fever 104 campaign analysis

8/8/2019 FEVER 104 Campaign Analysis

1/22

Fever 104 Thematic Campaign


2/22

Campaign Summary

Campaign Period

Oct 10 Nov 8 th (data is available only till 8 th )

Campaign Spends

TV : Rs 3.7 Cr (HSM)ACD : 30 sec

Print : Rs 80 Lacs (Mum, Del, Bangalore)Avg CC : 150


3/22

Campaign Objectives

Key Objectives

Drive home the brand promise Less talk, more music

Increase saliency & drive TOM Increase Cumes in existing markets

Strengthen the youth connect


4/22

TVC Communication Messages

Music Ka Bukhaar, Fever Ek Sau Chaar Baatein Kum Music Zyada Chalis Minute Non Stop Music

Hottest Hindi Hits Lagataar

Execution

Two pretty young things, singing contemporary songs in a male baritone

Tone & Personality

Contemporary, Exciting, Youthful, Fun, Irreverant


5/22

Media Thrust : 15 34 TG (TV)

Campaign was High on reach & visibility

It has 100% SOV on TV during the period No other Radio brands active on television during this time

Market Universe GRP Avg. Freq. Reach 000s 1 + 2 + 3 + 4 + 5 +

Mumbai 1413 629 7.2 1229 87 73 62 57 48Calcutta 756 175 3.1 430 57 41 25 18 10Delhi 1856 551 6.8 1500 81 67 57 46 37

Bangalore 720 75 2.4 222 31 17 12 7 4To tal Market 4746 442 6.2 3380 71 57 46 39 31

CS : 15 34, AB

Source : RADAR


6/22

TV Plan : Oct 10 Nov 8 Channe l % Spend

Colo rs 0%tar P lus 29%ony Ent rtai nmen t TV 0%tar G old 4 %

Zee TV 4%

tar O ne 3 %Zee Cinem a 3%FILMY 3%9X M 3%H O 2%Zee Marathi 2%

ind ass 2%MTV 2%

tar Majha %Cha nnel V %ETV Marathi %Music I nd ia %VH 0. %Zee Ta lkie s 0. %

G rand Tot a l

%

Daypa rt Cost % pots % G RP %

Prime Time 65 35 6 2Ear lyPrime 20 2 3 18

Afte r noon 5 1 9 11Mor ning 3 11 4LateN ight 3 3 1Late Mor ning 3 9 4

G rand Tot a l 375.74499 2769 442

Plan is built on GEC + Movies + Music + Marathi channels

High skews to primetime

Source : RADAR (Spends estim ted t RADARs r tes nd not c rd r tes)


7/22

Media Thrust : Print

Have used HT in Mumbai & Delhi (High Impact)

Vijay Karanataka in Bangalore

Note : They have also taken visibility at few malls in Delhi & Bangalore

E ditio n Cost i n Lac s InsD elhi 67 11Ba n a lor e 7 4

Mumb ai 6 5G rand Tot a l

S ou rce : RA D AR


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Print Ads


9/22

Print Ads


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Campaign impact on Cumes


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W eeks considered

WEEK Dates

Wk 40 28 SEP to 04 OCT

Wk 41 05 OCT to 11 OCT



Wk 44 26 OCT to 01 NOV

Wk 45 02 NOV to 08 NOV


12/22

Marginal or No Impact across various TG

2000

2500

3000

3500

4000

4500

5000

5500

6000

6500

7000

Wk 40 Wk 41 Wk 42 Wk 43 Wk 44 Wk 45

FEVER BIG CITY MIRCHI ONE RE TOTAL

F EVER Campaign started

DELHI

Source : RA


13/22

Marginal increase in Cumes

F EVER Campaign started

MUMBAI

1

3

4

5

6000

7000

8000

W 40 W 41 W 4 W 43 W 44 W 45

EVE

B IG I

I I O E E O A

Source : A


14/22

Increase in cume skewed to

Younger Men of lower SEC MUMBAI Wk 40 Wk 41 Wk 42 Wk 43 Wk 44 Wk 45

All People 12+ 1712 1495 1653 1831 1709 1663

All People 12-19 306 247 307 428 286 392

All People 20-24 352 281 306 256 317 274

All People 25-34 363 295 358 392 338 334

All People 35-44 342 306 328 291 348 241

All People 45+ 349 366 353 464 419 424

All Male 12+ 1115 873 934 1136 1043 945

All Female 12+ 597 622 719 695 665 718

SEC A 12+ 241 260 308 318 241 288

SEC B 12+ 327 275 303 330 353 317

SEC C 12+ 529 480 534 612 578 496

SEC D/E 12+ 616 480 508 572 537 563

MUMBAI

Source : RA


15/22

Marginal or No Impact

500

1000

15 00

2000

2500

3000

35 00

4000

W 40 W 41 W 42 W 43 W 44 W 45

EVE B IG I I I O E S O A

F EVER Campaign started (Only Print)

BANGALORE

Source : RA


16/22

Qualitative Feedback Mumbai & Delhi


17/22

Branded Memorability

Only station to be recalled with the right brand name & frequency across

Comprehension of the communication was good I get uninterrupted music only on Fever 104 Music is the single most reason to tune in to FEVER

Mu ai D hiIs it nj y d Mediu HighIs it e a what th e br and is High High

Is it und er st d High HighD es it inv v e y u High High

Source : Consumer Cont cts


18/22

Does the TVC generate / reinforce interest?

It has high cut through as the execution was unique & simple.

Stations Imagery does reflect in the TVC

However, the communication failed to generate high sampling to the station

Source : Consumer Cont cts

MUMBAI DELHI

Pe rsuasiv ene ss Med ium LowNew New s Low LowUn iqu ene ss H igh H ighCred i ility Med ium H ighRe le va nce Low Low


19/22

Overall

W hat worked High on cut through (Clutter breaking ability) Rise in awareness to fever

Strengthen association with Music & a youthful imagery

W hat hasnt Not impacted on Cumes (Neither in strongest / weakest markets) No compelling reason to shift loyalties & try FEVER Imagery alienating the majority Not for me


20/22

Implications for usGiven our strength in individual markets (except delhi), A National campaign driven by TVC has

relevance only if There is new news (spikes) to say Reinforce our imagery across the country

Purely positioning led communication has little impact on cumes inspite of a visible clutter breaking campaign

Delhi

Need an immediate ATL campaign to increase awareness of 100 Chartbuster positioning todifferentiate & fight Fevers hold on Music

Mumbai

W e must focus on high decibel activations to generate cumes among the lower SECs where weare weak


21/22

Next Steps Delhi

Plan to relaunch 100 Chartbusters with a heavy ATL campaign

Increase awareness & build meaning around 100 Chartbusters Increase sampling by reinforce stations content & imagery


22/22

THANK YOU

fever 104 campaign analysis

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