MAM

Build creativity around brands across platforms: Holm

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public?itok=O0F3fnj4

MUMBAI: Brands have to learn to be creative across all platforms so that they can engage today?s youth, the most important segment that marketers need to chase to successfully sell their products.

?You need to play the plot with creativity and remember to use all the screens. Today?s youth is a multi-tasker and to grab their attention you have to be present on all the screens they use. Each screen from the desktop to the iPhone have a unique technology that can be leveraged to engage the consumer,? said Rovio Asia SVP Henry Holm.

Speaking about the ?O-O-O? theory, Holm said it is a different take on the 360 degree marketing strategy in that it shuffles between online presence, offline connect and back to online. This works well with brands which operate in the online space. While the digital space is where the product or service exists, the offline space is used to create touch and feel experiences which make an imprint on the consumer?s conscious and engage them. Once the offline exercise is carried out, the consumer may directly follow up by going online or the brand may provide an incentive to do so.

Apart from activiations, a brand may collaborate with other compatible brands or go the licensing and merchandising way. Many brands have taken the L&M route to increase consumer engagement and involvement. The trick is to find a way to harness fan value, mutual partner benefit and brand fit simultaneously, Holm elaborated while speaking at the MTV Youth Marketing Forum.

Rovio Entertainment, the developers of the Angry Birds game, has had a huge success ride in the past decade. Holm shared the brand?s experience with marketing for the youth along with their key learnings.

Though it may feel like the game has been around for quite some time, the journey started a mere two and a half years back. ?Since the beginning our aim has been to concentrate on the characters and create a connect with the audiences through our online-offline-online strategy,? said Holm. ?While exciting features may help grab eyeballs, unless a fan base is built, the success will be short-lived.?

Rovio carried out an activation in association with T mobile in Spain (Terrassa near Barcelona) where a real life Angry Birds stage was set up. Players could aim the birds on the evil pigs on the iPhone installed at the site and the bird?s trajectory would be simulated in real life on the stage.

The activation not only caught the fancy of the people on that day, but the videos of the event filmed by participants went viral and resulted in significant visibility for the brand. The players were stimulated by the game and went online to relive the experience in the digital space, Holm said.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kosh.jpg?itok=QxXcsMbN
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/Truecaller.jpg?itok=GJpRMARf
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/birla.jpg?itok=ZSHorrmj
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/fbb.jpg?itok=8qWOjTIx
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/16/kansai.jpg?itok=bLHO7bPV
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/15/air.jpg?itok=kjY89OT1
Air Canada Brings Global ‘Fly the Flag’ Initiative Celebrating Equality, Inclusivity and Diversity to India

Air Canada, Canada's largest domestic and international airline, has been strengthening connections between India and Canada since 2015 with three new direct routes introduced in less than two years. To celebrate people making a mark in India, Air Canada is bringing its global ‘Fly the Flag’...

MAM Marketing Below The Line
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/12/tanishq.jpg?itok=O6GUdMmH
Tanishq launches new campaign for Diwali

Jewellery brand, Tanishq has introduced an exquisite collection - Utsava – an enchanting range that showcases the rich culture and beauty of our country, encapsulating the true essence of the festival of lights.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/12/carvaan.jpg?itok=KcaOlPoM
Saregama Caravan asks to ditch the 'Shor' this Diwali

Diwali is many things to us. Homecomings, get-togethers, celebrations, gifts, lights, sweets, and shared joy.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/13/wpp.jpg?itok=qPNuWY5E
The stage is set for WPP’s ‘Date with Data’ – a day-long data summit

Spearheaded by WPP India, alongside WPP’s Data Alliance, Date with Datais a day-long summit that showcases and discusses the impact of data.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories