How Do You Measure The Power Of Words
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The document outlines various marketing and creative strategies developed for different brands, focusing on the Samsung notebooks campaign which encourages users to 'break free' from their routines and emphasizes the product's unique selling points. It also discusses innovative campaigns for sales training through engaging storytelling, effective conversation strategies for increasing fan engagement for sports teams, and impactful political advertising that contributed to electoral success. Overall, the document showcases a diverse range of creative solutions and their results across multiple marketing briefs.
How Do You Measure The Power Of Words
- 1. Some examples of how I tackle briefs…
- 2. The Brief Create a platform idea for Samsung Notebooks that can be leveraged throughout the year and used to show key differentiation from competition. Starting the campaign with the launch of Samsung ATIV hybrid notebooks
- 3. Thought Starter The market is only talking about the „What‟ & „How‟ –what is the product and how is it different. With a commoditized market, such reasons fall flat. How about telling the „why‟ – why do you need a Notebook? This brings an even greater opportunity to create conversations.
- 4. Creative Solution In search of the „why‟ we need a Notebook, I came up with the thought of „Breaking Free‟. With a Notebook by your side, you can Break Free from your desk. Thanks to the long battery life and lighter weight, you can even move outside your routine and still deliver outstanding work. Hence, the platform idea Break Free with Samsung Notebooks.
- 5. Implementing Platform Idea We started the campaign by asking people to „Break Free‟ and tell their friends what they should „Break Free from. With a whopping 450,000 impressions and 195,000 resolutions sent, we have been able to create quite a buzz around Samsung ATIV
- 6. Implementing Platform Idea In the second phase of the exercise asks people to Break Free and let their heart out for a loved one in this App. The App has generated 433,000 messages and more importantly helped people break free from their inhibitions in expressing love
- 7. YouTube Teaser Customized Video Implementing Platform Idea To showcase how Samsung is ready helping you Break Free, we created a customized video where Advocate BreakMilaNahi would fight your case and help you Break Free with Samsung ATIVs and other cool prizes https://www.facebook.com/NovaAppsTesting?sk=app_426682687427137
- 8. Replicating the Platform Idea across platforms GDN Banners
- 9. Replicating the Platform Idea across platforms Micro-site
- 10. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 11. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 12. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 13. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 14. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 15. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 16. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 17. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 18. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 19. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 20. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 21. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 22. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 23. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 24. Replicating the Platform Idea across the category Touch & Type Notebook Banner
- 25. The Brief Provide 5 branding options for a set of learning series of six EDMs created for Sales Executives selling Printers
- 26. Thought Starter It all began with a question: “If I was a Sales guy, would I read features of a product someone else would use?”
- 27. Creative Solution First, I created the 5 branding options. Then wrote a concept note as option 6. Where I suggested we create a series of eDMs revolving around the lives of two Salesmen, Simpu and Smarty. Once I did that then I extended the idea to a year-long learning program. Showed how I could create a Sales Incentive & Rewards Program, Cool Merchandise, and even a physical Learning Kit Comic Series that could change the way Executives learn. And to promote all this many on ground activities too!
- 28. Implementing the thought The client obviously loved the thought and so the story about Simpu & Smarty began. This was how we introduced the two to the audience.
- 29. Results We were half way through the pilot project and the client wanted to present this idea at the Global meet as an innovative solution by Samsung India.
- 30. The Brief Create a landing page and banners for an offer. All we had was this artwork of a Voucher. Our only source for all information.
- 31. Thought Starter The idea came to life with the line: “Samsung Cameras are ready to take you places”
- 32. Creative Solution We wanted to take the user out on a journey, right from our banners. Create an experience instead of just an offer page. And that is exactly what we did.
- 33. Implementing the thought The banners used stop motion animation while we executed a parallax design on the microsite
- 34. Results Well the client said we went beyond his expectations. Using the concept, Newspaper Ads and On-store Collateral was also created.
- 35. The Brief Create active conversation points on a daily basis with almost dormant Delhi Daredevils page.
- 36. Thought Starter To really connect to the fan base, the Delhi Daredevils needs to talk to them regularly, and not only during the season. I thought, we have 33 players, all from different backgrounds and different countries. Why can we not go ahead and talk about these players until the next IPL?
- 37. Creative Solution From a dearth of opportunities to engage, we had umpteen conversation points to interact with the audience. The idea clicked and every other IPL team now follows our footsteps.
- 38. Pre-season During IPL Post IPL Results The interactions resulted in a whopping increase in fan base from 38,749 to 7.75 Lacs and counting. Even the talking about peak at 89,487 people when we started at just 768 people.
- 39. The Brief dishTV came up with the first Mobile App that lets users watch TV on a mobile. The problem was that the App was paid and needed a dishTV subscription.
- 40. Thought Starter With a plethora of FREE TV streaming apps, dishTV needed some hard hitting communication to really break the ice with the young and mobile audience.
- 41. Near toll Pre-login Creative Solution We went all-out contextual. From Geo-targeting to Facebook memes and YouTube innovations, our campaign was out there, in your face.
- 42. Creative Solution We went all-out contextual. From Geo-targeting to Facebook memes and YouTube innovations, our campaign was out there, in your face.
- 43. Creative Solution We went all-out contextual. From Geo-targeting to Facebook memes and YouTube innovations, our campaign was out there, in your face.
- 44. Creative Solution We went all-out contextual. From Geo-targeting to Facebook memes and YouTube innovations, our campaign was out there, in your face.
- 45. Creative Solution We went all-out contextual. From Geo-targeting to Facebook memes and YouTube innovations, our campaign was out there, in your face.
- 46. Geo-targeted Mobile banners Results dishTV saw a phenomenal response of over 1.2 Lakh downloads in just 20 days from the launch of the service Memes
- 47. The Brief Congress, under the leadership of Mrs. Sheila Dikshit had won three State elections consecutively. In her 15 years, Delhi had truly become a world-class city. The only chink in her armor were the recent Nirbhaya Case, price rise and corruption infested Central government. All these issues were already on the agenda of the Aam Aadmi Party. BJP wanted us to come up with a strong ad banner campaign that not only hits Aam Aadmi Party but also ensures that the relatively fresh face of Dr. Harsh Vardhan becomes the obvious alternative to Mrs. Sheila Dikshit
- 48. Thought Starter The client had already conceptualized the Digital Campaign thought as „Delhi Deserves Better‟ Our task was to envision how the banners would talk to the audience
- 49. Creative Solution Our banners ran across platforms, across genres. It was a complete BJP blackout
- 50. Creative Solution Our banners ran across platforms, across genres. It was a complete BJP blackout
- 51. Results BJP Microsite that we created got more than 20 Lakh hits and the banners were appreciated by news forums and general public alike. Most importantly, the BJP won 32 seats, the highest amongst the contesting parties. http://en.wikipedia.org/wiki/Delhi_Legislative_Assembly_election,_2013
- 52. About me Prashant Gandhi Started my career teaching Mass Communications and writing the College Ads for Chandigarh Polytechnic for Women, Chandigarh (2002 -06) Joined the Marcom Department of the largest conglomerate of Business Schools & Professional Colleges undertaken by Rai Foundation (2007) Worked at Wunderman India – created by the Father of Direct Marketing Lester Wunderman (2007-2009) Worked at Iris Worldwide – one of the few Independent & truly Integrated Agencies of the world (2009-2011) Worked as Creative Group Head – Interactive at Cheil Worldwide (2011-13) Presently working as Associate Creative Director at Interactive Avenues (Since August 2013)