Objective and Challenge
As a leading telecom operator in India, Airtel wished to create awareness among mobile users for its new Rs. 448 Prepaid Promise Plan in a refreshing way, that would drive quality engagement and coax users to make an action (recharge).
Airtel traditionally has been creating engaging brand communications that connect with their audience in a uniquely emotional fashion. Their latest commercial for Airtel Prepaid Promise Plan is yet another example of audience connect on TV. Our goal was to replicate a similar experience on the mobile platform while also driving deep engagement.
Strategy and Solution
Understanding today's consumer behavior, Vserv observed that video content on mobile is mostly consumed in a vertical format. Hence, to ensure high-quality user engagement we developed a vertical video ad to showcase Airtel's Prepaid Promise Plan. The ad was creatively optimized to make a consumer believe that the protagonist in the ad was knocking on their mobile screen. At this point, users could engage with the ad, which then revealed Airtel's Prepaid Promise Plan. Our engaging campaign was further backed by precise audience targeting to ensure Airtel's proposition reached the most relevant users.
Our Airtel Prepaid Promise Plan reached over 3.1 million users, with more than 250,000 users engaging with the mobile ad. Our approach to inform users about the new prepaid plan through an interactive vertical video fetched Airtel an outstanding engagement of more than 8%. Over 20,000 users also showed interest in buying the new prepaid plan. Having garnered fantastic results, our Airtel campaign even bagged us a Gold in the Best Mobile Marketing – Creativity category at ACEF 2018.