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Digital Marketing Case Study - Aircel (Save Our Tigers)
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Digital Marketing
Bootcamp
Case Study - Aircel “Save Our Tigers”
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Aircel Brand Campaigns
• Telecom company’s biggest ad spenders
• Loyalty to phone numbers not companies
• Promotions dominate ad stories
• Late entrant in the upcountry markets
• Launched on the platform of “services
beyond mobility”
• Wooing young TG
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Brief to Agency
• Creative idea that will raise awareness
• A brand campaign that is interactive
• Lifecycle beyond a campaign burst
• Create a 360 campaign
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Desired Results
• 70,000 registrations on Microsite
• 5000 followers on Twitter
• 10,000 followers on Facebook
• All call-to-action to land online
• Generate PR hype
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Actual Results
• Over 200,000 registrations on the microsite
• Fan following online (FB, Twitter) crosses
225,000
• Traffic to the microsite touches 2.2 m
• Brand awareness zooms ahead
• Becomes people campaign
• Media and celebrities jump-in making it bigger
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