Ra.One- 30 brands and associations10-month long marketing campaign.Fun music entertainment sports…Cricket, SRK and sex– all 3 brought together.
Individual trends will also be discussed, more general changes
30% population in the age gap of 10-24.
70-80% will like the first one. The msg is the same.
As we are in Airtel mode…
A good outreach programme does two things:Necessarily promote the product.May produce sth more useful than just publicity.
65000 tags in a matter of days!
1995 Brand promise to customers, new launch hence, new desires. 1999 Target the relatively new customers i.e. the middle class with high aspirations. 2002 Ensuring customer loyalty and establishing EQ with the customer. AR Rehman gave the signature Airtel tune to support the tagline. 2003 ‘Kuchbandhanatoothotehain’ ads by SRK, again targeting the middle class and cashing the value an average Indian family puts in relations. The tagline reflected Airtel’s emotional attachment with the customer. Win. 2011 Immediately relate with the youth and typecasting friends, with whom you can ultimately relate
46% of parents whose children shop online allow their child to use their credit/debit card. 30% of parents who let their children shop with their credit/debit card online say their child has used it without permission. 23% of parents who let their children shop with their credit/debit card online say their child has overspent on it. [Source: Symantec, November 2011] and 39% of college students buy more online than in person. [Source: Cisco, September 2011]
AIRTEL… Youth oriented 2000s Story 2010-now. Signature tune by Rehman in 2002 only! One more ingredient Outreach programmes! 11
Out reach Programmes Ensuring customer loyalty and establishing EQ with the customer. Fuel “Word of mouth publicity”- THE BEST EVER PUBLICITY!! Strategy- “Customer is THE king. Make him feel so.” Social Media is the platform! 12
Online Advertisement- WHY? Internet reaches about 30% of the global population. Boom in E-Commerce. Executives know exactly „How many views/clicks/shares?‟ ONLY With online advertising, one can accurately measure the performance of the marketing campaigns. 16
97% of its revenues comes from its sponsored listings! 28b 16b in201 in 0 6b in 2007 2005May we then call it anADVERTISINGCOMPANY?!… 20
Contextual AdvertisingAuction of keywords- Google AdwordsEnables you to create ads which appear on relevant Google search result pages and its network of partner sites…Delivers Google Adwords ads to individual‟s websites - Google AdsenseEarn by adding Adowrds‟ ads to your blog! 21
25/04/2012 Forbes|Tech“Google to Marketers: Go Mobile or Go Home!”5 b mobile phones on planet! 91% of people keep phones along with them ALL DAY. 85% of mobile phones to be web enabled. 85% of mobile internet users are using their devices while watching TV! 22
Admob is for mobile app developers,set up in 2006, acquired by google in2009! 23
Google‟s Android POWER!Analyst Gene Munster says Android generated $5.90 per user in mobile advertising in 2010, and that number is expected to jump to $9.85 in 2012! 24
ROVIO‟s revenue was 7m dollarsfrom advertising during first quarter of2011!So which game is it?... 25
Angry Birds makes more money from the free Android versionthan from the paid ad- free ones!! 26
Trend observed in Print Media Indian movies of the 80s promoted the movie ONLY through Print Media?What worked later was the word of mouth publicity… Today the ad spending of a company in print media especially in movies is negligible compared to total ad 27
#KFBeerUpIntroduce the hashtag “#Kfbeerup” followers tweet and tag friends to attend, registrations, leading to a viral impact! First 50 – 80 tweeps who registered, attend the Kingfisher Meet Up!FREE BEER ON THE WEEKEND Sounds like a perfect plan to us!! 31
Brand Characters – Vodafone pug, zoozoo, Amul butter girl… Low production Cost No celebrity- no risk! Represents a common man. 3m hits in 3 weeks!! Awarded “MOST WATCHED BRAND IN BREAKS” 32
The latest trend ofbeing Innovative! Sex Sells- Rolling eyeballs! 33
Parody Advertisement.2012Remember the recent Hindu-TOI row? 36
„To be continued‟ adsDeepika Padukone in Nescafe ad.Element of Surprise„3 idiots‟- Disguise tour of Aamir! 37
Observations: Rise in platforms of advertising (These days- outreach programmes and viral marketing). Youth oriented. TO CONNECT with consumer is the motive and not just introduce the product. The theme of Story. Thematic campaigns which may not be product based. Print- text intensive to design intensive. Rolling eyeballs- innovation! 38
Some things just improve over time…Amul Butter Girl.Successfully running for over 41 years!Till we entertain queries, here‟s a tribute- 39
1979- Cushioned chairs in FirstClass Indian Railways 40