Integrated Marketing Campaign

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CAMPAIGN

Cure your Hover Finger when you pay with Visa

AGENCY

BBDO Singapore

CLIENT

Visa

BRAND

Visa

DETAILS

This case illustrates how Visa tackled the irrational fears that Singaporeans had about online shopping. Instead of bombarding shoppers with rational messages on Visa’s security features, we realised that we were looking at an irrational phobia that required an imaginative and sensitive treatment.

We gave this fear a name – “Hover Finger” – a quasi-medical condition with clear behavioural symptoms and causes. “Hover Finger” is the inability to complete an online transaction due to fears about online security; named after the way the finger hovers above the “PAY” button in a state of hesitation and mental conflict.

We popularised this condition through social and influencer channels and as a result, conversations and debate flourished around “Hover Finger”. We made people realise they were not alone and that it was normal to have concerns about online payment security. We then presented Visa as the solution to “Hover Finger”, giving nervous online shoppers what they needed to proceed to “Checkout” fully cured and ready to pay for their purchase.

Through a clever combination of offline and online channels, we were able to reach and persuade many people to use Visa online. We got 13% more Singapore Visa cardholders to start shopping online and grew online spends on Visa cards by 14.5% across 6 months (Source: VisaNet, 31^st Dec 2014).

CAMPAIGN

Kissan - Little Farmers of Kissanpur

AGENCY

Lowe Lintas + Partners, India

CLIENT

Hindustan Unilever Limited

BRAND

Kissan

DETAILS

The USD 160 million (Source: HUL CMI data) Ketchup market has its own unique challenge in India. An uninvolved category with slow growth, low differentiation, unchanging penetration and threat from discounted and private labels. After all what’s so new about Ketchup? A ketchup is a ketchup is a ketchup. Coupled with the fact that every Indian kitchen has a wide array of chutneys and pickles which are perceived to be healthier than Ketchup as the latter is perceived to be an artificially preserved and coloured that can only be detrimental to the overall freshness and nutrition value of the food. This had caused a huge perception barrier in driving ketchup consumption – a result of which better quality, premium brands were beginning to get considered on par with lower quality discount players.

The challenge was how we brand our tomatoes differently and create emotional relevance for ‘100% real tomatoes’ amongst consumers who believed their ketchup was just as good. To create impact amongst ketchup users, we had to ladder our functional proposition of 100% real tomatoes into a more compelling emotional promise. While the usual route to the heart is through the stomach, we had to find a way to enter the stomach through the heart!

We realized that there were many other things that were becoming artificial for modern families today – interactions, conversations, together time etc. While everyone lived together in the same house, they were not actually together. In between stood technology. Kids spent much of their free time with screens and gadgets. Not just kids, parents too were beginning to believe that technology was their best mate. A family today has become the family members and their gadgets. So instead of fighting artificial tomatoes, we decided to fight artificial togetherness. Our big idea was – Real tomatoes can make for real connectivity.

We engagements and activities broke only weekends so that families could spend quality time together and give their gadgets some rest. We distributed innovative seed paper embedded with tomato seeds through a leading financial daily. Created 20,000 sq.ft. of farmland experience to connect kids to nature at popular family hangouts. And communicated our message of discovering in nature the joy of togetherness based on real life insight through a film.

The campaign resulted in –
1.    Brand scores going up. While ‘made from quality ingredient’ went up by 3%, ‘made from sun ripened tomatoes’ went up by 16%
2.    While market grew at 8%, Kissan grew at 21.4%
3.    And for the first time ever in September 2014, Kissan toppled Maggi to become the market leader

(Source: HUL CMI data)

CAMPAIGN

Tata Tea - Power of 49

AGENCY

Lowe Lintas + Partners, India

CLIENT

Tata Global Beverages Ltd.

BRAND

Tata Tea

DETAILS

Tea is the most consumed hot beverage in India. With a 98% penetration of the market, it is rare to find a household in the country that does not stock tea. Tea is preferred for a host of functional and sensorial benefits such as taste, aroma, refreshment and rejuvenation. And while most brands in the category communicate these generic attribute/benefits to lure the consumers, Tata tea had chosen a different path. In 2006, Tata tea decided to change the codes of category and adopted a strategy that served as a catalyst for social awareness, these attributes were given a higher order benefit – Don’t just wake up, awaken! Ever since, every campaign of Tata Tea has been based on a social issues and awakening. With the chant of Jaago Re!(Don’t just wake up, awaken!) the brand become extremely popular amongst consumers and could find an unique place in their hearts. Over the years Tata Ta has based its communication on various social issues – corruption, education, traffic rules etc.

In Tata Tea’s latest campaign, as the nation was getting ready to face the general election 2014, it took the onus of awakening the nation to yet another important issue that confronts almost half the population - women’s empowerment.

It was observed that, ironically, the world’s largest democracy had the lowest representation of women in Parliament, though women contributed to 49% of the population. In addition, overall women participation in the in elections in terms of voting percentage was not encouraging.

So fighting for women’s causes becomes that much harder if women are not able to legislate on those issues. Since representation involves politicians and electoral politics, the challenge was to ensure that politicians support the cause of women’s empowerment and to encourage women to fully participate in the 2014 elections.