VelocitaBrand: Case Studies - QC by Velocitta India

Index Frubites Case Study

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Amazon Seller Services Case Study Bajaj Finserv Case Study EMI Store Case Study McAfee Rewards & Benefits Case Study

CASE STUDY: FRUBITES

Introductory Note Frubites is the flagship brand of freeze-dried snacking

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company Rev Snacks Pvt. Ltd. Started in 2016 with the aim of becoming a healthy snacking alternative for the health conscious Indian, Frubites now sells in over 400 stores across India in addition to being on prominent online marketplaces. Velocita has partnered Frubites in its growth story right from brand identity creation & marketing strategy to social media presence & final marketing communication design . The upcoming slides highlights the Frubites brand creation process.

Extract Market Trends

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Identifying The Target Audience & Analyze

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Create A Competitive Brand Scale

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Define Attribute

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Identity Opportunities For Positioning

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Identity The Common Thread

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Adapt The Concept

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Mood Board

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Brand Positioning

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Brand Personality & Tone Of Voice

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Logo Identity And Visual Style Of Communication

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Our 11-Step Process For Brand Creation Research

Strategy

Execution

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Research & Insights

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Market Size

$370

$10

$60

BILLION

GLOBAL SNACKING MARKET

INDIAN SNACKING MARKET

FREEZE DRIED FRUIT & VEGETABLE MARKET

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Organized snacking market in India is expected to grow at 14.6% CAGR between 2016-2021

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Natural & Healthy F&B Sales in India is expected to grow at 11.1% CAGR

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Freeze Dried Fruits and Vegetables Market to hit $60 billion by 2025

Source: Nielsen Consumer Survey, Global Market Insights

Extracting Market Trends Necessity What are they looking for?

Trend How do they behave?

TIME CONSTRAINT

TASTE

Snacks are required on the go and most people do not have the time to peel and cut fruits

Today’s snacks are tasty and the healthy snacks are not suited to the Indian palette and thus are avoided by most

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Observe What’s happening?

UNHEALTHY Most snacks in the market currently are unhealthy – e.g. biscuits, chips, fries, etc. Source: Nielsen Consumer Survey, Global Market Insights

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Primary Research Research Objectives To understand measures that they take towards good health considering they live a fast paced lifestyle. Most of the respondents have already purchased. We wanted to understand what made them purchase the product and what they liked the most. To understand who, in the family, consumes the product the most for TG definition. To understand their perception towards the brand.

Sample Size: Consumers : 120 Respondents (50 Repeat Buyers, 50 One-time Buyers, 20 Non Buyers) Qualitative Research: Telephonic interviews

Primary Research – Repeat Buyers - Inferences

Out of 50 people who responded, 32 were satisfied with the product for its quality and taste/ flavour

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Out of the 32 respondents, 22 of them have bought for self and 10 for family (Kids)

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18 dissatisfied respondents found the product to be expensive for the quantity. Taste was also not liked by a few out of these 18 customers.

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Primary Research – One Time Buyers - Inferences

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Sample Size: 50

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Out of 50 people who responded, 30 were satisfied with the product

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20 dissatisfied respondents found the product to be too expensive for the quantity. 8 of them mentioned that they did not like the taste.

Sample Size: 50

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100% of the respondents consume fruits on a regular basis for nutrition (Self as well as family).

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80% of the respondents feel that times are changing and hence everything revolves around convenience and hassle-free. Although never tried, but most of them reacted positively to the concept.

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20% prefer the conventional method of consumption.

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Awareness amongst these non buyers was 20%.

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80% felt it could have a great future as more and more people are turning towards offerings that are less time consuming, as long as the quality or the basic offering doesn’t change drastically.

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Some said it may be perceived as expensive for regular consumption and would appear within their consideration set if priced lower.

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Primary Research – Non Buyers - Inferences

Sample Size: 20 Age Group: 26 – 38 SEC A+, A Pune

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Business and brand opportunities/challenges

Establish the Frubites brand in the healthy snacking category

Tap into the market looking for healthy, ready to eat, 0 effort food snacks

No. of Respondents

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Brand Personality – Non Buyers

Key Personality Attributes

Sample Size: 20, Age Group: 26 – 38. SEC A+, A, Pune

Target Audience Profiling

 Working parents or single parent working in mid or senior management

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Male & Female Draw a Spill 18>

Focus and Engage: 25 - 42

 Lack of time but wants to have the best for the family Draw a Spill <45

Aspiring Middle class & Higher Middle class + Affluent class SEC A+, A.

 Shops once a week from premium / modern trade or online from amazon or big basket  Love eating out over weekends and spend time in malls shopping or window shopping  Stay in 4/ 5 star hotels during office travel & in resorts during holidays

Target Audience Profiling

Breakfast Snack

10:30 - 11:30

Mid Meal Snacks

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15:30 - 17:00

Chai Time

19:30 - 21:00

Cocktail Snacks

11:00 - 02:00

Late Night Snack (Work/Study)

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07:30 - 09:30

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Snack Time Opportunities Target Customer’s Needs:  Lack of time to have breakfast  Healthy snack on the go  Great Taste  Easy to carry for Mid morning or Chai time  Hassle free snack without the guilt, yet fun  Daily fruit intake in any form  Wholesome  Snack for kids after school

Create A Competitive Brand Scale

Real

Daily

Traditional

Sophisticated Opportunity

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Exclusive

Mass

Dream Like

Aspirational

Create A Competitive Brand Scale

Price

Low

High

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High

Mass Perceived Quality

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Competition Communication (Digital)

Competition Communication Understanding

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Lacks Brand Story

‘Benefit’ Conversation That Connects Well With Consumer

Focus On Being Pro-active Than Reactive

NonTransactional Engagement Increased Focus on Good Health & Convenience

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Understanding The Brand Architecture

Branded House

Sub-Brands

Branded House

House of Brands

Tata Power Tata Motors Tata Tea

Dell (Inspiron, Vostro, Latitude, Alienware)

Nestle Nestea, Nescafe, NesQuik

Unilever

GE Capital GE Healthcare

Bingo (Yumitos, MadAngles, Tangles)

Courtyard by Marriot Residence Inn by Marriot Springhill Suites by Marriot

P&G

Full liberty in creating the identity allowing us to create different brand strategies, and creative campaigns under one brand “Frubites”.

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Brand Values Definition

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Define Attribute

Necessary: Something that is healthy with no preservatives, artificial colours nor flavours

Valued: Advanced technology retaining nutrition of the fruit & vegetables and maintains a similar taste to the fruit

Unique: Experience The Crunch of Fruit (and Vegetables)

Identify Opportunities For Positioning

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Our attribute

Customers Need Health, Convenience & Nutrition

Our Attribute Unique Experience: “Crunch out of fruit and vegetables”

Adapt The Concept

Health, Convenience & Nutrition

Unique Experience: “Crunch out of fruit and vegetables”

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The central concept must reflect both our company and target market.

Healthy Snacking Can Be Fun

Arriving At The Brand Purpose

How

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What

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To be a Dominant, Leading And a Respected Healthy Snacking Business

Innovation Requisite Resources: Build/Acquire/Partner

Brand Purpose Articulation

How

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What

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To be a Dominant, Leading And a Respected Healthy Snacking Business

Innovation Requisite Resources: Build/Acquire/Partner

Provide the Highest Quality Health Snacks that Enrich Lives.

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Brand Positioning, Behavior and Tone

Brand Personality Archetype  Personification of specific desires and behaviours of the brand  Strategise better by defining the personality archetype  An acute focus that helps reach specific audiences and connect with them

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 Offer a seamless brand experience

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Brand Personality Archetype

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Personality:

Colourful and Attractive Product, Vibrant Packaging.

Youthful, Modern, Passionate.

Relationship: ‘A Friend That Encourages You And Your Loved Ones To Make Healthy Eating An Essential’.

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Physique:

Culture:

Internal

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Brand Prism: Personality & Tone of Voice

Innovation, Ideas, Believe In Driving A Change.

Reflection:

Self-Image:

New Gen, Smart, Trend-setter.

Cool, Discerning, Confident.

Arriving At The Brand Positioning BRAND TRUTH

SOCIETAL KEY TRUTH People often say they want to eat “healthy.” But, they’re actually unsure about what that really means. Kids and youth prefer hassle-free and on the go snacks. Furthermore, there is need to encourage the right snacking habits.

PRODUCT INSIGHT A Pioneer – Original offering Just one ingredient – Real Fruit No added sugar/preservatives Vibrant/attractive packaging Refreshing, tasty, crunchy snack.

ROLE IN LIFE To encourage a shift towards eating healthy, thus embracing the good life

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Constantly remind people to adopt healthy eating habits that are enjoyable.

COMPETITIVE INSIGHT Indirect Competition Busy market with multiple options like baked products, traditional dry fruits, high fiber breakfast, juices, biscuits etc. Brand Reflection is key.

CATEGORY TRUTH Consumption is driven by impulse. Increase in demand for healthy snacks/products Brand preference is key.

Brand Positioning

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Our Brand Appeal: Switch To A Delicious and Healthy Snack With The Goodness Of Real Fruit and Vegetables Our Brand Promise: High Quality Wholesome Snack That’s Healthy and Fun Current Tagline (manifested through all marketing communications) Anytime’s Right For Frubites

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New Positioning Pivot (Positioning Brief)

Bite Sized Goodness

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Positioning Articulation/Creative Expression

Bites Of Goodness

Focus Areas

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Prospects • • • • •

Radio Digital Media PR POS Events and Exhibitions Focus Area: Phase wise Communication Strategy

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Community Programmes Customer Engagement through Digital and BTL (Ensure participation and offer gratification) Focus Area: Community Identity Creation

Key Objectives

Lead and drive the category through consolidated marketing efforts

Bring about a change in consumer behavior by inducing them to switch to a revolutionary snack, making Frubites a preferred brand in the category with the highest mind share

Build product awareness/education and encourage people to consider Healthy Snacking as fun as much as its essential

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To establish Frubites as India’s First Real Fruit Snack, build the brand by blending this innovative product through contemporary advertising

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Concept Testing

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Test Creative

Respondents Interpretation of Bites of Goodness

First Impression

Misleading 10%

Lays snack 15%

Fun/Playful 38%

Fruit product 21%

Convincing/Sa hi Hai 20%

Can't say 11%

Unique 70%

Not good 25%

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Concept Visual Appeal

Looks good 64%

Good for kids Branded 5% product 6%

Young 15% Unique

Fun/Playful

Young

Branded product

Good for kids

Fruit product

Lays snack

Convincing/Sahi Hai

Misleading Looks good

Not good

Can't say

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Go to Market Strategy Overview

Marketing Strategy 1

WHO TO REACH? Male & Female | Age: 24- 45 Aspiring Middle class & Higher Middle class + Affluent class

WHERE TO REACH? Modern Trade, General trade & Online retailers, 5 star hotels, Office or school canteen. Mumbai, Bangalore, Delhi+NCR, Hyderabad

HOW TO REACH? Social media, PPC, Video ads, Festive and special events, In-store sampling and activation, surrogate as 5 star hotels & premium car rentals, Travel & Lifestyle magazines, Radio.

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Suggested phase wise roll-out Phase I:

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Pull Strategy: Aura Creation/ Awareness Building (Brand Positioning)

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(2 Months)

Phase II: Create Brand Preference (Testimonial Campaign) (2 Months)

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Increase visibility through a testimonial led campaign that would rest on our brand positioning. Build the communication around customer testimonials that would help build credibility. Run High intensity Digital campaigns. (Interactive for maximum participation, Referrals etc.) Paint a great user experience to encourage repeat purchase and a long-term preference. Tie up with Modern Trade and Cinema and explore opportunities to use their branding space for visibility and encourage them to try or repeat purchase.

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Push Based Strategy talking about customer benefit to lure our TG, so they become our patrons High intensity Engagement programmes and activities would be executed to garner more mindshare and build a stronger affinity towards the brand. Tie up with app-based cab services and explore our branding opportunities . Play our digital film on their screens etc. Tie up with schools and corporates for engagement activities/events that are conceptual/thematic. The communication would be built around our core USPs and our contribution towards a healthier nation.

Phase III: Market Penetration and Sustenance (Connect Programmes and Activation) (6-8 Months)

Launching the communication focusing on our core positioning. Build awareness amplifying our core strengths largely through Digital advertising. Strongly recommend a Brand DVC to amplify our positioning in specific target markets. The same film can be played at Multiplexes and have a stall for trials. Exhibitions and Food Expos. (Dubai could be considered as well: Yummex M.E Sweets & Snacks) Create Radio Properties that will be used extensively with the same message for better recall. Tie ups with Gyms and Health Advisors/Dieticians. Use branding space or trials. Garner PR around fruit and vegetable sourcing, giving farmers sustained means of livelihood. (Brand Story around Goodness) (Gather customer testimonials that would be used for our 2nd phase campaign).

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Gifting during the Festive Period

Run innovative and engaging digital campaigns in the month of October during Diwali promoting Frubites for gifting, encouraging safe and healthy eating habits and make it a part of the festive fervor. The key message could be around the lines of “This Diwali encourage your loved ones to stay healthy, with Bites of Goodness”, thereby building our positioning further.

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Field Trip: Take kids for a field trip to a farmer’s market and have them meet the people who grow healthy foods. If the farmers allow, let them pick and taste test the crops. This would provide a fun filled experience for which they could submit their project reports and get gratified for participation.

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Healthy Breakfast Habits: Mornings are the perfect time to kick start your bodies with nutrients, but many of us don’t eat the most important meal of the day. Encourage students and working professional to make breakfast part of their morning routine and choose healthy options (Frubites) that will get their day off to a great start.

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Portions: Help kids understand that the amount of food on our plates is just as sufficient as the food that is on it. Teach them that a portion is the “right amount of food for our bodies.”

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Live Demo: Have a cooking demonstration, combined with healthy eating - a ‘Yay or Nay’ game where kids would be shown various food products and ask them which ones are healthy and which ones aren’t. A competition that’s made fun for kids.

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Some Creative Concepts – Kids Centric

Current Marketing Initiatives Support BRAND AWARENESS Social media (FB,IG,Twitter), PPC, Video ads

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PRODUCT EDUCATION Social media collaterals, Instore activation collaterals, sampling and event participation collaterals ENGAGEMENT & CUSTOMER RETENTION Direct mailers, SMS and social interaction management

COMMUNITY Festive and special events, Blogs, Liasing with Influencers, celebrity chefs, social media groups of moms, health enthusiasts ATL Ads for Travel & Lifestyle magazines, Radio, Newspapers

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SM Calendar

Product centric posts Product photography route to introduce different fruits and their USP

Product centric posts Illustrative route to subtly highlight the properties of the product

Mind recall Fitting our Product in Festive greetings and important events/ occasions

Influencer Marketing Collaborating with influencers and reposting their content

Celebrity Marketing Collaborating with influencers and reposting their content

Event Participation Capturing offline events like fleas, markets, etc

SM Contests Contests in order to encourage an interaction with the audience and keep them engaged

CASE STUDY: AMAZON SELLER SERVICES

Introductory note: Amazon Seller Services Amazon.in’s first foray into the Indian ecommerce market with Junglee.com in 2012 was quite an eye-opener. It helped the leadership zero-in on a marketplace

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model for Amazon.in’s launch in India. A marketplace model provides small businesses a huge scaling opportunity without having to build the technical or operational infrastructure of scale. For example, a small business seller of dresses in Rajasthan’s customer reach is very constrained and opportunity for growth is limited. We know today, that being present on Amazon.in can be a game-changer for any business. While educated audiences in tier 1 and 2 cities were aware of ‘Amazon.com’, the sellers we were targeting were spread across every single

city in India and in some cases were already working with local ecommerce giant Flipkart. The challenge to be addressed was, how can we prompt a traditional Indian seller to sell on a platform that he didn’t know about and moreover- Why Amazon.in?

The objective

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• Create awareness about Amazon.in as a viable marketplace for sellers • Build Amazon.in credibility among TG

The Approach: Target Audience Profiling & Behaviours

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While our audiences differed in terms of mentality, diversity, location and age, the common thread of being a successful businessperson is always present.

The 1st Gen Entrepreneur

The Ambitious Achiever

The Family Man

• (46-60 years)

• (36-45 years)

• Enthusiastic

• 1st or 2nd gen entrepreneur

• Well settled in his line of business

• Experienced Businessman

• Open to new ideas

• Business going strong

• Looking actively for avenues to kick start the business

• Has multiple stores already or looking to expand to new locations

• Sells basis word of mouth, goodwill & location

• (20-29 years)

(30-35 years)

The Business Veteran

• Operates with a team • Imports & exports

• Always looking for value for money • Low risk attitude Has more than 1 business/store

• Sells alone or with family

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• Minimal to no marketing

• Looking for family time due to growing family commitments

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The Approach: Target Audience Motivators

The 1st Gen Entrepreneur

The Ambitious Achiever

The Business Veteran

The Family Man

• Low capital Investment

• Expand & grow business & sales

• Ease of doing business

• Convenience of selling

• Guarantee of sale

• Ease of use business model

• Keen to leverage technology at no risk

• Looking for simple interactions

• Looking for association with a brand • Proven business model

• Sells only best Quality products • Looking for association with a brand

• Equally committed to business and family during Indian festive periods

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The Approach: Implications on asset development Messaging

Messaging Focus points

Platform

• Get associated with “Amazon” – a well known international brand was a key part of the messaging in every creative. It was a reason to believe in the brand for Indian Sellers.

• Reach a bigger audience than before

• Facebook

• Sell more, grow more

• Email Marketing

• We had to provide evidence to a seller about the guarantee of a sale & growth of business on the platform- we leveraged seller testimonials, videos & seller messages to this effect.

• Reach buyers everywhere

• Selling on Amazon is simple • Make local, sell across India • Universally trusted marketplace for shoppers • Amazon experts available for help • Celebrate festivals with more sales

• Ease of business and onboarding on Amazon was also a big mystery for sellers. Simple content directing readers to the Sell on Amazon section in the Amazon app (later seller app) gave sellers a fair idea of how to enlist to the platform.

• Make locally, sell globally

Why is Facebook our go-to-platform?

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• Facebook is the most widely used Social Platform in India. • Facebook’s online reach is similar to the TG that we are expecting Amazon.in sellers- from Kashmir to Kanyakumari. • Facebook is being treated as a valid source of news and information and has a credibility factor to it. The ability to comment and interact with the Amazon.in team also adds to this. • The mindset when surfing Facebook is to consume and catch-up on happenings in your locality, your circle, and see what’s trending. It’s an easy platform to push content. • This dynamic causes people to treat content and interactions on FB as more authentic. This engenders a higher degree of digital trust.(Business

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Rollout Strategy

Strategic approach and communication phasing

Facebook Campaign Messaging OBJECTIVE

Create awareness about Amazon.in as a marketplace for sellers + Build platform credibility

Sell on Amazon

MESSAGING

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THE CAMPAIGN

REASONS TO BELIEVE

Reach more shoppers

Sell across India, not just at your physical store

Grow sales

Sell across India, Sell more, more sales

Easy to sell on Amazon

Don’t miss festive sales opportunities

Why Amazon.in?

Amazon expert support & content available

Celebrate various Indian events + festivals with more sales

Amazon is a universally trusted marketplace for shoppers. Seller stories & platform updates

TAKEAWAY

Take your business online on Amazon.in today

MESSAGE FLIGHTING

Daily

The Rollout channels • We focused on 2 channels to create awareness about amazon.in marketplace & build platform credibility.

• Details captured on these pages were then used to send multiple targeted emailers to interested Sellers. Awareness

Facebook Posts (Organic + Paid)

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Reason to believe

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• A mix of organic & paid FB posts directing viewers to a custom landing page or the become a Seller on Amazon page. This primary data was handed over to the Amazon.in Seller Support sales team for calling.

Emailers

Confidence in the Platform Seller Engagement

Static posts Videos

Creatives

Callout: Sell on Amazon

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CASE STUDY: BAJAJ FINSERV

Introductory Note- Bajaj Finserv

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In its quest to become the top NBFC in the country, Bajaj Finserv is consciously diversifying its financial services portfolio. As the need for easy finance is prevalent across the country, there are conscious efforts being made to penetrate tier 3 cities and rural areas as well using both print and digital. With the mantle of being one of the best financial institutions in the country, is the pressure to retain that title, as there are other players like HDFC Finance Services, Aditya Birla Capital, Mahindra Finance etc. who are constantly acquiring and engaging customers looking for Home Loans, Personal loans, Gold Loans, in the same space. It’s imperative to keep an always-on communication approach with the audience in order to stay top-of-mind and be the preferred choice when someone is in need of finance. Velocita partners with various business teams at Bajaj Finserv to create round the year marketing communications for different audiences.

The Objective • Creating all external communications- print & digital for various business units- Bajaj Finance

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Ltd., Bajaj Housing Finance Ltd., Bajaj Finance Health Ltd., Bajaj Financial Securities Ltd.

Business opportunities & challenges • Reach out to a larger TG, making it inclusive and penetrate tier 3 and rural markets. • In certain business verticals (rural banking), digital communication channels were limited & infrequently used.

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The Approach: Profiling our TG (sample)

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The Approach: Profiling our TG (sample)

The Approach: Implications on Asset development The unsaid vision for 2025 being “Ab sab kuch kishton pe”, we create communication for various audiences which focus on how they can be financially independent through a Bajaj Finserv financial offering, EMI card, financial assets & securities etc.

Messaging Focus points • Upgrade your lifestyle • Fulfill your dreams • No more financial hassle • Build your investment portfolio • Be future ready

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• Don’t say no to your choice of education

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• Don’t neglect your health due to finance Platforms Print: PoS collaterals, leaflets, ATM branding, branch graphics & visuals, kiosks & more. Digital: Website banners, social posts(organic & paid), mailers, WhatsApp media, Playstore content, videos, radio jingles, In-app banners, desktop notifications, GDN creatives.

Rollout Strategy There are 2 primary communications rollout tactics: Business as usual communication (BAU)

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Communication focusing on • Financial shortcomings • Fulfilling wish lists • Building investment portfolios

• Ease of owning assets on affordable EMIs

Event-based communication (EC) • Making festivals grand with Bajaj Finserv o o o o o

Diwali Xmas New Year Republic & Independence day Regional festivals

• Offers based communication • Seasonal campaigns • Branded campaigns (Grand EMI fest) • New Product launches

Tier 1, Tier 2 cities

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Rollout Strategy: Platforms Primary Channels

Secondary Channels

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Web & mobile banners, mailers, social media posts, In-app ads, app & desktop push notifications, YT videos,GDN ads

Kiosks, PoSM collaterals, ATM & Branch branding, Merchandise branding

70% collaterals for BAU

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Tier 3 cities, Rural

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Kiosks, PoSM collaterals, ATM & Branch branding, Auto+bus branding, merchandise branding

BUBs, Whatsapp media, SMS, Radio jingles

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5% collaterals for BAU

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Competition Analysis- Mailers

Defining the brand personality, voice, tone, for a new product

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Creating the brand personality, voice, tone & style for a new health app yet to be launched.

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CASE STUDY: EMI STORE

Introductory Note: EMI Store Bajaj’s foray into e-commerce is the EMI Store- A OneStop digital marketplace which offers a wide range of

electronic products on No Cost EMI with a hyper local

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delivery model. It also provides solutions for retail and SME customers across their life cycle, by offering financing, asset protection, family protection, savings, wealth management and retirement solutions. Velocita partners with various business teams in the EMI store to create round the year marketing communications for the EMI store website, social media & other marketing communication.

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Launch Campaign-Hi-Speed Happiness

Background Bajaj Finserv was to launch an online eCommerce store with its hyper-local model. They wanted a lauch campaign that could highlight their USPs and at the same time could offer them a unique sweet spot in the

Strategy While the unique concept for the Bajaj Finserv EMI Store was that all their products was offered only in EMI (no CoD, Debit card or Credit card), this wasn’t a very strong preposition – since each bank also offers EMI options on online transactions and had integrated this feature within the existing eCommerce players website also.

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minds of the consumers, which to a great extent was dominated by Amazon and Flipkart.

Having said that, through its hyper-local business model could offer unprecedented delivery timelines. A phone could be delivered within 4 hour and any other electronic good within 24 hours. Now this was a preposition that no eCommerce player in the country could offer.

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USP: Delivery Speed that delights

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Consumer Problem: Delayed Purchase Happiness

“We reduce the distance between You and Your happiness”

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Introducing

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He’s all about reducing the distance

between the customer and their happiness.

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Introducing Tez Singh, Your Happiness Partner Tez Singh is a simple and honest man who believes in spreading smiles.

Being a speed enthusiast, Tez Singh has a penchant for speedy solutions. Apart from driving, riding, flying or sailing, he has a fabulous mind for numbers.

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Marketing Communication: BAU & Event-based communication

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CASE STUDY: MCAFEE INDIA

Rewards & Benefits campaign brief McAfee offers various benefits and rewards to its employees, however not all employees knew about the various benefits and allowances up for grabs.

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The objective of this campaign was to spread awareness and educate internal audience about the same. To engage the audience in a way that they don’t just learn about the benefit themselves, but also become ambassadors for prospective talent. The campaign was run in accordance with the upcoming GPTW survey at McAfee.

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Campaign Concept Superpowers for Superheroes

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Our campaign idea was derived from McAfee’s tagline – Together is Power. All our team-members are superheroes for all that they do and the value they generate. They juggle all their responsibilities at home and at work while protecting the world from cybercrimes, making the world a safer place. It’s honestly a lot. That’s why McAfee offers a range of benefits and rewards, to give them more fire-power.

McAfee Maverick • In order to build an emotional connect with our concept, we wanted to depict our team-members as superheroes

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and the benefits as their superpowers. We created a mascot installation which was physically installed at 10 prominent locations inside the building. • All benefits and rewards, were divided in 9 different buckets and each of them was represented with a different color & a symbol (icon). The colors and icons were kept consistent across all communication related to the

respective benefit. • Every week we introduced one benefit/ reward and we revealed the same by peeling off the sticker from the superpower circle.

In all our digital communication, we also associated a prop visà-vis each super power. This

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ensured a deeper mind-recall.

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Thank You