Brand Strategy Presentation

3
rd
April 2014

The brief
To come up with a creative 360 degree communication route
for Oxigen that covers the following mediums:
-Print
-Online
-Outdoor
-Activations
A brand strategy with a 360 degree
creative campaign route for Oxigen.
Geek creative presents:
An understanding of the brand
Oxigen Wallet is an app which is a

prepaid mobile wallet that enables customers to store their
money virtually and

allows them to instantly make monetary transactions
through SMS, web or a mobile application

> through a safe and secure payment solutions provider.
What is Oxigen?
We not only consider age
for referring to TG, but also
the mindset.
The TG for Oxigen:
The TG for Oxigen> based on Age:
The Teenagers: 15 +
Young adults: 20+
Corporates: 28 +
Parents/ Family: 30 to 40
-Present in the top 10 urban cities in India
The TG for Oxigen> based on Geography:
The TG for Oxigen> based on Attitude/ mindset:
-Digitally savvy and connected

-Ready to explore and adapt new mediums

-Sees convenience as a value-add

- Possesses a smart phone

- Gets influenced by peers

- Keeps up with the latest technology

The TG for Oxigen> based on Attitude/ mindset:
-Digitally savvy and connected

-Ready to explore and adapt new mediums

-Sees convenience as a value-add

- Possesses a smart phone

- Gets influenced by peers

- Keeps up with the latest technology

The TG for Oxigen> based on Attitude/ mindset:
Oxigen Competition:
Oxigen has 3 other Indian brands
as competition.
Oxigen Competitors:
-Giving away your bank info to multiple vendors

-Instant transfers and payments

-Post-poning payments due to unavailability of time



Oxigen is a solution to/ relief from:
- Send pocket money to your children rather than physical cash

- Send money to a friend

-Send money to the village instead of money orders

- Pay maids, drivers, etc

-Transfer money to someone who needs it very late in the night/ odd
hours/ during emergency.

-For times when you have forgotten to take your wallet.

-Getting reimbursements into Oxigen wallet - which can be used by
employees for anything they wish movie tickets, recharges, bill
payments , online shopping and more


Oxigen: instances of use:
Oxigen Brand Personality:
Trendy
Up-to-date Tech-savvy
Influenced by peers Influnencer
Multi-tasker
Wants to take-it-easy!
Prefers convenience


Brand Personality
We not only look at a functional benefit, but also an
emotional benefit.
Oxigen Benefit to consumer:
-Can have money anytime, anywhere

-Secure transactions

-Can pay small/ large amounts of money instantly

-Dont need to divulge bank information

-No need to use debit/ credit card


Oxigen Benefit to consumer: Functional

-Does not have to worry about relationships over money, as
he can easily return money to friends.

-Can be of help in his social circle to anybody who needs
money urgently, as he can get it back equally fast!

-Can transfer money anytime, anywhere, and therefore, is
always relaxed and at ease!

-Feels less burdened and worried about using debit/ credit
cards, money transfers and carrying a lot of cash.


Oxigen Benefit to consumer: Emotional
Geek has come up with a brand core for Oxigen, keeping in
mind the tangible and intanglible benefits.
Oxigen Brand Core:
A Brand Core defines what the brand stands for.

It is a long- term promise that the brand makes to its
stakeholders.

It helps the brand stand out in the market by highlighting
the companys main USP as a value.
What is a Brand Core?
Suggested brand core for Oxigen
Tru
Examples of brand cores of known
companies:

Trust
Aggressive
Growth
Spread
happiness
Family restaurant

To create memorable distinction, difference and convey value

To create consumer recognition and trust

To build brand loyalty

To increase sales and profitability

Creates sustainable competitive advantage

Reduce margin erosion and commoditization

Leverage new product introductions

Create a valuable IP asset when seeking investment or selling a
business.
Reasons for branding:
Oxigen Brand Strategy:
Geek Creative has come up with a strategy that
ensures that the communication:

1. Creates Brand awareness
2. Gives precise information
3. Encourages people to try it
4. Engages and interests the TG
5. Gets the TG to spread the word
6. Generate a lot of interest



Since we need to address multiple touch points through our
communication, Geek Creative suggests 2 parallel campaigns.
Geek Creative has broken down these touch points
into 2 distinct buckets:
Create a BUZZ
Create Awareness/
Give Information
No interest can be created without creating a buzz and no buzz
marketing is successful without backing it with information.

Since we cannot choose one over the other, Geek has created a
beautiful mlange of both campaigns as a communication route to
drive home all the points.

Lets look at how each one of them works independently and
collectively!
CAMPAIGN 1
Campaign 1: Buzz Marketing Campaign:

What is Buzz Marketing?

Buzz Marketing is a popular term used in Viral Marketing. Its a
new, unique, interesting way to amplify an existing, marketing
message to get people to start talking about it.



Why is this necessary for Oxigen?

-In order to create interest and intrigue
-To get people talking about Oxigen
-To get more interested people to try the app
-To generate word-of-mouth
-To influence peers
-To stand out from the competition communication

Buzz Campaign:

Geek has found a clever way to do some Buzz Marketing for
Oxigen.

Since the TG is 15- 140 years, urban and digitally savvy, and they
are constantly bombarded with the same standard information, it is
very difficult to break the ice with them and interest them.

The only way to do it, is creatively.
Geek proposes a creative strategy for the buzz
campaign for Oxigen called:




so easy, anyone can do it!
Geek suggests we showcase older people using Oxigen (with
ease), so it automatically drives the desired younger TG to use
it.

The logic: It becomes an ego issue for the youngsters (since
they consider themselves very hep, that they are not using
the app, while even the older people are hooked on to it.

Creative communication:

Older people like grandmothers, grandfathers, moms, dads, uncles,
neighbours, relatives, etc. can be showcased being tech- savvy and
using the app so easily!


This campaign can be made very interesting and can start becoming
a talking point with everybody in their homes as well as offices,
colleges, parks, etc.
Communication Mediums: TVC

The best way to create maximum reach is via TVCs.

Geek proposes 2 TVCs for 30 secs each, one showcasing the grand
mother and the other, showcasing the grand father.

The TVC needs to be a photo shoot, as it can best bring out the
characters and situations.
Communication Mediums: TVCs Script 1:

A family is sitting together in the night. Suddenly the lights go out.
The 2 girls look at each other with a clever smile and exclaim that since
the electricity bill hasnt been paid, the lights have gone out! They try to
sneak out of the house for fun.

Suddenly, the lights come on, and the girls are caught in the act.
Everybody looks around in amazement, wondering who paid the bill.

Cut to the shot of the grandmother on the phone, with a sly smile!
The girls exclaim in wonderment, Daaadiiii, you???
Vo Daadi: Go cashless with Oxigen Wallet! So easy, anyone can do it!
Communication Mediums: TVCs Script 2:

An old man and an old woman are on an out-station call, having an
I-MISS-YOU conversation. The old man tells her, aaj humaari
anniversary hai, tum kaise akele rahogi?. The old woman answers,
mai tumhaare baare sochkar din bitaungi! and gets all teary-
eyed!

Suddenly the door opens and an old man in a summer hat and a
bright yellow t-shirt startles the old woman and flashes tickets to
Goa! The old woman blushes and dances on tu mera hero with
the old man winking at the camera.

Cut to MVO: Go cashless with Oxigen Wallet! So easy, anyone
can do it!

Other TVCs which have used older people in their
advertising: References:
Vodafone Ad - Old man that is young and modern
Other TVCs which have used older people in their
advertising: References:
Tacobell- We are young!
Other TVCs which have used older people in their
advertising: References:
Gems- No umar for laalach
Communication Mediums: Youtube videos

Interesting 20 sec videos can be created as extensions to the TVCs,
showcasing older relatives, parents, uncles, aunts, neighbours, etc
using the app in interesting situations.

These interesting short videos have the possibility of going viral,
thus creating a buzz and get many interested customers to come
and try the app.

A photo shoot is required for these videos, as it can best bring out
the characters.



Communication Mediums: YouTube Videos

Script 1
Communication Mediums: YouTube Videos

Script 2
Communication Mediums: Posters


Posters can be created showcasing the multiple things the older
people have been doing so easily because of Oxigen!


Poster 1


Poster 2
These posters show a contrast an older person doing things a
youngster would generally do- like buying things online, booking
tickets, etc.

Thats the beauty of it!

The sign off- so easy, anyone can do it! brings out the
simplicity of the app and ties back the concept of using older
people to drive the younger audience.

We have also incorporated the USP of going cashless with Oxigen
in the line.


Communication Mediums: Social Media

Creatives in the form of interesting posts can be made for the
Facebook page to start generating intrigue and post-sharing. This
can increase likes and have the possibility to go viral.

Since these posts are meant to increase virality, sharing and likes,
not all of them will be doing direct-selling, as it puts off the viewers
if they feel its an advertisement.
Communication Mediums: Social Media


The idea is to start creating a buzz with these older characters, pick
on their traits, find out interesting quirks, and start getting them
popular, thereby, giving us more eyeballs.
Social Media: Facebook posts: Comic Strips:

Geek suggests short comic strips which can get increasing
popularity, as comic- strips as a medium is quite unique and can
stand out instantly.

Besides, who does not like stories!




Geek suggests a caricature style for these comics and posts as it is
a unique and attractive way of showing the comic strips.

Illustrations, doodles and cartoons are all over social media, and
may not be as catchy as caricatures.

It is also close to the real people used in the TVCs and You Tube
videos.

Quirks on older people, digital jokes, memes, etc can be used in the
comic strips to keep people interested and hooked on to the
Facebook page.

Note: The current caricature images are just a reference. Actual
new caricatures can be created on approval.
Creative 1:









A touch of humour
to these characters
which can get
popular on
Social Media.
Creative 2:









These characters
could have names
and distinct
features.
Creative 3:








The surprise
element is the
older generation
is shown to do/say
cool things.
Social: Facebook posts: Engagement
Social: Facebook posts: Engagement
Send in wise-cracks from your dad with the hashtag #YoDaddy and we will publish
it on our Facebook page.
References of caricatures:
Social: Comic strip references:
Here are some examples of new comic- strip styles which can be used.
References of other popular characters used on
social media:
Social Media: Other Ideas

- Contests on these characters can be run
-Rewards can be in the form of discounts from partners for
transactions made via Oxigen.
-More popular characters can be created
-You tube videos can be posted on the Facebook page
- Top fan app can be created for Oxigen
-Memes and comic strips can get popular, thereby making Oxigen
popular and cool.




Summation: Buzz campaign:

Showcases how easy it is to use the app by showing older people
using it (reverse psychology) to appeal to the 15-40 TG.

Mediums: TVCs, YouTube videos, Posters, Social Media

-Get people talking and sharing and spreading the word.




Geek Creative has broken down these touch points
into 2 distinct buckets:
Create a BUZZ
Create Awareness/
Give Information
CAMPAIGN 2
Campaign 2: Information campaign:
Geek Creative feels that the name Oxigen lends itself very
well into a campaign concept, and wants to have a brand
name recall in its concept:

GET SOME OXIGEN, Breathe easy!
Information campaign: Why do we need this?

Apart from creating and generating a buzz, we also need to tell
people:

Who/ What is Oxigen? (Brand awareness)

What does Oxigen do? (information on how it works)

Why should you use Oxigen?



Get some Oxigen: Brand Awareness
Geek Creative has designed a set of creatives which give out all the
basic information that people need to know about Oxigen.


Creative 1: Brings out the anytime, anywhere aspect
Creative 2: Shows how to get started with Oxigen.
Creative 3:
Highlights popular brand
tie-ups
Creative 4: Advertises partner offers and discounts!
Many such touch-points can be created as multiple extensions for
this campaign and using more print and outdoor mediums like:
Hoardings
Banners
Lamp posts
Standees
Print ads
Flyers, DM
Boarding passes
Luggage tags
Bus backs
Shopping malls
Escalator standees
Apartment commplexes


Similarly, this information campaign can run parallel to the buzz
campaign and these creatives can feature online/ digitally (apart
from social) in the form of:

Banners on partner websites
Video banners/ GIF banners on You Tube
Payment gateway banners
Facebook stamp ads
Non- partner site banners


DIGITAL



Geek Creative has come up
with a 360 degree plan for
digital.



Twitter/ Instagram: Interesting Hastags:

Contests can be run on Twitter and hashtags could possibly start
trending:




Tell us what makes you #BreatheEasy and go home with
exciting prizes!


Eg: BreatheEasy - The metro is now functional , we can
#BreatheEasy
Twitter/ Instagram : Interesting Hastags:

Contests can be run on Twitter and hashtags could possibly start
trending:




Tell us why you need to increase your #OxigenSupply
and we will fill in your wallet!

Eg: I need to book tickets. Please increase my
#OxigenSupply

Winners can get a discount on using Oxigen on a partner
transaction.



Facebook: Topical





Facebook posts and updates can be created based on news,
current events, holidays, festivals, current internet trends, etc.
Facebook: Topical




Eg: Now India can #BreatheEasy with Oxigen! Make
payments anywhere, anytime!
Facebook: Partner tie- ups




With over 2000 + online portals like Bookmyshow,
Dominos, GoDaddy, Ebay and Redbus, offers and
discounts can be highlighted on the facebook page,
thereby urging the viewers to use the Oxigen wallet to
pay to get these discounts.
Facebook: Occassions




Creative posts showing occassions on which you can
make Oxigen transactions in an interesting way:
Eg: A friends birthday
A new job party
Getting married!



Top Fan APP


Top Fan APP:




To be filled



YouTube


YOUTUBE:
A separate YouTube channel exclusive to Oxigen can be
created so that people can directly follow the channel to watch
the latest videos and updates.

These videos can be simultaneously shared on Social Media to
get more hits!




WEBSITE


CURRENT WEBSITE:
CURRENT WEBSITE:
WEBSITE:
Burn your wallet.com!

TO BE FILLED

WHATSAPP
WHATSAPP
TO BE FILLED

ACTIVATIONS
Activation:
Oxigen bar, stressing on the tagline: Get Oxigen,
breathe easy!
Activation: Mall
People can be asked to leave a name tag and a phone number
along with an empty wallet at the counter which has a huge
box.

This box if full of empty wallets.

At the end of the day, one lucky winner (through lucky draw)
can get a phone free!

Activation: Mall
The idea is to bring out the concept of GO CASHLESS! and
implying that you dont need a wallet. All you need is a phone.
Activation: Mall
The idea is to bring out the concept of GO CASHLESS! and
implying that you dont need a wallet. All you need is a phone.
Activation: Mall
Any person above the age of 60, who comes to the kiosk,
downloads the app and tops up the money, gets a 50% off on
their 1
st
Oxigen transaction.
Activation: Mall
Alternatively, another attractive scheme can be run in malls/
colleges/ IT parks, etc, where based on your age you get that
much discount on your 1
st
Oxigen transaction!
Thanks!
- How did we arrive at the tg
- Ppl dont feel safe.
- partner programme.
- 2000+ partners- eg: red bus, bookmyshow, dominos, ferns & petals users. Add banners
on those sites. Get non-wallet brands.
- 10%off on all partner sites
- how to get them to download?
- its so simple - eg dads/ super grand dads/ super
grand mom
- + 40 years gets some discount.
- nominate your grandma- give logic of why show oldies.
- no cash, no plastic money
- burnyourwallet.com- click on a button. I will not use my wallet any more and get a
discount.
- airtel money wallet.

- radio/ print/ outdoor/ digital/ videos/ btl ideas: go to gardens-laughing clubs-their way
to get back.

Launch campaign: launch campaign- 2 carricatures and sustainable campaign- yearly
strategy: get oxygen, breathe easy. Get max downloads- 1
st
campaign obj, 2
nd
campaign
obj is inform.

Video banners. Static banners- info banners.
Website revamp- has to be cool! Show youngsters. Create viral properties.
Social