Fever 104 – Thematic Campaign

Campaign Summary

• Campaign Period

– Oct 10 – Nov 8th (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
 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

 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

 Media Thrust : 15 – 34 TG (TV)
Market Universe GRP Avg. Freq. Reach 000s 1 + 2 + 3 + 4 + 5 +
Mumbai 1413 629 7.2 1229 87 73 62 57 48
Calcutta 756 175 3.1 430 57 41 25 18 10
Delhi 1856 551 6.8 1500 81 67 57 46 37
Bangalore 720 75 2.4 222 31 17 12 7 4
Total Market 4746 442 6.2 3380 71 57 46 39 31
CS : 15 – 34, AB

• 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

Source : RADAR
 TV Plan : Oct 10 – Nov 8
Channel % Spend
Colors 30%
Star Plus 29%
Sony Entertainment TV 10% Daypart Cost % Spots % GRP %
Star Gold 4% Prime Time 65 35 62
EarlyPrime 20 23 18
Zee TV 4%
Afternoon 5 19 11
Star One 3% Morning 3 11 4
Zee Cinema 3% LateNight 3 3 1
FILMY 3% Late Morning 3 9 4
9X M 3% Grand Total 375.74499 2769 442
HBO 2%
Zee Marathi 2%
Bindass 2%
MTV 2%
Star Majha 1% Plan is built on GEC + Movies + Music + Marathi channels
Channel V 1%
ETV Marathi 1%
Music India 1% High skews to primetime
VH1 0.5%
Zee Talkies 0.1%
Grand Total 100%

Source : RADAR (Spends estimated at RADAR’s rates and not card rates)
 Media Thrust : Print
Edition Cost in Lacs Ins
Delhi 67 11
Bangalore 7 4
Mumbai 6 5
Grand Total 80 20

• Have used HT in Mumbai & Delhi (High Impact)

• Vijay Karanataka in Bangalore

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

Source : RADAR
Print Ads
Print Ads
Campaign impact on Cume’s
 Weeks considered

WEEK Dates
Wk 40 28 SEP to 04 OCT
Wk 41 05 OCT to 11 OCT
Wk 42 12 OCT to 18 OCT
Wk 43 19 OCT to 25 OCT
Wk 44 26 OCT to 01 NOV
Wk 45 02 NOV to 08 NOV
 7000
Marginal or No Impact across various TG
6500
DELHI
6000

5500

5000

4500
FEVER Campaign started

4000

3500

3000

2500

2000
Wk 40 Wk 41 Wk 42 Wk 43 Wk 44 Wk 45

FEVER BIG CITY MIRCHI ONE RED TOTAL

Source : RAM
 Marginal increase in Cume’s
8000
MUMBAI

7000

6000

5000

4000

3000

FEVER Campaign started

2000

1000
Wk 40 Wk 41 Wk 42 Wk 43 Wk 44 Wk 45

FEVER BIG CITY MIRCHI ONE RED TOTAL

Source : RAM
 Increase in cume skewed to
Younger Men of lower SEC
MUMBAI Wk 40 Wk 41 Wk 42 Wk 43 Wk 44 Wk 45 MUMBAI
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

Source : RAM
 Marginal or No Impact
BANGALORE
4000

3500

3000

2500

2000

1500

1000

FEVER Campaign started (Only Print)

500
Wk 40 Wk 41 Wk 42 Wk 43 Wk 44 Wk 45

FEVER BIG CITY MIRCHI ONE SFM TOTAL

Source : RAM
Qualitative Feedback – Mumbai & Delhi
 Branded Memorability
Mumbai Delhi
Is it enjoyed Medium High
Is it clear what the brand is High High
Is it understood High High
Does it involve you High High

• 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

Source : Consumer Contacts

 Does the TVC generate / reinforce interest?

MUMBAI DELHI
Persuasiveness Medium Low
New News Low Low
Uniqueness High High
Credibility Medium High
Relevance Low Low
• 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 Contacts

 Overall

• What worked
– High on cut through (Clutter breaking ability)
– Rise in awareness to fever
– Strengthen association with Music & a youthful imagery

• What hasn’t
– Not impacted on Cumes (Neither in strongest / weakest markets)
– No compelling reason to shift loyalties & try FEVER
– Imagery alienating the majority – ‘Not for me’
 Implications for us…
• Given 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 cume’s inspite of a visible
clutter breaking campaign

Delhi

• Need an immediate ATL campaign to increase awareness of ‘100 Chartbuster

positioning’ to differentiate & fight Fever’s hold on Music

Mumbai

• We must focus on high decibel activations to generate cume’s among the lower SEC’s
where we are weak
 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
THANK YOU