marketing to youth @ in shared computing enviornment

8/2/2019 Marketing to Youth @ in Shared Computing Enviornment

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“We have a passion for creating great consumer

conversations. We know that in a goodconversation every one can get their point across.

Brands included”

Brief Snapshot



I spend 45minutes+ a dayon the net

I Game, OnlineI GOOGLEeverything

I’m social FB,Twitter, G+

My copy AVATAR,goes every wherewith me that’smy movie

Im a gadget geek

I’m on Pre Paid

390 million socialnetworking users

Shoes

I’m a movie buff read all reviews

online

online deals

I browse on Chrome

I chateCommerce

I’m a PHONE junkie

I’m a shopaholic

I’m corporate honcho

in the making

Youth @ I cafes – Shared Computing is My space

http://www.google.co.in/imgres?imgurl=http://blog.antiquetrader.com/blog/images/facebook-icon%20copy.jpg&imgrefurl=http://blog.antiquetrader.com/blog/CategoryView,category,AntiqueNewsOdd.aspx&h=250&w=250&sz=33&tbnid=vyuUAmEdAplJrM:&tbnh=111&tbnw=111&prev=/images?q=Facebook+icon&hl=en&usg=__fcAj8gtFgkZeKL8DmELVKt7Ax0U=&sa=X&ei=ExhiTLv2LpP2tgPDn92WCA&ved=0CCcQ9QEwAw

http://www.google.co.in/imgres?imgurl=http://blog.antiquetrader.com/blog/images/facebook-icon%20copy.jpg&imgrefurl=http://blog.antiquetrader.com/blog/CategoryView,category,AntiqueNewsOdd.aspx&h=250&w=250&sz=33&tbnid=vyuUAmEdAplJrM:&tbnh=111&tbnw=111&prev=/images?q=Facebook+icon&hl=en&usg=__fcAj8gtFgkZeKL8DmELVKt7Ax0U=&sa=X&ei=ExhiTLv2LpP2tgPDn92WCA&ved=0CCcQ9QEwAw



Tata Consultancy Services,2010

A c c e s s

P a

t t e r n

100 Million Internet users in India, with 8% penetration, 20 Million use the Internet daily. 50%of total Internet population in India is below 25 years of age. 40% of the Internet users accessthe net from I-cafes. These cafes are privately owned by small & mid size entrepreneurs.



What Are they doing Online @ icafes?

Blogging

SearchingReadin

g

Playing

Viewing

Listening

Tagging

Buying

Selling

Uploading

Downloading

Writing

Creating

Networking

Podcasting

Discussing

Debating

Vodcasting

Chatting

Talking



ALSO!

They are Listening, Talking, EngagingMaking up their minds

&Trying stuff that ’s cool



Number Pulse

People1.9 lac Youth DailyAges 15-35SEC A, B+45 Mins average timespent online

Places

3000 cafes50+ top Indian citiesYouth LocationsNear campuses,

youth hangouts,hotspots

Personalities

the Largest buyer ofeverything frommobiles toMotorbikes, Apparelsto LCD’s, brimmingwith Impulsepurchase andeCommerce

Youth, the Largest buyer of everything from mobiles to Motorbikes,Apparels to LCD’s, brimming with Impulse purchase and eCommerce thesegment is fast going global. With an average time spent of 45 mins per

consumer our set of 3000+ youth I cafes cater to a daily captive audienceof 1.9 Lac Global Indians every day across 50+ cities.



They are consuming! – Youth & brands

*Hindustan times youth survey 2011

They are spending on onmobile phones(39.6%), food (22.6%) andclothes (22.6%).Then come movies (6.2%),personal grooming (4.6%),

gifts (1.5%),boyfriend/girlfriend (1.1%)with liquor (0.7%) andsports and gym (0.7%)coming in with leastspending percentage.



Engagement Strategy…

Entertain Convert

Engage

InformPromptTrials

RETAIN

Reward



@Icafes

CaféBranding

PC Branding

OnlineEngagement

ProductDemos

Product Trials

CTA +Feedback

ConsumerAcquisition



The BEST FITS



Case Studies

Recent projects at I cafes.



Next to NetIndia is the 2nd largest online destination in the world, Astellar 66% growth recorded in 2009-10 bears testimonyto the imminent boom in India online. 70% of the youthspends more than 30% online, 65% access the internetvia shared computing. Youth are chatting, networking,building brand perceptions and shopping online.

Users of the internet or which have spent lessthan 12 months on the new



I-Café program to educate, certify,equip Next To Net users withInternet education

Objective: To position Yahoo as a window to acquireconsumers and add Yahoo email ID usage.

Challenge: To acquire new users and drive use ofYAHOO id as the primary ID.

Solution: New to Net users who have not yet created anidentity on the NET

Value Prop: A “User Driven Activation” involving theInfluencers - Café Owners and the Users. NIITAccreditation to the users and monthly Reward programfor Café Owners to maintain their interest level

Each user completed 1HR learn the internet module andcreate an e-profile. Each consumer received an e-certificate by NIIT via the module

Brand | YahooAudience | New to Net users, Prime

Target 16-24 yearsGeo Scope | 59 cities

Merch



I-Café program to educate, certify,equip Next To Net users withInternet education

ScaleThe Campaign enrolled 1000 cyber café’s into thisprogram.

Tapping 7000 shared computing terminals PC’s &reaching out to an internet user base of whooping 8.4million

ROI

511000 Consumers completed the program acquired& Certificates Issued, there eCertificates reachedtheir very own Yahoo email addresses on the internet

4088000 (4 million) consumers completed theprogram partly spending 15-35 minutes interacting

with the brand online

A custom solution driven program which is ROI specificand targets the specific marketing objectives of the brand



The StyleCatsAged between 14 and 28 , follows the biggest trends,Buys the Newest IN things, is hot on the social circuit.An early adaptor, chases populist trends, technology,fashion, banks on brands and buys for style “looking good is important but being seen looking good is moreimportant then ever!”

Youth, Campus Students and young adults



Yahoo ! India in partnership withRenault celebrate the F1 Fever withOnline Digi Racer Game.

Objective : Create awareness and excitement aboutYahoo F1 Digi Racer by making people experienceit both online and offline.

Challenge : To choose effective touch points whereyouth will willingly participate and experience thegame.

Solution: Yahoo! F1 Digi Racer Demo zones weredeployed in campuses where students can play andincrease their scorecard.

Nearby Icafes were also branded with Digi racerPosters, Flags & wobblers.

Dedicated F1 game station equipped with Web camand headphones was also created in Icafes.

Value Prop : The highest scorer won F1 tickets forIndia’s first Grand Prix. All participants won Renaultsponsored goodies and coupons that can beredeemed in chosen Icafes to try again their luck

ROI: In span of 10 days 3000 students played thegame online followed by buzz amongst 9000

students

Brand | Yahoo IndiaAudience | YouthGeo Scope | 50 Campuses + Icafes in Top7 Cities



I Café Activation : - Trial andProduct awareness drivenProgram.

Chrome offers superior browsing - faster, safer,simpler.. & the brand's objective was to enableusers who did not have personal choice in thematter of choosing their browser (is internetusers in I café’s) the chance to experience thenext level of Internet surfing.

Objective : As a part of the global Chrome’s"Better Web" campaign Chrome wanted tostrengthen its space by targeting to theusers between the ages of 15-35 the savyadopters

− Educate the I café owner on the saferbrowsing benefits,

− Ensure access to superior/better browsingexperience to Chrome users,

− Encourage user trials, & long term usage

− Educate users about apps from CWS withinthe browser that offer another unique & morefulfilling user experience especially for userswho use shared PCs

Brand | Google ChromeAudience | Internet UsersGeo Scope | 18 – 34yrs across 3000 cafesin 59 cities



I Café Activation : - AssertiveTrials, Reward & Recognition tothe café owners & consumers

ConceptA better web with Chrome gives you 'more

internet/ hour’

Solution: A Consumer driven Activation @ InternetCafes Involving the Influencer - Café owner; the User(consumer); A balance of Stakeholders to create aneco-system benefiting all parties to drive ROI

Correct Identification of cafes based on PC count& influence

Manage & educate influencers, the café ownersvia demos & info – enroll into a “'ensuring a better web browsing in cafe' “ program

Customize the Product : this was the strongest

innovation in the program we developed a customversion Of Chrome that had special extensionsdesigned with user insights from Indian I cafe’s thattackled; Printing; Safety; Time

Brand | Google ChromeAudience | Internet UsersGeo Scope | 18 – 34yrs across 3000 cafesin 59 cities



Ensure Product availability - Install the - Chromefor cafes with special features for security in 16000PC’s thus ensuring presence + visibility at the cafes

Awareness at point of usage - By strong branding& consumer call to action backed by influencerrecommendation

Ensure continued Product availability

Increase product stickiness - Installing 4 APPstore games for Chrome in each terminal.Branding to push Games trials. Each game has aleader board with prizes going Daily:

Educating the consumer + drive brandexcitement via contests + engagement viaexclusive games to drive trials & increase product

awareness

More Gaming perhour



“Ensuring a better web browsing in cafe' ”Program benefits for the cafe owner the caféowner via a point led system, enabling a strongerpenetration of product & branding. Customizedcafé boards for high visibility cafes + Benefitsbased on a point structure of Product Presence,driving preference & maintaining branding withinthe cafes.

ROI :A User based product seeding & trial DrivenActivation @ Internet Cafes reaching out to

14.4 million sessions with (4.8 million+ sessionsper month X 3 months) across the cafes

Marked Increase in Chrome track as shown byindependent 3 rd party tracking

Increased acceptability of Chrome

Browser stats for the period Marked Increase in Chrome track.



[email protected]

YourAudience?Email us to explore a host of

Possibilities for your brand in thisspace.

/ pulpstrategy / pulpstrategyPromotadka.com

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marketing to youth @ in shared computing enviornment

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