Cannes Lions

30 Million touches - Jio KBC

RELIANCE JIO INFOCOMM / JIO / 2018

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Overview

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Credits

Overview

Description

All secondary research showed that gaming was becoming popular and our consumer research highlighted the fact that building an interactive platform for the end consumers had positive impact on the brand. Hence, we decided to integrate with the most popular show on the TV – KBC (Indian version of Who wants to be a millionaire) and added the "gamification", "real time playing" and "digital platform" to the campaign.

From consumer immersion, we realized that everyone watching game always thought they were a better player than the person on the hot seat, and that worked as a key hook to anchor this platform. Many Indians aspired to be on the KBC hot seat but only lucky ones got an opportunity to play on the Hot Seat with Mr. Amitabh Bachchan. Therefore, Jio-KBC was born enhancing interactivity and virality component in the brand communication, and also made it accessible to everyone.

Execution

The audience could play this game on their smartphones while the program was telecasted for the whole season comprising of around 50 episodes. Backend integration was done sophistically enough to ensure uninterrupted gaming experience was offered to people playing on mobile.

Two way video chat lifeline was offered for the first time anywhere in the world. Jio hot seat and an express pass and exclusive weeks for winners to play with popular Bollywood actor Amitabh Bachchan. Every mobile player got additional free data and gift vouchers from Jio's associate brands

Additionally, an exclusivity was also built to create a special bond with current Jio users. There was special Jio jackpot where participant with right answer stand a chance to win a car, smartphone etc and also a fully paid surprise USA trip. This was also clubbed with anchor brand mentions and a mega Jio jackpot of 10 million Indian rupees.

Outcome

1. Jio-KBC became the biggest concurrent multiplayer gaming experiences anywhere in the world with 4 Million+ concurrent users

2. Over 30 Million people played this game, both Jio and Non-Jio

3. Extending internal policy of maintaining Net Neutrality and open platform, a brand agnostic Jio-KBC platform was offered to all consumers irrespective of which Telco they subscribed to

4. More than 12 Million competition subscribers played Jio –KBC witnessing high-speed data quality offered by Jio network

5. Jio subscriber base rocketed by 45% within a month of JIO-KBC launch

6. India reached rank 1 worldwide in total data usage well ahead of developed nations like US

7. New entrant Jio got in the list of most loved brand with 11th rank in The BrandZ Top 50 Most Valuable Indian Brands

8. Not only bigger metros, but even smaller cities of India contributed significantly to the player base of this game

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