radioadvertising

8/11/2019 radioadvertising

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9/11/2013 Radio

AdvertisementIntegrated Marketing

Communication Assignment

Group number 7

Advait Bhobe 12020841116

Anant Maheshwari 12020841119

Sachidanand Yadav 12020841093

Sharad Gupta 12020841117

Siddharth Bhatnagar 12020841100

Sudarshan Iyer 12020841105

Tanmay Nayak 12020841109

Tarsh Midha 12020841112


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Radio Advertisement Page 1

ContentsBSNL (National campaign)....................................................................................................................... 2

Print Advertisement:........................................................................................................................... 3

Radio Advertisement:.......................................................................................................................... 4

1) No Dramatic Bills ..................................................................................................................... 4

2) Trust Factor ............................................................................................................................. 4

3) Hindustan Bol Raha Hai....................................................................................................... 4

4) Become cool, like Rahul....................................................................................................... 5

Other Promotional activities ............................................................................................................... 6

Television Advertisement ................................................................................................................... 6

The Vodafone (International campaign): Live Hour ............................................................................... 7

About................................................................................................................................................... 7Background ......................................................................................................................................... 8

Radio as a medium .............................................................................................................................. 8

Campaign Objectives .......................................................................................................................... 8

Implementation .................................................................................................................................. 8

Results ................................................................................................................................................. 9

Vodafone (International campaign): The big idea ................................................................................ 10

Vodafones approach:....................................................................................................................... 10

Idea ................................................................................................................................................... 10

Key objective ..................................................................................................................................... 10

Execution........................................................................................................................................... 10

Results ............................................................................................................................................... 11

Coca Cola Radio Campaign (International campaign): Wavin Flag...................................................... 12

Background ....................................................................................................................................... 12

Positioning ........................................................................................................................................ 12

Why radio? ........................................................................................................................................ 13

TV Commercials and sponsorships ................................................................................................... 14

Results ............................................................................................................................................... 15

Kaya Skin Clinic (National campaign): No Pain No Gain.................................................................... 16

Objective & Insight ............................................................................................................................ 16

Idea ................................................................................................................................................... 16

Social Media .................................................................................................................................. 17

Kaya Skin ClinicRadio Campaign 2011SMS and Calls Responses .............................................. 17

Conclusion ......................................................................................................................................... 17


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BSNL (National campaign)

BSNL has used multiple media to promote its services and brand as a whole. BSNL has used

various media to promote itself such as TV advertisements, radio advertisements, sales

promotions, sponsorships, print advertisements, etc.

BSNL used various campaigns to reach out to its target customers across whole of India. It

has used extensively its radio campaign as it has lower costs in comparison to TV

advertisement costs. BSNL used the voice of their brand ambassador, Ms. Deepika

Padukone, in some of the radio advertisements as well.

Some of the advertisements which aired on the radio were aired as television

advertisements as well. So, this helped in greater recall of the advertisement when they

were aired on radio, as most of the people would have watched the TV advertisements as

well.

It tried to differentiate its offerings from other telecom network providers by portraying the

following benefits:

No Dramatic Bills,

Variety of services (Landline, Broadband, Wireless Internet, Mobile, etc.) under the

single brand,

Data packs available on mobiles,

Latest Tariff Plans

Value Added Services offered Special Plans/Offers for Corporate or Government employees

BSNL had developed their radio advertisements in various languages and not just in Hindi

and English. This was required as their target customers were lower-income people, living in

rural/semi urban areas. By making their advertisements in more regional languages such as

Kannada, Marathi, Punjabi, etc., they were able to reach out to their target customers in

larger numbers and more efficiently.

Radio advertisements played a very important role for BSNL in their campaign to promote

the new and advanced services that were being provided by them. The rationale behind the

same was simple. Radio, in its essence, was more penetrative than Television or any other

media platform available at that point of time. This was truer in the case of rural areas,

where radio had larger penetration in comparison to TVs.

Another advantage associated with TV advertisements is that theyre difficult to fine-tune,

whereas radio advertisements are, comparatively, easier and cheaper to redevelop in

different language.


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Print Advertisement:

Some of the print advertisements are depicted above. One of the above adverts talks about

specific service which BSNL offers i.e. 3G Service advertisement. This advertisement was

printed in leading newspapers of the country in the respective regional language. The

advertisements are majorly in local and famous newspapers such as Dainik Jagaran in Delhi,

Punjab Kesari in Punjab etc., so as to get the maximum reach from the promotional

communication.

The other advertisement shows the international roaming service provided by BSNL. It tries

to inform the users that it has network in 187 countries. This shows the credibility of BSNL,

for instance, if you go to any country, there wouldnt be any problem regarding the Network

and other aspects associated with it.


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Radio Advertisement:

1) No Dramatic Bills

This advertisement was created to show a dramatic effect in the advertisement and

promote their landline services.

It, first, talked about how the calls and the internet-surfing done by a girl named Kareena

to guy named Rahul lead to huge bills, which became a cause of concern in the family.

Later, in the advertisement, landline services of BSNL were promoted. As per the

advertisement, BSNLs services could solve the problem of high bills, as it had Cheaper Call-

rates. The 1-day Installation Period guarantee given by them only further promotes their

services, as in an impatient country like ours, the fact that it can be quickly installed is

perceived by most as an added advantage.

2) Trust Factor

This advertisement touches the emotional chord of the listeners. It starts with a person

talking about how his father had first installed a BSNL landline/fax machine, and how much

he wanted to communicate with his friends & relatives, but couldnt as others didnt have

telephone services, of any sort. But now, he feels happy that his daughter has a mobile and

moreover, the fact that she uses the BSNL. Adding to that, he says that he also uses other

services of BSNL and all the telecom services, both direct and indirect, are of the same

operator i.e. BSNL. He does on to say that hes been saving money as well.

This shows the relationship which BSNL has had since decades with the Indian customers. It

tries to leverage the existing Brand Loyalty, which it has developed over the years, to

promote and strengthen its relationship with the current customers, and acquire more

customers in the present scenario.

This advertisement also aims at raising awareness about the basket of services offered by

BSNL. It tries to portray BSNL as someone who is no longer just a landline services provider.

It tries to showcase its Mobile Internet services, Mobile services (e.g. BSNL Mobile Radio),

Broadband & Internet services, etc.

As pointed in the ad very categorically, it tries to showcase that availing the services of BSNLwill lead to a lot of monetary savings, if all the services are those of BSNL.

3) Hindustan Bol Raha Hai

In this ad, it tries to portray BSNL as having superior coverage, across India and its highly

diverse geography, be it the mountains or the some small place in rural India. They say major

part of the Indian population, the ones in the rural areas, are able to connect more freely

with their loved ones and others, because of BSNL.

It is in the form of a song, a duet, where both the singers highlight the advantages of having aBSNL connection, in a happy-sounding song.


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4) Become cool, like Rahul

In this radio ad, featuring the very glamorous Deepika Padukone, she is shown advising a

friend, Rahul, who had his life messed from all different frontswith his brother, his

girlfriend, at work with his boss and elsewhere too.

Later, they show how his life changes as soon as he uses BSNLs 3G Services, to cater to the

demands of all those mentioned above. He became coolamongst his friends, same was the

case with his younger brother and his boss gets impressed too.

It basically tried to appeal to those in the working-class, esp. the young professionals who

are obsessed with speed and getting a holistic experience, in this day and age. These young

professionals face great difficulty in balancing their professional and personal life, hence

BSNL tries to tap on this market segment.

Effectiveness of the advertisementsThe ads have been very successful. In the Rural areas, the subscribership for BSNL increased

significantly (about 30-35%), with a comparatively less increase in the Urban areas (about

10-15%), particularly in the Tier-II and Tier-III cities.

Time slot which it chose for placing advertisement

BSNL had very strategically placed their ads throughout the day, to ensure maximum reach

of their Radio advertisements and make sure the people are aware of BSNLs superior

services and network. The morning 8-10 AM slot had been picked and the evening 5-9 PM

slot had been picked.

Reason for choosing particular slots

As per the content of the Radio station, the advertisement was repeated enough number of

times to make sure the maximum number of customers receive the required message, so as

to increase the mindshare of BSNL in the minds of the consumer. These slots were picked so

as to reach out the target consumers. One might observe that the slight change in

positioning by BSNL, to turn in the crowds from the Working Professionals group, is

reflected in the chosen timings too.

Most of the other groups in the Target Market are catered to during the said times. The

group of Working Professionals that BSNL desperately wanted to reach out to, are the ones

who travel during these times, and very sensibly, the ads have been strategically placed

during these times. The time slots used are office hours i.e. 7am - 10am and 5pm - 10pm

with high frequency and rest of the day, ads ran but with less frequency.


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Other Promotional activities

One of the most famous promotions of BSNL is during Live Cricket match commentary on

Radio. Whenever a boundary is hit, BSNL promotion takes place. The promotion is as

follows:

When a boundary is hit, Ye laga BSNL chauka,Connecting India is played on radio.

Television Advertisement

The Television ads, associated with this campaign also, much like their Radio counterparts

aimed at getting the same messages acrossthose of Lower Billing amounts and of the

Trust factor that consumers all over India have on BSNL and its unmatched services.

On various forums to watch and comment on such advertisements, many joked about how

the TV ads were almost like a video version of their Radio advertisements.


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The Vodafone (International campaign): Live Hour

About

The Vodafone Live Houris a networked UK radio programmehosted by Paul Gillies and JoGood. The show consists of live music from new and current bands including interviews,

reviews and competitions. The show is on every Monday between 9 pm and 10 pm on some

commercial radio stations. The show is broadcast from London.

It was an ad funded radio programme broadcast weekly across 60+ radio stations. It was

developed as part of Vodafones entry into the music arena and worked to support

Vodafones TBA gigs which were impromptu live music events recorded for play out on

Channel 4. Activity culminated with the Vodafone Live Music Awards.

Where was it?

National broadcast

presence

Regional gigs

London based music

awards

Who was involved?

Vodafone

OMD

Emap Radio

GCap Media

Channel 4

Plus other supporting

media and suppliers

Project Management responsibilities

Concept and creation of the radio show

Media negotiation and deal management

Liaison between all radio stations

Overseeing commercial and programming interaction

Creation of online content and Email strategy

Developing promotional material

Competitions; radio, online, SMS, email, street

Research


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Background

A number of the biggest telecoms brands use live music to engage the key, but often elusive,

demographic of 16-34 year olds. The challenge for Vodafone was to cut through this

increasingly commoditised marketplace and create stand out from their main competitors.

Target audience

The heartland of Commercial Radio lies with 16-34 year old listeners so radio was the perfect

route through to consumers for Vodafone in terms of size and efficiency of audience delivery.

Radio as a medium

Radio is also the main source for discovering new music, so provided the ideal environment

for promoting Vodafones new music credentials.

Campaign Objectives

To engage with the key demographic of 16-34 year olds and to create stand out from their

main competitors.

Implementation

Vodafone worked with GCap Media and Emap to create a brand new property that showcased

Vodafones unique commitment to live music content for music aficionados, aired across 58

stations.

The Vodafone Live Hour broadcast weekly and consisted of live tracks, exclusive recordings,

interviews, content from gigs and ticket giveaways. The network show was presented by

MTVsJo Good and supported with three bespoke regional shows with their own presenters.

Vodafone also created six live gigs called TBAs featuring the hottest acts of the moment, and

later established the Live Music Awards that were broadcast on Channel 4.

Positioning of this Campaign

This revolutionary project shows how Commercial Radio can work together to create original

content and appointment to listen programming. The Vodafone Live Hour proved that using

cross-group radio branded content on an on-going basis is a highly effective means of

maintaining the momentum behind a core brand idea.


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Budget Reach & Frequency Target Audience Media Used

N/A 16-34 year olds

16 - 24

25 - 34

Both

All

ABC1C2

Students

RADIO

Campaign Location Campaign Duration Marketing Objective Campaign Type

All Regions All Year BRAND STATUREBRANDED CONTENT /

RADI

ResultsIn terms of audience, RAJAR demonstrated the huge success of the project for both Vodafone

and the radio industry as a whole, with the programme reaching 650,000 listeners on a weekly

basis.

Research has demonstrated that 36% of listeners spontaneously recalled the show and 50%

felt more positive towards Vodafone as a result.

More importantly, since Live Hour began Vodafone has gone from forth to first in music

association out of the four main telecoms networks.


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Vodafone (International campaign): The big idea

Vodafones approach:

Vodafone wanted to reach a

wide audience to highlight the

launch of The Big Idea, a national

ad funded TV show. It was clear

from the outset that the

commercial radio industrywould

need to combine forcesto create

a compelling network solution

delivering huge numbers.

Idea

A pioneering radio partnership

between Bauer, GCap, Global

and UTV Radio, resulted in the

first ever weekend long national

networked promotion.

PositioningVodafone as the number one choice for small businesses.

Key objective

Associate Vodafone with innovation.

Increase awareness of the Big Idea TV show on Sky One.

Execution

Every station joined together 16 times throughout the weekend from a central Big Idea studio

counting down 100 inventions related questions. The listener that answered question 1

correctly won 100k. This activity pre-promoted the first Sunday night episode of The Big Idea

on Sky One. The activity extended over the seven weeks of the TV series, with a combination

of advertorials that leveraged the talent within the programme and top n tail business

related teasers sitting either side of commercial breaks. Production was provided centrally,

maximising cost efficiencies, whilst maintaining each stations local identity. The on-air activity

was complemented on each stations website.


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Results

Independent pre and post research demonstrated the campaigns huge effectiveness in

aligning people with the Vodafone brand.

43% of listeners agreed that Vodafone had ideas for small business compared to 26% of

non-listeners. 37% felt more positive about Vodafone as a result of their association with small

business

85% of people who said they had seen or heard any kind of advertising for the Big Idea

had heard it on the radio.


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Coca Cola Radio Campaign (International campaign): Wavin Flag

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, Alongwith Coca-Cola, recognized as the world's most valuable brand, the Company's portfolio

includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola

Zero, vitaminwater, POWERADE, Minute Maid, Simply and Georgia Coffee

Background

The 2010 FIFA World Cup took place in South Africa, kicked off on 11 June. It was the first

time the 32 final teams are competing for the worlds mostsought after trophy on the

African continent.

Wavin Flag Coca-Cola Celebration Mix, the uplifting soundtrack recorded by KNAAN for

Coca-Cola and its sponsorship of the 2010 FIFA World Cup, broke into the top ten on music

charts in eleven countries including peaking at number one in China, Mexico, Germany,

Canada, Austria, Switzerland and Luxembourg. Building on the success of this music

collaboration, Coca-Cola debuted a digital radio station, Coca-Cola Celebration Radio,

available free to anyone around the world online and features a playlist of celebration

songs, actual disc-jockeys and daily audio blogs by KNAAN updating his experience from

South Africa during the FIFA World Cup.

KNAAN, as the official programmer of the station, personally selected many of the tracks

played on Coca-Cola Celebration Radio based on their upbeat tempo, celebratory style and

inclusion of African artists. Listeners could also hear KNAANs personal take on the

celebration in South Africa as he provides daily audio blogs from the tournament during

the 2010 FIFA World Cup. The radio station, believed to be the first digital radio station

entirely supported by a single brand and created for Coca-Cola by GOOM Radio, could be

downloaded as a widget and placed on social media sites, blogs and websites. Coca-Cola

Celebration Radio is available at http://celebrations.coca-cola.com. KNAANs Coca-Cola

anthem was be featured prominently on the radio station.

Positioning

To capturethe feeling of unity and celebration that the FIFA World Cup brings to people

all across the planet


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Why radio?

Coca cola was aware of the fact that radio is used throughout the world as a source of music

and the theme of creating experience of happiness was best communicated through radio.

Also, they had planned to use KNAANs track waving flagsong which talked about everyone

coming together, which was better communicated with the help of radio.

The deal between Coke, A&M/Octone, and K'naan worked for two reasons:

1. Because Coca-Cola is an unusually huge and unusually good marketer.

2. Because everyone compromised to pull off something cool.

The artist took less money than he would have a few years ago, and worked hard. The

corporation respected his integrity and quirks, and developed a plan that was as good for him

as it was for them. The label forsook a short-term pay-out for a broader partnership. This is

the only way the Coke-K'NAAN deal could be a model for the industry: Accept less, work hard,

don't go for the quick buck, compromise, work with people you like, and create music that'smeaningful to your fans.

Implementation

KNAAN, as the official programmer of the station, personally selected many of the tracks

played on Coca-Cola Celebration Radio based on their upbeat tempo, celebratory style and

inclusion of African artists. Listeners will also hear KNAANs personal take on the celebration

in South Africa as he provides daily audio blogs from the tournament during the 2010 FIFA

World Cup. The radio station, believed to be the first digital radio station entirely supportedby a single brand and created for Coca-Cola by GOOM Radio, can be downloaded as a widget

and placed on social media sites, blogs and websites. KNAANs Coca-Cola anthem will be

featured prominently on the radio station.

Coke's World Cup tour became the heart of the deal, with K'naan traveling extensively with

the trophy, making many more appearances than an established star would have agreed to.

Coke paid A&M/Octone and K'naan a $150,000 sponsorship fee, along with a fee of between

$7,500 and $25,000 for each performance. To reduce Coca-Cola's costs, K'naan agreed to trim

the size of his band. Coke got 50% of the royalties on the Celebration Mix. To boost the song's

international appeal, K'naan customized 18 Celebration Mixes for specific countries, withlocal musicians singing up to half the lyrics in their language. In soccer-rabid Spain, he paired

with crossover superstar David Bisbal; in China, he recorded with Jacky Cheung and Jane

Zhang, the country's equivalent of Mariah Carey; in Congo, his partners were Barbara Kanam

and Patience Dabany, who happens to be the ex-wife of Gabon's former president and the

mother of its current leader. Across the world, there are now 20 versions of "Wavin' Flag" for

sale on albums and on iTunes.


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The maxi single release track list:

1. Wavin' Flag (Celebration Mix) (3:33) - Mixed by Phil Tan, Producer The Smeezingtons,

Mastered by Dave McNair

2. Wavin' Flag (Celebration Mix) - feat. will.i.am & David Guetta (3:30) - Mixed by Dylan

"3D" Dresdow, Mixed by Jaime Martinez (assistant mixer), Producer Afrojack, David

Guetta, Kerry "Krucial" Brothers, The Smeezingtons, Will.I.Am, Written by D. Guetta,

N. Van De Wall, W. Adams

3. Wavin' Flag (Spanish Celebration Mix) feat. David Bisbal (3:52) - Mixed by and vocals,

arranged by Voice, Lyrics by Rafael Vergara (Spanish adaptation), Producer The

Smeezingtons

4. Wavin' Flag (Album version) (3:41) - Mastered by Dave McNair, Mixed by Manny

Marroquin, Producers Bruno Mars, Kerry "Krucial" Brothers, Engineer Ari Levine,

Christian Plata, Erik Madrid, Miki Tsutsumi, Stuart White

TV Commercials and sponsorships

The song was released in more than 150 markets around the world and is used as the anthem

for all elements of the global Coca-Cola marketing campaign in support of its FIFA World Cup

sponsorship in more than 160 countries. The song is heard on television commercials, the

digital campaign website www.youtube.com/coca-cola, a broadcast documentary about the

history of goal celebrations sponsored by Coca-Cola and has been performed live by KNAAN

at more than 20 stops of the FIFA World Cup Trophy Tour by Coca-Cola including concerts in

Mexico City, Rome, London, Paris and Tokyo. The track was even part of the music for the EA

SPORTS 2010 FIFA World Cup South Africa videogame title.KNAAN, a native of Somalia, has collaborated with some of the worlds hottest recording

artists to create a dozen local-language versions of the song. Artists include Thai chart-toppers

Tattoo Colour, multi-platinum Lebanese singer Nancy Ajram and Chinas most popular female

artist Jane Zhang.

Outdoor Campaign

KNAAN also performed the songat Coca-Cola sponsored events in South Africa during the

FIFA World Cup including Trophy Tour events and appearances at official Fan Fests wherepeople gathered for public viewing of matches. Fans at matches of the FIFA World Cup also

heard songs memorable five-note chorus in the stadium before each game and at half-time

and be prompted to chant along to the Oh, oh, oh-oh, ohhh refrain and wave their flags via

video board messages.


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Results

Wavin Flag Coca-Cola Celebration Mix Is a Certified Number One Hit in

China, Mexico and Germany and Continues Rise on Music Charts around the World


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Kaya Skin Clinic (National campaign): No Pain No Gain

Objective & Insight

The objective was to embed painless feature of the revolutionary laser amongconsumers.

No Pain for laser is a complete anti-thesis and therefore the possible route could be to dwell into other

things that are antithesis and associate Painless Kaya Laser.

Most people are opinionated on the phrase No Pain No Gain and this known phrase fits well as an

antithesis to Kaya offering.

Idea

Instead of identifying different occasions that could be antithesis to Pain, Kaya started a national

discussion on arguably much debated and known slang No Pain , No Gain .

People were incited to argue if they agree with the phase No Pain, No Gain and the argument was

concluded with the Kaya offering of Painless Gain.

The claim was substantiated by Radio Jockeys (RJ) after trial and consumers were offered trial.

The campaign anchored around radio and carried forward on social media and PR.

Week 1:Discussion - Painful Laser & No Pain, No Gain

General Discussion about how Painful Laser Hair removal and the idea of No Pain, No Gain. Lead by

RJs laying the foundationfor peoples involvement.

The Discussion leading to No Pain, No Gain. Is it true that you have to go through the Pain to have the

Gain?

Week 2:Inviting the RJs to Go to Kaya Skin Clinic

Radio Jockeys Experienced Painless Laser. RJs realized that itsactually Painless.

Made the people believe more as RJsspoke about their own experience On Air with the live link from

Clinic.

Week 3:CompetitionNo Pain No Gain Debate

Debate about No Pain, No Gain with the Revolutionary Kaya Painless Laser.

Asking listeners to call the station with their argument and giving them a chance to enter the end of

week draw to Win Rs. 14,500 worth of Painless Laser Service at Kaya.

The stations (starting last week on Radio Mirchi) received many calls from listeners every day each

trying to convince their point of view, the interaction with the consumer on a more personal level

begins this week.

Week 4:CompetitionYes or No


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Debate about No Pain, No Gain with the revolutionary Kaya Painless Laser.

Asking listeners to call the clinic to participate in the Yes or No Game and giving them a chance to

enter the End of Week Draw to Win Rs. 14,500 worth of Painless Laser Service at Kaya.

The station received many calls from listeners, the interaction with the consumer started growing and

created a high increase in SMS responses.

Week 5:Run of Spots + Live Links from Kaya Skin Clinics

Run of Kaya Spots on the Breakfast Show.

Thursday Live Links from Kaya skin ClinicTown Centre on Channel 4 and Kaya Skin Clinic Delhi on

Radio Mirchi FM.

Interview with the Manager and Doctor about the new Kaya Painless Hair reduction system.

Social Media

Kaya Skin Clinic Banners on Radio Mirchi Websites, as well

as on the Channel 4 Facebook Page.

Kaya Skin ClinicRadio Campaign 2011SMS and Calls ResponsesBy the second week of the Kaya Radio Campaign, the interaction with the listener began, and evolved

upwards with an increase in SMS responses week after week throughout the 5 weeks of campaign.

The Listeners felt included in the discussion and the stations received calls every day from people

sharing their stories, telling Kaya about the pain they went through to achieve what they had set as a

goal

The Debate about No Pain, No Gain was the Main Topic of conversation, the campaign came to an end

where the RJ concludes that with Kaya Painless Laser you can have all the Gain with No Pain.

Conclusion

The Creativity of Radio Campaign, introducing No Pain, No Gain as part of the Message and interacting

on the subject with the listener, taking in their stories and opinions makes them feel involved in the

campaign and with the Brand.

Radio Campaign was successful

Engagement & Creativity is a MUST on radio.

Creating interaction between the Brand and the Listener is a MUST.

Offering the listener a chance to try product for free is motivating.

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