The Brief

Online Display advertising is typically a mass communication which at best is targeted to a user by media habits. However, our goal was to create a display campaign to serve an ad customized to each user with specific communication based on the users transactional relationship with the brand as well as his personal interests to get a direct response and help improve ROI

Creative Execution

Tata Docomo used Hyper Personalization to show users advertising that was based on the users current transactional state and interests. This created greater relevance for the advertising message and thus significantly greater customer participation in the offers communicated. By making the near real-time personalization users found greater value in the communication message and thus went onto deliver greater revenue realization per user than the base. The campaign has also been extremely effective to win back lapsed customers thus bringing in additional revenue

Describe the creative solution to the brief/objective.

The innovation was to build a direct campaign that used the users transactional CRM data and his Facebook interests to create dynamic ads specific to the individual and serve it using Facebook custom audiences, so each user saw an ad addressed to him by name with a specific communication.

Results

Hyper Personalization has helped win back, more than 350,000 lapsed customers. It has increased, Value Added Service usage, per user, by 26% over base and Data Pack subscriptions, per 100 users, to 46% over base. Incremental revenue accrued, over base, stands at over 2 million dollars, per month.