To expand Jio’s customer base by making their data services accessible to everyone, including low income households.
The Human Lens
Research says that future revenue in telecom will be driven by data. In India, the consumption of data is hampered because of two primary reasons – poor internet speed and a complicated process to avail SIM cards. While the brand took care of the first, we came up with a revolutionary solution for the second.
How We Shaped Behaviour
We started by profiling and segmenting heavy data users (high ARPU users) via city, type of smartphone, 4G usage, consumption pattern and customers of the competition. Once we had our to audience segmented, we reached out to them on various platforms using Google Display Network (GDN) and programmatic buying, where we introduced them to the most hassle-free solution to acquire a Jio SIM card – delivering it to their homes. This was, however, only a part of the solution. The real innovation was in the registration process. While earlier, this involved a lot of paperwork, we got it done within 15 minutes flat by using eKYC and the power of Aadhar. Thus was born the campaign ‘Digital India, Home Delivered By Jio’ – a first-of-its-kind service in the telecom industry.
The Success Story
A post campaign brand study revealed that we achieved:
Jio SIM activations in 140 days
Leads per day