DishTV: Entertainment Wish Karo, DishTV Karo

Source: MMA Smarties, Silver, India, 2018

Downloaded from WARC

DishTV, a direct to home (DTH) services provider, used entertainment to connect with digitally
unconnected audiences in Tier 3 markets in India.

The rural population of India was a digitally unconnected segment that presented both a large
challenge and opportunity for DishTV.
DishTV used the interest in Bollywood to provide a mobile augmented reality (AR) experience,
allowing participants to dance with Shah Rukh Khan.
The experience was promoted via pamphlets, jingles and direct marketing in villages, and events
using the AR experience – with mobile playing a crucial role as that is what facilitated the AR.
The campaign created high awareness for DishTV and strengthened its market share – 43% of
customers shared data with DishTV for services and 37% of hot leads were converted into actual
sales.

Campaign Details
Brand: DishTV
Lead Agency: Affle
Region: APAC

Strategy
Objective

"DishTV– India's leading 'Direct To Home' television operator aimed to engage with the digitally unconnected
audiences in Tier 3 markets using entertainment.

TG - Rural India, UP

Through a 1st of its kind - "Innovative, Offline To Online, CROSS MEDIA Digital BTL Campaign", built using
Augmented Reality over a mobile device, the campaign focused to bring entertainment to Tier 3 audience.

Strategic Objective

1. Drive high brand awareness about DishTV's customized packs (Top of funnel).
2. Increase adoption of DishTV services in Tier 3 market (leads) (Bottom of funnel).

Challenge

1. Rural segment of population needs simplistic but detailed explanation for adoption. Challenge lay in
ensuring this is done smoothly in the campaign, ie, make the campaign easy to participate.
2. Making sure, creating top of the mind awareness of DishTV's services is done effectively.
3. Without using filmstar Shah Rukh Khan's-SRK's actual physical presence, create an engaging activity with
the target audience.

Opportunity

The rural population, which contributes to 70% of India's population, was a digitally unconnected segment for
business.

Tapping this segment brings big opportunity for DishTV.

Through a campaign that utilized technology and entertainment.

a. brand could create a differentiation

b. create higher recall
c. position DishTV as the goto destination for entertainment, driving higher market share for DishTV

So, we created an offline to online CROSS MEDIA Digital BTL campaign based on Augmented Reality on mobile
devices.

that could allow participants in rural areas to Dance with Shah Rukh Khan without SRK being actually present at
the area of campaign.

Campaign was split in 3 parts:

a. Pre Event promotions - which utilized multiple channels like pamphlets distribution(print), direct marketing,
outdoor marketing- mobile booths( vans), playing jingle across villages (Stage - Create Awareness).
b. Event Participation - where "Dance-Off" session with SRK using AR was executed along with "take a
picture with SRK" over mobile devices (Stage - Create Desire).
c. Product Information & lead collection - where DishTV's product plans were shared, which potential
consumers could purchase or get subscription of (Stage - Create Action).

We evaluated the campaign basis the following:

1. Brand Awareness and participation

2. Offline to online Leads collected
3. Lead conversion into actual sales

Target Audience

Our analysis revealed the following characteristics of the target audience:

 a. was the rural segment , tier 3 population - digitally unconnected
b. Age 15-45
c. Behaviour - Exhibits interest in Bollywood, cinema, movies, Bollywood songs, is a fan follower
d. Gender - male & female inclusive
e. The TG exhibited a proclivity towards entertainment as an essential aspect of day to day life
f. Underlying unmet aspiration of a fan (to meet the Star)

Creative Strategy

We designed our strategy clearly focusing on 2 aspects

a. TG is currently digitally unconnected.

b. TG needs to be digitally encouraged by delivering AR experience through mobile devices.

Use of cross media

Offline Marketing - pamphlets, mobile vans, jingles and music.

Direct Marketing - one to one marketing in villages, word of mouth marketing.
Mobile Marketing - augmented reality campaign delivered over mobile devices for consumers.

Content & promotion using pre event promotions where pamphlets were distributed across villages and mobile
vans showcasing "Are you ready to Dance with SRK?" (in Hindi) was regularly promoted in these villages, jingle
playing, along with during event announcements. These communications were done in Hindi language to
connect better with TG.

Channel

Pre Event - since the TG was Digitally unconnected, we focused on using offline sources of
communications ( Pamphlets, word of mouth, verbal communications, use of voice - playing DishTV jingle (
through speakers ).
During Event - Use of mobile devices to deliver entertainment using Augmented Reality - "Dance Off
session with SRK".
Tonality Used - fun and entertainment.

Creative Strategy

Creative measures delivered AR led Dance off experience with SRK, and getting a photo clicked with SRK.

Context

This was the first year of the campaign.

Executed for 4 months.
Campaign optimizations were incorporated to deliver a smoother AR experience.

Execution
Overall Campaign Execution

This cross media, mobile, AR-led, digital BTL campaign was split into 3 parts:

a. Pre event promotions - where pamphlets were distributed in each area of campaign to create event hype
(stage - create awareness & intention), along with mobile vans playing jingles, and 1-to-1 direct marketing
in villages.
b. Event participation - where "Dance-Off" session with SRK using AR was executed along with "take a
picture with SRK". (stage - create desire).
c. Product Information & lead collection - where DishTV's plans were shared after the dance off which users
could purchase or get subscription of (stage - create action).

A good portion of the campaign budget went off in executing the campaign through mobile and that was because
AR delivery through mobile was the key element to building an experience for consumers which included the
"Dance Off" session and take a pic with SRK session. The touchpoint for consumers for delivery was mobile
devices.

Mobile experience was the key to the campaign and hence a focus of budgets went on ensuring the quality of
delivery is enriching for potential consumers.

Mobile Execution

For delivery of Augmented Reality through mobile devices, mobile technology formed the campaign's essential
piece as:

a. Role of mobile - mobile devices were the key touchpoint for consumers to experience the campaign.
b. Role of mobile - Augmented Reality experience was delivered through use of mobile devices.
c. Inclusive participation - the technology that we created could be delivered "across" mobile device types to
encourage maximum participation.
d. Mobile integration - mobile device delivered participation and experience for consumers (while other
channels delivered awareness).
e. Ease of use for TG - AR technology that we built did not require any skill, but simple dance-off with SRK
making the engagement open to major target age groups and non mobile aware users and lowered the
inertia of participation making campaign highly inclusive of TG.
f. Awareness, delivered through offline and direct marketing, plus engagement and acquisition, delivered
through a mobile-based Augmented Reality campaign.

Business Impact (Results)

Context

DishTV is India's leading DTH provider.

Semi urban and rural areas (our target region) were a promising and potential growth driver as a market for DTH
services adoption.
The brand aimed to acquire more users from the rural areas.

Evaluation

With the blend of offline and online, cross media campaign, the AR experience over mobile was highly
successful in achieving set objectives.

1. High brand awareness and high footfall & engagement - thousands of fans engaged with the campaign,
across villages.
2. Strong engagement - over 43% customers shared data with DishTV for their services across service points.
3. Successful conversions - over 37% of the hot leads converted into actual sales.
4. With no additional investment in celebrity FEE, the campaign delivered an unmatched ROI using a first of
it's kind AR technology for a digital BTL campaign using mobile devices.
5. Market share - campaign successfully enabled DishTV to create awareness and strengthen its market
share in tier 3 regions.

Market Impact

Campaign was successful in achieving the laid objectives:

1. Creating high awareness for DishTV in TG

2. Strengthening market share for DishTV by increasing adoption
3. The multi channel, mobile-focussed, innovative AR-led campaign delivered high awareness for DishTV,
which came out objectively as thousands of potential customers participated in the campaign and
experienced the AR-based entertainment.
4. Over 43% of customers shared data with DishTV for services.
5. 37% of the hot leads converted into actual sales (campaign exhibited active participation with active
interest in products offered by DishTV).
6. One of the key pieces of campaign delivery was ease of participation, which was a very critical piece for
the digitally unconnected TG in rural areas.

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