The mobile medium was an inherent element of the Airtel Money campaign at the time of its launch early this month and now digital is too. Telecom giant, Bharti Airtel that recently launched a series of TVCs has now chalked out its digital strategy to reach out to the technology savvy consumers of the service.
Airtel Money launched this month, has been strategically targeting the mobile savvy youth through its four TVCs using cases of money transfer, bill payments, restaurant bills and mobile recharge. Unlike the online ‘Har friend zaroori hota hai’ campaign, the new campaign for Money will be targeted more at the youth who are active users of the internet and social media.
The digital leg of these TVCs and a number of other interactive, creative campaigns are expected to be launched across all digital platforms soon. This mainly includes rich media innovations and banners across portals such as Yahoo, MSN, YouTube and Facebook.
Explaining the long-term mobile and digital plan for Airtel Money, Bharat Bambawale, Director - Global Brand, Bharti Airtel told exchange4media, “The digital medium has been a key touch point in this campaign to reach out to the technology and financially savvy consumers. So, the digital strategy for Airtel Money is to demonstrate how using Airtel Money as a mode of payment or transfer triggers off fun and exciting life experiences.”
The company is expected to spend a significant amount of its total advertising budget on the digital and mobile media this year.
Online and mobile platforms
Bambawale elaborated that the campaign is focused on achieving two broad digital objectives- awareness and product usage. “We have created video content exclusively for this media and not merely re-purposed existing creatives,” he said. The creative focus of the campaign is the fun experiences that using Airtel money triggers. In the social media space, the brand is seeding content across owned platforms on Facebook and YouTube and exclusive short versions of TVCs across video platforms.
To reach out to the mobile universe, Airtel is utilising SMS, WAP banners and WAP sites for direct registration and information. “Going forward, we will look at each campaign and decide on the apt digital and mobile platforms. We will certainly look at unique innovative ideas and execution,” added Bambawale.
Video and rich media advertising
A rather simplified extension of ‘Har friend zaroori hota hai’ campaign on the digital, social and mobile media platforms in the beginning of 2012 received a good response from users of the brand. The campaign was also promoted heavily through video advertising on the Airtel website and social media platforms.
The Money campaign will take a stronger approach to the digital and mobile media as the positioning of the brand is more focused towards the technology and financially savvy youth audience. “To educate and empower consumers with usage benefits, we have created a series of five ‘how to use videos’ that we believe will induce trial and usage. Every frame of these videos is hand-illustrated taking cues from the mainline campaign. Each video depicts everyday scenarios that users will relate to and how unique features of Airtel money such as recharge, payment transfer, utility bill payments, etc. save the day,” said Bambawale.