A Tale of Two Cities Nagesh Alai Content Marketing Is the New Name
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June 1-15, 2014 Volume 3, Issue 1 `100 14 Content marketing is the new name of the game as Indians migrate rapidly online. Subscriber copy not for resale 4 23 20 PLUS NOKIA Looking for App Ideas 8 CADBURY DAIRY MILK Bournville Gets Darker 16 BINDASS 18 DOMINO’S INTERVIEW ZOMATO Married by Chance Dial or Click? Nagesh Alai A Tale of Two Cities MTV The pizza brand nudges The first CFO to head a A little bit of humour ends in 21 consumers online. major agency in India. a little bit of unhappiness. Desi Jhand EDITORIAL This fortnight... Volume 3, Issue 1 ‘It was the best of times, it was the worst of times…’ That memorable opening line EDITOR from Charles Dickens’ novel, A Tale of Two Cities, could equally sum up the state Sreekant Khandekar June 1-15, 2014 Volume 3, Issue 1 `100 of digital content. PUBLISHER Prasanna Singh 14 Even as traditional media companies continue to struggle with financial viability DEPUTY EDITOR online, consumption of content is going through the roof. According to Mary Meeker’s Ashwini Gangal Internet Trends Report 2014, released last week, there has been a 50 per cent year on SENIOR LAYOUT ARTIST year growth in digital content consumption. Unfortunately for media companies, much Vinay Dominic of the additional content consumed is being generated by consumers themselves. PRODUCTION EXECUTIVE Andrias Kisku Content marketing is In this flood of content, brands can feel lost. In the first rush to plant the flag on the new name of the game as Indians migrate ADVERTISING ENQUIRIES rapidly online. the digital landscape, marketers were content to appear on Facebook, and, in the next Naveen Arora, (0120) 4077803, 4077866 phase, rushed to buy fans under the illusion that this was a shortcut to creating a Noida Subscriber copy not for resale 4 23 20 PLUS community. But a graveyard is hardly a community of like-minded people, is it? If Arunima Bhattacharya, (022) 40429702-5 NOKIA Mumbai Looking for App Ideas 8 the ‘fans’ remain uninvolved, the group might as well be disbanded. The problem on CADBURY DAIRY MILK Bournville Gets Darker 16 BINDASS Facebook is that a culture of instant gratification has taken root: no discounts or gifts [email protected] 18 DOMINO’S INTERVIEW ZOMATO Married by Chance Dial or Click? Nagesh Alai A Tale of Two Cities MTV The pizza brand nudges The first CFO to head a A little bit of humour ends in Desi Jhand 21 consumers online. major agency in India. a little bit of unhappiness. = no participation. MARKETING OFFICE B-3, First Floor, Sector-4, Noida-201301. As the trend of sharing content on social media platforms has grown, it has set Tel: (0120) 4077800. brands thinking. Rather than peddle merely brand-specific puff, could they create MUMBAI content of genuine interest to their consumers so that they might return to it again and again? Could 501-502, Makani Center, 5th Floor, Off Linking Road, Bandra (W), this be a better way to incline them towards the brand? Mumbai - 400050 Tel: +91-22-40429 709 - 712 This fortnight’s cover story takes a look at the many experiments brands are trying with content: BENGALURU From an Intel which tries to put together what technology means in everyday lives to a Louis Philippe S-1, New Bridge Corporate Centre, which has created a lifestyle portal to a Nano which is trying to involve the social media crowd via 777 D, 100 ft Road, Indira Nagar, Bengaluru - 560038, India MTV, the variety is tremendous. SUBSCRIPTION ENQUIRIES The excitement of trying something new must come with a warning. If brands want to create long- Akhilesh Singh, (0120) 4077837 term consumer interest, they will have to play the content marketing long-term themselves. And once [email protected] marketers accept that, they should give the experiment the space that it deserves. For, what is the point Owned by Banyan Netfaqs Pvt Ltd and Printed and published by of backing a marathoner and then judging his performance every 100 metres? Prasanna Singh, at 7-A/13, Ch. Ratan Singh Complex, Jawala Heri Market, Paschim Vihar, New Delhi-110 063. Printed at Cirrus Graphics Private Limited B-61, Sector 67, Noida (U.P.), 201301 Sreekant Khandekar Cover Illustration [email protected] Tiffin Box CONTENTS 12 21 18 FB/CNWK New Likings The largest fan base recorded by a TV show on Facebook. USED CAR MARKET EBAY INDIA 6 24 A Smooth Drive Rediscover Yourself Used car market witnesses The brand urges youth to faster growth. find their true calling. FIFA WORLD CUP 22CAMPAIGN TRAIL 10 Accidental Fans RENUALT DUSTER ZING New Brand Campaigns Sony Six launches promo to Even Dogs Know! ‘Open-ended’ Romance The campaigns that got attarct Football fans across A tounge-in-cheek ad to Fiction show to depict real noticed across Print, TV, the nation. promote an SUV. love stories. OOH and Digital. afaqs! Reporter, June 1-15, 2014 3 $'9(57,6,1* DOMINO’S Dial or Click? through this interface.” Domino’s has also introduced a ‘tracking mechanism’ through which consumers can track which lane the delivery man has entered, whether their pizza has been prepared, baked, packed and dispatched. Rajpal tells us that till now over a million customers have ordered online. Which demographic do these individuals belong to? The mix, we learn, comprises collegians, office goers and families. Those who order online typically fall in the 15-40-year age bracket. “The phenomenon of online ordering is not restricted to metros,” Rajpal clarifies, “The In its latest campaign, Domino’s pushes its digital platform and response to our OLO platform is heartening as mobile internet has penetrated smaller cities and highlights the convenience of online ordering. By Saumya Tewari online orders are increasing by the day in Tier II and Tier III cities.” or the longest time, the good ol’ telephone finger on the screen placing the order, the way has been the conduit through which one was he/she would see his/her own while doing the Furged to reach Domino’s. But, in keeping same. Secondly, through the three films, the brand with the recent increase in internet penetration depicts its TG across age groups. And thirdly, The campaign ensures and availability of low cost smartphones, the brand there’s something very ‘digital’ about the films; promotes its website as the best platform to place they try and capture the way today the internet has the website, and not the one’s order through. infiltrated every pocket of our lives - notice, for pizzas per se, emerged as Domino’s launched its online ordering service instance, how the siblings in one of the ads are on in August, 2011. Currently, 20 per cent of the a Skype call? the hero of the story. company’s delivery business comes from the online The spokesperson at Contract Advertising, the medium, of which orders through smartphones agency that has created this campaign, tells us the comprise a share of 20 per cent. So far, the brand’s brand’s online ordering option comes with key The company plans to open 150 stores in this app has crossed the 16 lakh downloads. benefits that most people are unaware of: One can financial year. Harneet Singh Rajpal, vice president, marketing do a cashless transaction, send a pizza to someone Domino’s India, tells afaqs! Reporter why DIGITISED? investing in the online ordering platform was a ccording to Shamsuddin Jasani, managing calculative and futuristic move. “We launched our Adirector, Isobar India, a digital marketing online ordering service in India, at a time when agency, the campaign “has done a good job of the e-commerce trend hadn’t taken off here. After putting across the basic idea of ordering online.” carefully studying other Domino’s markets - in He adds, however, “While it has communicated the US, UK, Japan and Korea - we invested in the core idea very well, I don’t know if it will resources to arm our stores for online delivery in entice someone to change the way they order this market as well,” he states, saying the brand’s pizzas.” 30-minutes delivery promise was launched “way About the execution, he says, “Visually, the before Flipkart or Amazon promised single-day ads are good and do the job they are intended to delivery.” do,” adding, “I would have added a call-to-action In a move to encourage consumers to use segment at the end or promoted an offer to entice the website to place their pizza orders, the QSR Rajpal (left) and Eriyat: ordering online them as this is an impulse purchase and an offer- brand has recently launched three TVCs, titled driven category.” The first-time buyer, he reasons, ‘OLO’ - (for OnLine Ordering) - campaign. All in a different city, and place an order for one’s should be given something that will make him/her three films highlight the element of convenience. ‘pre-loaded favourite’ with just one click. change his/her “buying behaviour.” Interestingly, each film shows a different device “Playing up these benefits became the Manish Porwal, managing director, Alchemist through which the website is accessed - smartphone premise of the communication,” said the agency Marketing & Talent Solutions, a marketing in the ‘Fukhronwala’ film (that features a group of spokesperson. The agency ensured the website, services company, is impressed. “Domino’s, for young friends), tablet in the ‘Marriedwala’ film and not the pizzas per se, emerged as the hero of years, has stayed true to its proposition, one that (that features a young the story.