Radio has the capability to play a thematic role: Pratap T P, Qwikcilver
Qwikcilver is a technology company pioneering end-to-end gift card and stored-value-card solutions for retail customers. With its flexible SaaS platform and in house capabilities, Qwikcilver manages the entire gift card programme of retailers including design, storage, transactions pertaining to it. Qwikcilver has tie-ups with big names of the industries including Arvind Retail, Madura Garments, Flipkart, Cleartrip, Amazon to name a few.
Recently, Qwikcilver announced their foray into mobile payments with Woohoo, an app that aggregates multiple payment options in a single platform, for consumers to transact at various retail outlets. Woohoo is all set to provide its users a unique experience of shopping across multiple stores, both offline or online, across categories. By partnering with India’s leading retail chains, brand partners and currency providers, Woohoo is empowering users with an opportunity of not only choosing where to spend but also optimizing the use of virtual cash they may have in the form of loyalty points, reward points, gift cards and e-wallets.
To promote the app, the company launched an extensive radio campaign. We spoke with Pratap T P, Co-founder and CMO of the company, to find out more about the campaign.
What is your marketing objective from radio?
This is the launch campaign for our new consumer brand – WooHoo. This campaign is intended to drive awareness and induce excitement in the form of app downloads & trials of the new brand in the form of the Woohoo Mobile App, which is a novel one of its kind innovation in India.
What are some key things to keep in mind while creating a radio campaign?
Given the fact that an entirely new consumer brand was launched in a new consumption segment, the Woohoo radio campaign was ideated and executed with the intent of serving as a teaser campaign for the target audience. The teaser campaign was also driving an emotional connect with the discerning audience, as early adopters of a new mobile-based gifting and shopping category.
Which has been your most successful campaign so far?
This radio campaign is the first of many being slated for launch across relevant media in India by Woohoo.
How are you using radio as a medium in the current campaign?
This current campaign is piloting the radio medium to drive excitement and buzz in the first phase of 3 weeks. Alongside, the campaign drove detailed showcasing of the product features through testimonial based announcements and exciting contests run across the various radio stations in line with the respective listener profile.
How different is the current radio campaign from previous campaigns?
We are ideating and rolling out some Woohoo excitement in close working with our new Creative Hotshot agency; People and our new media AOR Agency; GroupM.
In a 360 degree campaign how do you integrate radio as part of the overall strategy?
The radio campaign has been a part of a concerted campaign that straddles relevant Woohoo brand thematic communication through digital media, social media and in-store promotions across more than 100+ leading brand partners that Woohoo has established across India.
What role does radio play in terms of cross-platform integration?
Radio plays a very strong and pertinent role in bridging the needs of the local markets and aids the boosting of the message at a localised level in a language that is appealing to the target audience.
Usually radio is used as a medium of frequency and for tactical purposes. How do you usually decide on the number of spots, frequencies and markets for a particular campaign?
Radio has the capability to play a thematic role also with the tactical roles that are used. The scheduling of the spots across time bands and days are done keeping in mind our Woohoo brand persona and the business marketing objectives, For instance, the campaign also factored in the Friday movie releases and added boosters during this phase – as Woohoo app has partnered with PVR Cinemas across India to offer a fantastic 50 per cent cashback offer for all tickets across all PVR cinemas in India – when the tickets are purchased via Woohoo App.
What is the one thing that you have learned from radio as a marketer?
Radio has aided Woohoo brand to create buzz through a combination of thematic spots, teaser messaging, testimonial led messaging and exciting contests running in close tandem.
Please share your marketing mix. What is radio’s share in your marketing mix?
Woohoo brand would be driven through a concerted presence across relevant media vehicles that address our core audience. This would straddle ATL and BTL presence. Additionally, digital and mobile based advertising, novel partnerships with power brands and on-premise presence would be taken forward to build salience and emotional connect with our strong consumer base.
Our typical marketing budget is usually 10 per cent of the topline spend
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