Airtel Rising STARsAirtel Rising STARsThe Bangladesh StoryThe Bangladesh Story

agenda

I. what have we done so far

II. the results

III. the way forward

Trophy Tour & Legend Visit

Game Nights

Airtel Rising Stars

Products: VAS & Packs

Jan 2012EPL trophy & Legends come to Bangladesh

Feb 2012 to April 2012Game Nights in 10 universities & 15 cafes

June 2012 to on-goingCountry wide talent hunt with 60k attendees

Jan 2012 to ongoingMan United starter kit + VAS pack

the launch

on 24th Jan, airtel became the official telecom partner of Manchester United in Bangladesh

… marked by a series of events to touch different stakeholders

fan meet at sales centers

• the legends met and greeted our customers at one prominent sales at one prominent sales center

• activities included:

– picture taking

– autographs

B2B event for our corporate clients

An after hours party targeting the high-end youth with the trophy

& legends

Open air trophy displayfor fans.

BUILDING BUILDING ENGAGEMENTENGAGEMENT

CSR game with orphansCSR game with orphans

Media BurstMedia BurstMedia BurstMedia Burst& &

OutcomeOutcome

press releases press releases

18 papers + 12 TV

channels

Total value of ACE generated so far

1CRORE BDT

Media Block

For the first time in Bangladesh, a 10 minute media block was a 10 minute media block was done, where the press conference was aired live across all 12 major TV channels

Media Block12 TV channels time: 24/1 from 11:50 AM to 12 PM

TV fan show @ Channel TV fan show @ Channel ii

Game Nights @ Cafes Game Nights @ Cafes

Game Nights @ University hallsGame Nights @ University halls

The perfect Kick Off

Airtel Rising StarsA country wide activation to find A country wide activation to find

football talents U-16; covering 6464districts, 500+ 500+ schools across

BangladeshPROGRAM REACH #

Round 1Pre-Com

Total schools covered 512Total students reached 243,285

Round 2District selections

SMS registrations 42,345Total participants 58,120

The Slogan

“From the Streets of Dhaka to the Grounds of England”

Pre-communication & Engagement

Change

ARS has created high levels of interest & participation country-wide

•Over 2.5 lac students exposed across 512 schools

•42,000+ SMS registrations

•20,000 + on-ground participants

District selection

ARS district phase

64 teams of 16 players

selected from 64 districts

Total participants-

60,000+ 60,000+

Divisional selections

ARS Division phase

8 divisional champs from Knockout 8 divisional champs from Knockout

tournament with 64 teams

Total participants-

1000 players1000 players

ARS National Championship Final @ BNSARS National Championship Final @ BNS

Khulna became the ARS National Champion beating Dhaka-2 by a solitary goal

Training @ Training @ BKSPBKSPby by MUSSMUSS CoachesCoaches

The Final The Final 200200

Manchester United Soccer School Manchester United Soccer School CoachesCoaches

33 MUSS coaches | MUSS coaches | 22 day camp | day camp | 200200 rising starsrising stars

Crowning MomentCrowning Moment

The Rising Stars with the coaches & other officials

1212Airtel Rising Stars Airtel Rising Stars

Old TraffordOld Trafford&&

MUSSMUSS Training AcademyTraining AcademyManchester, UK Manchester, UK

Get trained @ Carrington,one of the

finest Football Academy in Europe for

14 Days

The opportunity to get tips &

tricks from the greatest

footballers on Earth16 16

Rising StarsRising StarsRising StarsRising Stars

Future Future &&Measured OutcomeMeasured Outcome

Nurturing the future of football Nurturing the future of football

•An exclusive 7 days training session at MUSS, Carrington Step 1

Carrington

• Application for enrollment of the 12 rising stars at BKSPStep 2 • Application for enrollment of the 12 rising stars at BKSP• Database of all 200 shared with BKSP for enrolling eligible candidates

Step 2

BKSP

•Application to top football clubs to enroll 200 ARS in under-16 programs

•Scope of playing for U-16 national squad

Step 3

U-16 programs

PR generation & media interestPR generation & media interest

Top 2 media houses of the country- Prothom Alo on print & Channel i on Electronic- have been media partners to the event

•Weekly media releases & photos on Prothom Alo• Daily news clips (1-2 mins) on Sports Section of Peak Hour News

Contents Contents

Continuing to build on our successful association with telefilms, airtel launched its 5th edition this Eid

Building on the Airtel Rising Stars on-ground program, our new tele-film titled “Kick-Off” featured the story of 4 young boys as they chase their dreams to become football stars

The Telefilm was aired on the third night of Eid (23rd Aug) on NTV- a popular local drama channel with massive response on social media & become the most watched program of the holidays

5 years' BEST Drama/Telefilm of all TV channels of Bangladesh among Youth.

5 years' BEST program of NTV among Mass.

5 years' BEST program of EID among Mass considering all TV channels of Bangladesh.

Social Media Stats!

TV ratings

Social Media Stats!• 15,000 + comments• 5000+ wall posts• 20,000 + likes• 1000+ shares• 5000 + new fans within 3 days• 80,000+ views on YouTube

Activity Highlights Exposure

Trophy Tour & Legend Visit

• 10 min media block in all channels for trophy unveil • Top B2B clients participation• 30 min talk-show

• 20K viewers on field• ACE = 1 crore BDT (75K GBP)

Games Nights (4 nights) • 10 universities, 50 halls• 5 cafes

• 70K participants overall

PR & exposure PR & exposure

• 5 cafes

Airtel Rising Stars • Country wide covering 64 districts• Support of Sports & Education Ministry• Tie-ups with country’s top print and electronic media

• 60 K participants• ACE = 1 crore BDT (75K GBP)• Highest TRP content (8+)

High PR generation = BDT 2 crore (150k GBP)High exposure (directly & social media)

recognition

Visit to Old Trafford

Thank You