Ericsson’s new campaign showcases limitless possibilities of 5G: Ruchika Batra

The news of 5G and its launch by various service providers in India are making enough waves in the market. Ericsson, who is also part of this 5G revolution, has launched a brand-new campaign – ‘Imagine Possible’ – which sets out to show the limitless possibilities of increased connectivity with 5G for India’s industries, people, and communities.

The campaign emphasises on the transformational role of 5G technology in creating a more digitally inclusive India by showcasing India specific 5G use-cases across various industries like healthcare, education, agriculture, sports, and manufacturing. Designed to showcase the power of connectivity for Indian consumers, the campaign depicts five different settings and stories. As part of the launch, Ericsson is rolling out a series of stories, in print and digital media to create awareness of 5G and how this new technology will help the end consumers.

In an exclusive conversation with Adgully for their column Talking Insights, Ruchika Batra, VP - Marketing and Communications, Ericsson, speaks about the campaign rationale and how 5G will open up new avenues for the Indian consumers and enterprises.

What is the objective of your campaign for 5G? How is it helping brand Ericsson to strengthen its presence and equity in India?

Ericsson’s ‘Imagine Possible’ India campaign is an extension of its global campaign that brings to life Ericsson’s new Purpose and Vision revealed last year. The new Purpose and Vision envisions creating connections that make the unimaginable possible and a world where limitless connectivity improves lives, redefines business as well as pioneers a sustainable future.

The objective of the India campaign is all about showcasing limitless possibilities that 5G will bring to Indian enterprises, people, and communities. It emphasises the transformational role of 5G in creating a more digitally inclusive India through relevant use-cases for consumers, enterprises as well as industries such as healthcare, education, and entertainment.

With 5G set to be launched shortly in the country, this campaign story tells the ‘new possibilities’ 5G will open for Indian consumers and enterprises. The scenarios/ use cases brought to life in the campaign enable us to demonstrate our 5G leadership and technology prowesswhich strengthens our brand equity among the audience.

How did you arrive at the insight for this campaign? What are you trying to communicate through the campaign ‘Imagine Possible’?

5G presents a significant opportunity to drive digital transformation of enterprises and drive the socio-economic development of the country. 5G will also transform consumer experiences given the low latency and high speeds of 5G. As per Ericsson mobility report, by the end of 2022, the average monthly usage per smartphone is expected to surpass 15 GB and grow to 40 GB by the end of 2027. Additionally, the Ericsson Consumer Lab study outlines that 40 million smartphone users could take up 5G in its first year of availability. Further, by the end of 2027, 40 per cent of mobile subscriptions in India are expected to be 5G and Indian consumers are also willing to pay a premium for 5G bundled plans.

An Omdia study on the Indian market with regards to 5G, commissioned by Ericsson shows that more than half (52%) of Indian enterprises want to start using 5G within the next 12 months and a further 31% expect to use 5G by 2024.

These insights reiterate the high interest for 5G, which helped us arrive at the key messages we wanted to deliver with this campaign, that is, the potential and impact of the 5G across consumers and enterprises.

Ericsson’s Imagine possible campaign brings to life the new possibilities 5G can help enable through five scenarios – a schoolgirl taking remote lessons from a rural homestead, fans enjoying an extended reality cricket experience, a mountain medic wearing an AR headset allowing him to see the diagnosis from surgeons back in the hospital whilst attending patients on a distant mountainside, a farmer enjoying the benefits of the connected digital financial services at home and drone operations with 5G powered smart factories.

We believe with 5G, the possibilities are endless!

Who is your target audience for this campaign? In which markets are you planning to run this campaign?

This campaign is targeted at Indian consumers and enterprises as well as our operator partners.

You plan to engage with your audience through print and digital. What is the rationale and within print how do you plan to work on your media strategy?

We strongly believe in the power of compelling storytelling and have been running various campaigns both in print and digital media. Today, a fair share of the data consumption is on mobile and digital platforms and this insight has led us to drive this campaign primarily on digital. While print is impactful, trusted, as well as distinctive; digital media is efficient, measurable and reaches consumers where they are spending most of their time. We chose this media mix to create diverse touchpoints for our audiences.

Therefore, about 60 per cent of the spending for the campaign is diverted toward digital and the remaining 40 per cent on print.

How do you plan to evaluate the campaign for its effectiveness and impact?

Since this campaign is heavily digital media focussed, we are evaluating its effectiveness through various metrics to measure both web and social analytics. This includes Impressions, Website visits, Click Through Rate, Cost Per Click, Engagement rate, Video views and video completion rate.