ZEE5 Global celebrates South Asia in its new campaign, Marketing & Advertising News, ET BrandEquity
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What goes in creating a successful moment marketing campaign?, Marketing & Advertising News, ET BrandEquity
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It was a moment worth seizing. When Cristiano Ronaldo moved aside Coca-Cola bottles at a press meet last month, other brands saw an opportunity to score a creative goal. A meme fest followed, with several brands hijacking the event and weaving edgy content around it. The idea was to custom-fit the controversy to market themselves, appeal to their followers and reel in new ones.“There were two things that people were talking about: One, the bottle moving; second, moving of the stocks with the bottle,” recalls Harshil Karia, one of the founders of Schbang, the agency behind the catchy moment marketing campaign that Fevicol released. ‘Na bottle hategi, na valuation ghategi’ was their playful response in an ad which replaced the Coke bottles with Fevicol tubs.What set the creative process in motion was a casual call during which the client brought up the Ronaldo incident. “The call came in at 12 noon and the copy was put out at 3:45 pm,” recalled Karia. The turnaround time — “this is how it is”, Karia explained — is crucial. On an average, a digital agency creates a dozen of these daily. Each exercise takes two-three hours, from spotting a trend to releasing a campaign.However, not all campaigns are as spontaneous. On July 14, as Zomato prepared for its Initial Public Offering (IPO), Kotak Securities swung into action. The financial firm, however, was crafting a campaign to ride the hype of the company’s IPO, using it to engage with its own customers.“The objective was to grab user attention which I feel is the most difficult task in today’s cluttered environment. As Zomato is a household name for millennials, we wanted to use the opportunity to meaningfully connect with customers,” said Iti Mehrotra, Head of Marketing, Kotak Securities.The teams within the company and its agency, Tonic Worldwide , had a fairly detailed promotion plan for the Zomato IPO. The plan included everything ranging from search ads, website and app promotions to social media marketing and direct marketing to its clients. They had hosts of concepts ready for all scenarios. But when, Zomato, via its Twitter handles, said, “Mereko toh aisa dhaka dhaka horela hai”, team Kotak Securities sprung up with a breezy “Chill kar, hamare saath subah ki chaIPO” followed by another tweet, saying “Ordering Zomato on Kotak Securities”.The actual copy of the campaign or tweet may be minimal, but a mountain of effort goes behind it. There is a command centre which works behind the scene, said Amandeep Singh, head of Delhi office, VMLY&R which executed the ‘Sonu ki Smile’ campaign for PepsiCo. In February 2020, #SonuKiSmile started trending as Zomato celebrated their delivery boy with a viral smile.PepsiCo leveraged this before other brands could react and created virtual Lay’s packs to celebrate Sonu and his smile, as part of their ‘Smile Deke Dekho’ campaign. This response not only caught the attention of Zomato but also created one of the most talked about cases of moment marketing for Lay’s India. “We took Sonu’s smiles to India, and the campaign brought smiles to our client with 33,964 in non-owned engagements and 3.02 million reach,” Singh added.The command centre comprises young people tracking social media, who are clued into the Gen Z world. It also has a few creative people and senior people who have the decision-making power to put out a creative super quick. Their main job is to track companies of all kinds: Competitors, digitally savvy ones, those popular with the youth, legacy companies, etc, he said.“All stakeholders have to be on (instant messaging apps), otherwise you lose the moment,” said Abhishek Asthana, founder, Ginger Monkey that works with Cars24, which latched on to the moment marketing wagon during Cred’s ‘Indira Nagar ka Gunda’ campaign, which showed an angry Rahul Dravid stuck in Bengaluru traffic.Asthana was out when the original campaign rolled out. He was alerted by a team member and quickly came up with a creative to promote his client. “The idea was approved within 15 minutes,” said Asthana.“Reports coming in from Indira Nagar that a gunda is breaking cars. If this gunda has damaged your car too, we are offering free upgrades,” said Cars24 in response to the ad.“We (the company and its executives) live in the world of cars. When we saw Dravid damaging cars, we had to respond,” said Nida Naushad, Head - Brand, Strategy & Campaigns at CARS24.The size of the teams vary from brand to brand. “For a large company like PepsiCo, we have larger teams,” Singh said.The 24 hours that follow are crucial and one has to keep monitoring the responses. More reinforcements go into the command centre and the teams are ready with four to five responses.So, what is the secret to a successful on spot campaign? It is always a collaborative effort, said Naushad. “There has to be a synergy between the agency and the brand.”Agencies agree. “For a digital campaign, turnaround has to be in two to three hours. You need that free thinking space,” said Karia.The other crucial aspect is language and how it relates with audiences. “A drunk in the dark may not be as amazing for an Indian (non-English speaking) audience. Nuance comes with the understanding of the language,” he said.And the ultimate thrill? Well, that comes from the immediate feedback, said Asthana. “There is no better high than that.”