This is a brand campaign presentation for Dabur Odomos made by a group of students of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi (IIMC) as part of their college project.
Links for the videos:
Vox Pop: https://www.youtube.com/watch?v=G1VlHo7a9nY
Television Commercial 1: https://www.youtube.com/watch?v=Jbb2ojJgmn8
Television Commercial 2: https://www.youtube.com/watch?v=SXDnw84VMdY
Radio Commercial: https://www.youtube.com/watch?v=41AKaWHaPSo
What are the 4 characteristics of CTAs that convert?
Dabur Odomos Brand Campaign
1.
2. BRIEF - IMPERATIVES
A focussed 6 month campaign on bringing alive the
DENGUE SCARE
Communication strategy that encourages usage of Odomos
in the Morning time,
On New Occasion and New Places.
3. The Task
How do we increase the Usage of brand ODOMOS across various
consumer segments ?
4. The Bigger Task
How do we differentiate our brand in a fiercely competitive market
of mosquito repellents?
7. And their SHARE in the INR 3600 CR MARKET
INR 3060 CR
INR 540 CR
Source: Business Standard/Household insecticide market worth Rs 3,600 crore/October8,2013
8. Within the Domestic Mosquito Repellent Market
COILS PERSONAL APPLICATIONMATSVAPORIZERS
12. Snapshot of the category
• Total market Size : 98 Crore , growing at CAGR of 1.25%
• Odomos is the king of the category
• Losing business to other formats
• Low acceptance among the consumers
• Has not been able to capture its full potential
13.
14. RESONANCE
Loyalty only for occasional use.
Complimentary, not a substitute product.
JUDGEMENTS
Conditional recommendations.
Only regular users vouch for its harmless.
Recommended by doctors.
FEELINGS
Safe, wise and protected (provides protection even
when others can’t)
PERFORMANCE
Easy to carry and Natural.
Ineffective and unreliable for some; Effect only for 3-5
hours; Regular users highly satisfied.
Mixed opinion regarding fragrance; sticky and inconvenient
during summers.
IMAGERY
Versatile, Mobile, Harmless, Pioneer, Brings in
nostalgia; Last resort. Shield.
Available everywhere but in a few forms
SALIENCE
Moderate top of mind and spontaneous awareness. 100% prompted recall.
Usage is largely occasional for most.
15. Personality: Humble, friendly,
protective, fighter
Relationship: Custodian, protector
(especially for the child)
Culture: Natural; without
chemicals
Reflection: Responsible and
wise
Self-image: Confident and
stress-free
Physique: Sticky, indoor and
outdoor protection, tube form
Brand Identity Prism
Brand Mantra:
Natural; Mobility;
Pioneer and Innovation
21. Odomos has
moderate TOMA, still
not in the consumer
consideration set
Process of applying
Odomos is TEDIOUS
and other mosquito
repellents are
considered
convenient
30. Clearly, people at large, do not consider the
mosquito problem outside their house serious
enough to seek protection
In effect
31. POINT B
Make people feel the need to
protect themselves from
mosquito bites out of home
POINT A
Indifferent to the
mosquito problem outside
their house and therefore
seek no protection
32. How to Nail it?
“ODOMOS is the
safest and most
effecrive repellent to
fulfill my need”
36. Parameter Description
Age 25-45
SEC A and B
Education Graduate/Undergraduate
Monthly Household Income 30 K +
Location Pan India
Occupation Housewife and Working
Demographically speaking….
40. Brand Positioning
Only mosquito repellent that lets you and your
loved ones have ‘carefree’ outdoors during
mosquito risk period
Emotional Benefit: Have carefree outdoors
Functional Benefit: 100% Protection at all times
41. Advertising Objective
To get the consumers to feel the need of protecting
themselves from mosquito bites ‘out of home’ as a
necessity
42. Creative Button
Highlight the tangible and intangible consequences of
indifference towards the mosquito problem and, by
extension, the Dengue menace, in outdoor spaces
45. What ?
An initiative by Odomos to fight the menace of Dengue in India
Why ?
Association with this cause will leverage good PR and would push sales thereby
helping in achieving the marketing objective
When?
May-October 2015
Where ?
Pan India
46. Objectives of the Campaign
Educate about dengue – its causes, prevention and protection
Validate Odomos as the most effective and viable outdoor option
Spread awareness about the range of Odomos products
54. Stage 1: Building Awareness
Fact based communication to disseminate information and
● Create awareness about the deadly Dengue causing
mosquito (DCM)
● Unnoticed Encounters with mosquitoes
● Reiterate the fact that DCM bites in MORNING
● Precautionary measures to curb Dengue
55. Stage 1
News seeding
Advertorials
Native Content on
Digital Media
Machchar
Handle on
Twitter
Website
launch &
Social media
Online
Contests
Happy Streets
Campaign
56. News Seeding in Press
● To educate people on dengue – prevention, protection and
precaution
● Build a favourable environment for Odomos (and its
proposition of 'outside protection') by emphasising on the
danger of dengue mosquito
62. @Machhar Twitter Handle
● Introduced to launch the @DaburOdomos twitter handle
● Spreading its terror among the 'Tweeple'
● Conversations around where the 'machhar' has been biting people, how he scans
and picks his targets, various 'machhar myths'
● Time period - 3- 4 weeks.
63.
64. Twitter handle of @DaburOdomos
● Will be launched through Youtube Advertising
● This handle will have fun banters with the @Machchar
handle
● Will promote all the offline and online activities of Odomos.
67. Native Content on Digital
Platforms to be used
Social media blogs, handles, pages and websites related to travel, lifestyle,
parenting, youth specific websites in order to get maximum reach
Content
Informational, Quirky or entertaining
● 10 problems only mosquito magnets will relate to',
● '12 awkward situations to be bitten by mosquitoes
● 8 simple steps to make your home dengue-free'
Objectives
● Create a conversation around the mosquito problem,
● Bring it to a top-of-the-mind position in consumers' minds while at the
same time have Odomos being present
68. Other Digital Initiatives
Launch of the official website of “www.azadidenguese.com”
Facebook page: fb/AzadiDengueSe
Hashtag: #AzadiDengueSe
69. Online Contests
● The @Machar and the @DaburOdomos twitter handles will be used to reach out
and hold online twitter contests
● 'Give the wackiest places to be bitten by mosquitoes',
● 'The awkward mosquito bite'
71. The Idea
● The first leg of the programme: School Bus-Stop Delivery
● Reach out to parents in the morning time when they go to
drop their children.
● Odomos’ branded vans will go on these routes and
distribute comic books containing stories on dengue
72.
73.
74.
75. School outreach programme with 7 school franchise across 11
cities targeting thousands of children
During the programme, Odomos will:
● Educate school-children about Dengue via audio-visual media.
● Hold contests, quizzes and competitions on the subject of
Dengue.
76. Badge
End Result: Selection of one
Odomos Dengue Control
Officer from each school.
The student Dengue officer will
be entrusted with task of
spreading awareness and
prevention measures.
His/Her efforts will also feature
as fortnightly updates on the
Odomos website.
78. The Idea
● Associating with The Times of India’s Happy Street Campaign
to reach out to the masses
● Sponsoring Happy Street’s Football and Cricket League and
creating awareness about Dengue and its product range to
the masses
79. Why Happy Streets ?
Reaching the masses especially the “Outdoorsiers”
Campaign essence goes with Happy Streets
Partnership with TOI will ensure coverage
Online coverage by Buzzfeed, Scoop Whoop, Story Pick, etc.
81. Stage 2: Bringing fear closer to the consumers
● Fear of Dengue disrupting your life
● Mosquito menace “Out of Home”
● Severity of Dengue threat for children and elderly.
● Encouraging conversations on Dengue and the need for
protection outside home
84. Odomos turns select routine outdoor spaces into
Dengue Safe Zones
Using wallpaper made up of Odomos Patch
#1
85. How will this work ?
Odomos Patch has Citronella that keeps mosquitoes away for
8-11 hours. Wallpaper will make the premise free from
Dengue causing mosquitoes.
86. The Target Locations
Bus Shelters
Park Benches
College campus hang out spots
Open Corporate spaces
Markets
93. The Dual Impact
These BTL activities will be looked at as Odomos’ initiative to
provide India Azadi Dengue Se, leveraging PR
Product experience with Odomos Patch and Lotion will
remove negative perceptions of stickiness and odour
and induce trials
109. What’s the IDEA ?
Odomos partnering with ABP News to come up with a TV
series (4 episodes). The show will visit residential areas
and college campuses in cities where reported Dengue
cases are high
110. The households in the residential locations and students colleges
will participate in the
Odomos Dengue Prevention Trail
111.
112. The activities will involve cleaning the variety of Dengue breeding points in the
residential locality and campus areas
1. Use Odomos before starting the Trail
2. Throw stagnant water from pots in your garden
3. Collect 5 items where Dengue mosquito can breed
4. Clean the roof top
Odomos product range will be given as a gift hamper
113. How will it Impact Odomos?
Aired on ABP news, prevention awareness initiative will reach
millions
Association of Odomos with the cause of dengue and as an
“outside specialist” in the eyes of TG
Advertising of the Odomos product range in the activities
114. Direct Marketing
● Installation of Dispensers at Colleges and mosquito prone
areas
● In store Product Placement
● Outdoor Sampling / Mass Distribution
118. OVERVIEW OF MEDIA EXPENDITURE BY ODOMOS
Total amount spent: Rs 234,674,000 (Rs Twenty Three Cr, Forty Six Lakh And Seventy Four Thousand only)
PRINT RADIO TELEVISION
Odomos Cream Rs 8,541,000 - Rs 132,945,000
Odomos Naturals Rs 10,288,000 - -
Odomos Range Rs 9,808,000 Rs 12,950,000 Rs 3,102,000
Odomos Bands and Patches - - Rs 57,040,000
Total Rs 28,637,000 (Rs Two Cr,
Eighty Six Lakh and Thirty Seven
Thousand Only)
RS 12,950,000 (Rs One Cr,
Twenty Nine Lakh and Fifty
Thousand Only)
Rs 193,087,000 (Rs Nineteen Cr,
Thirty Lakh and Eighty Seven
Thousand)
Percentage Share 12.20% 5.52% 82.28%
123. Media Vehicles- Television
Genre Role Key vehicles
GEC Reach Building Primary:
· Colors
. Star Plus
· Zee TV
Secondary:
· Life Ok
· SAB TV
News Frequency Builders -Aaj Tak
-ABP News
-Times Now
-NDTV 24X7
Infotainment Addressing context -Discovery Channel
-Animal Planet
124. Media Vehicles-Television
Kids Addressing Context - Nick
-Cartoon Network
-Chutti TV (Tamil)
Movies and English entertainment
(for youth)
Addressing Context -Sony Max
-Z Cinema
-Sony pix
-HBO
-Star World
-AXN
Regional Reach builders -Surya
-Sun TV
-Gemini
-Suvarna
-Z Marathi
-ABP Majha
-Vijaya
-Z Bangla
127. Media Vehicles: Print
MEDIUM ROLE STATES/MAJOR CITIES KEY VEHICLES
Newspapers Reach builders ● Metro Cities: Delhi, Mumbai, Bangalore, Hyderabad
and Chennai
● UP: Allahabad, Kanpur, Varanasi, Lucknow, Agra,
Meerut, Bareily
● Bihar: Patna, Gaya, Bhagalpur
● MP: Bhopal, Indore, Ujjain, Jabalpur
● Rajasthan: Jaipur, Ajmer, Bikaner, Kota, Udaipur,
Jodhpur
● Maharashtra: Nagpur and Pune
● South: Port cities such as Cochin, Vishakhapatnam
● Other: Kolkata, Jammu, Ahemdabad, Amritsar, etc.
● Times of India and Hindustan
Times (Metro cities and
Maharashtra))
● Amar Ujala and Hindustan (UP)
● Hindustan (Bihar)
● Patrika (MP)
● Rajasthan Patrika (Rajasthan)
● Lokmat
● Malayalam Manorama, Daily
Thanti, Eenadu (South)
● Other: Anand Bazar Patrika,etc.
128. Media Vehicles: Print
MEDIUM ROLE STATES/MAJOR CITIES KEY VEHICLES
Magazines Addressing Context and
building fear
Pan India • Outlook Traveller
• Lonely Planet
• Sportstar
• Femina
130. •Radio Mirchi, Radio City, Hit Fever and Red
FMDelhi
•Radio Mirchi, Radio City and Red FMMumbai
•Radio Mirchi Chennai, Suryan Chennai, Red
FM Hyderabad, Radio City Hyderabad, Radio
Mirchi Bangalore
South
•Radio City Jaipur, etc.Other