L&T Hyderabad Metro Digital Awareness Campaign
This campaign aimed to boost public awareness and ridership. It ran from mid-Jan to late Feb 2025. A multi-channel digital strategy targeted OTT, Music Apps, and Social Media platforms.
CAMPAIGN OBJECTIVES
Public Awareness
Targeted a 40% increase in public recognition of Hyderabad Metro.
Ridership Growth
Aimed for 25% increase in metro riders during campaign.
Digital Visibility
Boost presence on OTT, Music Apps, and Social Media platforms.
Customer Engagement
Improve online brand perception and interaction
Camaign Channels & Duration
OTT Platform
Campaign duration : 30days
Video ads reach on streaming services.
Social Media
Campaign duration : 30days
Interactive posts and contests
OTT Platform Performance(Hotstar)
Completion Rate
Tracked percentage of viewers watching entire 15 sec ads.
Click-Through Rate
Measured viewer engagement through ad clicks.
Creative Execution
Short video ads highlighted metro convenience and eco benefits.
Music App Platform Performance
OBJECTIVE: BUILD BRAND RECALL & ENGAGE COMMUTERS
Target Commuters
Daily Hyderabad metro users
Prime Listening
8-10 AM, 5-7 PM commute hours
Increase Recall
Aim for 15% post-campaign increase
Associate Brand
Connect with "me time" on commutes
Audio Ads
Contextual, non-intrusive messages
Banner CTA
Drive app downloads, special offers
Companion Banners
Visual reinforcement and engagement
Creative Concept
#METIMEINMETRO
Social Media (FB+Insta) Platform Performance
#METIMEINMETRO campaign for L&T Hyderabad Metro.
The campaign aimed to boost ridership and engagement by highlighting the metro as a comfortable travel option. It ran across Facebook and Instagram.
Creative Strategy: #METIMEINMETRO
Positioning
Metro as a relaxing, enjoyable experience.
Showcasing
Passengers enjoying personal time while commuting.
Content Pillars
Focused on relaxation, entertainment, and convenience.
Messaging
Centered on stress-free travel benefits.
The campaign's core idea was to transform commute time into personal time.
Execution: Facebook & Instagram
Targeted Ads
Ads based on demographics, interests, and location.
Visual Content
High-quality images and videos with diverse riders.
Interactive Content
Polls, quizzes, and engaging contests were used.
Creatives
Rolled out 4 unique creatives capturing #MeTimeInMetro moments.
Strategic execution ensured content reached the right audience effectively.
CAMPAIGN VISUALS
Music App - Spotify
#METIMEINMETRO campaign visual on music streaming platform
Facebook Ad Campaign
Engaging video content highlighting metro experience
Instagram Stories & Feed
Interactive content with riders enjoying their journey
