MUMBAI: Indian social networking site, ibibo.com has become one of the highest spenders on radio in the online portal category with its ongoing two month long campaign across FM radio stations.
Ibibo.com senior manager marketing Nilay Arora states, We wanted to come out of our earlier positioning of being a entertainment based social network and establish the new positioning of being a social gaming destination. We have invested 10-20 per cent of our advertising spend on radio….
Being a metro centric campaign, the networking site has concentrated its on-air presence in Mumbai, Delhi and Bangalore. Ibibo.com has invested in inventory of national players like Red FM, Big FM, Radio One and Fever FM.
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Ibibo has woven the on-air campaign into a unique brand integration model by making the RJs available beyond radio. We have RJs from all these radio stations logged into our site for playing online games. RJs mention their profile on air and invite listeners to be part of the gaming experience,… says Arora.
The month old radio campaign which started on 1 Feb might be extended gauging the on air response. Although cross medium campaigns will go off air by this month end, we are contemplating extending radio campaign into the second month.
Radio fits in completely for the networking site as it aims to target the younger generation. Youngsters tune into radio on their cell phones and on the move, plus we have found surge in listenership during the afternoons. As such, ibibo spots are broadcasted in the morning, evening drive times and in the afternoon….
After this three city radio campaign, ibibo.com is also drawing up plans for targeting the smaller towns in the next campaign lined for the coming financial year. We might run a campaign across Tier 2 cities towards the end of first quarter,… he says.
Send in your comments to: anita.iyer@indiantelevision.co.in
