The document outlines a marketing campaign for a new mobile phone launch. The campaign aims to create high awareness and compress the buying process. It involves a weekend activation event in malls where the target consumer frequents. The event allows friends to connect with each other by sending text messages displayed on screens and win a phone. Feedback is collected through online reviews and interviews. The campaign successfully compressed the buying cycle and increased sales and brand preference over competitors.

1. Begin where one is always supposed to begin…
…so I begin with you because
there is no us without you

2. A case
Client
– Connect mobile phones
Situation
– New Model Launch
Objective
– Create high awareness levels upfront at the launch to compress the buying process
and reach the consideration phase immediately to stay a step ahead of competition
Pressures
– Conventional media budget optimized and will generate awareness but needs support
in compressing the buying process
– Distinct need to differentiate the communication for potential audiences in a category
experiencing high decibel levels of communication from competition operating in
similar category mobile handsets

3. Knowing the end consumer
– 27 years old Delhiite, working as an
executive in an MNC in Mumbai with an
annual salary of 6-7 lacs p.a.
– Social person with many friends that he
cannot count on his fingertips
– Sense of belongingness as he lives in
another city for professional reasons
– Loves to hang around in social places like
malls, multiplexes, social clubs/gymkhana
etc. with friends
– Internet savvy and often found on social
networking sites – friends and chat
– Aspirations Doing well at work and
keeping in touch with friends, colleagues
and parents
– Category need
– Mobile connectivity device that
helps him connect and enhance
relationships

4. Connect with him in an environment
where he is most receptive to the
message
Weekend activation of the launch event in malls where he
frequently visits with his friends

5. “Connect – bringing together dear ones”
– Modality
– Participating friends/groups/couples split to various locations in the mall and send
text messages to each other which are displayed directly on LCD screens.
Participants get into conversations and “Connect“ with each other
– The group with maximum number of conversations wins a newly launched
“Connect” phone

6. “Connect – bringing together dear ones”
– Promotion
– A dedicated “Connect” group on social networking sites was created prior to the
event and sought participation on “Connect” theme with photos/videos of dear
ones to be uploaded
– Event notification was circulated for moving viewers to the mall activation
– A “Connect” platform created for audiences to get news about the “Connect”
phone
– SMSs were sent across the town for creating awareness of the activation
– Bluetooth messages sent for generating participation in the Connect activity
– Fill in your name along with companions and register to win a Connect phone
– Standees put up across the mall talking about the promotion – increasing visibility
– Interactive kiosks were set up for visitors to dedicate songs for their loved ones
– This song is played “live” across the mall’s integrated sound system with
emcee mentioning the person who has and, to who the song is dedicated
– An experience zone was set up for visitors to experience first hand the product
features and attributes
– Samplers were suggested to record their experiences (in terms of operational
ease, aesthetics, functionality etc.) on an interactive platform
– Product reviews were also sought on review websites like mouthshut.com etc.

7. PROJECTION POSTERS/
SCREEN BANNERS
INTERACTIVE
BLUECASTING KIOSKS
SMS KIOSKS

8. “Connect – bringing together dear ones”
– Measurable activity led to clear benefits brought back to the table
– Participation levels for photo/video uploads (number of members and fans apart)
– Bluecasting conversion levels
– Number of participants
– Intensity of participation – number of messages and quality of discussions
relevant to the “Connect” theme
– Number of songs devoted to loved ones
– Number of sampling happening at the kiosk
– Number and quality of reviews after sampling the product (post activity also on
websites)
– Non measurable attributes
– Visitors/participant opinions on the activity along with the emotional bonding it
brought out can captured through interviews
– Positive self generated PR generated due to the buzz factor
– Traditional PR channels as well as the open source formula on social
networking sites

9. Results
– The buying cycle was compressed by x% and proved to be a competitive advantage
over competition
– Sales were y% more than market estimation and within the normal buying process
timelines of 15 days
– Research results proved that the product awareness and comprehension shot up by z%
resulting in higher preference for the brand over a period of time
…and Connect continued using engagement activities for
not only conversing with the consumers but also for
bonding with them
This case study is hypothetical and used for illustration purpose only

10. Services offered
Activation and Events
– Promotional events
– Contests
– Social events
– Corporate events
Digital activation
– Planning and Implementation
– Web
– SEO, SEM, Social Media Optimization
– Mobile
– SMS, WAP, Coupons etc.
Non-conventional activation – Technology
– Interactive server based activities,
– Non-conventional media
Bluecasting
– Any physical touch point that can be
exploited to connect contextually with
the consumer
Mass media offerings among others

11. Credentials - experience
– Mainstream media background of 9 years with experience across categories viz.
consumer durables, white goods, FMCG, Watches & Jewellery, Financial
Services/Banking, Automotive, Petroleum, Hospitality, commodities etc along with
strong Research and segmentation orientation
– 2000-2003 with Mindshare (a GroupM company) handled DeBeers and Godrej
Appliances
– 2003-2006 with Starcom Worldwide handled key accounts like IndianOil, Ultratech and
Birla Plus Cement, HDFC, VVF Ltd, Renaissance, FIAT, Elf Lubricants
– 2006-2008 with MediaCom (Middle East) managed the Dubai operations and
instrumental in knowledge build-up of network offices in the MENA region key clients
were Nokia, Audi-Volkswagen Group, Shell (Corporate ID), TAGHeuer, Marriott and
Renaissance Hotels, 3M, Escada Fashion, VERTU mobiles

12. Credentials - strengths and achievements
– Core strengths Strategic Planning
– Market Prioritization
– Audience profiling
– Product linkage
– Communications Research
– Achievements
– Won the award for the Best Wholistic Strategy across the Starcom Worldwide
network across the country in 2006
– Appreciated for collaborative efforts in winning pitches with affiliates
– Successfully achieved communications targets for clients as per set objectives (in
terms of awareness/leads/sales)

13. Credentials - recommendations
All above recommendations have been sourced from my LinkedIn profile

14. …paving the way into the consumers’ hearts!
Amol Mohandas - Principal
M: +91 99872 93671
E: amol@weavethrough.com
W: www.weavethrough.com
Blog: http://www.puremarketingmajick.blogspot.com
LinkedIn: http //www.linkedin.com/in/amolmohandas
Twitter: PureMajick

15. Thank You