The latest campaign of the Mumbai Police is yet another work of a good creative campaign. The TVC shows people in various situations like train travel, cinema halls or airports. This and how a one minute goes a long way to ensure one doesn’t get blown up with bombs in unattended luggage. What appeals even more is that the Mumbai Police have done it yet again. Their first campaign here encouraging women to report any misbehaviour was impressive. While the brain behind the idea is from the creative agency, the idea of coming up with a campaign such as this is commendable. Having been a keen observer of various government agencies and their efficiency over the years, this one definitely takes it up a notch.
The campaign is simple, engaging & hits the nail on the head. The cherry on top is that it doesn’t make you wince when you watch it again. That ticks all my boxes to a successful campaign. The practice of innovating with a new message every few months gets the brand – Mumbai Police the top-of-mind recall for all viewers. Unfortunately Indians live in a time where one cannot all be that assured about safety in our daily lives. The best one can do is look around and in dire times look up to the law. Taking steps to assure that the police station is approachable and more so for women is a step that is late but nevertheless important.
The Mumbai Police riding the brand image van
A couple of years back I was involved in helping the Bangalore Police to better interact with the general public. During these sessions I have had the opportunity to see at close quarters their lives they live on a daily basis. We were working to help them better balance their behaviour with law offenders and the common citizens. After a few ice-breaking sessions they opened up during our interactions. Openly talking to them and exchanging the various challenges a common citizen like me changed my perceptions about them. Frankly, the thought of stepping into a police station had always made feel queasy. The time I spent with them changed all this and hopefully positively impacted their behaviour with common citizens.
With that in the background and the new face of the Mumbai Police now, here’s a shout-out to them!
Rating: The Mumbai Police amidst all the political weight that is thrown around has boldly taken a step to build a better brand image. A thumbs up to their latest campaign!
Angry birds – the game that ‘turned tables’ on the way we knew computer gaming before it. Other than creating a created a splash among casual gamers and inciting addiction among the serious ones it went on to become the next sensation after Facebook (at least by my own measure). The near sight is a nicely done up game that is cute and fun. But from a distance a marketer can see few lessons to learn. So here are four things that I think every marketer can learn from this game.
Create love: Ask anyone who has played the game and they would unanimously say they love the game. Sure, there came other games along the way but the Angry Birds made heads turn. I have heard people say about other things like Marmite – ‘You either love it or hate it’ but with this one it is love all the way. . I read somewhere –the best marketing means is ‘Word of Mouth’; and a successful brand rides on it.
Four popular characters in the game each creating enough enthusiasm around the game before launch
Talking point: The success of the game was not just limited to an increased number of downloads but also how the game became viral. In a short span of time Angry Birds was the talking point on everyone’s wall, a community built overnight and friends playing each other. The hype that got created just before the Angry Birds Space launched could be likened (in my opinion) only to the launch of iPhone.
Keep ‘em coming back: You never get bored of playing the game over and over again- do you? Ever-lasting love did you say? The game never tires nor do you – you just keep going. That’s what your brand and product should do to customers. The game remains fresh and new with each release refreshingly different from the previous one. The toil and passion behind the creation is apparent. The company even collaborated with NASA to develop the latest version – Angry Birds Space (talk about marrying geeks and gamers).
Rabbit hole: One never knows how far the rabbit hole goes when it comes to markets. What started with mobile gaming on iPhones extended to Android and then to PCs too. Markets change, expectations grow and competition evolves. A well thought out product normally does the trick but more importantly the marketing strategy should be ‘guerilla like’. Angry Birds created affection the characters featuring in the game with tees, soft toys, stationary and a whole gamut of other cool stuff. Creating a rage among your fans – that’s the trick here.
So go ahead and play Angry Birds. Gaming does offer a fun way to re-learn marketing.
Few brands manage to create path-breaking campaigns. FlipKart is right on top of that list today. FlipKart caught my attention when they launched their first campaign (reviewed here) by getting people to start shopping online. India has yet to take to online shopping with open arms. The habit of using credit cards made people flinch then and still does. Nudging this bunch with the option of ‘pay on delivery’ was a sure shot way to clear all stumble blocks in getting people to click and shop.
Screenshot of the Mr. Forgetful ad. Click to watch it
They gained the ‘first mover advantage’ and by far (based on self-experience) enjoy the highest brand recall in online shopping. Their challenge then was to get people to develop a habit of shopping online. With a slew of more players who have jumped in the band wagon, they now face the challenge to keep the brand right on top of everyone’s mind. While the essentials to do this are offering a wide product range, attractive pricing and quick delivery, the differential is created by the experience the shopper has at the portal and outside of it. Their latest campaign aims to deliver exactly that – an unparalleled experience on and off the website. The campaign continues with the (kids playing adults) theme that they started off with. This time around the campaign gets right down to the nerve of the problems one faces when shopping online. Be it delayed delivery, range of products to choose from or even setting right expectations by the customer care. The campaign humours the viewer while playing two characters – Mr. Impatient and Mr. Forgetful.
The characters may be a wee bit exaggerated but they emulate what most customers expect from an e-com portal. The campaign extends to the ‘Shopping ka naya (new) address’ positioning to show the wide range of products available. Both campaigns in tandem create a sticky campaign which in turn delivers high brand recall. The poster boy of Indian ecommerce (allegedly cash-strapped) raised an additional round of funding of $150 million lead by South African media group Naspers and by existing investor Tiger Global according to a report here. With four acquisitions (WeRead, Mime360, Chakpak and LetsBuy) FlipKart is growing to be a successful e-com business and with additional funding, this theory may will be sealed.
Rating: The campaign delivers what a campaign should. It creates high brand recall while nudging customers to shop online making it seemingly simple.