Case Study

Targeting the Indian community, O2 Indian Soapstar gave consumers the chance to win a staring role in 'Pavitra Rishta', the hit Hindi soap, whilst highlighting the benefits of O2 International Favourites. Facebook let consumers know how to audition and housed an app which encouraged people to go to 'Indian Soapstar' and then share their pictures. The roadshow auditions have all been uploaded to the YouTube channel and the winner announced in January. 

Brief

O2's objective was to get international callers within ethnic communities to learn about the benefits of O2 International Favourites by bringing the offering to their communities in a standout way. The largest community within O2's target market is the Indian community with an estimated UK population of 1.3m (2001 census), who make regular communal phone calls to relatives back home.

Strategy

Pd3 targeted the Indian Community with a chance to win staring in 'Pavitra Rishta', the hit Hindi soap. The engagement plan included driving awareness of the competition and prize through TV ads and PR, local press and ethnic press, radio, retail and internal communications. Facebook was used to let people know how to audition and about the product. People got involved through an experiential campaign where they were able to audition and purchase the product. The audition was uploaded to Youtube.

Execution

The engagement plan: 
Awareness was achieved by 30 second and five second promos, while the informing process involved a digital hub containing roadshow information, weekly highlights from the tour, promotional content and profile pieces and practice scripts on the 4 characters people can play in their audition.

The Indian soap star Facebook application page enables users to use one of their Facebook pictures (including their friends'). After the user picks a picture they are taken to the Editor page which contains a number of traditional Indian items that users can drag and drop on to the picture. After the user saves his Indian Soapstar picture it is posted on the user's own wall and on the person's wall who has been used in the photo.

Potential O2 International Favourites customers can experience the product and audition for a role in the Indian soap 'Pavitra Rishta' at one of the roadshows, which allowed them to sign up for the audition, have a Mendi done and to audition for one of the 4 roles. At the audition they have to state why they are the next Indian soapstar and act out the script. After 24 hours they can view their audition on Youtube. While auditioning they can experience the O2 International Favourites by receiving free calls via smartphones, pre pay sims.

The prize includes three premium economy flights from London to Mumbai with hotel, £300 spending money and a 45 seconds speaking role in 'Pavitra Rishta' aired on Zee TV UK and Europe.

The internal communications strategy included virtually transporting the staff to India through a 3D sound experience via headphones where they are informed about the free international calls and O2 International Favourites.