This is a guest post by Amol Mohandas who blogs regularly at Pure marketing majick
Britannia Bourbon Treat re-launched targeting young adults with a television commercial.
In this, the girl comes to her boyfriend’s home to watch her favorite movie and finds, her boyfriend is enjoying a match on TV with his friends. Disappointed, she starts eating Britannia Bourbon Treat biscuits and suddenly starts moaning in a very sensual manner. The boy thinks that she wants him in the first place. Plus, all his friends’ attention is towards her. He throws his friends out of his apartment and the girl wins.
The IMPACT!
People see the commercial and are aware of Britannia Bourbon Treat biscuits. After 2 weeks, Parle Bourbon introduces its media campaign with Hrithik Roshan and the Britannia campaign is long forgotten!
On a Monday morning – the first thing people do in office is check e-mails. Now imagine…during the launch of the Britannia campaign, a widget (a small computer application) is circulated by e-mail to a small set of “Influencers”. These Influencers download this widget on their desktops/laptops by just registering their Gender. This would ideally be around 9.30am.
Randomly at 9.54am, ahhhhhhh – a sensual moan blurts out of the desktop! 25-30 people around this person in the office notice the moan to their surprise! People gather around asking the person what was happening!
10.27am – uhhhhhhhh – another moan (this time from a woman’s desktop), again people gather and start discussing and are having fun! All kinds of talks start happening!
Imagine this happening across offices in the metros – the important markets for Britannia Bourbon Treat biscuits!
These same people are exposed to a Britannia Bourbon Treat Page on Facebook, the commercial is posted on the Page. There are other features on the Page – a Discussion forum where people participate and answer questions how they would like to be wooed, pampered by the opposite sex. People can actually quote verses/shayari etc. basis a particular situation. They can also talk about their own personality type and their preferences on the personality types of the opposite sex etc. etc. etc. All this can be directed towards the Britannia Bourbon Treats website thereby increasing the traffic on the website.
By now, people would have not only been exposed to the television commercial but would have also started interacting and talking about the product among the friends and peers – the key audience Britannia is seeking to target.
Come Saturday, at Nirmal Lifestyle (Mulund), Raghu Leela (Malad) and High Street Phoenix (Lower Parel), interactive touch screen LCDs (52 inch) are set up. Young adults visiting the malls can play around on the screen on various dimensions.
Imagine, Narendra walks up to the screen. He loves his wife and is looking at a different way of pampering her. From the options given on the screen, Narendra selects a few adjectives that best describe his wife. The screen gives Narendra a tip – Gift a Spa treat to your beloved and see how she reacts!
Narendra’s gifts the Spa treat to his wife and observes that she has never been so happy in all her married life!
People around watch this and try and experiment for themselves bringing in a lot of interaction with the brand.
With all this activity, people have now started thinking about Birtannia Bourbon Treat with a closer view!
So, if television was for building awareness of the brand (Media Planners wud easily estimate the damage), experiential activities not only build awareness but also bring out conversations with and about the brand (at a far lesser cost).
And here, I will not say that television advertising is a waste!
I guess experiencing something comes from multiple sources so complementing this activity with television would help the brand quite a lot – not only in creating a image for itself but also keeping competition at arms length
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