The sixth in a series on Direct Marketing case studies by Sanjeev Jasani, VP, OgilvyOne New Delhi.
Continuing its push to forge deep emotional connects with youth in the music space, Motorola took on the mantle of promoting Campus Rock Idols (CRI), the biggest rock talent hunt in India.
While the on-ground event chain helped reinforce the association, sustaining momentum beyond the event was necessary to keep the relationship alive and thriving. This was a ripe opportunity to build an inclusive community of music, musicians and music fans like never before. To help celebrate music and music addiction 24/7. http://www.campusrockidols.com/ was the way this opportunity was brought to life, to:
- – provide easy online registration of participating bands for the event
- – be a forum for visitors to get official information about the event in the current and past years
- – provide a portal for young artists and their fans to engage with each other via videos, pictures and shared opinions
- – keep the buzz around CRI alive round the clock
Music is not just a philosophy to own but a ground reality to live and swear by. How does Motorola entrench itself as a solid part of this reality?
Campus Rock Idols existed before Motorola began its association with it. It was sponsored by other brands looking to associate with youth, but with no real connection to the world of music. The challenge then was to appropriate CRI so Moto would be the stand-out association with it. It was also a two-way street. For all the mileage Motorola could gain, it first had to build CRI into an inimitable property, one that stood for youth and music, and induced greater audience participation for the on-ground 10-city event.
The objective thus that lay before the brand to fulfil were :
• To build an online property for Campus Rock idols- the biggest rock talents hunt for India.
• Generate event awareness & drive traffic to www.campusrockidols.in
• To reinforce the association of Motorola with the Youth and Music.
• To provide a online platform for registration of participating bands for this event
• To build a forum for visitors to get official information about current and past events
• To build an online community of young artists so that they use this portal, view videos and pictures and share their views with others in the long run
o Target CTR was 0.5 % for the online campaign
Motorola in the process were trying to target Rock followers – a fanatic breed with strong preferences and aversions, entering their lives through the formative stage of CRI, presents the opportunity to connect with the heart and mind of this hard-to-reach yet the most significant target audience.
As Motorola was one of the most desirable brand amongst the youth, CRI was the best platform with the right kind of environment to reach out to the youth. And be part of their lives with their kind of music.
• TG- 16-24 Yrs. M/F, college students, Rock music lovers and active net users
• Targeting- India
• Ultimate Target was to reach-3.4 Million college students
The strategy deployed was to:
• Create an online presence and help drive traffic to the website along with tracking results to ensure success
• Build a website with registration made simple by giving the visitors both offline and online options:
1) Offline: Downloading the form from website and submitting the registration at Moto store or
2) Online: Online submission to an email id given by sponsors
• Create an online media plan including keyword search
• CRM initiatives like Virals to spread the word around
Activities scheduled
• First On ground event : 24th October 2007
• Regional events scheduled in between
• National Final: 2nd December 2007
Execution schedule
• Website went live on 11th October 2007.
OgilvyOne’s Role:
• Design and development of Campus Rock Idols website as well as online banners
• Selection of portals for banner deployment
• Running a Google search campaign on youth and rock music targeted keywords
• Integration of Google analytics for the website
• Performance tracking of banners and search keywords
• Design & development of viral emailer as a part of this campaign
The Results:
• Website results:
Traffic (Tracking from 2nd November 2007 to 3rd December 2007):
- 25,051 Unique visits across 61 countries / territories (96% traffic from India) and 37,899 page views in a tracking period of one month.
- Daily visitors traffic reached a peak of 1,819 Unique visitors on 27th November 2007
- Within India, the top visitors were from New Delhi, Hyderabad, Mumbai and Chennai in that order
- On an average, 808 visitors per day on CRI website
- 13.07 % visitors are repeat visitors who keep on coming back to CRI website out of a total of 25,051 visits
- 8.89 % visitors had visited CRI website for 2 or more times
- 12.84 % visitors had spent more than 1 minute to a max. of 30 Minutes (0.68%) on the website
- The plan reached approx. 83% of the TG- approx i.e. 2.8 millions college students using Yahoo, Rediff & Google.
- o Rock bands Registration:
- 765 visitors downloaded registration form and left behind their name, email id and City information
- 431 visitors signed up for future updates and left behind their name, email id, complete postal address, Mobile No., Name of the participating band and City.
- More than 300 application forms received and more than 180 bands participated
• Online Plan Results:
o 5,425,742 Impressions and 39,054 clicks delivered at a campaign click through rate (CTR) of 0.72% as against a target CTR of 0.5%
o Yahoo performed exceptionally overall contributing 55% of total clicks. Messenger Lrec banner contributed 30% of overall clicks.
o Rediff fell short of estimated clicks by 12% but overall the mailer performed better than logout banner.
o As expected search performed very well. CPC bid based Keyword search ads gave better results than CPM based flash ads.
