participating City List
• Recordings– Recordings