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Tag: Havas Worldwide

  • MSM launches multi-media marketing campaign to promote LIVSports.in

    MSM launches multi-media marketing campaign to promote LIVSports.in

    MUMBAI: Multi Screen Media (MSM) has launched an integrated marketing campaign for its newly launched digital sports entertainment brand – LIV Sports (www.LIVSports.in). The campaign aims at creating awareness about LIV Sports and positioning it as a premier action and entertainment packed digital sports entertainment destination, across youth-focused media and to highlight that the 2014 FIFA World Cup matches will be streamed on www.LIVSports.in.

    The campaign has been derived on the basis of a consumer behavior study that reveals that today’s screen agnostic youth are riveted to multiple screens and devices all the time.

    The marketing strategy is inspired by the well established truth that today’s youth, that is always glued to social media has acquired the personalised “Me, Myself and I” tag. Hence the campaign idea –‘I, Me and My LIVSports.in!’

    LIV Sports has rolled out a 60-seconder Graffiti based TVC that emphasises on the brand’s unique selling points. Conceptualised by Havas Worldwide, the ads are extension to the key concept – ‘I, Me and My LIVSports.in!’

    Sony Entertainment Network executive vice-president – new media, business development and digital/syndication Nitesh Kripalani said, “We have based our communications approach on several studies, that reflects that today’s tech savvy youth are always connected and spend most of their times on their smart phones, tablets and other screens, irrespective of where they are or whom they are with. Live sports is enjoyed together with friends, hence we have also included multiple engagements that will allow users to play/compete with their friends. We are excited about the campaign; the on-ground execution will target specific product features and enable maximum outreach.”

    The brand building campaign is currently running on the MSM Network channels and will be activated across multiple youth-focused media avenues including on-air, outdoor, radio, in-cinema advertising, digital marketing, social media and BTL activities.

    “The look and feel of the commercials has been specially crafted in a way that appeals to the youth, right from the graffiti art to the jingle,” added Kripalani.

    The campaign leverages LIV Sports key offering to its consumers – making available quality content that is mass inclusive and not designed to cater only to ardent sports fans. The digital destination will showcase live and video-on-demand sports content, rich and informative world-class sporting data and analytics in a fun, engaging and entertaining way through games like ‘Mohit Bana Messi – Jerseyfy Me’ and ‘Pehchaan Kaun.’

    Grey Digital has created the interface for the portal as well the accompanying mobile and tablet app.

    “Given that most of the youth today are obsessed with their smartphones and tablets, they have all acquired the ‘Me, Myself and I’ tag. We tapped into this with a simple premise – if you are going to spend that much time on your devices, there’s no better way to enjoy watching sports and entertainment than LIVSports.in.  It’s packed in so many unique features you’ll always want to spend time on it,” said Havas Worldwide executive creative director Vivek Rao explaining the creative strategy behind the campaign.

    “The graffiti art is a funky visual style to depict the various features and demonstrate what you could spend your time on,” he added.

    Havas Worldwide president- west and south Shavon Barua commented, “The campaign speaks to today’s ‘screenagers’; the screen agnostic youth of India who keep switching between multiple screens at ease. Since this is a launch campaign, our approach is to highlight the unique features of LIVSports.in in a creative style that the ‘screenagers’ will identify with. The premise of our story-telling expresses how LIV Sports brings the ‘screenager’s’ screen to life touching upon the aspects of engagement, personalisation and Sports-Entertainment!”

    The digital surround for LIVSports is handled by Grey Digital. “LIVSports.in is not meant for just avid sport buffs, but also those who look at sports as a means of entertainment. The fun engagements on the portal will pique their imagination. The campaign will be promoted through select display and sustained use of social channels,” concluded Grey Digital senior vice-president and head Sudhir Nair.

    Click here to watch the video

     

  • Now wake up and smell the newspaper!

    Now wake up and smell the newspaper!

    MUMBAI: Forget about smelling the coffee in the morning; newspapers have taken over than role as well.

     

    Grab a copy of today’s TOI and sniff it… A familiar smell fills your nostrils; that of Johnson’s baby…

     

    The front page advertisement reads: “Because only a smell so gentle can bring back memories that powerful.”

     

    The innovation brings back childhood memories with just one whiff but it isn’t the only one. According to sensory branding experts, the best known brand smell in the world is that of J&J’s Baby Powder.

     

    Similar ads or ‘smellvertisements’ have been in existence for long except that they’ve hitherto been the domain of perfume and cologne brands and appeared only in magazines.

     

    “Using smell in branding is a tool that only a few marketers use, yet smell is extremely powerful in affecting emotions and triggering memories, In fact, it is the only human sense that completely bypasses rational parts of the brain and connects directly with the Limbic system, a part of our reptilian brains that evokes immediate instinctive feelings. So when we smell, we do not think, we simply feel – instinctively and strongly,” says PipalMajik CEO CD Mitra.

     

    Newspapers have joined the fray only recently, with examples ranging from a Sunday Times edition smelling of Bru Gold coffee to five editions of a daily bringing you the coffee variant of Hide & Seek Biscuits to mangoes being delivered at your doorstep last summer. Technology has played an important role in replacing run-of-the-mill ads with innovations that have become talking points for both consumers and advertisers.

     

    According to Draftfcb Ulka NCD KS Chakravarthy (Chax), innovations bring the attention back to a familiar brand by doing something unexpected and novel. “In J&J’s case, the smell of J&J – especially the baby powder – is, to a vast majority of people, inextricably linked to the way babies smell. So it is a good way to re-emphasise the pre-eminence of J&J in the baby care area in an emotionally powerful, evocative way,” he says.

     

    Havas Worldwide managing partner and chief creative officer Satbir Singh feels that though smell innovations aren’t new, today, no one expects to actually read the front page of a newspaper. “Print innovations have become a norm today. From full front page ads to verticals, there are many ways in which advertisers can catch the attention of their TG,” he says, adding that with so many brands available and most of them talking in the same manner to their TG, it becomes important for brands to come up with such innovations.

     

    Parle marketing general manager Parveen Kulkarni says they were the first ones to do so when Hide & Seek Coffee was launched. “One needs to do something different to stand out otherwise one can easily get lost in the numerous advertisements today in the print medium,” he says. “Word-of-mouth is still the best form of marketing and for new entrants, innovations act as leverage.”

     

    The print medium gives a lot more scope to marketers and agencies to come up with innovations believes Godrej Appliances executive vice president (marketing and sales) Kamal Nandi. But he is quick to add that there is potential in other mediums as well although there are limitations in each. “The only difference between print and electronic innovation is that, it makes the interaction more personal,” he says.

     

    While marketers are quite happy with innovations, everyone agrees there needs to be a strategic objective behind them and they need to add more value to the brand than the premium the marketer pays for it. They also need to bring alive a unique aspect of a brand instead of just drawing attention to a me-too attribute. Readers meanwhile can continue to enjoy the innovations…

  • Havas Worldwide appoints Matt Weiss as Global CMO

    MUMBAI: Havas Worldwide (formely known as Euro RSCG Worldwide) has appointed Matt Weiss as global chief marketing officer.

    In his new role, Weiss will work closely with key leaders across the Havas Worldwide network to drive growth for the agency and its clients.

    Based in the New York office, Weiss will officially begin his new role in January 2013.

    Havas CEO David Jones said, “Matt joins our team at an exciting time for Havas Worldwide. We‘re coming off one of our strongest ever years for new business. The rebranding has underscored our unique integrated structure and digital-at-the-core model while acting as a real growth accelerator.”

    “Matt‘s experience working with some of the world‘s largest and most innovative brands will be a huge asset in driving our clients‘ businesses forward and with it our own growth,” Jones added.

    Weiss joins the network three months after Havas renamed its 316 offices (including India) to Havas Worldwide. According to the agency, in the last two months the agency has won Louis Vuitton globally, Berluti globally, Diet Coke in Europe, the European Central Bank, and La Poste together with the global Unilever data business.

    Weiss replaces Naomi Troni, who was recently appointed CEO, Havas Worldwide Southeast Asia.

    Weiss said, “I was drawn to the scope and scale of Havas Worldwide and their unique position as being one of the most agile, collaborative, and digitally innovative of all the global networks. Equally intriguing is their unique view of the changing marketing landscape – a deep understanding of how social media and corporate responsibility are intrinsically linked to drive business results for clients.”

    Prior to joining Havas Worldwide, Weiss has also worked with companies like McCann Worldgroup and kbs+.

  • Havas group rebrands; Euro RSCG now known as Havas Worldwide

    MUMBAI: France based communications network Havas has implemented a new business model with an integrated structure with the aim of placing digital at the core of all its activities and agencies, unifying creative and media assets and strengthening the visibility of its global brand by renaming its largest network.

    Effective from today all Euro RSCG agencies have been renamed Havas Worldwide (316 offices in 75 countries, including the Euro RSCG, Euro RSCG Life, Euro RSCG 4D and Euro RSCG WW PR brands). This does not translate into any change in leadership.

    Euro RSCG was formed in 1991 by the merger of two French agencies Eurocom and RSCG, both formed in the mid-1970s.

    Under the new brand structure, the Havas group consists of two main brands – Havas Media and Havas Creative. The former entity will include all of the group‘s media agencies while Havas Creative will include Havas Worldwide (previously known as Euro RSCG) and Arnold Worldwide (16 agencies in 15 countries across five continents) along with other communications agencies.

    The rebranding also involves the creation of a new brand Havas Digital Group which will be an umbrella brand operating across media and creative. It will not be a new network pr operational division, but purely a brand. The move comes as a step towards proving the group‘s commitment towards digital.

    Havas CEO David Jones said, “A decade ago, we set ourselves apart by being the first major communication holding company to place digital at the core of all our agencies around the world. Our industry doesn‘t make it easy for clients. They are the ones who have to do the hard job of sifting through big bureaucratic holding companies to try to get a variety of different companies, cultures and P&L‘s to work together; to try to get creative, media and digital to collaborate. With this name change and with the moving together of our creative and media companies in Paris and New York, we‘re aiming to reinforce a key competitive advantage of Havas – that we‘re the most integrated of all of the communications groups with the simplest structure that can offer our clients a powerful combination of creative excellence, digital expertise, scale, agility and innovation.”

    Jones added, “Today with the rebranding we‘re making a small change, but it‘s one we want to use as a catalyst for driving big change through Havas and the broader industry.”

    The Havas Media brand, as well as its network names (MPG, Arena Media Communications, Havas Digital and Havas Sports & Entertainment) remains unchanged. Havas Media will reveal a new visual identity at the beginning of 2013.