seagull advertising - credential presentation
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Seagull advertising - Credential presentationTRANSCRIPT
Launching
with
a big bang
The journey begins.
With one big idea
And that
is what
we are
all about.
Ideas
that
soar!
Have you heard of these brands?
What made them so famous?
The world’s most powerful medium
The Consumer
WHAT BUSINESS ARE THESE BRANDS REALLY IN?
Make searching easy
Helping people be recognized as innovative
Helping people being seen as successful (or having arrived) in their lives
Products have rationales
Brands have emotionales
21st century brands own an obvious emotional truth
EACH BUSINESS IS BASED ON A DIFFERENT OET
With today’s information overload, searching can be frustrating
People like to be recognized as innovative
People desire to be recognised as successful
THE SEAGULL W4P PROCESS
Brand Challenge
Brand Wings
Brand Flight Map
THE BRAND CHALLENGE - step 1 of the process
Identifying the brand’s opportunity through listening and observing
THE BRAND CHALLENGE - how we do it
• Through listening and observing:
• Your Team
• Your Customers
• Your Competition
• Your Category Influencers
THE BRAND CHALLENGE - what we answer
• What are the profit opportunities?
• What must the consumer stop doing and invest in your brand?
• What are the key emotional drivers?
• What is the SMART Integrated Marketing Communications Objective?
– Specific, Measurable, Achievable, Reviewable, Timebound
• What is the allowable cost?
THE BRAND wings- step 2 of the process
Creating the brand’s architecture through research, interaction and analysis
THE BRAND wings - how we do it
• Quantitative Market Research at:
– Workplaces
– Public Places
– Places of Residence
• Analysis of Research through discussion
THE BRAND wings - what we answer
• What is the Obvious Emotional Truth that the brand should own?
• What is the business we are really in?
• What are we really selling?
– Rational Benefit:
– Emotional Benefit:
• What is the target mindset?
• What is the desired Brand Persona?
• What is the Branding Idea?
THE BRAND flight map - final step of the process
Creating brand roll out recommendations across all key customer touch points
THE BRAND flight map - how we do it
• We think outside the box and look beyond only promotion ideas.
• Through this we create ideas that people would love to share and talk about
THE BRAND flight map - what we answer
• We infuse the branding idea into:
– Product Policy
– Pricing Policy
– Packaging Policy
– Placement Policy
– Purchase Experience Policy
– Prosumer (Influencer) Policy
– Promotion Plan
Aeccc–the seagull digital communities creation tool
A specialised tool to leverage the digital media space for the benefit of your brand
Access –be present where your customer is
engage – become a source of valued content
Connect –become a part of your customers conversations
Collaborate - involve and co-create with your customers
customise –adapt your offering to your customers needs
The seagull impact
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For Vantage, one of the country’s leading corporate health insurance brokers,
Seagull created Fountain of Health. A multi pronged program
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For Gods Water we found them not
just the brand name,
but also the packaging design
Playboy Energy Drink
Packaging design for India
iCan
Branding, Identity, Packaging
Health Fit
Identity + Packaging
Health Fit
Identity + Packaging
Health Fit
Identity + Packaging
Kelzai Jungles
Identity and Packaging
Greenlime Tissue
Branding + Identity + Packaging
Esta Feliz
Branding + Identity + Packaging
Akshardaan
Branding + Identity + Packaging
Fratelli
Identity + Packaging
Fratelli
Identity + Packaging
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Bryan Adams Live concert to establish Amanora as a young brand
French Spiderman to establish Amanora is making progress
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A few case studies on the impact we have created in the digital space
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Enquiries generated: 122 in 1.5 monthsCost per enquiry: Rs. 1229Campaign duration: Sep 10th till dateCommunity size:Facebook: 1145Sessions held: 2Conversions till date:For IVF angels: 5For other programs: 3
HEALTHBERRIES IVF
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P.N. GADGIL JEWELLERS
Success stories: Facebook: 95,273 | Twitter: 2514 | Youtube views: 31, 017 | Videos: 23
In the first month itself, increased digital community size and engagement by more than 20% through various access, engage and connect initiatives
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P. N. GADGIL JEWELLERSMadhuri Dynamic Cover
Madhuri Launch: dynamic cover photo which unveiledMadhuri as our brand ambassador as people commentedon our post.
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P. N. GADGIL JEWELLERSGanesha Asks Twitter And Facebook Contest
• #GaneshaAsks was trending in Pune for 3 days
• Got over 1000 tweets in one day
• 5 Winners got silver articles
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Built Silvostyle online community and created online buzz. Grew community size from 0-12570 in just 6 months with various access, engage, connect initiatives including videos, contests, polls, posts. Also executed Facebook ads to increase brand awareness, familiarity and preference.
www.facebook.com/silvostyle @silvostyle
PNG – Silvostyle (Retail jewellery)
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MONT VERT BELBROOK
Integrated campaignSmart objective: 300 walk-ins over 2 weeksSolution: Doosra Chance to invest. Launch by Muttiah MuralitharanPromotion through integrated mediaResults: In the 2 weeks, we increased likes by 2500. We also get 200 enquiries through online initiativesDetails of online activity: Created a robust online program, with contests, regular updates on the off ground activities, emailers, and presence on relevant online portals
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JAIHIND TIRANGA SPLASH
Entries generated: 172 through fb
Grew facebook community size from 0-1636 in just 2 days
Held online contests, where winners would get to meet Kunal Kapoor and win Kunal Kapoor merchandise.
Also did google, fb ads and sent emailers and posted content to relevant target audience.
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• An 18-year old, strategy-based, creative-led agency
• Offices in Mumbai & Pune, India
• A full-service communication partner
• An INS (Indian Newspaper Society) accredited agency
• Member of the prestigious Advertising Agencies Association of India (AAAI)
• Backed by state-of-the-art infrastructure
• Strong team of 40 full-time professionals & consultants (strategy, creative, media), a heady & potent mix of talent and experience
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Sameer Desai - Managing Director
22 years of experience in advertising and promotions spanning brands like Greenlime, Health Fit, Jaihind, Mont Vert, Symbiosis, Oyster &
Pearl, Venky’s, Bacardi, Amanora, Borosil, Novartis, Southern Comfort, IndSearch, Culligan Goodwater, Cummins and Pepsi
Sumit Roy – Brand Consultant
40 years of experience in brand strategy with clients like Coca Cola, Eveready, Unilever, Hutch, HSBC, Intel, Kelloggs, Kotak, Mahindra,
Marico, Mastek, Mckinsey & Co, Microsoft, MTV, Pfizer, Philips and many more
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Vinita Dang - Business and Marketing Strategy18 years of experience in marketing strategy, planning and
advertising with MNCs like Kimberly Clark Lever, P&G and Beechams, leading teams responsible for several successful national brand launches
in India like Whisper, Huggies and Mediker
Sharon Mishra - Media Consultant16 years of experience in planning & buying media (TV,
Press, Out-Of-Home, Radio, Rural, New Media) spanningall Unilever and Colgate, Palmolive brands as well as
clients like Parle Foods, Philips, Pantaloon and Mattel Toys
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Puneet Bhatnagar – Creative Consultant16 years of experience in advertising and the mind behind
famous campaigns like ‘Tata Desh ka namak’ for TataSalt and ‘nau baj gaye kya’ for Kaun Banega Crorepati of which over 12
years have been in the agro-business
Freddie Alexander - National Creative Director (Copy)22 years of experience in advertising spanning brands like
Bajaj, Kirloskar, Thermax, Gemini cooking oil, Videocon,Kenstar, Hallmark, Birla AT&T, Birla Cement, Holiday Inn,
Taj Blue Diamond, Black and Decker, Finolex Cables and KalyaniBrakes
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Debashish Sinha – Head Interactive
15 years of experience in interactive and advertising
spanning brands like The Times Of India, Ascent, Venky's,
Kinetic, Pepsi, Symbiosis and Mont Vert.
Sanju Ayyar – National Creative Director
12+ years of experience in integrated marketing and advertisingspanning brands like AT & T, Kenstar, Kelvinator, Sansui, Gemini Refined
Cooking Oil, Raheja Universal, P N Gadgil Jewellers, Siyaram's, J.Hampstead, Nilkamal Plastics, Tangent Furniture, Provogue, Mahindra
Logistics, Praj Industries, Bajaj Auto, Kalyani Group, World Aids Campaign.
Few Other Brands We Have Helped Fly
Let us soar together