Airtel Broadband was grappling with less than desirable brand recognition and recall among its target audience in the competitive home broadband market space. As a result, it was facing plateauing leads and acquisition numbers for its services.
Xerago was brought on board as the digital partner to architect the turnaround. First we conducted a detailed analysis of Airtel’s target customers, product offerings and campaign goals and found that
- Airtel’s prospective customers primarily fell into the ‘A’ class Socio Economic Group (SEC-A); i.e. graduates, computer literate, employed and earning members of society
- Customers’ broadband searches fell into two distinct categories; General and Plan specific
Xerago identified that the key to success lay not in just creating a brand awareness campaign but in influencing a long term lead generation and customer acquisition process, using the internet and mobile channels.
Xerago began by devising an online campaign strategy that aimed at raising the awareness levels of Airtel’s Broadband packages to the online target audience. Xerago and Airtel created two separate campaigns – one aimed at raising the overall awareness of Airtel’s broadband offerings and the other specifically for Airtel’s FlexiPlan broadband plan.
Then Xerago went on to identify 8 popular Indian websites with high traffic and reach particularly with regard to the online demographic that Airtel was seeking to target, to run these campaigns in. Xerago was also able to acquire real estate on a host of both general and specialist portals and maximize Airtel’s online footprint.
Xerago created several creative units such as Banners, Pop Ups and Pop Unders and DHTML for both campaigns. Everything was designed in the context of Airtel’s ethos – the go-to provider for fast, flexible and economical broadband. Xerago then took the campaigns live across all the online properties with an aim to achieve about 32 million impressions in the campaigns’ lifecycles.
Xerago’s campaign interventions exceeded expectations and yielded excellent results to Airtel’s campaign – it was able to
- Deliver Impressions: 39.8 Million. Exceeded expectations by 7.8 Million expectations
- 1.76 Lakh clicks
- Overall CTR of 0.44
- 14,802 landing page form completions and 4,877 qualified leads for Airtel Broadband