CAMPAIGN FOR TEES IS AMONG THE FIRST IN INDIA1 TO TRY AND BUILD A NEW BRAND ALMOST EXCLUSIVELY ON DIGITAL MEDIA. HTTP://ARTICLES.ECONOMICTIMES.INDIATIMES.COM/2012-01-25/NEWS/30663028_1_TEES-TITAN-NEW-BRAND
"IT WAS THE FIRST INDIAN BRAND TO HIT A MILLION2 LIKES ON FACEBOOK." •The team is tracking the popularity of the campaign not just by mentions online but by the amount of time spent on the sites or seconds stared.
AND SO FOR THE FIRST TIME IN FASTRACK HISTORY,3 90% OF SPENDS WERE EARMARKED FOR THE MEDIUM. CONCEPT- Taking the cheesy lines usually found on t-shirts to a range of watches, WORD OF MOUTH marketing- a form of viral marketing OBJECTIVE- Trying something experiential, contemporary that would create a buzz among consumers AESTHETIC- A lot of time was spent in both pre and post production in terms of look of the models as ads were run across sites like MSN & Yahoo which have strong policies on what can and what cant go
THE TEASER CAMPAIGN PLAYED AROUND WITH 4 WORDS, CREATED INTRIGUE AND GOT PEOPLE TO ENGAGE STRATEGY- Medium- Social media i.e. Apt medium of communication to hit its target audience- mostly youngsters Expenditure- Small amount spent on outdoor and radioBORING T-SHIRTS which acted as a support media for the principallyVs COOL NEW online campaignTEES !!Let your wrist do Sales Promotion- It was not done just for the sake ofthe talking!! branding but was very transaction oriented. Titan offered exclusive discount only for its online fans,Move On… promoted via status updates on the social networking site- Facebook
5 THANK YOU !! HTTP://ARTICLES.ECONOMICTIMES.INDIATIMES.COM /2012-01-25/NEWS/30663028_1_TEES-TITAN-NEW- BRAND