radio city 91.1fm - gully premier league 2014

GULLY PREMIERE LEAGUE 2014Execution Strategy

INDEX

Participation Promotion

Qualifiers Finale

Pre Finale Promotions

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PARTICIPATION PROMOTION

Car BrandingOn Ground Promotional Tools Mini Canter Promotion Crew

Story Board Data

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Technology

STORY BOARD• Objective:

– To ensure brand recall "RADIO CITY 91.1 FM" Gully Premiere League– Reach out to the masses and register the message " City's biggest – FOR THE PEOPLE

Cricket tournament– Reach out to the target audience with the intent of building a strong brand loyalty through

varied promotional tools– Drive registrations through interactive communication at touch points viz: Residential

Societies, Playgrounds, Local Pan Shops, Sports Shops etc.– Take the event to strategic parts of the city, recognize and reward the best local team in

the town.– Establish a strong association of Planet Radiocity, Radio City 91.1 FM and Unibic with

the activity and the event

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DATA Back To Main Menu

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TECHNOLOGY

• In order to simplify the registration process - a Toll Free Miss Number was offered – "08030636339", to which a call gets disconnected after one ring causing no burden to caller.

• The above mentioned toll free number was publicised via onground promotions• Each individual that called on the aforementioned number were called back by the expert lead

generation team, to register for the event.• Every time a team was registered over the phone, a simple HTML based "LIVE" CRM report was

broadcasted to the concerned RC representatives• Each conversation was recorded by a state of art call monitoring system• A call-center number : 022-67255295 was also offered to the individuals registering for the event

to provide support, answer queries and provide timely notifications about the event.• The above technogies eliminated the clutter of physical handling of data, chances of data

manipulation and loss of data.

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TECHNOLOGY

Missed call software dashboard

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TECHNOLOGY

Online "real-time" team registration report

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TECHNOLOGY

Call Recording & Real time Call monitoring System

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TECHNOLOGY

Live Calls driving registrations

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http://soundcloud.com/synergy-marcom/20120428154327312-707-4-out



CAR BRANDING

• Rationale:– Enabled mobility, hence access to multiple locations in the target

demography thus, enabling superior reach and higher registrations.– To build an effective "Recall" through branding on a car that truly is a head

turner – Nano– Enabled audience involvement through running On-Air contest – "Spot the

car"– Simply, served as hoarding on wheels, maximising eye ball contacts across

Mumbai, Navi Mumbai & Thane.Snapshots Reach Highlights

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REACHDemographic Coverage

Date Region Area Date Region AreaWeek 1 Week 2

11/25/2013 Thane Mira Rd 12/1/2013 Navi Mumbai Airoli Bhayander Vashi Thane 12/2/2013 Navi Mumbai Chembur

11/26/2013 Mumbai Ghatkopar (E) Govandi Kanjurmarg (E) Mankhud Vikhroli (E) 12/3/2013 Mumbai Ghatkopar (E)

11/27/2013 Mumbai Dahisar (E) Kanjurmarg (E) Borivali (E) Vikhroli (E) Kandivali (E) Malad (E) 12/4/2013 Navi Mumbai Vashi Nerul

11/28/2013 Mumbai Colaba Belapur Marine Lines Worli 12/5/2013 Thane Kalwa Vitava

1/29/2013 Navi Mumbai Vashi Nerul 12/6/2013 Thane Mira Rd Belapur Bhayander Thane

11/30/2013 Thane Vasai Virar 12/7/2013 Mumbai Powai Nalasopara Andheri (E) Vikhroli (E)

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SNAPSHOTS Back To Main Menu

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HIGHLIGHTS

On looker asking about information while the car was on the way

Excited college kids posing with GPL Leaflet and Registering for participation

Group of people insisting to stop the vehicle and pose

An excited onlooker spotting GPL Car and recieving JKJ Card

A listener proactively asking for JKJ card after hearing about it on the radio

Promoter Explaing a group of boys about how to redeem the JKJ card for a prize

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MINI CANTER

• Rationale– While a hoarding is an effective but stationary means of advertising, we used

a traditional advertising approach and made it more effective by using a canter

– Simply, served as hoarding on wheels, maximising eye ball contacts and ensuring superior and extensive coverage across Mumbai, Navi Mumbai & Thane.

– While a on the move hoarding provided extensive eye ball contact, we took it a step further by having promoters with various collaterals to make it interactive as well

Snapshots Reach Highlights

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REACHDemographic Coverage

Date Region Area Date Region AreaWeek 1 Week 2

11/25/2013 Thane Mira Rd 12/1/2013 Navi Mumbai Chembur Bhayander Govandi Thane Mankhud 12/2/2013 Mumbai Ghatkopar (E)

11/26/2013 Mumbai Ghatkopar (E) Kanjurmarg (E) Kanjurmarg (E) Vikhroli (E) Vikhroli (E) 12/3/2013 Navi Mumbai Vashi

11/27/2013 Navi Mumbai Vashi Nerul Nerul Belapur Belapur 12/4/2013 Thane Kalwa Vitava

11/28/2013 Thane Vasai 12/5/2013 Thane Mira Rd Virar Nalasopara Bhayander Thane

1/29/2013 Mumbai Dahisar (E) Borivali (E) 12/6/2013 Mumbai Powai Kandivali (E) Andheri (E) Malad (E) Vikhroli (E)

11/30/2013 Navi Mumbai Airoli Vashi 12/7/2013 Thane Bhyandar Mira Rd

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HIGHLIGHTS

Excited audience posing with GPL Leaflet Audience registering, posing and having fun with the Promoters

Audience registering, via helpline with the help of info provided by promoters

Professional cricket team posing after registrations Promotion team stationed outside at a Mall Early morning

Promotion team stationed at a residential zone at late evening

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PROMOTION CREW

• Rationale– Educated, interaction focused staff that could convey the message clearly

and entice maximum audience possible for registrations– Reach out to multiple strategic touch points e.g. Local Pan shops, play

grounds, residential societies etc.– Drive registrations through "one on one" interaction

Snapshots Reach Highlights Videos

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SNAPSHOTS

RWA Playground Streets

Shops Bike Tagging Banner Boys

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RWA Back To Main Menu

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RWA Back To Main Menu

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PLAYGROUNDS Back To Main Menu

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PLAYGROUNDS Back To Main Menu

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STREETS Back To Main Menu

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STREETS Back To Main Menu

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SHOPS Back To Main Menu

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BIKE TAGGING Back To Main Menu

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BANNER BOYS Back To Main Menu

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HIGHLIGHTS

Specific promotion conducted amongst professional cricket teams by reaching out to them

Conciously promoted the event amongst cricket coaches to enable the word out to multiple players coached under them

Conducted disciplined briefings about the event by forming alliance with coaching camps

Reached out to almost every cricket ground in Mumbai to drive optimum registrations

Paid special emphasis tp conduct promotions around newly opened SRT Gymkhana to cash in on the current propaganda of

him retiring

Used "Structural learning technique" spending sufficient amount of time with certain audience to register the event in to their

minds

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REACH Back To Main Menu

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Demographic CoverageDate Region Area Date Region Area

Week 1 Week 211/25/2013 Thane Mira Rd 12/1/2013 Navi Mumbai Airoli

Bhayander Vashi Thane 12/2/2013 Navi Mumbai Chembur

11/26/2013 Mumbai Ghatkopar (E) Govandi Kanjurmarg (E) Mankhud Vikhroli (E) 12/3/2013 Mumbai Ghatkopar (E)

11/27/2013 Mumbai Dahisar (E) Kanjurmarg (E) Borivali (E) Vikhroli (E) Kandivali (E) Malad (E) 12/4/2013 Navi Mumbai Vashi Nerul

11/28/2013 Mumbai Colaba Belapur Marine Lines Worli 12/5/2013 Thane Kalwa Vitava

1/29/2013 Navi Mumbai Vashi Nerul 12/6/2013 Thane Mira Rd Belapur Bhayander Thane

11/30/2013 Thane Vasai Virar 12/7/2013 Mumbai Powai Nalasopara Andheri (E) Vikhroli (E)

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QUALIFIERS

Borivali

Vikhroli

Vashi

Airoli

Thane

Vitava

Bhayander

Vikhroli

30-11-13 01-12-13 07-12-13 08-12-13

Story Board

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STORY BOARD• Optimum demographic coverage, spreading across the city for superior reach

• All qualifiers venue chosen with the focus of higher cricket playing audience and superior brand visibility

• Comprehensive branding through audio and visual during the course of the qualfiers to enable brand recollect.

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BORIVALI – MCF GROUND

Branding DataHighlights Videos

Winner : Borivali Ke Badshah

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HIGHLIGHTS

Photos of teams post every knock out matches Teams on standby for hours to await their chance to play as 40+ Teams registered to compete

Teams on standby for hours to await their chance to play as 40+ Teams registered to compete

Teams cheering for their players on crease

Crowd offering support Venue admist of HNI residentials HNI Sample point to ensure the right mix of brand registration

A grade ground, green lushy outfeild and trees all around for great cricket experience

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VIKHROLI – SAMBHAJI MAIDAN


Winner : Vikhroli Blasters

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HIGHLIGHTS

Friends of participants cheering for them Teams waiting for their turn Father of a participant cheering for him& hoping for the best

Teams inquiring about their turn as 60+ teams registered for the tournament

Expert panel of commentator and match referee providing ball by ball updates

Match Refrerees on their toes to ensure no conflicts or issues

Locals cheering for their favourite teams Team coming in late to register, requesting a chance to compete. Match referees having trouble to let

them aprticipate as 60+ teams were already lined up

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HIGHLIGHTS

Match referee warning bowler for slow over rate as 60+ teams were lined up and to accommodate 1 over matches

were playedBatsmen strategising as 8 runs were required from 2 ballsPlayers having glusose water to cope up with the

long waiting and dehydrationConstant brand recall through Audio and Video –

Radio City Jingle and Video Loop

Locals out of their home and enjoying the day watching their favourite teams compete

Sample point admist of middlle class residentials surrounding all 4 sides

Supporters absolutely quiet as a nail biting match was coming to an end

Playesr vouching for a pose and having fun

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HIGHLIGHTS

6:15 pm, matches still going on! 7:00 pm final match continues under flood lights

Locals and supporters having a funfilled winter day enjoying the

matchesPlayers posing for a photo after their

knock out winsLocals cheering for their team Score board is the focal point of any cricket

match. So, we innovated, we branded the board!

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VASHI – BUDHESHWAR MANDIR MAIDAN


Winner: Vashi Varriors

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HIGHLIGHTS

Teams posing after their knock out wins

Supporters cheering for their favourite teams and enjoying

1:00 pm in the afternoon, supporters and teams still on the ground cheering and having fun Supporters having a great time as their

favourite team scores the winning run

Both the teams on crease discussing strategy as a nail biting match ends in a tie and super over

is about to begin

Brilliant feilding to save four runs Match referee warning team members for slower over rate for the second time and issues

serious warning of disqualification

Venue is an important sampling point as the Vashi Panvel highway intersects the ground and

atttracts heavy eyeball contscts

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AIROLI – PATNI MAIDAN


Winner : Airoli Ke Army

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HIGHLIGHTS

Umpires having a break, glucose water break!

Teams lining up for registrationsLast few minutes of registration as announced by the commentator as 50+ teams had already registered

Teams eagerly awaiting their turn to compete

Audience cheering their teams, awaiting turn and enjoying the match Teams cheering under the sun at 2:00 pm Players warming up for their up next right after

tossPlayers awating their turn up next as the toss was conducted in adance to avoid watage of

time

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BHAYANDER – CHOWPATY GROUND


Winners : Bhayander Ke Bomb

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HIGHLIGHTS

Audience glued to their positions enjoying the matches

People in and around the venue having a good time

People excited at batsman hitting the ball out of the ground for a SIX! Scorer keeping a tab on the scoreboard

Match referees concerned as they have to finish 26 Matches in 4 hours

Dehydrated player recuperating at the pavilion after having glucose Players ready after toss, sitting at the dug

out for their match up next2:30 pm in the afternoon, yet the crowd is

at the venue experiencing GPL fun

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HIGHLIGHTS

Spectators, players and supporters all across the venue Spectators, players and supporters all across

the venue

Teams crowding to fill registration forms

Spectators, players and supporters all across the venue

Spectators, players and supporters all across the venue Spectators, players and supporters all across

the venue

Supporters cheering for their team

Supporters cheering for their team, while an intense match is taking place

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HIGHLIGHTS

Teams crowding for registrations early morning

Spectators having fun Increase in number of spectators as we advance towards the winner of the day

Despite of losing in knock out matches teams still staying back to experience the

trill of GPL

People glued to there seats to watch the final match

Teams awaiting their turn, it's been 4 hours of wait time, yet happy to pose and

enjoying the day.

Venue just adjacent to the creek, propels a fantastic climate to enjoy cricket

Losing captain congratulates the winning captian, displaying great team spirit

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VIKHROLI SAMBHAJI MAIDAN


Winner : Kannamwar Nagar

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HIGHLIGHTS

Since a lot of teams were unable to play the last time we had conducted qualifiers in this

venue, they were waiting since early morning to register them selves

Professional umpires to minimize chances of errors in decision making

Players cheering for the batsmen to hit a mximum

Locals offering support for their favourite team

Teams inquiring about their turn as they have to wait for nearly 4 hours.

60+ Teams had registered. Supporters are stunned as it is the final ball that will decide their favourite team's fate:

4 Runs required in 1 ball and they win!Spectators having a good time following

every match that's taking place.It was bright sunny afternoon, a bit hotter

than the other days. But who cares! People busy enjoying GPL right under the sun.

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THANE – CENTRAL MAIDAN


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HIGHLIGHTS

Massive crowd waiting for registrations from early morning

50+ teams registered for the qualifiers, teams patiently waiting for their turns

Spectators stopping by to evidence the fun and frolic at GPL

Spectators glued to a nail biting ending of a match between two local teams

Spectators cheering for their favorite team and having fun

Contenders in queue for registrations Players having fun while they await their turn

Players posing for a pic after their knock out win

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HIGHLIGHTS

Strategic sample point, surrounded by mainroads connecting different parts of the city from all 4 sides

Players waiting for more than 4 hours for their turn, displaying great team and sportsman

spirit.

Toss taking place in advance as 40 other teams yet to play and teams are asked to be on their

toes with out wasting time.

Dissapointed spectators as their favourite team couldn't make it to the top.

Expert panel of match referees and crew to minimize wastage of time and keeping a close

scrutiny on contender behaviour

Spectators out on the feild from their nearby shops enjoying the matches during their lunch

time

Various motorists stopby to view the exitement taking place on the feild Optimum eyeball contacts. All major public

transport route surrounding the venue.

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VITAVA – SDV KREEDA NAGARI


Winner : King of Kalwa

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HIGHLIGHTS

Strategically chosen sample point, enabled optimum visibility to major

public transport system - BUS

Strategically chosen sample point, enabled optimum visibility to major

public transport system - Train

Professional teams coming forward in large numbers to be a part of GPL Spectators present in large numbers to

support their favourite teams

Spectators enjoying the match, sitting back and relaxing

A new team is registeringas they are being routed from another location.

Kids and friends of local professional teams present in the venue to cheer

for them.

Residentials on one side of the ground, enabling viewers to look out of their

home.

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PRE FINALE PROMOTIONS

RJ Promotions “Premiere” League PromotionsStory Board

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STORY BOARD

• Now that all 8 Finalists were shortlisted, promotions were divided in to 2 categories:

– RJ Promotions:• Each RJ owned up a team and went to the respective team localities to ask for support and create a propaganda.• A fun filled atmosphere of celebration was created to glorify the effort put by teams to win against several others

– "Premiere League" Promotions• As the name it self reads –Gully "Premiere" League, Premiere calls for glamour, fun and clebration. Hence, the trending

strategy of "Dance Music" was capitalized on.• This year's GPL being a winter edition, A theme name "GPL Winter Sun" was conceptualised and was being spread across the

city through rigorous on ground promotions amongst the youths mainly.• 3 DJ acts were lined up for the shell of the finale to ensure non stop music• 2 International DJs and 1 Mumbai's reknowned DJ were selected for the event.• DJ Zhannet an International Fame from Russia known for banging dance music and one of the few Djane in the industry• DJ Banshi an upcoming DJ from Russia • Check out the slides for more yourself!

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RJ PROMOTIONSPromotions at Bhayander – RJ Sucharita

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RJ PROMOTIONSPromotions at Vikhroli – RJ Ada

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RJ PROMOTIONSPromotions at Thane – RJ Rohit

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PREMIERE LEAGUE PROMOTIONSEvent Flyer

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PREMIERE LEAGUE PROMOTIONS Back To Main Menu

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PREMIERE LEAGUE PROMOTIONS Back To Main Menu

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FINALE

Event Itinerary

X-Factor

The Venue

Matches Candid Moments

VIP AreaOpening Ceremony

Security

Presentation Ceremony

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Story Board

STORY BOARD

• The venue chosen for finale was Air India Sports Club• This is an iconic ground in the heart of Mumbai’s suburbs• This ground sufficed the idea of bringing "Gully cricket" to the

big league• AISC Ground enabled batting on both the sides of the wicket • Green lushy outfeild, provisions of VIP seating and pavilion for

players made this the top choice.

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EVENT ITINERARYMatches Line Up

TimingsMatches Remarks Discipline

TimingsArtist Genre

From To From To

10:00 10:15 Opening Addressal Emcee - Addresses about GPL & Opening Ceremony

All 8 Teams stand in a Row with their Team owners to National Anthem

10:20 11:05 Match 1 First League 2 Over Matches

11:10 11:55 Match 2 First League 2 Over Matches 12:30 14:00 DJ P-Unit Deep House & Commercial

12:00 12:45 Match 3 First League 2 Over Matches 12:50 13:05 Match 4 First League 2 Over Matches

13:15 14:15 Match 1 Second League 3 Over Matches 14:00 15:30 DJ Banshi Techno, House & Minimal

14:20 15:20 Match 2 Second League 3 Over Matches

15:30 16:45 Match 1 Finale 4 Over Match 15:30 17:15 Zhannet Electronic, minimal & techno

16:45 17:15 Presentation Ceremony Check, Trophy Distribution & On Air Bytes

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OPENING CEREMONY Back To Main Menu

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OPENING CEREMONY Back To Main Menu

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THE VENUE Back To Main Menu

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VIP AREA Back To Main Menu

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VIP AREA Back To Main Menu

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SECURITY Back To Main Menu

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X - FACTOR Back To Main Menu

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X - FACTOR Back To Main Menu

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MATCHES Back To Main Menu

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MATCHES Back To Main Menu

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CANDID MOMENTS Back To Main Menu

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CANDID MOMENTS Back To Main Menu

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PRESENTATION CEREMONY Back To Main Menu

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PRESENTATION CEREMONYRunners Up

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END OF PRESENTATION

• Thank you

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