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.

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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

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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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BluFi powered campaign for Toyota Fortuner.

Every month we are witnessing a great acceptance from leading brands for our “Prodcaster” idea! We’ve executed the first Prodcasting campaign for Chevrolet Spark in Forum Mall in Bangalore and it got featured in one of the leading mobile marketing new website “Mobile marketer”.

Last month we’ve taken the Prodcaster to the next level by deploying a HONDA JAZZ with BluFi and branded with call to action messages that makes users turn their mobile bluetooth engage with the car. And the activation was a great success and it’s been featured in Afaqs! and All about Outdoor.com.

This month, we’ve partnered with Toyota India to promote the newly launched SUV – Toyota Fortuner. Toyota had a planned activations in major airports in India where Fortuner was displayed in Domestic Lounge to create a direct connect with the potential audience. To provide detailed information about the car to the audience and to inspire them was a great challenge since the promoters were not always able to provide right information to the customers. To address that issue, we’ve deployed BluFi along with the car and educated users to turn on their mobile bluetooth to get the relevant information about Fortuner.

Users can access Fortuner wallpapers, hi-resolution video and an exclusive mobile application that has all details like technical specifications, advanced technology details, an option for users to view different colors of Fortuner, locate a nearest dealer etc.

The activations is a huge success and we've engaged with 23,150 unique users and registered over 70,279 downloads for the brand content in just one month of the activity!

Following is the detailed presentation of the campaign.

Toyota Fortuner

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Good day,

Team TELiBrahma.

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