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Case Presentation
Mindshare - 2005
Circa
January 2005 AD...
The Arena
The 7 islands (Mumbai) overlooking the Arabian Sea
Land of opportunities Entertainment & Financial capital of India At 17mn people the most populous city in India Attracts the largest number of immigrants from the rest of the country Highest tax payer @ US$ 13mn paid as Income Tax by the city per year Costliest city in India Mumbaikar or Bombayite a synonym for Mumbai residents
Spearheaded by Mr. Pradeep Guha (CEO Zee) & Mr. Girish Agarwal (MD Bhaskar Group)
Their Rationale:
40 % of Mumbai population read, write & speak English - while only 20 % are currently purchasing English Newspapers Scope of dramatic market expansion (estimated at 75 % in the next few years) Presence of a need gap to cater to the existing English reading masses in Mumbai
Mindshare, the Media Agency appointed to launch DNA (Daily News & Analysis)
Communication Task
Create Hype Ensure Reach, Visibility & Saliency Maintain SOM
The Limitations
Print (Leading English Dailies not an option) Television not an option due to high wastage
Ideations:
Limitations led to opening New Doors beyond the Conventional Treading the Non Conventional trail setting the bar higher for others.
Raise decibels unparalleled in history getting under the skin of the TG giving
rise to state of euphoria & presenting Mumbai with a publication which is their creation.
Driving Experience to achieve impact & reach with a much larger audience
Amplification sought through minimal investment in smart mediums
Tools
Identifying the people who are most active in a product category and contribute most to brand profit
BRANDZ
Understanding the lives of core target groups; what they own, what they think, how they behave
Understanding
Result: Brand centered communication solution for consumer meetings which maximizes ROI
Print
Time Spent : Week day / Week end : 50 min
Topics of Interest
Radio
Time Spent : Week day / Week end : 23 min : Clubs, Discs, Restaurants, Fast Food Joints, Coffee Bars, Theatres, Malls & Parks et. al
The 24 x 7 Technique
Local Trains Rush
Bus Queues Jogs in the morning 8am to 12pm Work is Worship Wada Pav Break Time Time Groceries Cutting Chai Time again We are the Asian Yankees
Dabbawalas
Entertainment Rendezvous' @ The Club / Restaurant / Multi Plex / Mall / Home et. al.
Evolved rushing adrenalin achiever thriving to make a mark in history knows what he wants sets the bar high crusader social activist family man friend host
C1:
Vashi Mulund
In
Quest of .
Welcome to
Born: (23rd Mar) 2005 AD
(R) Revealer Phase Increase levels of curiosity & create awareness Ensure that the consumer is receptive for the Survey Phase
Connect with the consumer to design a newspaper with his recommendations / inputs. Basically Creating His Kind Of Paper Re Connect Share survey findings with consumers Invite consumers to sign up for the product, drive subscriptions. Build hype around the launch, create anticipation amongst masses.
(L) Launch Unveil the newspaper at all possible consumer contact points
Sustain hype around the brand, convert non users into users & users into advocates.
Activity Undertaken
150 outdoor sites changed overnight palstering the city with multiple messages Create Intrigue Live RJ plug in specials on the Teaser Campaign on GO 92.5 FM Create Intrigue
Press Role
Television Role
Phases
Teaser Survey
Launch
Product Communication
BTL
Create Intrigue
Activity Undertaken
Soliciting subscriptions, Consumer Meetings @ Malls, Consumer Meetings @ Malls, Theratres, Restaurants, Pubs, Clubs, Introduction of the Brand to the Theratres, Restaurants, Pubs, Super Market On Ground with Live Interactions through a Mobile Media Fraternity, Taking the Clubs, On Ground Roadshow Launch On Ground
24 x 7 Connect
Media Spread
ATL (Mainline)
OOH / On the Move (Connect @) Railway Stations & Trains Coffee Shops
Television Print
15 theatres
& Multiplexes
Buses
Parks Evening Getaways Mobile / Roadshow
Outdoor
Radio
50 Restaurants
25 Pubs & Bars 10 clubs 45 Super Markets
On Ground
& @ Retail Destinations
On Ground
250 Individuals On The Move in the City
Local Trains
Bus Stops
Beaches
Parks
Multiplexes
Restaurants
Restaurants
Revealer Campaign
Subtle Brand Connect: A Tongue in Cheek approach showcasing relevant issues
Revealer
Using the Communication to cue in the survey
The Revealer @
Escalator Ceilings
Branding @ Multiplexes
3,000+
Subscriptions
Bookings were opened to a discerning few at: - Premium Clubs - Fine Dining Restaurants - Malls in upmarket neighborhoods
generated across
10 destinations
over a weekend.
RevealerBookings Open
Idea Profiling the DNA Reader
D-Day
30th July 2005 AD
Changed with the brand colors Highlighting the everyday life of Mumbai
On Ground
For the Launch
Idea Display the product at relevant consumer contact points in the most subtle manner.
Approach
- In AC Buses
- At Coffee Shops
Outdoor
Idea
Use the topical news in the city to gain mileage for our Brand Idea & to emotionally touch the hearts of Mumbaikars
Approach
Used the Outdoor medium to pay homage to the renowned Actor &
During the 26th Sept floods in Mumbai, we saluted the spirit of the Mumbaikars who braved the floods.
Outdoor
Tribute to Late Shri Sunil Dutt, renowned actor and politician
The idea was to pay homage to Mr. Sunil Dutt and salute him for the way he helped make
Mumbai a better place.
Outdoor
Tribute to the people of Mumbai 26th July 05
Mumbaikars did not succumb to the heavy rainfall & were back to work
Radio
For the Teaser Phase
Idea
Use the most popular RJs on the FM station to create additional buzz around the Teaser Campaign
Approach
Popular RJs Jaggu and Tarana from FM station GO 92.5 took the Teaser Campaign to a talk of the town level by inviting listeners to share their views on the teaser & asking them to guess the Brand. Live RJ plug ins across other FM stations also highlighted the On Ground Laser Projection Display during the course of the Teaser Campaign
OOH
For the Revealer Phase
Television
For the Launch
Idea Unveil the product on CNBC Channel Approach
Build up the hype created by the entire campaign by creating a vignette highlighting the entire communication since inception This is aired one day prior to the launch on the channel Next morning the product is unveiled in the program : Power Breakfast where the news reader showcases the paper as part of the news content. Innovative way to showcase all the supplements of DNA
Television
For the Launch
Build up the hype created by the entire campaign by creating a vignette highlighting the entire communication since inception this is aired one day
Television
Post Launch
TG: The advertising fraternity Idea
Capitalize on the popular show Storyboard watched primarily by the
media industry
Approach
Created a live Storyboard event for the media fraternity Industry experts discussed the print media in this event This was then telecast on the CNBC channel as a DNA special
Television
CNBC Storyboard
The Internet
Post Launch
Masthead on Agencyfaqs HP
Massive Impact
78 %
Aided Recall
99 %
Grade A+
Creation of .
One Cult Unsplit, Integrated & Whole.
Welcome to
ism
Success is a journey, not a destination. The doing is more important than the outcome.
Arthur Ashe
Team DNA: - Vikram Sakhuja - Hiren Pandit - Deepak Jayaram (Deejay) - Anita Kotwani - Shashank Gawade - Rahul Satoskar - Priti Shah