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Tata CliQ's “This is gifting ka mahina” Campaign on Gaana App​

Objective

To promote the core campaign leg “This is gifting ka mahina” during the festive season and their tactical bank offers through highly interactive ad formats.​

Strategy

  • To initiate Interactive Audio format that requires voice input from the user which then triggers the CTA basis user response(Non-Skippable format)​

  • Promote the offer through VoiceAds and further their tactical offers with HDFC & ICICI Banks in two bursts.​

  • We planned a high decibel interactive campaign to elevate the communication leg along with offers that resulted in consuming over 2.5Mn+ impressions in a span of 7 days.

Execution

To promote the campaign leg, we implemented the below:​
'Audio' ad type was used, and subsequent sequences of the ad were delivered basis vocal responses received by the end-user. The ad used the microphone permissions granted to the Gaana app, to listen to user commands and respond to each type of answer.​

This intelligent ad format also auto-negated users who responded with a strong "No" and did not retarget them via any future voice ad sequences.​

As a result, 1.63% of listeners were interested and heard follow-on audio with more details follow by a  landing page.​

Client Testimonial

 

“We at Tata CliQ believe in #BenchmarkAndBetterTheBest as one of our tenants. We always dare to try out new innovative ways to reach out to our targeted audiences with personalised and technologically advanced ways. The resulting engagement with the Voice Activated Ads on Ganna showed us that this is the right direction for our brand.”

Chirag Sharma

Brand Marketing, Tata Cliq