Tata Indicom PMS Problems

The Objective

To create awareness about the superior quality mobile network to differentiate the Tata Indicom Cellular Service. Extending the big idea for the Tata Indicom brand, “Experience the difference”, to the interactive space.

The Solution

The task was to bring alive this proposition using the same triggers but customizing it for the interactive space. We adopted a route which extended itself to viral marketing.

This translated into a study of people who are victims of an inferior mobile network, highlighting the problems consumers face with call drops, lack of voice clarity, poor network coverage through situations in everyday life. The online destination was called www.pmsproblems.com & dealt with the problems of poor network.

The site was advertised through banners/ e-mailers across horizontals, business & news sites, SEM, ad networks, job, matrimonial & social networking sites.

The Creative Route

www.pmsproblems.com created the setting for the ‘Institute of Poor Mobile Network Syndrome’ – IPMNS - & showcased:

1. Victims being examined at the institute:
• A series of films with 4 victims – each suffering from a different problem related to their mobile network
• These videos were specially created for the website

2. Symptoms of PMS (Poor Mobile network Syndrome):
• Some of the symptoms:
i. High Decibel Complex: The victim appears to talk in an extremely loud tone which on occasion has been known to burst sound barriers and ear drums.
ii. Contortionist Complex: standing, sitting or squatting in uncomfortable positions in order to get better clarity on their phones
iii. Anger Mismanagement Complex: Incessant Rage caused due to numerous and constant call drops
• Consumers could also contribute their own symptoms

3. Help a Friend: Viral element

4. Cure: Tata Indicom services The banner communication was devised to intrigue consumers through multiple routes – but not stating outright what PMS was. Several different banner ideas were developed.

The Results

The online campaign had 25 million impressions over 4 weeks resulting in
• Over 6.7 Lakh page views on the site
• 3.7 Lakh unique visitors
• Average time spent - 11 minutes.
• Video views were well over 1.8 Lakhs (3000+ hours)
• Consumers contributed 150 different symptoms
• Over 26 blog sites covered this website independently

Internet as a source of brand awareness increased by 115% based on pre & post brand tracks by Tata Indicom.