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Volume 2 Issue 2
THE SMARTEST & MOST CREATIVE USES OF INTERNET TOOLS BY BRANDS FOR SUCCESSFUL
MARKETING CAMPAIGNS IN 2012
2 12
―MARKETING GYAAN: STEALTH MARKETING & HOW IT WORKS
―KEEP UP‖ (MARKETING
UPDATES):
THE WINNERS AT THE 2012 EFFIE AWARDS, INDIA
INCLUDES: ‘CONUNDRUM‘— the monthly quiz on any thing marketing
MAGAZINE OF MARKETING BY THE SIMSREE MARKETING FORUM — BUZZ
“Some victories are Some victories are Some victories are achieved in the shadows, achieved in the shadows, achieved in the shadows, in silence, and without in silence, and without in silence, and without word or notice”word or notice”word or notice” STEALTH n. The act of mov-STEALTH n. The act of mov-STEALTH n. The act of mov-ing, proceeding or acting in a ing, proceeding or acting in a ing, proceeding or acting in a covert way; The quality of be-covert way; The quality of be-covert way; The quality of be-ing furtive or covert ing furtive or covert ing furtive or covert
Stealth Marketing
S tealth Marketing, also known as undercover mar-keting, is an aspect of marketing in which an audi-
ence is not aware that they are being marketed to.
T o use a parallel, if the marketing industry was for example, the military, the stealth marketers would
be the covert ops, secret agents, spies.
S tealth marketing tactics are meant to market to one’s subconscious. The objective is to make someone
feel that they need or want something, without actually going out and saying ‘buy this, our product is great, or check this out’. Stealth marketing uses intricacies and subtleties to lightly hammer a message into your mind.
Y ou are standing at the Statue of Liberty; a guy comes to you, and asks whether you can take his
picture with the big stone monument. You say yes, the guy hands you his digital camera, goes away and poses with the statue, you click the picture. You see the pic-ture on the small LCD screen and admire the quality of the picture. The guy then comes to you and shows you the different modes in the camera and asks you to click a picture in the Sepia mode.
Y ou are now curious: you now start asking the guy what different modes are available, what is the
price of the camera and other features of the camera.
W hat happened just now was that you just experi-enced marketing in the stealth mode. You were
unaware of the fact that the guy was one of the 60 ac-tors who were deployed by Sony Ericsson to market their cameras .
O ne common example is product placement in mov-ies, and another would be when sports figures are
required to wear gear from certain companies when they’re in public. Some companies hire people to join message boards and make posts about their products. These people may make other posts on the board about varying subjects and seem to be regular members. A common version of stealth marketing used online is fake news articles or reviews.
STEALTH MARKETING IN MOVIES Stealth Marketing is used all throughout main stream media. In the past, one of the first uses of stealth marketing in media was cigarette companies. Ciga-rettes were used by many A-list, high profile actors and celebrities to gain the mass appeal of the product. In most movies you would see an actor puffing on a cigarette as if it were the classy chic thing to do. This got so out of hand that the government eventually banned cigarette ads on billboards and other media.
5 INGENIOUS
DIGITAL CAMPAIGNS
OF 2012
2012 saw a flurry of innovative and exciting digital marketing campaigns which
reached out not only to the FACEBOOK & TWITTER generation, but also saw crea-
tivity in utilizing other tools such as blogs, Youtube and dedicated websites/microsites.
There were integrated campaigns focussing on current topics and even social causes.
From Shampoos to Savings and Potato chips to Book launches, everybody jumped on
the internet/social media campaign bandwagon and reaped generous rewards.
ONCE UPON A VESPA - PIAGGIO The campaign was conceptualized and designed by
OgilvyOne Worldwide in partnership with Meridian
communications. The iconic Italian moped is a
largely unknown brand in India and the campaign
was launched to educate Indians about the rich
history & legacy of the Vespa. The campaign made
the most of Facebook’s timeline feature with a year-
wise unfolding of the ‘Vespa story’. The ‘Once
Upon A Vespa’ contest was a test of the brand’s
origins, impact & features wherein the answers were
hidden in the FB timeline. The microsite too was
highly interactive with 8 sections, displayed on the
Vespa artwork, related to the various aspects of the
brand (e.g. handle area= Vespa origins).
MAKE HELL COOL – FASTRACK A short-lived campaign, the theme revolved around the Mayan
Doomsday Prophecy and involved intensive internet marketing
along with TV ads. Beginning a week prior to 21/12, it had a dedi-
cated website, complete with a background score of ‘Stairway to
Hell’ and a timer with the countdown. The campaign was created
for the limited edition of Fastrack ’End of The World’ gear, specifi-
cally created & carrying 21.12.12 date on them.
‗SAVE WITH SUBBU‘ –
KOTAK MAHINDRA
BANK:
Users co-authored a ‘Smart
Savings Book’ along with the
brand mascot, Subbu, by
sharing their saving tips
through Facebook or Twitter.
OTHER INNOVATIVE
CAMPAIGNS
‘FOOD HOUSIE‘ –
FAASO‘s: Online Housie game with Coupons
as prizes
‘
‘DOVE HAIRFALL RESCUE DIARY‘ - HUL: Sharing experiences through videos
& blogposts and also included online
quizzes
THE STRAIGHT HAIR EXPERIMENT – SUNSILK, UNILEVER Launched during the season of winter chills and dry frizzy hair,
Sunsilk is involving bloggers and its Facebook community with the
idea of sourcing crazy hair straightening ideas with a blogging con-
test. It has invited bloggers to share their craziest, wackiest, wildest
experimental idea to get the perfect straight hair. In return, there are
exciting prizes to be won. Besides, there is a cool incentive for
every blogger in the form of a gift hamper which has the solution to
perfect straight hair. The experiment was a great launch platform
for its recently revealed hair straightening product.
‘DRIVE WITH MTV‘ – TATA NANO: India’s first 21 day social road
trip where 4 teams had to under-
take a road trip of 2500 kms in 21
days, armed with a Tata Nano
and Rs. 50K each. Each team had
a social media engagement score
based on the likes, comments,
video views, etc. accumulated by
posting content on social media
sites.
‗BRAND NEW DAY‘ –
SOCIETY TEA: The campaign
invited four people to do new
things each day in the course of 10
days and blog about their activities.
OTHER CAMPAIGNS
SHOBHA DEY‘s ‗SETHJI‘ – PENGUIN INDIA The ‘Who is Sethji’ was an innovative storytelling campaign
designed by the publishers. During the pre-launch phase, Seth Ji
created social media profiles on popular social networks like
Facebook and Twitter sharing sneak-peaks about the book’s
characters. Pseudo-sting operations’ videos posted on Youtube
and later on a blog was launched that revealed shocking secrets
about the characters.
TWEET-A-TAB – RELIANCE COMMUNICATIONS Everybody loves a treasure hunt, especially when the prize
at the heart of the maze is a brand new 3G Tab. The tweet-a-
tab campaign started by Reliance Comm to launch its V9A
tablet was a beautiful integration of Facebook, Twitter and
Google Maps to create a one-of-a-kind engagement through
social media. The 5days-5cities campaign prompted fans to
to locate the tab in a Google Map that zooms in with the
growing number of tweets. The location was in a zoomed-
out Google map of the city, which kept zooming in, along
with the rise in tweets. The tablet location was finally re-
vealed when the zoom on the Google Map was at 100%.
‗TIME TO CHANGE‘ – STAYFREE: ‘Be the voice of
change’ blogging contest asked
bloggers to share what they would
want to change around them. An
app was created on FB called
‘Bring down the wall of irritation’
made up of issues that are irritat-
ing – from child labour, eve teas-
ing to corruption .
‗ULTRABOOK RACE‘ – INTEL: Intel offered four
challengers from across the world
a chance to go on an adventurous
journey all by themselves and com-
pete with each other in real time,
in a range of tasks with the help of
their Ultrabook and social net-
works.
2012 Effie Awards
The 2012 Effie Award ceremony
was held at The Turf Club, Mumbai on
4th December. The Effie Awards (India) are organised by
The Advertising Club (erstwhile Ad Club Bombay). The entries
were judged by 124 experts, of whom 68 were from the client side
of the table.
Ogilvy and Mather emerged as the Agency of the year winning
24 awards across various categories, including the prestigious
Grand EFFIE award of the year (280 points). It was Ogilvy's Kuch
Meetha Ho Jaye campaign (Milk growth story from 2005-12) for
Cadbury Dairy Milk that pulled in the Grand Effie for the agency
this time. Also, the agency's 'The Photographs Case' campaign for
Fox Crime helped it win the Lenovo Tech-Doers Award, while
'Managing a Billion Expectations' campaign for Satyameva Jayate
did the trick when it came to the Marico Uncommon Sense Award
(both part of the Effies). The Client of the year award went to Cad-
bury India, same as last year.
McCann Worldgroup followed with 65 points and Lowe Lintas
and Partners followed with 60 points. Taproot India bagged three
Gold EFFIEs for its ‘Har ek friend zaroori hota hai’ campaign and
achieved a grand total of 45 points. Following Taproot was Leo
Burnett .
The campaigns that achieved Gold medals were Madhya Pradesh
Tourism - Incredible India, Asian Paints Apex – Yeh Badhiya Hai,
Fevicol - The ultimate bond-20 years and still growing strong, Sat-
yamev Jayate - Managing a billion expectations, Fox Crime – The
photograph’s case, Vodafone - Drive into the big league, and The
Hindu – Undumb India.
2012 GLOBAL WINNERS
The 2012 Global Effie
Awards were presented at
the 44th annual Effie gala on
May 23, 2012.
The Gold Global Effie went
to Nike's "Write The Future"
campaign, created by
Wieden + Kennedy. The Sil-
ver Effie was presented to
Grey Worldwide for P&G's
Febreze/Ambi Pur "Breathe
Happy Global Campaign",
while the "Superfast Hand-
wash" campaign by Lowe
Lintas and Partners India for
Unilever's Lifebuoy hand-
wash, took home a Bronze
trophy from the 2012 Global
Effie Awards Gala.
CONUN-
1. Guess the business transaction.
2. One of the most bizarre brand extensions of a toothpaste brand which flopped. Name the
brand and product.
3. Connect the four pictures.
ANSWERS TO
PREV. ISSUE QUESTIONS:
A) ZANDU BALM
B) DHARAVI
4. Which is the longest-running Ad campaign in the world, stretching almost 39
years?
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