Source: Ad Age India | February 14, 2019
Xaxis, an Outcome Media Company and GroupM’s advanced programmatic arm, shared their results from a recent campaign for Frankfinn Institute of Air Hostess Training. The challenge for Xaxis, in partnership with m/Six, was to increase awareness of Frankfinn Institute of Air Hostess Training (Frankfinn) as the world’s top air hostess training institute.
“For our first-ever digital brand campaign, we needed a strategy that connected our new brand communication seamlessly with our target group,” said Kulwinder Singh Kohli, Founder and Non-Executive Chairman, Frankfinn Institute of Air Hostess Training. “Data and insights being the core of our strategy helped us achieve 50% brand uplift.”
Frankfinn’s campaign was split into three phases, each with its own strategy and KPIs. For the pre-launch phase, Xaxis View was used with niche audience targeting to create brand awareness. In the launch phase, Xaxis TV Premium (OTT) product was activated to increase reach and brand recall, while also retargeting audiences exposed in the pre-launch phase. In the sustenance phase, a call-to-action button was enabled for retargeted audiences exposed in previous phases along with a Zeotap (telecom) data layering on Hotstar (OTT platform).
Saket Sinha, Senior VP, m/Six said, “In partnership with Xaxis, we used telecom data and targeted video platforms, the largest being OTTs and YouTube, to help Frankfinn reach a younger audience.This strategy proved fruitful, as our campaign was extended by an additional month and Frankfinn’s search trends reached a three-year high.”
Bharat Khatri, Country Lead, Xaxis India, said, “Having the right insight, creativity and ability to scale are critical to creating a successful media strategy. With our advanced technology offering and deep consumer insights, we customize each plan according to the client’s desired business outcomes to create a personalized approach that will deliver the most value to them. Now more than ever, our clients are looking to us for dependable advice as they revamp their business models in order to keep pace with the ever-changing commercial environment and new technology. We are proud to offer a complete service that empowers them to embrace these changes and achieve tangible results beyond what they thought possible.”