RailTel: Google RailWi-Fi – Leveraging MarTech to bring Wi-Fi to the masses

RailTel, a Government of India enterprise focusing on providing broadband and VPN services, measured the conversion of sales from ads pushed via free RailWifi using a trio of data technologies.

Campaign Details

Brand: RailTelLead Agency: EssenceRegion: APAC

Strategy

Objective

As part of their ambition to bring everyone in the world online, Google has created an initiative, where they are providing free WiFi at 500 railway stations across India. This project began in 2017.

As the station WiFi got activated, our role was to build awareness and drive maximum connections to Free WiFi Access Points across train stations.

Unlike common free WiFi access points where consumers know how to connect, Railway stations with the mass audiences available there required a different approach to drive connections.

Target...

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