The surge in Covid cases in early 2020 led to the world braving through unprecedented times. The Government inevitably declared a sudden lockdown, leaving international tourists, who were on their visit to Kerala, stranded and absolutely clueless as to whom to contact and how. Naturally, there was a lot of chaos and ambiguity on the way forward for foreign nationals. For Kerala Police, stepping up in a menacing situation like this and soliciting ways to extend support and timely guidance to stranded individuals was the need of the hour
Knowing that tourists were grounded across the length and breadth of Kerala, the immediate practical solution was to reach out to these tourists digitally and help them to get connected to the Kerala Police through a statewide awareness campaign.
The execution of the campaign for identifying the tourists travelling or moving across Kerala was a highly challenging task since there is not much of a digital pattern followed for this category of demographics.
The tourists were also helpless as they had no idea how to approach the Police directly or how to contact them from their respective locations.
The key goal was to reach the tourist population within the cities and towns of Kerala in order to spread the Helpline number. The Kerala Police had set up a separate Customer Care Wing where the data on the tourists stranded across Kerala, was collated for timely intervention and notifications on their travel restrictions. We brilliantly executed a very technically challenging approach of identifying such stranded tourists by tracing their digital behavior using Advanced Targeting options and Behavioral Segmentation. Tourists were identified through targeted Sponsored Ads on Facebook, YouTube and Google Display Network and through these mediums circulated a common contact number that helped the tourists get in touch with the Customer Care Team of the Kerala Police.
Social Media Presents
Facebook and Instagram Ads
In order to obtain the expected results, we made use of social media platforms like Facebook and Instagram to increase the awareness among the stranded foreigners.
We made effective use of Google ads to communicate with the stranded tourists and helped them connect and coordinate with the Police to ensure their safety.
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