Driving consumer loyalty, the Indian way
ChallengeChanging landscape of the telecom sector in India in the last 1-2 years has forced players to think of consumer loyalty more than ever. For internet service providers (ISPs), pricing and speed have been crucial factors to add and retain consumers. So, ISPs relooked at their broadband plans to be in the game. Challenge Changing landscape of the telecom sector in India in the last 1-2 years has forced players to think of consumer loyalty more than ever. For internet service providers (ISPs), pricing and speed have been crucial factors to add and retain consumers. So, ISPs relooked at their broadband plans to be in the game. Tikona laid down its broadband plans keeping the price factor in mind. All these plans had a clear price advantage if the consumer would sign up for long validity plans like 6 or 12 months. For e.g. in case of the 10 Mbps plans*, if a consumer switched from a monthly to an annual subscription, he would end up enjoying 17 months of usage @Rs.600 per month instead of 12 months usage @Rs.849 per month. This was clearly a huge upside to showcase if customers opted for long validity plans. Upgrading existing monthly subscribers to long term commitments was a challenge we were poised with. Solution Calculations are boring, but savings are not. So, we delved to understand what drives the Indian consumers. We identified some core hooks of the Indian mindset and began exploring how to develop them in a language that an average Indian speaks and visuals that one can relate to. We designed an emailer campaign which would be sustained, consistent and would connect with various facets of the Indian mindset. Jugaad Nothing can describe the Indian mindset better. Always on the lookout for solutions through quick fixes or Jugaads, we would love a simple Jugaad to save on bills. Lambi Soch Think long term, think binoculars. Depicting measurable benefits using binoculars and measuring scale drives home the message. More for Less Unbelievable Truth - Pay less and still get more. Clear benefit illustrated using decreasing size of money bags. Savings Cut the bill short, literally. And using ‘Save Like a Boss’ to create a punch to convey the message.
Think the unthinkable. Do the undoable.
Ever seen an ostrich fly? Well, Samsung made it possible. With the help of VR, an ostrich does the unimaginable. Leo Burnett Chicago makes an ostrich believe that it can spread its wings and fly. Samsung’s ‘ostrich’ commercial is brilliantly directed by Matthijis Van Heinjningen and took home seven prestigious Lions Awards for its creative excellence. Now, here’s some food for thought for small brands: don’t waste time thinking that it can’t be done. Instead, start believing that it can be done. Wake up and smell the coffee. Small brands often operate from the mindset that they don’t stand a chance against the big boys. And that’s because they believe that. They allow themselves to be bullied. Create your own path to market and sell differently. You don’t need a big budget to shatter that mindset. Just give yourself the chance to believe that ‘it can be done.’ Small businesses need to think differently in terms of strategy. They need to be agile, sprint-ready and creatively compete with their big competitors. Be innovative – do things that haven’t been done before. Push the bar. Take risks. Because it can be done, yes it can be done. This also gives the agency the opportunity to create campaigns that truly make a difference by creating disruptive and result-oriented campaigns. After the debacle of Note 7, Samsung deep dives into the basic human urge to strive for the extra-ordinary by demonstrating the company’s commitment to break boundaries and do the incredible. #DoWhatYouCant
Put your hands together for Google’s Project Soli
There’s more you can do with your hands now. Google’s Advanced Technology and Projects Group (ATAP) just changed the way we are going to interact with wearable devices. https://youtu.be/0QNiZfSsPc0 Project Soli is developing a new interaction sensor chip using radar technology for small devices and everyday objects. At a basic level, rather than touching a physical object — like a display or button — to control a device, you use hand gestures. This can really help you control smaller form factor devices like a smartwatch. This will enable interfaces to be much more intuitive and easy to use and allow designers and developers to create better user experiences. Now, imagine interacting with your television without a remote. For your hand will double up as a remote. Simple hand gestures will allow you to control your car audio system or the GPS from the backseat of your car. What’s really exciting is that the new age devices and interface will allow consumers to use simple hand gestures to interact with brands like never-before. Advertising and Digital agencies will create new media impressions and take brand communication to a whole new level.