RailTel: Using the power of the oldest digital tool - SMS

RailTel, an enterprise of the Government of India focusing on providing broadband and VPN services, encouraged travellers in WiFi-connected train stations to connect to the WiFi by launching a targeted SMS campaign.

Campaign Details

Advertiser/Brand: RailTelLead Agency: EssenceRegion: APAC

Strategy

Objective

With Railtel, Google's objective is to create abundant broadband access to millions of Indians who're currently not online or are using it in limited capacity to significantly enhance the benefits and productivity of the Internet.

Train stations truly represent a snapshot of most of the country, with very low to moderately upper income people all in one place. Our target audience are smartphone users (30% of travelers) waiting for their train to depart on 175 of the largest Google WiFi-enabled stations in India.

Target Audience

Train...

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