| Title | “BELIEBERS JIO-FIED” |
| Brand | RELIANCE JIO |
| Product / Service | TELECOMMUNICATIONS |
| Category | E06. Co-Creation & User Generated Content |
| Entrant | RELIANCE COMMUNICATIONS Navi Mumbai, INDIA |
| Idea Creation | RELIANCE COMMUNICATIONS Navi Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Zeeshan Jehangir | Indigo Consulting | Client Serivices Director |
| Reliance Jio | Reliance Jio | Marketing |
| Reliance Jio | Marketing | |
| Sadhana Daswani | Reliance Jio | Marketing |
| Shvetank Naik | Reliance Jio | Marketing |
| Shrestha Mathur | Reliance Jio | Marketing |
| Anjan Sen | Reliance Jio | Marketing |
| Priyanka Deuskar | Reliance Jio | Marketing |
| Ameya Bahulekar | Indigo | Copywriter |
| JJeemutbuhan Roy, Sushant Sawal | Indigo | Design |
| David, Zeeshan Jehangir | Indigo | Account Management |
We leveraged one of the biggest events to hit Indian shores and its millennial audience – the Justin Bieber’s Purpose World tour. Reliance Jio was one of the key sponsors at the event. The idea was to use the vocal, feverishly passionate and socially active fans of Justin Bieber to activate ‘THE TRUE BELIEBER’ contest.
The ‘True Belieber’ contest was conducted between 5th May to 10th May. We divided the campaign into two activities that users could opt for: Opt 1: PROVE YOU ARE A TRUE BELIEBER: where a fan had to tell the world ‘how much they love Justin Bieber’ – by sharing a video of their idol’s moves, singing his songs or simply posing like him. We created a website ‘jiobeliebers.com’ where users to share their stories and participate in the contest. Opt 2: WIN PREMIUM PASSES: where we asked fans to share the Reliance Jio 100% cashback offer with their friends to get a chance to win premium or gold passes to the concert. Other Tactics: Social Influencer Engagement: We also enrolled ‘Shraddha Kapoor’, a Belieber herself, to encourage fans to share their entries using the hashtag #JioBeliebers and the website link. Leveraging Current Jio Subscribers.
The ‘True Belieber’ contest was a phenomenal success. In less than 72 hours, we reached our objective to create awareness for the Reliance JioFi and the numbers speak for themselves: JIOFI 100% CASH BACK OFFER MESSAGE REACHED 10 MILLION USERS MORE THAN 200% RISE IN OVERALL TRAFFIC LEADING TO OVER 1 MILLION WEBSITE VISITS 39207 USERS PARTICIPATED 55135 JIOFI CASHBACK OFFER STORIES SHARED ON SOCIAL 700,000 USERS REACHED WITH #JIOBELIEBERS
The Justin Bieber Purpose world tour gave Reliance Jio the perfect opportunity to target 18-24 yr.old who were your typical millennial high-data users who consumed a huge amount of media primarily for entertainment. The frenzy around the concert and the desperation of fans to acquire tickets – ensured participation, engagement and subsequently awareness for the brand. Select fans were promised tickets and a chosen few would get an opportunity to win golden passes. Since, 18-24 yrs. olds not only dominate popular social media platforms but are also the most active: we choose Facebook, Twitter, Instagram to push our campaign across to fans.