Begin where one is always supposed to begin……so I begin with you because…so I begin with you becausethere is no us without you�

A caseClient

– Connect mobile phones

Situation

– New Model Launch

Objective

– Create high awareness levels upfront at the launch to compress the buying process and reach the consideration phase immediately to stay a step ahead of competitionand reach the consideration phase immediately to stay a step ahead of competition

Pressures�

– Conventional media budget optimized and will generate awareness but needs support in compressing the buying process

– Distinct need to differentiate the communication for potential audiences in a category experiencing high decibel levels of communication from competition operating in similar category mobile handsets

Knowing the end consumer– 27 years old Delhiite, working as an

executive in an MNC in Mumbai with an annual salary of 6-7 lacs p.a.

– Social person with many friends that he cannot count on his fingertips

– Sense of belongingness as he lives in another city for professional reasons

– Loves to hang around in social places like malls, multiplexes, social clubs/gymkhana etc. with friends

– Internet savvy and often found on social networking sites – friends and chat

– Aspirations� Doing well at work and keeping in touch with friends, colleagues and parents

– Category need

– Mobile connectivity device that helps him connect and enhance relationships

Connect with him in an environment where he is most receptive to the messageWeekend activation of the launch event in malls where he frequently visits with his friends

“Connect – bringing together dear ones”– Modality

– Participating friends/groups/couples split to various locations in the mall and send text messages to each other which are displayed directly on LCD screens. Participants get into conversations and “Connect“ with each other

– The group with maximum number of conversations wins a newly launched “Connect” phone

“Connect – bringing together dear ones”– Promotion

– A dedicated “Connect” group on social networking sites was created prior to the event and sought participation on “Connect” theme with photos/videos of dear ones to be uploaded

– Event notification was circulated for moving viewers to the mall activation

– A “Connect” platform created for audiences to get news about the “Connect” phonephone

– SMSs were sent across the town for creating awareness of the activation

– Bluetooth messages sent for generating participation in the Connect activity

– Fill in your name along with companions and register to win a Connect phone

– Standees put up across the mall talking about the promotion – increasing visibility

– Interactive kiosks were set up for visitors to dedicate songs for their loved ones

– This song is played “live” across the mall’s integrated sound system with emcee mentioning the person who has and, to who the song is dedicated

– An experience zone was set up for visitors to experience first hand the product features and attributes

– Samplers were suggested to record their experiences (in terms of operational ease, aesthetics, functionality etc.) on an interactive platform

– Product reviews were also sought on review websites like mouthshut.com etc.

BLUECASTINGBLUECASTINGBLUECASTINGBLUECASTING

POSTERS/POSTERS/POSTERS/POSTERS/BANNERSBANNERSBANNERSBANNERS

INTERACTIVEINTERACTIVEINTERACTIVEINTERACTIVEKIOSKSKIOSKSKIOSKSKIOSKS

PROJECTIONPROJECTIONPROJECTIONPROJECTIONSCREENSCREENSCREENSCREEN

KIOSKSKIOSKSKIOSKSKIOSKSSMSSMSSMSSMS

“Connect – bringing together dear ones”– Measurable activity led to clear benefits brought back to the table

– Participation levels for photo/video uploads (number of members and fans apart)

– Bluecasting conversion levels

– Number of participants

– Intensity of participation – number of messages and quality of discussions relevant to the “Connect” theme

– Number of songs devoted to loved ones– Number of songs devoted to loved ones

– Number of sampling happening at the kiosk

– Number and quality of reviews after sampling the product (post activity also on websites)

– Non measurable attributes

– Visitors/participant opinions on the activity along with the emotional bonding it brought out can captured through interviews

– Positive self generated PR generated due to the buzz factor

– Traditional PR channels as well as the open source formula on social networking sites

Results– The buying cycle was compressed by x% and proved to be a competitive advantage

over competition

– Sales were y% more than market estimation and within the normal buying process timelines of 15 days

– Research results proved that the product awareness and comprehension shot up by z% resulting in higher preference for the brand over a period of timeresulting in higher preference for the brand over a period of time

…and Connect continued using engagement activities for

not only conversing with the consumers but also for bonding with them�

� This case study is hypothetical and used for illustration purpose only

Services offered

Activation and Events– Promotional events– Contests– Social events– Corporate events

– Planning and ImplementationDigital activation

– Planning and Implementation

– Web

– SEO, SEM, Social Media Optimization– Mobile

– SMS, WAP, Coupons etc.– Technology

– Interactive server based activities, Bluecasting

Non-conventional activation

– Non-conventional media

– Any physical touch point that can be exploited to connect contextually with the consumer

Mass media offerings among others

Credentials - experience– Mainstream media background of 9� years with experience across categories viz.

consumer durables, white goods, FMCG, Watches & Jewellery, Financial Services/Banking, Automotive, Petroleum, Hospitality, commodities etc along with strong Research and segmentation orientation

– 2000-2003 with Mindshare (a GroupM company) handled DeBeers and Godrej Appliances

– 2003-2006 with Starcom Worldwide handled key accounts like IndianOil, Ultratech and Birla Plus Cement, HDFC, VVF Ltd, Renaissance, FIAT, Elf Lubricants

– 2006-2008 with MediaCom (Middle East)� managed the Dubai operations and instrumental in knowledge build-up of network offices in the MENA region� key clients were Nokia, Audi-Volkswagen Group, Shell (Corporate ID), TAGHeuer, Marriott and Renaissance Hotels, 3M, Escada Fashion, VERTU mobiles

Credentials - strengths and achievements– Core strengths� Strategic Planning

– Market Prioritization

– Audience profiling

– Product linkage

– Communications Research

– Achievements– Achievements

– Won the award for the Best Wholistic Strategy across the Starcom Worldwide network across the country in 2006

– Appreciated for collaborative efforts in winning pitches with affiliates

– Successfully achieved communications targets for clients as per set objectives (in terms of awareness/leads/sales)

Credentials - recommendations

� All above recommendations have been sourced from my LinkedIn profile

Amol Mohandas - Principal

…paving the way into the consumers’ hearts!

Amol Mohandas - Principal

M: +91 99872 93671

E: amol@weavethrough.com

W: www.weavethrough.com

Blog: http://www.puremarketingmajick.blogspot.com

LinkedIn: http�//www.linkedin.com/in/amolmohandas

Twitter: PureMajick

Thank You�Thank You�