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THE BRIEF

The Brief

Digital India, Home Delivered To 1.4 Million Subscribers In 140 Days

The launch of Reliance Jio has disrupted the telecom landscape in India. The biggest force to attempt to bring alive the mission of digital India had to think about what happens after the end of ‘free’. There was a tectonic shift in the industry with Reliance Jio announcing free voice calls to all its subscribers, which meant that users only paid for the data they used, which was also free for the duration of the trial period.

While Reliance Jio was on a track to creating a world record for the fastest 100mn acquisition – the lingering worry was that most subscribers skewed heavily towards voice rather than data, as a large pie of future revenue will be driven by data.

How does one target users with higher ARPU potential to help skew the subscriber base from free voice to high-data users? So, to reach out to high-data users, we initiated a first-of-its-kind Jio SIM home delivery service. Merely a month after its launch, the network was adding subscribers by millions, which was a record in itself. But majority of the walk-in at Reliance Jio outlets were profiled as high-voice users. Data showed us that 400 million subscribers can afford to spend Rs 500 on digital services.

THE BRIEF

What we did

We needed to reach out and tap into heavy-data subscribers who would contribute to increasing the average ARPU for Jio. We began by profiling heavy data users, predominantly Sec A/B, living in metro cities, own smartphones costing 20k and above, use 4G network and are active on social media platforms. They consume a large amount of video content like watch movies, listen to streaming music, constantly share photos on Facebook, and are always accessible on messaging apps. We also realised that these are the kind of people who are unlikely to stand in a queue for a SIM even if services are free.

This realisation gave birth to ‘Digital India, Home Delivered by JIO’ – the first-of-its-kind service in the telecom category. The painless on-boarding service, didn’t just deliver but activated customer in 15 minutes without them having to visit a Reliance Jio outlet. The seamless on-boarding experience of this movement began on Facebook and via GDNs.

The advert included a simple 3 step process, would ensure the delivery of the SIM. It wasn’t just about delivery, it also meant activating subscribers within 15 minutes through eKYC using Aadhaar. We kick-started the campaign via GDN and Facebook Ads, targeting users on platforms where they spend maximum amount of their time.

The execution involved 3 key phases and this was the learning:

1. Segmenting Heavy-Data Users: Gave us insights into user behaviour that helped us not only identify and target them on Facebook and GDN but also segregate various audience clusters by interest. Our targeting started with 11 cities, targeting users by the type of smartphone device they own, 4G users of all competitive telecom brands, etc.

2. Taking Delivery Orders: A simple yet robust creative on various ad formats on Facebook and GDN, which included a quick 3-step sign-up for delivery process.

3. Welcoming New Jio Subscribers: The final step involved the eKYC where the subscribers can immediately be on-boarded by simply scanning their Aadhar.

With this service Jio added yet another industry first to its records.

Creative and Innovations

Highlights

Through this activation, Jio changed the game when it came to seamless customer activation

  • The campaign reached 26 million prospects in a span of 20 weeks
  • The CTR of 0.72% on the campaign was 3X more than industry standard
  • It delivered a scale of 30,000 leads per day.
  • And 10,000 appointments per day
  • All this at 1/10th the CPA cost per appointment when compared to competitors.
  • Today, Jio caters to 85% of mobile data traffic in India.
  • The biggest indicator of success? Immediately after Reliance Jio launched the ‘Digital India, Home Delivered’ initiatives – so did all its competitors.

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