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Harry Potter
Campaign targeting pregnant women in Hyderabad.

Phantom, Sep 10, 2011 / Revised Sep 26.
Campaign overview:
The idea is to attract the attention of pregnant women in the
city of Hyderabad, introduce them to Harry Potter (without
revealing who we are), and get them to engage with the
brand.

The overall objective is to introduce the brand to the relevant
TG and explore conversion possibilities.
Idea:


www.duesoon.com


We don’t yet have a physical space, but can we build a virtual space that
people can visit and interact with the brand? This could be the platform to get
people’s feedback, engage them in a contest, tell them what we’re about etc .
Driving traffic to
www.duesoon.com
Offline: hoardings/ posters
Offline: hoardings/ posters
Offline: hoardings/ posters
Offline: hoardings/ posters
Offline: hoardings/ posters
Once the moms start visiting the site and posting their entries, we get into
the second stage of the campaign, which essentially involves creating a
splash with all the various things moms ‘wish’.

We’ve indicated how these could appear. I think these would tend to veer
towards indulgence and fun, and it might make more sense to showcase
such examples than, let’s say, something too rational.
hoardings/ online banners
hoardings/ online banners
hoardings/ online banners
hoardings/ online banners
hoardings/ online banners
hoardings/ online banners
Freebies: T-shirts
Due soon revised

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Due soon revised

Editor's Notes

  1. Please note: We recommend ‘duesoon.com’ for two reasons: One, it clearly communicates, especially with the relevant visuals, that we have everything to do with having a baby and are talking to pregnant women.The other reason is that the url cannot sound like a brand name. It should have a ‘temporary’ feel to it.
  2. Like I mentioned in the mail, these visuals could be made to look really cute. Please treat these as only indicative. We need a good illustrator on this job.
  3. We could have twins here.
  4. Very simple little idea. An angel and a little devil. The mom’s with asense of humour would choose the latter. The print would appear on the lower portion of the tee.