People would not believe our company makes LED TVs. Let alone the fact that our LED TVs are actually better than the best in the category. A humankind story What do we do?
We decided to change people’s perception of our brand - from a trusted manufacturer of locks and safes (and refrigerators) to a cutting edge company that makes the best televisions. How do we do it?: Don’t do ads. (When did you buy an expensive LED TV looking at an ad?) Instead, get people to see the difference between our TV and the others. And let them create the communication for the brand.
Idea: Vandalize advertising. It’s useless anyway.
All we wanted to do was to get people to see the difference between our TV and others. Not believe our ads. Or anybody else’s ads either.
Phase 1: NO LOGO.
For about 5 days people in Kolkata, Kochi and other cities of Kerala, Nagpur, Nashik, Pune and Aurangabad saw these videos (total 9 of these) taken by citizen journalists. These videos were liberally found all over the internet. And from the 3rd day they ran as 15 second clips on major news channels.
http://www.youtube.com/watch?v=ZexWnq62ZsI
The Real World
On the 6th day, people in these cities woke up to find actual billboards in their cities vandalized for real. They also saw our television delivery vans running in their city. These were also vandalized. So what you saw on TV was what you saw in real life as well.
PHASE 2
After a few days, when enough buzz was generated by the vandalism phase, a strip was put up on the vandalized billboards and vans. People were directed to the demonstration of this unknown brand of TV. They could win it, if they guessed the brand right. We had demo vans travelling through the cities which had the best existing brand and our brand. People were asked to see and write on a coupon their guess of which brand it was, and also, if they so felt, why it was better.
We ran the earlier vandal videos on TV and internet with a strip that had the message that if you guessed the LED TV, you could take it for free. http://www.youtube.com/watch?v=2Cel9oslUmU
RESULTS
A few of the coupons which the people filled up after seeing the demo.
RESULTS
A few of the coupons which the people filled up after seeing the demo.
RESULTS It attracted tens of thousands of people to see and compare the TVs. We had achieved what we set out to do: Generate enough word of mouth about this new TV and that it was actually better. 74% of the people who saw the demos thought this was a much better LED than Samsung , which was beleived to be the best LED. People rated this TV better than others on different features. On the launch day, the dealers booked 14000 LED TVs in Pune alone. And we are still counting.
THE REVEAL With people leading the conversations, the reveal became fairly simple. The coupons that people had filled up became our launch campaign. So while different brands talk of different features (for instance, Sony::Colour), we could claim colour, clarity, sharpness, picture quality. Because people said that about our TV.
The coupons that people filled up became the main campaign.
And finally: The not so conventional TV spots for our TV
http://www.youtube.com/watch?v=1_EfhQueCAo
http://www.youtube.com/watch?v=F2cwO7Rh0vY
Agency: Hemant Anant Jain Hemant Kumar KV Sridhar Kaushik Mitra Ameya Mohane Rajiv Sharma Rasika Banerjee Shweta Mohare Vijeet Kittoor Ajay Menon
Client: George Menezes Kamal Nandi Ramesh Chembath Shivaji Sengupta Prashant Dhar Priyanka Chakravorty Sanjiv Aggarwal Jaishanker Natarajan Uttam Bhandari Vijay Mahajan Ravi Dixit Ashok H Anwar Shaikh
A campaign by: