How Pulp Strategy & Intel’s Ek Kadam Unnati Ki Aur helped improve PC relevance and purchase intent in non-urban India

Case study by Pulp Strategy & Intel aimed to increase PC awareness and improve access to opportunities in non-urban India, under the category: 'Offline-Online Integrated' for LI Digital Awards 2017

Intel_ek_kadam_unnati_ki_aur

The Client

Intel is the world’s largest and highest valued semiconductor chip makers based on revenue. Intel has become one of the world’s most recognizable computer brands following its long-running Intel Inside campaign. Harnessing the capability of the cloud, the ubiquity of the Internet of Things, the latest advances in the memory and programmable solutions, Intel is disrupting industries and solving global challenges.

The Agency

Pulp Strategy is a full service interactive, digital communications and technology agency, transforming solutioning with creative storytelling that translates into effective data-driven marketing initiatives of scale in the humanized digital era.” Pulp Strategy uses digital intelligence, data, business analytics, research and tools to design customized strategic engagement solutions that integrate creativity, consumer insight, technology, and practical creativity to deliver measurable results for our clients.

Problem Statement

People in non-urban India have fewer opportunities for growth as compared to their urban counterparts.

The adoption of technology in non-urban India has challenges of low awareness, poor infra and low ownership of personal computers. Lack of information, broken product distribution, poor availability of opportunities for device trials contributed to slow moving adoption rates of personal computers. The biggest concern of the non-urban youth was that they might not be getting the same opportunities as their urban counterparts and thus would be comparatively slower to progress.

Identified Objectives

Improving access to opportunities through technology (personal computers) in non-urban India.

The Ek Kadam Unnati Ki Aur campaign focused on mentoring, skill-development, training and bringing about a change in the technology ecosystem to positively influence the lives and perception of people about technology in non-urban India over a long and effective engagement period.

The Strategy/ Execution

Insights show that non-urban India operate in tightly-knit communities. The motivations for our audience were centered on improved opportunities that resulted in better employment, economic prosperity and being equipped to compete with their urban counterparts.

The campaign spanned 11 states with the following creative thought in 8 regional languages.

“With an Intel-powered PC, you are powerful.”

Take a step towards progress

“Ek Kadam Unnati Ki Aur”

The team set up 100 Unnati Kendras across Common Service Centers (CSCs) equipped with personal computers and Internet connectivity and managed by Unnati Gurus (trainer). The Unnati Kendras were equipped with training content and facilities in the regional language as well as Hindi and English.

Intel_unnati_kendras

The Unnati Guru delivered personal computer based trainings that were focused on how a computer can open up avenues of economic empowerment, self-expression and creativity through 140+ audio-visual training modules in 8 languages.  Consumers had the opportunity to experience the devices while they learnt in detail about computer skills and Internet facilities.

To add on, dedicated training sessions in language and vocational training were organized, aimed at creating opportunities for education and employment. Detailed sessions on utilizing online skills for business growth were delivered as per a scheduled training calendar. Mindful of local sensitivities, the team constantly innovated on ground to create all-women training sessions, training for traders on government schemes, as well as trainings on using utility tools like spreadsheets to maintain records.

Intel_Unnati_training_guru_001

The Unnati Kendras operated full-time from April to December. Local influencers and the success stories of consumers were the strongest influences for the audience.

An IVRS system was set up which provided information about the program and the local Unnati Kendras in 8 regional languages. Print, OOH, SMS, local cinema and social media were used to drive awareness and amplify success stories of consumers.

Results

As a result of accentuating the ideas of empowerment and progress with a people-centric approach:

  • The campaign led to a whopping 87% improvement in personal computer relevance and purchase intent.
  • Program Reach – 50 million consumers were directly engaged; interactions with 700,000 consumers
  • Delivered devices experience to 238,000 consumers through interactive training videos around Education, Entrepreneurship and Self-Expression using the offline application
  • Almost 15% of non-computer users are likely to purchase a computer as compared to consumers who are using a computer

Observations

  • The campaign led to a whopping 87% improvement in personal computer relevance and purchase intent.
  • The campaign attracted 1,509,549 unique visitors to the campaign website with 1,047,206 new visitors. Significant lift for personal computer relevance and directional lift for 0-3 (87%), 4-12 (89%) month purchase intent.
  • Strong recognition of 86%, higher than the norm for TV & Print: Exposure to all media has triggered significant lift in the relevance and purchase intent of personal computers.
  • Stronger overall campaign impact among device non-owners: Almost 15% of non-computer users are likely to purchase a computer as compared to consumers who are using a computer. Once exposed to computers, smartphone users tend to see increased benefits of a computer especially in areas of education, healthcare and access to government schemes.
  • Enhanced experience at the Unnati Kendras: At an overall level, the Unnati Kendra experience was satisfactory or extremely satisfactory for 94% of visitors. Repeat visits resulted in significantly higher ‘extremely satisfied’ scores. Interactive content available at the Unnati Kendra and Unnati Gurus are the key drivers to a positive experience.

Here’s the case study link: