CASE STUDY [Rural Activation Campaign]

Airtel Lakshya

Objective

Generate minute penetration level to cover the lowest possible extraction points.

Create a target oriented, low cost and high output focussed campaign.

Generate instant SIM activations.

Create maximum brand presence and capture maximum market share in 3 months.

Keep activation mode scalable, low cost and really quick.

Gain SOP in remote Rajasthan.

Innovative Solution

The innovation introduced a bike design which had all the multi functional devices needed for instant SIM activations and it would carry itself as a mobile shop for rural masses. This replaced the much used float based promotion model for rural areas.

Execution Scale

120 motorbikes simultaneously covering 1200 villages in the 6 zones of Rajasthan within 90 days.

Results

The campaign solely generated around 1,06,000 new SIM activations.

The brand registered incremental sales within the quarter rose up by 17%.

We revolutionized the way rural promotions were perceived/approached so far.