The National capital of India – New Delhi, is rightly known as the smog capital of the world. In the Winter of 2019 when the pollution levels surpassed 20 times beyond WHO's limit, an AIR EMERGENCY was declared in the city. Surpassing Beijing, New Delhi became the most polluted city in the world.

Unilever’s air-purifier brand Blueair, a late entrant into the market wanted to build relevant awareness and consideration. With Delhi’s air pollution status, the city contributed to almost 70% of the nation’s air purifier sales and many local and global brands cluttered the market. Established brands like Phillips, Honeywell, and Aquaguard owned 80% of market share and boasted of 7X marketing budgets compared to those of the premium air-purifier brand-Blueair, whose price was 2X that of its competitors. The need, to break the clutter and reach out to only the scattered premium niche audiences in the city!

Delhiites while at large were aware of the pollution problem, didn’t know how bad the situation was in their locality. Popular belief would suggest that if they remained indoors they would be safe. Although as per findings air pollution indoors can be 2 to 5 times worse than outdoors, this formed the base to our unique solution for the city.

With the focus on letting the niche premium audiences of Delhi know, how adverse the situation was in their area we devised The Blueair Pollution Alert System - a mobile-based trigger model that alerts premium target audience through exact live Air Quality Index (AQI) when they were indoors. We devised an immersive mobile creative that featured a bedroom ?lling up with smoke and a real-time update on the AQI of their vicinity with demarcated levels of severity: ‘Poor', ‘Unhealthy’ and ‘Hazardous’. The creative drove users to E-com.

At over 502 million, India’s smartphone penetration among urban consumers is formidable. Of which Delhi has the highest mobile and internet penetration. With mobile, hence being the singular most relevant channel of communication, a focussed bulls-eye cohort of 3.3Mn premium-residents of Delhi was created. With a trigger-based model, whenever a user interacted with any of the 100,000 apps, the user would be updated with the AQI level in their vicinity basis geo location data extracted through these apps. To further build consideration we built a plan at a frequency of 4+

As an outcome, more than 3Million unique creatives were served to the target audiences through their mobile phones.

With a humble campaign budget of 10,000 USD deployed on mobile the campaign was spread across 45 days. We implemented Blueair’s Pollution Alert System as follows:

1. At first, we identified and created a PREMIUM-AUDIENCE COHORT by tracking their handset price, address, and frequented spots like of?ces, malls this paved the way for a live-stream of air-quality

2. Further, through live tracking with GPS SIGNALS, we pinned down 38 exact localities in the city where target audience was situated and enabled polygon-targeting.

3. We set up a pathway for LAT/LONG SIGNALS from their smartphones to collide with the live incoming API feed of Air-Quality Index data

4. And delivered our real time geotargeted creatives to our bang on TG while they were indoors, based on WiFi-USAGE

Delivering impact through interstitial creatives our messaging left a lasting effect on the TG through a wide range of mobile apps.

With a dual task of creating relevance for the category, and driving preference for Blueair against dominant players. We maximized the efficiency of every cent spent. This, through precision marketing techniques and real-time geotargeting at a high-frequency

1. We reached 3.3M premium residents in Delhi with a frequency of 4.

2. Our trigger warnings witnessed a 4X higher interaction than regular ad units.

3. The campaign saw a 90% completion rate which was 3X more than the industry standards.

4. As against performance campaigns, our geotargeted real-time alerts delivered a whopping 5 times higher Return on Ad spends

With our success in New Delhi, The Pollution Alert System now allows us to forecast warnings to every heavily polluted metropolitan city in the world.