Dentsu Digital leverages mobile advertising platform for Suzlon
As per the existing trends, mobile advertising still seems to be at a nascent stage in India, but Krishna Prasad, Chief Experience Officer, Dentsu Digital, believes it won’t take long for the scenario to change when 3G technology arrives.
Published - Nov 9, 2010 7:32 AM Updated: Nov 9, 2010 7:32 AM
Suzlon, an Indian wind energy company, will now be named amongst those corporate organisations who have used mobile advertising as a serious medium of communication. The company has launched a new smart phone advertising initiative with the help of Dentsu Digital, the online arm of Dentsu India.
Describing the campaign, Dharini Mishra, Head of Global Brand, Suzlon, told exchange4media, “The campaign talks about the benefits of wind energy and its relevance in the context of global warming highlighting its criticality for the future of a developed India.”
Explaining the need of right way of communication, Mishra said, “Suzlon has always been looking for innovative and precise platforms for building our brand. The brief in this case was to exploit the medium of smart phones to target the niche audiences in an engaging yet non-intrusive manner. Dentsu has done a fine job of turning our brief into a tangible communications solution.”
Krishna Prasad, Chief Experience Officer, Dentsu Digital, added, “We explored how Suzlon could benefit from the mobile medium and we chose to use the Suzlon blog to work around this.”
The campaign is an exercise to engage and interact with the core audience on the largest mobile Internet platform – Airtel, in India. The tools being used in the activity are the ad banners and mobile destinations of the Suzlon blog.
On being asked about the reason behind choosing mobile advertising, Prasad replied, “The idea to use mobile was because we believe that mobile will be a very important mix of the digital media and we wanted to take the lead and get some of our clients to explore and discover the advantages this medium has to offer.”
While Mishra believed, “More and more people are on the move constantly and information on the go is the best way to connect with your stakeholders. Smart phones allow you to further segment your audiences and present more visually receptive communication.”
Suzlon is promoting its communication through ad banners on Airtel Live. Clicking on one would lead the smart-phone user to a microsite with pages dedicated to spreading awareness about clean energy and energy security.
Further discussing the challenges in using mobile advertising as a tool of mass communication, Mishra said, “The challenge is to try and demystify and make wind energy relevant to the common man. I believe this is a medium for the future but the challenge is to be non-intrusive so as not to alienate your target.”
As per the existing trends, mobile advertising still seem to be at a very nascent stage in India. But Prasad believed it won’t take long for the scenario to change when 3G technology arrived. “Mobile is a very personal medium and offers far more targeting opportunities, I would believe that in the future to come with 3G at our doorstep the day would be not far when we have more media possibilities and opportunities and inventory on mobiles than on PC’s,” he remarked.
According to company officials, as per initial reports, the campaign has already recorded a very high response and the click-throughs are increasing on per day basis.
“We have had fantastic response with average CTRs over 3.25 per cent, sometimes peaking at 4.5 as well. The traffic to our website has also seen significant increase. The most successful has been showcasing our CMD, Tulsi R Tanti’s blog. This the first CEO blog on smart phones in India and has seen great click-throughs,” Mishra concluded.
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