Hathway Play Box

Chennai First

Brief & background

With OTT platforms and channels changing the overall entertainment landscape and Chennai being one of the most important markets for the brand. Hathway needed to augment its growth in the market and also create a level of differentiation.

Also, tap into a new customer segment - those without SMART TV's The idea as to launch a device that would help consumers stream their favourite OTT channels for Free if they subscribed to Hathway.

Objectives

Create some differentiation in market vis a vis ACT and Airtel
Use an Amazon Firestick like device to connect consumers with regional content
Convert an ordinary TV into a smart TV by using the Hathway Play Box

Strategy

Use an Omni Channel approach to build awareness in the market - Print, OOH and Digital. To create awareness and consideration of the Play Box - we created 3 short videos to highlight the key features of the product. For reach and impact, we used both FB and Instagram to connect with potential customers.

Results

The campaign delivered desired levels of impressions and CTRs - the Hathway Play Box helped drive over 1500+ new subscriptions in a category that otherwise doesn't have too many differentiators.

Hathway Play Box

Chennai First

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