it is the IMC campaign for Camelbak Groove. It has totaly new Idea for advertising the company to boost the sells. By: Saurav Narayan Singh, Vaneet, Siddhant, Jason D'suza

5. Campaign Challenge
• For a product going up against the entire disposable water bottle industry, the customer can
not be persuaded to purchase the product through simple advertising
• The customer has to be convinced to stop the continuous use of disposable bottles and buy a
full time solution offered by us
• There needs to be an emotional connection developed with the consumer where a message
needs to conveyed to them that their improper usage of water is indirectly affecting the water
deprived citizens in Africa.
• Make the consumer trust the value of the product, which can be done through endorsements

6. Objectives of the campaign
• To target and attract a segment that can be associated to and can
relate to the product in the long run
• Find endorsement(s) in order to make the product trustworthy,
reliable and legitimate

7. Situation Analysis - SWOT
Strengths Weaknesses
Opportunities Threats
• One of a kind
• Availability of choice
• Discourages use of
plastic
• No threat of
substitutes
• Competitors like Tata
Swachch and Eco-vessel
• Highly priced
• Limited audience
• No first mover
advantage
• Increasingly growing
concern for health
• Increasing awareness
of proper usage of
water

8. The Campaign

10. 1 Million Videos
6 Continents
6 Celebrities
1 Trip
1 Winner
1 Purpose
A Billion Smiles

11. Segmentation
Descriptor Young children Young Working
Class
Middle Age
AGE 14-19 20-39 40+
Income Low Moderate to High High to HNI
Geographic Semi-Rural Semi-Urban / Urban Semi-Urban / Urban
Product Category
Experience
Nill Nill Nill
Need Disease Free On the go drinkable
water
Disease Free
What do they want to
achieve?
Health Care Convenience Health Care
How can our product
help them achieve
their goals
Supply of pure
water
Convenient
Drinking Water
Supply of pure water

12. Strategy & Execution
• A portal will be created by Camelbak for which the first 6 videos will
be put up by the celebrities speaking of the competition for which
major social media boosting will be required
• The celebrity judges will nationally shortlist participants which will be
narrowed down to one person
• The chosen one will get the opportunity to travel the globe with these
celebrities and provide aid and educate masses around the world
about proper usage of water
WHY
ME?

14. Target Audience
Individuals with average to high income, daily workers

15. Communication objectives
Digital
Marketing
CauseExperience