| Title | DIGITAL INDIA, HOME DELIVERED TO 1.4 MILLION SUBSCRIBERS IN 140 DAYS |
| Brand | RELIANCE JIO |
| Product / Service | TELECOMMUNICATION |
| Category | B03. Social for Mobile |
| Entrant | RELIANCE COMMUNICATIONS Navi Mumbai, INDIA |
| Idea Creation | RELIANCE COMMUNICATIONS Navi Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Rahul Gole | Reliance Jio | M Marketing |
| Hanumant Dalvi | Indigo | Design |
| Aditi Misra | LBI | Copywriter |
| Joe Macwan, Zeeshan Jehangir | Indigo | Account Management |
| Ananya Sen Gupta | Reliance Jio | M Marketing |
| Neha Nishant | Reliance Jio | Marketing |
The seamless on-boarding experience of ‘Digital India, Home Delivered by Jio’ began on Facebook, GDN and programmatic platforms. The advert included a simple 3 step process, would ensure the delivery of the SIM. It wasn’t just about delivery, it also meant activating subscribers within 15 mins through eKYC using the power of Aadhar. With this service Jio added to yet another industry first to their records.
We kick-started the campaign via GDN and Facebook Ads, targeting users on platforms where they spend maximum amount of their time. The execution involved 3 key phases: SEGMENTING HEAVY-DATA USERS: Gave us insights into their behaviour that helped us not only identify and target them on Facebook and GDN but also segregate various audience clusters by interest. Our targeting started with 11 cities, targeting users by the type of smartphone device they own, 4G users of all competitive telecom brands & more. TAKING DELIVERY ORDERS: Ensuring a simple yet robust creative throughout various ad formats on Facebook and GDN – that all included a 3 step sign-up for delivery process that users could complete in a matter of minutes. WELCOMING NEW JIO SUBSCRIBERS: The final step involved the eKYC where the subscribers can immediately be activated by simply using their Aadhar number and finger print authentication.
Reach : The campaign reached 26 million prospects in a span of 20 weeks. Sales: It delivered a scale of 30,000 leads per day and resulted in 1.4 million activations in 140 days. All this at 1/10th the CPA when compared to competitors. The entire campaign from beginning to end was carried out without human intervention. Since the biggest indicator for success is imitation – immediately after Reliance Jio launched the ‘Digital India, Home Delivered’ Initiatives – so did all its competitors, it’s true what they say ‘Imitation is the biggest form of flattery’
KEY INSIGHT: High-ARPU users are also less likely to walk into the store or go through a complicated process that would involve a lot of paper work, we had to think of an innovative and hassle-free solution to address both challenges. THIS IS WHERE ‘DIGITAL INDIA, HOME DELIVERED BY JIO’ WAS BORN – THE FIRST OF ITS KIND SERVICE IN THE TELECOM CATEGORY. PROSPECT TO JIO SUBSCRIBER IN 15 MINUTES The Painless on-boarding service, didn’t just deliver but activated customer in 15 mins without them having to visit a Reliance Jio outlet.