Tata indicom sebuah perusahaan Telco di India pada tahun 2007 meluncurkan viral yang bertemakan “Poor Network Syndrome”. Dalam viral ini Tata Indicom berusaha mengejek para pesaingnya disana yang memiliki beberapa kelemahan dengan cara yang sangat halus tapi sangat mengena. Seluruh glitch yang dimiliki oleh para pesaingnya dibuat seakan-akan adalah sebuah syndrome PMS dengan menggunakan istilah2 semi kedokteran. Dengan eksekusi yang sangat menarik dan cara penyampaian yang sangat baik, komunikasinya akan dengan mudah diserap oleh targetnya. Seperti biasa, walaupun viral ini berbahasa india dan kita tidak mengerti tetapi karena komunikasi visual yang sangat baik dijamin even kita tidak mengerti sedikitpun bahasanya komunikasinya tetap sampai dengan baik.
Well mari kita baca studi kasusnya :
The Objective
* To create awareness about the superior quality mobile network to differentiate the Tata Indicom Cellular Service.
* Extending the big idea for the Tata Indicom brand, “Experience the difference”, to the interactive space.
The Solution
The task was to bring alive this proposition using the same triggers but customizing it for the interactive space. We adopted a route which extended itself to viral marketing.
This translated into a study of people who are victims of an inferior mobile network, highlighting the problems consumers face with call drops, lack of voice clarity, poor network coverage through situations in everyday life. The online destination was called pmsproblems and dealt with the problems of poor network.
The site was advertised through banners, e-mailers across horizontals, business and news sites, SEM, ad networks, job, matrimonial and social networking sites.
The Creative Route
The micro site created the setting for the ‘Institute of Poor Mobile Network Syndrome’ – IPMNS – and showcased:
1. Victims being examined at the institute:
* A series of films with four victims – each suffering from a different problem related to their mobile network
* These videos were specially created for the website
2. Symptoms of PMS (Poor Mobile network Syndrome):
Some of the symptoms:
i. High Decibel Complex: The victim appears to talk in an extremely loud tone which on occasion has been known to burst sound barriers and ear drums.
ii. Contortionist Complex: standing, sitting or squatting in uncomfortable positions in order to get better clarity on their phones
iii. Anger Mismanagement Complex: Incessant Rage caused due to numerous and constant call drops
Consumers could also contribute their own symptoms
3. Help a Friend: Viral element
4. Cure: Tata Indicom services
The banner communication was devised to intrigue consumers through multiple routes – but not stating outright what PMS was. Several different banner ideas were developed.
The Results
The online campaign had 25 million impressions over four weeks resulting in:
* Over 6.7 Lakh page views on the site
* 3.7 Lakh unique visitors
* Average time spent – 11 minutes.
* Video views were well over 1.8 Lakhs (3000+ hours)
* Consumers contributed 150 different symptoms
* Over 26 blog sites covered this website independently
Internet as a source of brand awareness increased by 115 per cent based on pre and post brand tracks by Tata Indicom.
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