Direct > Digital & Social

AIRTEL LIFESAVING WALLPAPERS

TAPROOT DENTSU, Gurgaon / BHARTI AIRTEL LIMITED / 2017

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Overview

Credits

Overview

CampaignDescription

In today's times our phones are all password protected. In the unfortunate circumstance of an accident or medical emergency, it becomes difficult for people to reach the victim's families or friends because the phones are locked with passwords.

The Airtel Lifesaving Wallpapers helps people access important information such as emergency contact numbers and blood group without having to unlock the phone because the same is available on the phone screens on the wallpapers.

Execution

A simple, 4-click process allows the most un-initiated of users to download and apply a ‘Life Saving Wallpaper’ – that could be the difference between life and death.

We created thousands of wallpapers, which could be easily customised by feeding in emergency contact numbers and blood group information. These wallpapers could be easily downloaded from Airtel's site. This campaign was executed at all India level. The idea was rolled out across all major cities and rural areas in January 2017.

Outcome

Across India, people are downloading the wallpapers. Everyone who has a smartphone and a basic internet connection can download one. That's regardless of the network operator one uses. So far as many as 94000 downloads have happened. It makes access to emergency information far simpler than most other solutions currently available for such devices.

Relevancy

Mobile phones are one of the widely used mediums in India, they stretch across stratas, socio-economic groups and ages. They're always with us no matter where we go. The idea reaches out to people at large, in a very personal way, and it evokes a response literally right away. It uses the most personal medium of communication i.e. a mobile phone and engages people to change the way they maintain their information.

Strategy

Every 10 minutes three people die in road accidents in India. Road accidents have killed over 148,000 people in a year basis the latest statistics.

The number is ever increasing and the government authorities can’t always react because of paucity of time, resources and information.

A telecom brand caters to consumers across all social strata and almost all demographics own a mobile device.

As India’s largest telecom brand, Airtel decided to transform this device of communication to a life saver through Airtel Lifesaving Wallpaper.

Synopsis

India is currently the second-largest telecom market in the world.

With multiple players slugging it out for the mindshare, there are minimal differentiators in the category.

Most brands operate in the rational domain talking about product benefits like speed, data, tariffs, etc.

The task for the market leader Airtel was to not just operate with functional superiority but also connect with its consumers through something that reinforces it as a thought leader.

With burgeoning population and large working class, Indian roads are full with people, traffic and chaos. With a plethora of movement on the roads, there are a lot of accidents which lead to high number of deaths or grievous injuries - which could be avoided if timely action were taken.

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