Godrej - FREE G英文文献资料.pdf

A communication idea that became a mobile big data goldmine GODREJ (INDIA) CASE A household name in India since 1897 Complex brand to express spanning B2C B2B Success via individual films not corporate AV Examined ways to accelerate ad to purchase AWARENESS INTEREST What happens after days? Months? Years? EXPLORATION PURCHASE FREE – G ! A free way to reach G(odrej) Free G – A number to call after seeing the ad • A permanent asset not just for a campaign • USSD for browsing experience without internet (900Mn vs 250Mn) • Able to feature all products in a menu – critical for brand All TV ads ended with this USSD landing screen Different products different follow up The power was evident immediately 1000 calls / day Marketing multiplier!!!! 2 products/ caller, incl non-advertised Modified the menu to allow go back without calling back But an explosion of gains since then…. (over 200,000 calls) ANY DAY / HOUR WE KNOW WHERE CALLS ARE FROM AND WE ALSO KNOW ABOUT WHAT PRODUCT We know how long a call to action lasts! 70.0% 65.3% % of Responses mapped on the same ad date by hour 60.0% 50.0% 40.0% 30.0% 20.0% 15.6% 10.0% 6.9% 5.6% 3.8% 0.7% 0.4% 0.4% 0.3% 0.2% 0.2% 0.3% 0.2% 0.1% 0.0% 0.0% 0.0% 0.0% Min 0-15 Min 16-30 Min 31-45 Min 46-60 Hour-2 Hour-3 Hour-4 Hour-5 Hour-6 Hour-7 Hour-8 Hour-9 Hour-10 Hour-11 Hour-12 Hour-13 Hour-14