TELiBrahma - Highlights of 2009.

1) We love cricket:

The IPL season 2 was shifted to SA but not the spirit. TELiBrahma put in its effort recreating IPL fever through special BluFi IPL zones. Nokia, Nike, McDowell, RC, Kingfisher and Puma are few of the brands that created interesting engagements during IPL season 2 on BluFi.

TELiBrahma Continued its passion through KPL ( Karnataka premier league) when it helped Bangalore Brigadier and Sprite to deliver engagements on consumers' mobile.

Use of BluFi and its impact reached its pinnacle when TELiBrahma deployed BluFi in all 3 CLT20 stadiums and delivered real time video on demand and updates to consumers by partnering with ESPN and Sprite. CLT20 alone delivered more than 1.3 million downloads.

2) Prodcasting

TELiBrahma launched its new offering Prodcaster to create direct dialogue between products on display and consumers. Prodcasters have been used by leading brands like Toyota, Tata motors, Maruti, Honda, Chevrolet. Few other major brands are about to launch their campaign in January 2010.Autoexpo 2010 is another event where prodcasting would help major car OEM's to reach to millions of consumers. Results have been equally encouraging with each campaign out performing the others in terms of creative experience, excitement and numbers that matter.

3) IntARact

TELiBrahma made "Augmented reality" a reality in India. We overcame several technology barriers and created "IntARact" which is truly a next big platform for superior brand engagement over mobile. HSBC, NIKE and Mahindra have tasted the benefits of new technology and are planning for larger strategies. IntARact not only delivers an advertising a campaign but moves beyond to address communication challenges that the brand has!

4) BTL and Event Integrations

BluFi continue to bring huge benefits to brands as part of their BTL activations and event sponsorship. While events like instoreasia09, FICCI frames, Indiatelecom09, MoodIndigo, Kshitij, TiE TES embraced the benefits of BluFi, its brands who enjoy the real benefits of it. Cadburys, Fanta, Sprite, Samsung and many more brands used BluFi to measure, engage and create powerful ROI for their investments.

5) A profiled inventory for advertisers

BluFi now offers a much larger profiled inventory for advertisers. BluFi is the only medium through which brands can target retail, hangout and corporate locations in the country. Across deployment in Barista, CCD, Shoppers stop, Spenser, More, 60+ malls, TELiBrahma now helps advertisers to reach more than 2M consumers month on month.. We also have contracts and strategies in place to reach 5M consumers month on month by April next year. We are enabling advertisers to reach consumers based on the location, profile, handset and time and by enabling them to pay per download.

6) Awards and Recognition:

This year, TELiBrahma was recognized in global arena. We have won "Order Of Merit" certificates from PMAA for 2 of our campaigns and our Prodcaster campaign for Honda JAZZ was shortlisted as finalist in MMA global awards.

We were also featured in many publications for our innovation in mobile marketing.

Good day,

Team TELiBrahma.

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BluFi @ India Telecom 09

India Telecom 2009, fourth consecutive year of the leading international conference and exhibition is a forum for promoting Telecom for Inclusive Growth through Enterprise and Learning is one of the most awaited event in the Telecom Sector. This event is jointly organized by FICCI, DOT and Ministry of Communications & IT.

The event mainly consists of 50 Conferences and an Exhibition with 5 pavilions, over 3 days. Delegates from various verticals and industries visited this event.To provide great engagement in the event TELiBrahma partnered with the organizers for the third consecutive year!

The objective is to enable organizers to manage information among the delegates, exhibitors and the speakers. Provide a simple and a secure platform for networking at the event. Simplify the process of collecting feedback about the event from different delegates.

Our Solution:

BluFi, the proprietary solution from TELiBrahma was deployed at the event. The entire event area was converted into a Bluetooth zone. A mobile application was delivered to the mobile phones of participants at the event. The mobile application had following options:

• Users were able to view the schedule of conference and refer various details regarding the event on their mobile phones
• With the help of stall guide, users were able to look out for the different stalls under various pavilions using their mobile phone
• Networking was made simple with an inbuilt networking tool in the application. Users were able to leave their contact with the organizers through BluFi with a note mentioning their industry and their interested verticals. This information was collected through BluFi and passed on to the organizers to send across the relevant contacts to delegates as per their preferences
• Users were able to rate the conferences and various aspects of the event through mobile and leave their feedback with the organizers

Good day,

Team TELiBrahma.

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BluFi store - Redefining mobile content purchase.

TELiBrahma has come up with yet another innovative solution called “BluFi store”. Through BluFi store users can download best of the mobile content from renowned content developers at affordable cost. A first of its kind initiative in the world, where users can purchase vouchers of their choice, access different mobile content like mobile games, wallpapers, videos etc and download their favourite mobile content through BluFi!

BluFi store is available in 50+ outlets in Bangalore across locations like shopping malls, cyber cafes, medical store, stationary shops, mobile service centers, mobile retail outlets, bus ticket booking counters in the locations like Jaynagar, Banashankari, BTM layout, Madivala, Vijaynagar, Koramangala, Nagarbhavi .

At present we are receiving around 50 downloads of mobile games per day. The 2nd phase of expansion will be happening in Mumbai and Delhi. We are targeting 10 major cities in India and 10000+ outlets in the next 6 months.

Good day,

Team TELiBrahma

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Will it work or not work?

We are currently doing a campaign for one of the famous brands. There are campaigns not only demonstrating the solution challenges we face in certain scenarios but also highlighting the fact that if the campaign is well thought, better results are bound to come for a brand.

When we decided to do this campaign, all we knew was that it was a cantor activity wherein cantor will move around the Mumbai city distributing content, mobile forms and mobile coupons from the brand.

But we started seeing great challenges as in case of any events on its first day when the actual deployment began. We met with some unforeseen problems during deployment that included unavailability of power supply (battery operated devices will not last for a 10 hour campaign). To our surprise it was not a single deployment but 5-6 different installations a day including few in slums, streets and not-so-common places in Mumbai.

But that did not dither our passion for delivery nor our technology and its robustness. Both our team and technology was ready for this challenges and pictures below will talk about this.

But that’s ok were the people ready for this? Were they turning on Bluetooth to engage with the brand on mobile? Check out these pictures.

Amazing number of people in the vicinity (more than 400 or 80% +) took no time to engage with the activity through our media (BluFi) and participated in the activation through their mobile to get a chance to dance and sip a free drink. While the results of the campaign would be shared once the activity is completed, we just wanted to share this information to explain following facts:

1. Challenges of technology and execution and how a great team and technology can live up to those challenges
2. Proof of how campaigns that connect to consumers can create wonders for the brand
3. And lastly, why we always believe that SEC “C” and rural India is lot more aware and ready for what we do as a company

Good day,

Team TELiBrahma

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"intARact" - An ideal solution to make Augmented Reality work in India.

Augmented reality is truly a disruptive tool that provides great brand engagement to consumers. But at the same there are great challenges to make it work in countries like India. With deep understanding of user behavior and technology, we at TELibrahma offer "intARact" - the augmented reality customized for Indian market.

Check out the challenges in AR and how intARact will address those challenges to make it work in India.

View more presentations from Telibrahma Convergent Communications.

Good day,

Team TELiBrahma.

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Nitty-gritty of Augmented reality.

Augmented Reality (AR) adds information and meaning to a real world object or place. It is designed to bridge the gap between the reality the user is experiencing and the content. This is done by assigning Meta data to physical objects.

AR takes real object or space as the foundation and incorporates technologies that add contextual data to deepen a person’s understanding of the subject. Contextual data added can be graphics, sounds and any other output format.

Augmented reality is associated with four critical technology needs:

• A sensor device ( To experience a real world object)
• Tracking system ( Optional to track location and orientation)
• Computing power ( To identify the sensed object)
• Information rendering ( as a overlay/ visual representation)

Augmented reality and advertising

Augmented reality enables higher levels of engagement and interactivity with the targeted consumers. When advertising based on AR is delivered through mobile, brands would benefit from the reach, engagement and measurement.

With AR, advertisers can use static objects like banner, print ads and even product displays to deliver personalized information and experience to targeted customers.

Today AR can be used for creating extremely novel and engaging applications without a large budget. These applications can enable interaction with brand, products and characters in compelling ways not previously possible.

However with its cool aspect interaction can quickly go viral and spread exposure with word of mouth, social networking, and link sharing.

In summary AR:

• Enables exciting rich media engagements with targeted consumers
• Brings alive the static hoardings, print ads and even direct mailers by delivering dynamic content on users mobile
• Enable users to experience the products in a cooler way and download coupons, offers amongst other things
• Makes consumers to engage the amount of time they spend with the brand and campaign which not only increases brand recall but invariably leaves a stronger bonding

Good day,

Team TELiBrahma.

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Benefits of augmented reality.

User excitement: Augmented reality provides greater excitement to the end users. When users looks at a press ad, a billboard Or a t-shirt etc comes to life on their mobile, it creates excitement and results in great brand recall and word of mouth for the activity. When it’s becoming harder to provide a brand experience to consumers, Augmented reality takes the brand experience to the next level by providing great experience on the palms of the consumers.

Integration with static branding: The most exciting feature of augmented reality is its ability to transform a static brand messages like Print ads, hoardings, posters, banners etc to an interactive one! When a press ad is included with AR the ad can actually TALK to the consumers! Imagine a press ad of the newly launched product talks about the benefits of the product or plays the TVC or provides an option to request for a demo! It will provide a complete new experience to the users by eliminating the clutter and by providing rich and engaging brand experience!

Permission based advertising: Augmented reality is a complete permission based model. It make sure that only loyal and potential consumers are interacting with the brand and thus ensuring the media spillover to a greater extent and register a great brand experience to the potential and serious users of the brand.

Measurement on the media spend: AR helps brands to measure the impact of the communication in a more effective way. It is also possible to measure the total number of engagement, responses, repetitive usages, user participation, downloads from the application, viral effect, participation in survey/feedback etc.

Ensuring Consumers get the message: Augmented reality can deliver great impulse for users to look for targeted communication. Following are few examples on how AR can add value to consumers thus result in great engagement.

• Imagine user pointing his/her mobile at their credit card through mobile AR browser every time they shop to register their usage. This gives a great opportunity to deliver deals available for the users
• Users can easily get the list of deals available to them simply by pointing their mobile to the logo of your retail shop
• By pointing his AR browser @ a mall, a users can easily find out where he can find a pub that serves his favourite beer! Our solution is able to deliver liquor advertising only after users confirm that they are >21 years of age!

Good day,

Team TELiBrahma.

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Why mobile adds new dimension to augmented reality?

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Good day,

Team TELiBrahma.

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5 points to remember for a successful AR campaign.

Right Creative renderings:

The real excitement of augmented reality is in the creative aspect of the campaign. The brilliant creative in AR will create great impact for the campaign since the users are already excited with the augmented reality, and interesting creative will result in the great word of mouth for the campaign. For E.g. Users can see the route map of the nearest dealer for test drive outlet when they point their mobile camera to a hoarding with creative of newly launched car!

Right call for actions:

Even the great creative AR campaign can be easily un-noticed if there is no strong call to action! Users are new to AR and hence it takes a great call to action message to get them engaged with the brand through AR. By providing a great reason for users to interact with the campaign, engagement level with the brand will be great in augmented reality.

Educating consumers:

The success of the augmented reality campaign is also based on the clear instructions and communication about the campaign. With a great buzz for the campaign and clear instruction on how to use the AR can trigger great response and engagement with the brand. Different communication methods like announcements, promoters, digital displays, online, ambient media, social media, mainline promos etc can be used to inform and educate the consumers towards an AR campaign.

Availability on all platforms:

Success of an AR campaign depends on total number of users participating in the campaign. The application need to be made available to different mobile models, various mobile segment etc to make sure there is no disappointment for the users who shows interest towards an AR campaign. When users find that the application doesn’t work on their mobile then it will lead to a negative word of mouth for the campaign.

Distribution:

The distribution of the application plays a major role in determining the impact and success of the AR campaign. There has to be many distribution channels for the application for greater reach rather than single window delivery. BluFi can be a great medium to deliver the app to millions of users across India. BluFi can deliver the application to users by detecting different mobile models via bluetooth which is a easy option for the end consumers. Users should also be provided with other options to download the application through SMS / WAP or the website of the brand.

Good day,

Team TELiBrahma.

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Nike presents India’s first print campaign with augmented reality.

With the launch of the Nike Sportswear collection, Nike India wanted to integrate innovation with the launch campaigns in November 2009. The campaign features famous sports personalities and also the emerging ones in Nike Sportswear collection.

Telibrahma partnered with Mindshare Digital and Nike to provide a first of its kind experience to readers. The idea is to bring the static press ads in to life with augmented reality (AR) which is an emerging technology in mobile space.

Famous magazines like Blender, Femina, Garzia, Man’s world, Maxim, M-magazine, and Marie Calire have hit the stand this month with Nike Sportswear ads featuring unique AR codes. Users can download the Nike application just by texting NIKE to 56006. The AR mobile application was also been delivered to users via bluetooth in BluFi locations across India. There were multiple press ads featuring different sports stars and when users point their mobile camera to an advertisement with the code, animated content featuring the sports personality and products featured in that particular ad was displayed along with the details of other products in the Nike Sportswear collection!

This was the first time in India that a print campaign has an augmented reality feature in it. Augmented reality made it possible to transform the static press ad in to an interactive one!

Experience the Nike AR campaign on your mobile here.

Good day,

Team TELiBrahma,

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HSBC India brings “augmented reality” in to reality!

Visitors of HSBC bank branch offices in Mumbai was taken by surprise with a first of its kind and innovative experience from HSBC, a brand which is known for great customer experience and innovation.

Select branches in Mumbai were enabled with BluFi and a HSBC AR application was delivered to users via their mobile bluetooth at zero cost! Unique AR codes have been printed in different collaterals like leaflets, posters, banners etc along with a call to action communication to download the application and experience augmented reality on their mobile. The entire campaign strategy and execution was handled by TELiBrahma.

Users were excited to see animated and interactive content on the different promotional offers on HSBC premier and platinum cards popped up suddenly when they point their mobile camera to the respective codes! An innovative technology with exciting and relevant content created a great buzz for the activation.

You can experience the HSBC AR campaign on your mobile here and on the web here.

Good day,

Team TELiBrahma.

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6 reasons why marketers will love BluFi.

BluFi is consumer friendly: Consumers love when they get branded content for FREE! As most consumers feel that present data plans are expensive and slow on speed, BluFi on the other hand costs them Zero and it’s faster than the 3G! BluFi is completely permission based and users can easily opt of the engagement just by turning of their mobile bluetooth hence provide the control to the user!

BluFi for great reach: What ever the sine of media plan is, BluFi can help marketers to reach the mobile consumers at various locations like shopping malls, restaurants, hangouts, corporate locations, cricket stadiums etc across India. Marketers can reach the “hard to reach consumers who are on mobile” via BluFi more effectively than other medium.

Target the right consumer: Blufi makes it possible to target users based on the mobile phone model they carry with. So when a luxury brand wants to engage with the TG, BluFi helps to target all hi-end mobile phones in BluFi locations and deliver the brand message.

Customized messages: Using BluFi, brands can deliver different messages to different users based on the mobile models, duration of the day, location of the user, based on the previous interactions with the users etc. This helps brand to stand out from the clutter and to provide great engaging content for users. BluFi also identifies different mobile models and will deliver the right content for users which is compatible to their mobile phone.

Rich media on mobile: Using BluFi we can deliver rich media content to users’ mobile in lesser time than any other mediums! Rich brand content like TVC, wallpapers, screensaver, mobile games, mobile applications, flash files, mobile coupons, mobile brochures etc can be delivered to users.

Measurement: Measurement of the campaign in BluFi is advanced than many existing mediums available. Measurement can be made based on the location, time duration, consumer segment based on the mobile phone models, viral element etc. Advanced measurement like these helps marketers to read the impact of the campaign, get feedback from the consumers and to customize the message if required.

Good day,

Team TEliBrahma.

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Media planning with BluFi

While BluFi delivered lot of interesting campaigns for some of the biggest brands in the country over last few months, we always feel, there needs to be lot more awareness about BluFi as a media to reach mobile consumers effectively.

To bridge the gap we recently did an analysis integrated with an independent survey on BluFi network and usage patterns. Seeing the results we thought it is exciting for us to share the same with planners.

For the analysis following data were considered:

1) Network Data 2) Sample space 3) 100% accuracy

Some of the exciting findings include…

• 73% of users wanted to constantly know about new products coming up in the market
• 63% are interested in fashion and latest trends
• 63% are interested in holidaying abroad
• 22% are planning to buy a new 2 wheeler and 32% of them are planning to go for a 4 wheeler within an year
• 71% would access BluFi for the second time within a month and 35% of them would access BluFi atleast 5 times within a month
• 59% are interested in accepting communication from Liquor companies

Refer the following presentation for more details:

BluFi For Media Planners

View more presentations from Telibrahma Convergent Communications.

Good day,

Team TELiBrahma.

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Consumer acceptance for BluFi.

BluFi is any marketer’s dream, where they can use existing 600+ BluFi locations across India like shopping malls, hangouts, restaurants, corporate locations or deploy BluFi in their existing BTL activations, OOH properties like hoardings, bus shelters etc.

We are very much focused in providing great engagement opportunities to users by understanding their usage patterns and behaviour. Based on our analysis and previous campaigns, we’ve identified interesting insights on the user behaviour and the factors that influencing user acceptance towards BluFi.

BluFi consumer acceptance stack

We are witnessing great acceptance from the consumers for BluFi across locations. Consumers are eagerly engaging with BluFi when they have been educated about the campaign. There is also a great increase of the repeat users in our permanent BluFi locations across India which proves the fact that consumers are on the lookout for best deals and information (Ref. above pic).

From our survey and past campaigns, we have found that following are the great reasons for users to engage with BluFi:

• Free mobile downloads (35%)
• Free offers/news (20%)
• I like the brand (22%)
• I like the campaign (12%)
• My Bluetooth is always on (5)
• Excitement (rest)

BluFi Acceptance pattern

Different set of customers are accepting BluFi to engage with interesting campaigns. As the above picture indicates, BluFi is also a great medium to reach SEC A and SEC A+ users who are very hard to reach and establish an engaging brand experience and also at various touch points like kiosks,mobile vans, airports, shopping malls, youth hangouts, events etc!

Increase in Bluetooth acceptance with activations

As per our data almost 73% of users are looking forward to get more information about the products to be launched. And from our experience we have witnessed great user acceptance for brand messages. The number of users who accept brand messages increases when there is a great buzz happening with the activations in the location.

We've also found that following activations provides great triggers for users to engage with brands in BluFi zones:

• Consistent and persistent education through banners/posters/standees etc
• Campaign specific activations
• Announcements
• Promoters
• Word of mouth/Viral
• Education via digital screens

BluFi provides great advantages for brands to establish great engagement with consumers when they are in mood for engaging with the brand.

Good day,

Team TELiBrahma.

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BluFi for great reach and impact.

We at Telibrahma are always on the look out for opportunities to provide more value to our clients by maximizing the reach and impact. Recently, we’ve increased our BluFi footprint with Spencer’s retail and Aditya Birla group’s “More” two of the leading modern retail outlets in India. This provides great opportunity for marketers to target home makers and housewives who are influential decision makers!

Network analytics from BluFi:

- Access to both male and female consumers in 18+ cities across India with Mumbai, Delhi and Bangalore forming the bulk of traffic

- Marketers can reach 72% of the consumers closer to POS and 60% of the consumers with corporate profile who are hard to reach with other mediums

- BluFi helps marketers to reach 87% of the youth audience on their favourite gadget “mobile”

- Survey indicates that >70% of the youth have direct influence on what products their parents purchase and >60% influence on what their friends purchase

- Marketers can target consumer based on the mobile phone they carry! For e.g. luxury brands can target users with hi-end models thus engaging with the right target audience

Good day,

Team TELiBrahma.

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MMA global awards-Telibrahma selected as finalist.

Recently Mobile Marketing Association selected Telibrahma as finalists in MMA global awards in the category Cross Media integration – Asia Pacific region for our Prodcasting campaign for Honda Jazz.

The MMA received hundreds of submissions in 12 categories from companies across the globe regarding completed mobile marketing campaigns and their outcomes. Finalists were selected by the MMA Awards Selection Committee, which is comprised of global industry leaders from wireless carriers, technology and content providers, agencies, and industry publications.

Winners will be announced on the second week of November 2009. The official press release from MMA can be found here.

Good day,

Team TELiBrahma.

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TELiBrahma wins ORDER OF MERIT from PMAA

Promotion Marketing Awards of Asia (PMAA), which completes a decade in 2009 marking its excellence in Asia, recognizes the very best in promotion marketing and mastery throughout Asia every year. We have nominated 2 of our campaigns in Digital category. The Jury has awarded the ORDER OF MERIT certificates to both nominations after analyzing the innovative aspect of both campaigns.

Following are the 2 campaigns that were awarded the Order of Merit certificates:

Alley: Aley is a non profit organization focusing on promotion of rural artists and their art work. Aley helps rural artists sell their pieces of art directly to the art enthusiasts and art collectors devoid of middle men.

Paintings created by the artists were converted in to wall papers with the signature and contact details of Aley, and these were delivered to the users mobile directly in all our BluFi zones. Each time user visits a luxury mall, a different content was delivered ensuring no repetition of images/content.

Results:

• More than 200000 impressions were delivered in 1 month

• Several leads were generated during the activity period

Royal Challengers:

The entire KSCA stadium was converted into a BluFi zone. Spectators were treated with instant updates from the match which is the major difference between watching the match in stadium and in cricket match. Updates include analysis from the match, team profile of Royal Challengers, images from the match and fun facts. Spectators could participate in contests predicting different outcome of the matches to win prizes (sponsored by partnering brands)

Results:

• More than 10000 registration to fan club in pre-event activities

• More than 240000 downloads over 28 hours of cricket

• Major brands like Blackberry, Britannia, Airtel, RC and Canara bank engaged with target customers through the new platform that was created

• 7 blackberry phones, t-shirts and free tickets were given to spectators as prizes

• Nearly 20% of the fans in the ground downloaded content during the match days

Good day,

Team TELiBrahma.

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