Use all 4 campaigns to create a cool, contemporary image/feel of the brand while specifically targeting each sub - segment of the TMS.
Keep the campaigns separate from each other to build a sense of suspense and virality in the first 2-3 months
Converge the campaigns once the critical mass has been attained i.e. Third month, third week
Keychain Card and Alpha campaign are overt campaigns– where people know the brand and its functionality.
Buzz Performances and Discount your B%lls are covert campaigns made to build expectancy and suspense as well as to leverage PR.
The aim is to harness the power of a viral campaign which, to people, seems spontaneous.
Brand Advocates Alpha Customers The main target of our overt campaigns. The Keychain Cards will be given to them as well as the ‘alpha’ campaigns and the ‘efluencer’ campaign will be targeted at them. These are the lead/alpha customers of our TMS which will help is spreading awareness and brand usage. Are the targets of our referral scheme. Will be introduced to the brand by the advocates and will also be are first customers in the first 3 months. A large proportion of Zippify Users by the first 4 to 6 months. These will come on board due to the buzz created by the campaigns and influencing Adopters and Adorers. The Main target of the convergence of our campaigns. A large proportion of the customers will be brought on board with the Viral Campaigns, Buzz Performances and PR in the media. Will finally be hit with Mass media in month 4 to get them on board. Brand Adorers Beta Customers Brand Adopters Brand Laggards
The Zippify Card can be designed like a keychain to become buzz-worthy/Viral. A keychain is not just a very highly used commodity by our TMS but also extremely visible.
The Zippify Card Keychain will be distributed by known lead/alpha customers as well as sent with the Sunday newspapers in a catchy envelope to an Approx 2000 households a weekend in neighbourhoods where the profile of residents is similar to our TMS alpha customers.
The Customer will be informed of the referral scheme where on registration of each friend, the Customer gets an additional discount on food/movies.
Traffic driven to the Website for Registration and referrals
Those who register will be sent an email which says “you just got ZippifyD !” Even the referral emails sent on behalf of the Customer will have “I just got ZippifyD” as the tag line.
This is a covert campaign which is used to generate PR and buzz.
Here we hire a group of 10 – 15 dancers who walk into malls, cafes, cinemas etc dressed as customers . They don’t enter or exit together and mill about till suddenly music starts and they do a shock 30 second dance and then leave as if nothing ever happened.
Groups of 2-3 can be used for smaller cafes/places.
Prior permission will be taken from concerned authorities
These performances will take place on busy weekends where visibility and exposure is high. As many as 5-6 performances may take place a day.
After week 3 of this info of this unknown group will be leaked out to the local media and radio. A variety of bizzare rumors can be spread using this.
A total of 25-35 such shock performances can be scheduled.
Here we distribute the stress buster “Discount your B%lls” balls to BPO’s, Graduate and Post Graduate colleges, Offices, IT companies etc.
The ball directs them to the shock performance videos generated using the “Buzz Performances” which can turn viral due to their highly artistic content and unconventional format to generate curiosity.
The Videos of the performances are caught on camcoder by another person and posted on youtube tagged as “ Discount you B%lls”
The video will then be edited to show in the end “What is it? Go to www.discountyourb%lls.com or find us on flickr”
On flickr some of the performance pics are posted under the same tag as above and a few other crazy pics. A link also connects them to the www.discountyourb%lls.com
At no time or in no way is there any mention or connection to Zippify or of this campaign being directed for commercial purpose. This is since it has been seen that most constructed viral campaigns fail to take off/catch on when people feel they are being sold to.
Social Networking Sites – Quizzes “What kind of a Zippify Shopper are you?” And fan profiles can be created from day one on various networking sites. Also Twitter should be used aggressively to communicate offers
Merchandise – Post its, Swizzle Sticks, Coasters etc as give aways for various alpha customers who are invited to party’s and events hosted by Zippify.
The Tag line “I just got ZippifyD ” can be used in various forms in various communications, games, mobile apps and social networking websites.