Rizz Wireless
A test-pilot launch in India for Rizz Wireless, a US mobile network: put the brand in market, measure the response, then plan the scale-up.
- Sector
- Telecom
- When
- March to September 2024
- Market
- India, from the metros out to Tier 2 and 3 cities
- Channels
- The travel trade, YouTube, search and social
- Our role
- Consultants: go-to-market strategy, investor planning, and the brand’s marketing team in investor meetings
Our part
Go-to-market & researchBrand strategy & positioningCustomer acquisition & data
Both tracksIn market: the test pilotPlanned next
| When | Travel trade | Direct to students |
|---|---|---|
| Mar–May | Strategy, positioning and the rollout plan | Strategy, positioning and the rollout plan |
| Jun | A test bed with key partners in two metros | Website and campaign set-up |
| Jul | Three more big cities | Tracking wired in; test pilot live from 29 July |
| Aug | Tier 2 and 3 markets | Paid test pilot: video and website traffic |
| Sep | Every market, with partner campaigns | Scale-up plan built on the pilot’s benchmarks |
The challenge
What we did
Students pick a US SIM before they fly, amid visas, forex and housing. Rizz Wireless had no awareness, no trade partners and no cost data in India.
- Found the positionBuilt on the “migrant mentality”: an ally for students making the move to America, not just a cheaper network.
- Planned two tracksThe travel trade that already sells the trip, with incentives and bundles riding on forex and insurance, plus a direct pilot with students online.
- Made the case to investorsBuilt the investor story around the India launch and sat in the room as Rizz’s marketing team, with a pilot to turn guesses into benchmarks.
What changed
11M+people reached in the test pilot
8,000+visits to the website
One OfferVisit California, with Qatar Airways · Performance media · 2023Read the case
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Studio14:36Mumbai, India · local time
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