The Campaign

In order to launch our most elaborate prank yet, we announced JioJuice, a universal wireless charging solution for mobile devices, that worked by simply inserting a Jio SIM card, enabling devices to convert the 4G network to electrical energy. We treated this as any other product launch, complete with product leaks and a video. On 28th March, we leaked information about JioJuice through identified industry influencers. We drove further intrigue with social media updates and a logo reveal, teasing how the audience could now continue their digital life without any interruptions. This led to a wide-spread speculation and discussion on multiple forums online. On 31st March, we released a product video, creating a passionate uproar on social communities and beyond.

Execution

On 31st March, right before April Fool’s Day, we launched a video across social media platforms announcing JioJuice. JioJuice promised to be a product that would revolutionize the way people charged their phones, allowing them to unplug from their wired chargers and power banks, permanently. The video demonstrated how Jio4G SIM cards would use the service provider’s wireless network to convert 4G data packets into electric charge for mobile devices.

The video created a passionate uproar from eager fans on social communities and beyond. We received an incredible response for the video without a single dollar being spent on media. Impressions and Media Value: 1. 67 million impressions across all owned and earned media 2. USD 280,000 worth media value garnered from earned digital PR coverages Engagement & Mentions: 3. Engagement rate of 33% on social platforms 4. 35 million+ mentions on our campaign hashtag #JioJuice 5. 35+ leading publications in India covered the JioJuice video (Including: Times of India, Economic Times, Brand Equity, Hindustan Times, Financial Xpress, NDTV, Times Now etc.)

The Situation

Since it's launch, Jio has found itself amidst rumors and misinformation; attached to its business operations – product launches, tariffs, offers etc. Jio has been attached to numerous baseless announcements ranging from JioCoins, JioCabs, unauthenticated offer extensions etc. The believability by the recipient of the message is intrinsically rooted in the audience’s belief – “Anything is possible” In a rumour-fuelled digital world, where every misinformation is perceived as brand truth, we were challenged with this problem, while ensuring the audiences wouldn’t get peeved.  Our objective was to create a piece of communication that shows the fun side of our brand.

The Strategy

As expected from a technology-driven telecommunication company known to push boundaries, we had already resolved the nation’s problem of unaffordable data and 4G connectivity. What if we could resolve the next big problem that’s close to every person’s heart – dwindling mobile phone batteries? Our strategy was to address the nucleus of the problem by laying the foundation of our product innovation on the user insight – “The constant need to stay connected”. Excessive usage of the devices leads to battery drain and the inherent need to charge the phone. Our product was positioned to bring respite from this frustrating problem, thus unburdening users from carrying their heavy power banks & wired chargers. We introduced ‘JioJuice’ as a universal wireless charging solution for mobile phones that worked by simply inserting a Jio4G SIM that enabled transfer of energy through the phone’s network itself.