ITV

Tag: Facebook

  • Xrbia’s teaser campaign sells destination

    MUMBAI: Real estate company XRBIA Developers has launched the teaser campaign for its upcoming project by the same name.

    The campaign has been conceptualised by creative agency Ideas@work and the objective of the campaign is to promote ‘XRBIA as a country.’ The strategic marketing consultancy on the campaign was GroupM’s agency mConsult.

    As part of the concept to further this objective, the teaser campaign is made to look like a tourism advertising/promotion, inviting people to explore a new destination. To make it seem authentic and pique the audience’s curiosity, the campaign also uses the line ‘Visa on Arrival’ as a finishing touch.

    The idea draws inspiration from the etymology of the word Xrbia. The name of the project is derived from the word ‘exurb’ which denotes a location on the outskirts of a city. In keeping with the name’s origin, Xrbia Developers plans to focus the current and future projects at locales on the outskirts of the bustling cities.

    The campaign consists of a 360 degree campaign to reach the target audience and create maximum retention of the brand name and associations. For this purpose, the agency created content across TV, print, radio and digital medium in order to promote the brand and position XRBIA as an idyllic country.

    As part of the print leg of the campaign, the brand issued ads in publications like The Economic Times, Mumbai Mirror, Pune Times and Gujarat Samachar. On the online front, Xrbia featured on travel portals like Make my trip and Yatra apart from the usual mass reach portals like Yahoo, Google, YouTube and Facebook.

    The TVC was created to highlight a new place where people can lead a peaceful, laughter filled and stress free life and have a community of their own wherein they welcome their guests with warmth and affection.

    In case of radio, the campaign took the interactive route and held contests running for three days on different aspects of the Xrbian Life like food, music, nightlife etc. where people participated to win vouchers if they could guess correctly amongst the options given.

    The campaign received an encouraging response with 27,000 Facebook likes and enquires about the project. “Many of the Interactions were about people asking where the new country was, some asking if it was a rebranding campaign by Serbia, some even applying for a job in the country. The high amount of interaction with the page content just helped reinforce the success of the campaign,” said an official statement.

  • Saatchi & Saatchi creates ‘sleep exchange’ campaign for Springwel

    Mumbai: Springwel mattresses is launching a new ad campaign that has been conceptualised by Saatchi & Saatchi.

    Springwel mattresses wanted to give its potential customers an exchange offer wherein they could exchange their old mattresses for a new one at a discount. The act of buying a mattress has been made into an act of good in the new “sleep exchange” idea.

    According to the agency, the idea came from the insight that over eight crore Indians are homeless – half of them children. They sleep anywhere they can – on pavements, under flyovers, on railway platforms, at bus stops and on park benches.

    In partnership with Springwel, Saatchi & Saatchi decided to galvanise people to do their bit. The campaign asked consumers to exchange their old mattress for a new Springwel mattress. Besides giving the customer a discount, the brand also tied up with NGOs running shelters for the homeless, and donated the old mattresses to them.

    This message was spread via social media, instead of mainstream broadcast media. The agency had created a film showing three street children going back to their regular place to sleep after a hard days’ work. As they reach the place, they find it littered with garbage. They clean the place and lay newspapers, and pieces of cardboard which act as mattresses, just to have a good night’s sleep.

    The agency has also been keeping Facebook users informed about on-going activities and uploading actual stories of homeless people and how they reached where they are.

    Additionally, on-ground activities have also been initiated. Using part of the pavement on Marine Drive (Mumbai) as a canvas, four artists created a ‘larger-than-life’ chalk illustration of a homeless kid sleeping on the pavement. In the five hours that it took to complete the illustration, thousands saw, photographed and shared the message via social media.

    The agency is also planning to have a wall painting project on the same lines in New Delhi. Also on the anvil is a photography contest cum exhibition with the homeless as a theme. This will be open to all, and will be judged by a panel of photo journalists.

    Springwel managing director Paramjeet Singh said, “We loved the suggestion of our advertising agency, Saatchi & Saatchi, to donate these old, but serviceable, mattresses to shelters for the homeless, allowing us to repurpose mattress for a larger good.”

    Saatchi & Saatchi, Delhi vice president Jaibeer Ahmad said that the idea reflects Saatchi’s philosophy of turning brands into Lovemarks. “Instead of relying on ‘-er’ (better, thicker, softer) product benefits, Springwel will now be looked upon a brand that wants to make a difference to the larger community,” Ahmad said.

  • Facebook expands ad portfolio to include Zynga

    MUMBAI: Social networking website Facebook has begun showing ads on gaming website Zynga which will allow people to see Facebook ads and sponsored stories on Zynga.

    The move is seen as a departure from the company‘s earlier position of not distributing ads beyond the borders of its own website. It has given rise to speculation that the social networking giant is mulling an online advertising network.

    Facebook has been under pressure to prove the effectiveness and reach of its paid ads and more so since the feeble launch of its IPO on 18 May this year.

    Last year, Facebook posted a revenue of $3.7 billion from ads that appear on its site. In light of the criticism advertisers and analysts are piling on Facebook for its ad effectiveness (or rather the lack of it), an ad network could significantly increase the reach of Facebook ads, offering an important new source of revenue growth.

    Zynga is a social network game development company headquartered at San Francisco, California. The company develops browser-based games that work both standalone on mobile phones and as application widgets on social networking websites such as Facebook, Orkut, Google+ and Myspace.

  • Komli renews reseller agreement with Facebook

    MUMBAI: Media technology platform Komli Media, with operations across Asia Pacific, has renewed its reseller agreement with Facebook in India, making it the only authorised re-seller of Facebook premium inventory in India. This marks the fifth year of Komli‘s association with the social media networking platform.

    Komli Media said in a statement that this move will help it service its clients better and provide advertisers with better solutions on the exponentially growing social media platform.

    Komli Media VP and country head Gulshan Verma said, “Our association with Facebook goes back over four years and it gives us immense pride to continue to partner with them. Komli works with over 70 of the top 100 marketers in India and we work together with Facebook to educate the market about the potentials of social marketing.”

    Facebook APAC VP Erik Johnson added, “India is an important and dynamic market for us. Komli has been a great partner on the ground in India over the last few years, and I am looking forward to our continual partnership with them in educating marketers around the best practices of Facebook advertising and brand pages.”

  • A Monster makeover in ‘Find Better’ campaign

    A Monster makeover in ‘Find Better’ campaign

    MUMBAI: Online career and recruitment solutions provider Monster India, part of Monster Worldwide, is moving into a new brand positioning, ‘Find Better’.

    Dentsu is masterminding the creatives of the campaign that is targeted at enabling employees and employers with ‘Better Access, Better Connections, Better Results’.

    Monster India’s ‘Find Better’ campaign aims to provide users with an improved user interface experience coupled with a simple and clutter free presentation of information with the central idea being to increase the ease of navigation on the website.

    Monster.com (India/Middle East/Southeast Asia) MD Sanjay Modi said, “Both employers and jobseekers are constantly seeking better. ‘Find Better’ builds upon our value proposition. It speaks to employers by helping them source, match and manage the key talent. To jobseekers, it gives freedom to connect from wherever they through mobile, social media or the web.”

    Working on insights from its recent study, the campaign is based on the concept that luck plays a crucial role in almost every sphere of our lives and especially in matters related to job search and career progression.

    The campaign revolves around two men who, while waiting to be interviewed, show off their lucky charms. There is a one up-man-ship as each one tries to outdo the other. In the end, the boss walks out with the third selected candidate. The other two men stare at him wondering what he did to get luck on his side. The selected candidate stops to pull out his smart phone which has Monster application for job seekers and comments that with Monster, the luck is on his side.

    Dentsu India Group national creative director Soumitra Karnik said, “In India, a large number of people believe in luck and lucky charms, especially when it comes to finding the right job. This is the insight we used in our communication. The idea is to reinforce Monster’s strengths as a result of the new initiative launched by the company to connect savvy job seekers who want 24/7 access to employers anytime and anywhere. We have made a conscious effort to blend humor in the television campaign as we operate in a serious category.”

    Monster India has also launched Monster TV, a career channel on YouTube that combines video with MonsterIndia.com’s expertise to deliver content to job seekers at a high scale. The channel will act as a repository of high quality relevant user generated video content.

    Monster India recently launched its iPhone and iPad applications to complete the Monster Mobile Solutions portfolio, which already had Android, Blackberry and Windows applications. The company also launched a WAP portal to help seekers and employers to access MonsterIndia.com from anywhere they are.

    Monster also pioneered jobs on television in India with the launch of ‘MonsterJobs Active’ in collaboration with Dish TV. Making use of the social media phenomenon of Facebook, the online portal launched BeKnown™, a professional networking app designed to allow people who use Facebook to establish a professional network.

  • Intercontinental gets Cogmat to handle its social media duties

    MUMBAI: Digital agency Cogmat has been roped in by luxury hotel InterContinental Marine Drive to handle its social media mandate. This is a first for the Mumbai-based luxury hotel and the spends on social media are estimated to be 10 per cent of the total marketing budget for the digital medium.

    The core idea of the campaign will be to drive the brand message on the social media platform. No pitch was called for the account.

    Cogmat’s duties on the mandate include reviving the existent properties that Intercontinental Marine Drive on the social media platforms like Facebook and Twitter. It will also be involved in enhancing the brand’s online reputation using social media and industry relevant websites such as Tripadvisor, Zomato, Burrp and Lonely Planet by answering guest queries and calling for customer feedback.

    Earlier this month, Neemrana Hotels hired Internet Moguls for search engine optimsation.

    Cogmat is a digital media agency based in Mumbai and Hong Kong. It works with companies from industry verticals like education, luxury hospitality, financial services, FMCG and retail. Its clients include Oxemberg, Eurokids, Welingkar Group of Institutes and Mufti.

  • Indigo Consulting to handle Loop’s social media mandate

    MUMBAI: Telecom company Loop Mobile has roped in digital marketing agency Indigo Consulting to handle its social media initiatives.

    The mandate includes tapping social media platforms to engage the relevant audience as well as online reputation management for the brand. This is an extension of the agency‘s current website management duties for the telecom service provider.

    Indigo Consulting was recently acquired by Publicis Groupe‘s Leo Burnett.

    The agency will be responsible for exploiting platforms such as Facebook and Twitter, along with other applications and new technology to help connect the online and offline activities of the brand. The agency‘s focus will be to create online buzz about Loop Mobil‘s positioning as Mumbai‘s Nonstop Network. It will also be involved in managing expectations effectively and build engagement apart from creating buzz on brand.

    Indigo Consulting MD Vikas Tandon said, “Social media with its capabilities of creating engagement, conversations and activation allows brands a perfect opportunity to connect with their customers. Keeping this in mind, our social media strategy shall leverage creating a unique brand experience for the Loop Mobile customer or non-user while converging the brand’s online and offline efforts.”

    Loop Mobile (India) Limited head – corporate affairs and PR Arif Ali added, “With the growing opportunities that social media provides, we felt the need for an integrated approach for maximizing our digital and mobile communication needs. We have had a great working relationship with Indigo Consulting and we respect their experience in handling leading brands. Thus we welcome them as a strategic partner who with their deep understanding of online consumer behavior, shall help ensure a high level of social and digital interaction, provide creative ideas and strategy to boost the overall brand presence driving our core thought of Mumbai‘s Nonstop Network.”

    Indigo Consulting is a full-service interactive marketing and technology agency. Its services include online marketing, website design and development, search engine optimization and social media marketing. Indigo Consulting boasts of clients like Hindustan Unilever, Asian Paints, HDFC Bank, Kolkata Knight Riders, Abu Dhabi Commercial Bank, Thomas Cook, South Australia Tourism Board, Makemytrip and Cathay Pacific.

  • Isobar executes online flash mob for Reebok

    MUMBAI: Aegis Media‘s full service digital agency Isobar has conceptualised and executed an online campaign labelled ‘Flex a Move‘ for sportswear and fitness brand Reebok India. The campaign was carried out with objective of getting the brands‘ 1.5 million Facebook community to join the fitness revolution.

    Reebok India launched the online flash mob, which is basically a dancing feat created for the fans, by the fans and from the fans. The video acted as an engagement platform that encouraged the fans to follow five pre-defined steps and upload their own dancing videos over a period of a month. On 1 May, a synchronised repertoire of all these videos was aired on the Reebok India Facebook page, giving birth to an online flash mob.

    Isobar India director Gopa Kumar said, “We wanted to reinforce the philosophy of RealFlex in an innovative way and create an engagement platform for the fans. Hence, the idea of the first-ever online flash mob. This activity was also used as a platform to communicate and encourage fans to join the fitness revolution. The response from the fans has been outstanding, to say the least.”

    Since the launch of the campaign, Reebok India has grown by more than 100,000 fans and has collected more than 250 dancing videos in three weeks.

    Another digital initiative launched as a part of the campaign is an application on Facebook, through which fans can create their virtual fitness avatar to start a daily fitness regime for the avatar and the real user. The virtual avatar does a set of 14 different exercises, which helps the user follow a strict toning and calories burning regimen. The fixed workout schedule followed by the avatar is advised by a Reebok-certified fitness instructor and is targeted to help a user burn up to 200 calories in a 20-30-minute workout.

    Recently, Isobar was recognised as the Facebook Preferred Marketing Developer in six markets worldwide, including the United Kingdom, Finland, Hungary, Poland, Norway and the United States, the company said.

  • Cogmat wins Benzer’s digital mandate

    Cogmat wins Benzer’s digital mandate

    MUMBAI: Mumbai-based high street fashion brand Benzer has entrusted its digital duties Cogmat.

    The digital media agency will service the account out of its Mumbai office.

    The mandate includes creating a stronger digital presence for Benzer through social media and other digital tools.

    A source from the agency confirmed the news to indiantelevision.com.

    Cogmat will work to build a large online community of users interested in high-street ethnic Indian wear with the help of social media marketing and online reputation management for Benzer and its e-commerce portal, www.benzerworld.com. It will also try and leverage social media platforms such as Facebook and Twitter to drive the brand‘s e-commerce portal.

    The YouTube page of the brand has undergone a makeover as a part of the digital branding exercise.

    Cogmat is based in Mumbai and Hong Kong. Its clients are spread across sectors like education, luxury hospitality, financial services, FMCG and retail and include the likes of Oxemberg, Eurokids, Welingkar Group of Institutes and Mufti.

  • GM plans to pull the plug on paid ads on Facebook

    GM plans to pull the plug on paid ads on Facebook

    MUMBAI: Leading global automobile manufacturer General Motors plans to stop advertising with social networking website Facebook. The company feels that paid ads on the site have little impact on consumers‘ car purchases.

    GM is the third-biggest advertiser across all media in the U.S, after Procter & Gamble and AT&T.

    GM spends about $30 million on content created for the site which includes agencies that manage the content and daily maintenance of GM‘s pages. The automobile giant began re-evaluating its Facebook strategy earlier this year after its marketing team began to question the effectiveness of the ad. Grapevine also has it that GM has been revamping its marketing, hiring a new ad firm to buy its media.

    The move brings to light a much debated issue that many marketers have been raising: whether ads on Facebook help them sell more products. While GM plans to withdraw the paid ads, it intends to continue maintaining the free Facebook pages and promote its products on Facebook.

    This move by GM also raises questions about Facebook’s ability to sustain the 88 per cent revenue growth achieved in 2011. Facebook said last month its first-quarter ad revenue was down 7.5 per cent from the previous three months and blamed ‘seasonal trends’ for the decline, as well as a greater number of users from outside the U.S., where ad rates are lower.

    GM spent around $10 million (5.55 per cent) of its total ad spends in the US viz. $1.8 billion in 2011 , according to Kantar Media. This constitutes Facebook‘s 2.70 per cent of Facebook’s total 2011 revenue of $3.7 billion, most of which was advertising sales.