NoMoFoMo

The Fear of Missing out

Planning & Insights

Campaign objective

Cable TV is now redundant you need a broadband connection to make sure you’ve got all the entertainment you need in one place.
Position Hathway as the best broadband at the best price, that offers a bundled subscription worth 2,480 which includes SunNXT, Sony, Netflix ,Zee5 and more to ensure you up with the latest series and never ever have to feel left out.

Core Insight

People often feel awkward when there’s a discussion around the latest series playing out on an OTT channel that they have no clue about.
To tap into this cultural trend and tell the consumers that you don’t need to hide under the table when the next House of Cards season is being talked about was the core thought around the campaign

Strategy & Creative Execution

FOMO also known as (Fear of Missing out) was the starting point – adding NOMO as a prefix to FOMO allowed to capture the whole creative idea.
The campaign NOMOFOMO became an instant hit in Chennai and was one of Hathway’s best brand performing campaigns.

Brief & Background

With cheap access to technology data, the consumer is spoilt for choice
Content consumption has increased exponentially - and is often the driver for change/shift to an alternative broadband service provider
Regional content has emerged as a big trend
The value proposition has moved beyond data speed. Content is now the core differentiator and brand discriminator

Objectives

Capture more market share in Chennai
Create incremental brand visibility & buzz for "Hathway"
Drive leads & new subscriptions
Use a strong bundled offer value proposition to drive demand
Evaluate hyper-targeting for media (location, profile, device-based)

The Insight

FOMO or the "Fear Of Missing Out" is a researched fact.
People, in general, feel a sense of embarrassment, "not with it" to speak when the world around them seems to be ahead of the curve - "in the know" on popular culture, especially in this age of OTT content consumption.

Strategy

FOMO often triggers a behavioural change to act & conform i.e. be "with it" If you haven't seen the latest episode of "Sacred Games" or "Mirzapur" you are probably living under a rock!

The campaign thought

Explore the opportunity of finding a way to filling this void for people who feel left out from what is seen as being "With It" peers, friends & family. The creative expression or the creative idea was simple - No More Fear of Missing out. In short NoMoFoMo.

Results

Over 3000+ new subscribers in the first 2 weeks of the campaign

High campaign recall
Hathway Play Box creates a new category need

NoMoFoMo

The Fear of Missing out

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