Wednesday, December 19, 2012

IDEA’s idea of customer engagement

India is one of the fastest, if not the fastest, growing countries for telecom companies with tele-density on an ever increasing curve. No wonder the last few years have seen outstandingly creative work coming for telecom brands. To name a few, the Vodafone pug and then the zoozoos, Airtel’s catchy tunes, Idea’s sirji, Tata Docomo’s series of ads.

Idea has consistently come up with diverse attempts to stand out from the clutter. Their new campaign ‘honey bunny’ tries to go the ‘ringtone’ or ‘caller tune’ way. A famous musical piece always gives a top-of-mind-recall. it’s very much a tried and tested formula. Thus goes away from the risk-taking creatives IDEA is known for. Having said that, the tried and tested works and this case is no different. We are seeing, or should I say hearing, a lot of these ring tones and caller tunes.

An example of the popularity can be found out from the following video done by a family. The entire family is the cast who enjoy the song to the fullest. IDEA brand managers would be smiling from ear to ear on seeing this creative rendition of their baby. It won’t be a surprise if this video goes the ‘Kolavari de’ or ‘Gangnam style' way. The success to viral videos is the simplicity and how it connects to the audience. This video is shot well, although post-production work has gone into it. It doesn’t look like a professional’s job done in a studio but a wonderful effort nonetheless.

This video might not result in increased sales for IDEA but it increases brand awareness. With technology available for shooting videos, companies must attempt to engage customers to join in fun. This could give some food-for-thought to brand managers to leverage technology to gain customer engagement. 

Sunday, December 9, 2012

Nice campaign by Gillette – shave or crave!

They say role models sway buying decisions or at least influence it heavily. Hrithik Roshan made the one-day stubble as a fashion-statement after his mega hit debut movie. It surely resulted in guys shaving less and keep a stubble. Shah Rukh Khan sported a beard in Chak De India. It might not have resulted in guys keeping beards but it did bring facial hair in vogue again. Gillette’s launched its “women against the lazy stubble” campaign in 2009 to make men shave and not keep a stubble.  2012 now has the ‘shave or crave’ movement by Gillette. It talks about women opposing the evening stubble. An attempt to increase sales through increased shaving times.

This strategy, with an objective to increase product usage, is the low-risk growth strategy as mentioned in the Igor Ansoff product-market matrix. Gillette authenticates their claim of women opposing facial hair by showing off the Nielsen survey. The findings may be true but it’s quite a personal choice. A good attempt by Gillette in a low-involvement category. Not only would it increase sales, though not substantially, but also help in top-of-the-mind-recall for the Gillette brand. With good looking ladies such as Malaika Arora Khan & Neha Dhupia endoring the product, it will also grab eye-balls.

Gillette Fusion Gamer priced at Rs. 299/- seems to be a tad high. Such a strategy should focus on absolute margins through volumes. A use-and-throw razor priced under Rs. 100 would have been more appropriate.