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American Tourister: The Indian context
Gunjan A Saraf, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes research by American Tourister, the luggage brand, in India which then informed advertising campaigns.
This case study describes research by American Tourister, the luggage brand, in India which then informed advertising campaigns. The company used market research to determine the positioning and price point of the brand, finding that respondents preferred international television ads rather than ones developed for the Indian market.
Helix: Waste Time
Kamakshi Thareja and Deepa Mhatre, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study explains how Helix wristwatches took a counterintuitive stance and told young India to 'Waste time - because you will never be young again'.
This case study explains how Helix wristwatches took a counterintuitive stance and told young India to 'Waste time - because you will never be young again'. The campaign explored unconventional possibilities for spending time. Time was at the centre of the conflict between the two generations - Indian parents who believe that hard work and only hard work is the foundation of success versus a young generation in modern day India that believes that hard work can only put you in a never-ending rat race. By giving sanction to the youth to take time to explore their youth, it became their ally. The three-month campaign enabled Helix to grow more than twice the category growth rate.
Helzberg Diamonds: Searching for Love
Direct Marketing Association - US, Bronze, ECHO Awards, 2012
Helzberg Diamonds, a longstanding and respected retailer of fine diamonds, needed to raise awareness of its online store that wasn't nearly as well-known as its brick-and-mortar outlets.
Helzberg Diamonds, a longstanding and respected retailer of fine diamonds, needed to raise awareness of its online store that wasn't nearly as well-known as its brick-and-mortar outlets. The campaign objective - to create an unexpected and engaging way to drive traffic to a redesigned store - used a search-driven strategy targeting anyone using the word 'love' in their query. Searchers were asked if they were 'searching for love?' and directed to the new Helzberg store for an exclusive discount. This approach attracted 3,100 new customers in less than three days and increased year-on-year online store traffic by 87%.
St Vincent de Paul Society: Vinnies Signed Finds
Michaela Brown, The Communications Council, Gold, Australian Effie Awards, 2012
In the challenging retail climate of 2011, Vinnies, an Australian charity shop, bucked the trend of going online and instead gave shoppers a reason to head back into its bricks-and-mortar stores.
In the challenging retail climate of 2011, Vinnies, an Australian charity shop, bucked the trend of going online and instead gave shoppers a reason to head back into its bricks-and-mortar stores. It collected signed items of clothing from music stars, hid them in stores in New South Wales and used PR and social media to tell fans to look for them. The Signed Finds campaign succeeded in attracting a new, younger clientele to Vinnies and increased profit from stores well above the category average.
Tanishq Jewellery: Wedding Vows
Kishan Kumar Shyamalan, Sanchayeeta Verma and Shibu George, Warc Prize for Asian Strategy, Entrant, 2011
In 2010, Tanishq, India's largest jewellery retailer, started an ambitious long-term campaign to capture the $8 billion Indian wedding jewellery market.
In 2010, Tanishq, India's largest jewellery retailer, started an ambitious long-term campaign to capture the $8 billion Indian wedding jewellery market. The challenge was to make mothers prefer Tanishq over their local jewellers, and to connect with brides-to-be to turn their favourite fashion jewellery into their wedding jewellery. The campaign focused on magazines, content within Indian soap operas, and a website set up by the brand to serve as a one-stop-shop for all wedding queries. It delivered improved sales and brand metrics, and delivered a sizable online audience.
Diamonds by DeBeers: Forevermark
ARF Ogilvy Awards, Gold, International, 2011
This De Beers campaign presented a "new kind of bride" to the Indian consumer. Research revealed that, traditionally, gold is favoured over diamonds in Indian weddings.
This De Beers campaign presented a "new kind of bride" to the Indian consumer. Research revealed that, traditionally, gold is favoured over diamonds in Indian weddings. So the campaign's creative promoted the "Diamond Bride". This change leveraged changes in society - where previously parents had taken all the major decisions about their daughter's wedding, the daughter was now taking on more responsibility. So the campaign "talked to the bride", rather than to parents; choosing diamonds rather than gold was presented as choosing modernity instead of tradition. The campaign incorporated celebrity branding - three popular fashion designers were signed up as advocates - PR and a TV commercial.
Forevermark - Diamond Bride
Shaziya Khan, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2010
This campaign inspired the ideal of being a Diamond Bride, as distinct from eyes downcast, dutiful, gold brides.
This campaign inspired the ideal of being a Diamond Bride, as distinct from eyes downcast, dutiful, gold brides. The goal of the campaign was to create preference for diamond jewellery at weddings. When the campaign ran its course, it was found that 73% of brides were willing to replace gold with diamonds for their wedding jewellery. And 95% of brides vouched for the sentiment "this is a vision of the bride I want to be.” It has already created a payback of 1.42 but much more than that it has created a platform for the business for the next ten years.
Rayban - Never Hide Films
Jay Chiat Strategic Excellence Awards, Bronze, 2009
By 2006, most eyewear brands had established a web presence, but almost all seemed to regard the internet as just another broadcast channel, rather than as a new way of connecting with the youth market.
By 2006, most eyewear brands had established a web presence, but almost all seemed to regard the internet as just another broadcast channel, rather than as a new way of connecting with the youth market. By contrast, consumers were demanding more from the web, and looking for platforms that were engaging, entertaining, and offered space for self-expression. This provided Ray-Ban with an opportunity to join the conversation surrounding its brand, and differentiate itself from the competition. This initiative ultimately took the form of Never Hide Films, a digital platform for the ongoing creation and sharing of content, and a way for people to tell other web users something about themselves. It also gave Ray-Ban an opportunity to tell, and retell, its own “brand story” in interesting ways. The first viral film, called Guy Catches Sunglasses with Face, soon garnered more than 2 million hits on YouTube, and the series of films which followed maintained and further built on this success. Never Hide Films’ YouTube channel also signed up more than three thousand subscribers, while traffic to Ray-Ban’s own website jumped 510% in two years. Sales also continued to grow in double digits, with products featured in many of the viral films experiencing a particular spike in interest.
DTC – diamond bride: more happy than married
Shaziya Khan, Account Planning Group - (UK), Gold, Creative Strategy Awards, 2009
While Indian brides have traditionally been defined in terms of being self-sacrificing and dutiful, the seismic changes that have taken place in the country in recent years have rendered this image largely out-of-date.
While Indian brides have traditionally been defined in terms of being self-sacrificing and dutiful, the seismic changes that have taken place in the country in recent years have rendered this image largely out-of-date. Similarly, while wedding rings have normally been made out of gold, the DTC wanted to encourage an increased use of diamond rings, and thus improve the revenues it derived from a huge potential sales area. Rather than creating a preference for diamond jewellery, it was decided to try and drive a broader cultural shift, in line with the new attitudes and beliefs of brides. As a result of the "Diamond Bride" campaign, 73% of brides said they would be willing to replace gold with diamonds for their wedding jewellery. Furthermore, 95% of brides agreed with the notion that "this is a vision of the bride I want to be. This is for me. This is me." Sales in the overall wedding diamond jewellery category rose by 30%, exceeding the growth rate of the overall diamond jewellery, which reached 20%.
Rolex - Making content
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
Younger consumers saw Rolex as an older status symbol and not a contemporary icon of achievement. Rolex needed to build its relevance amongst a new generation of affluent consumers.
Younger consumers saw Rolex as an older status symbol and not a contemporary icon of achievement. Rolex needed to build its relevance amongst a new generation of affluent consumers. This was approached by sponsoring an unknown artist, Gregory Colbert, on a branded journey of achievement. He created the photographic exhibition, 'Ashes and Snow', and the Rolex Institute created a Nomadic Museum to transport it around the world. Compared to previous initiatives, this drew a larger and younger audience for Rolex and increased exposure to high-end luxury customers.
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