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THE FINANCIAL EXPRESS

THE FINANCIAL EXPRESS


TUESDAY, JULY 3, 2012

LADY LUCK
The consumer insight in the latest Monster.com ad on luck playing a role in getting that dream job is certainly interesting, but the execution falls short
Campaign: Find Better Brand: Monster.com Company : Monster.com India Agency: Dentsu Marcom

The Campaign
The ad opens in an office reception, where candidates are seated waiting for their interview. One of the candidates casually turns to his side and asks the young man next to him Interview? He smiles slightly and nods. The first man smirks and says, Good luck. The second man pulls out a horseshoe out of his bag and confidently replies, I have good luck with me. The other man reaches into his own bag and holds up a strand of chillies and lemon to ward off the evil eye. On seeing this, the second man gives a sarcastic look, rolls up his sleeve and exposes his arm thats adorned with lucky charms. In response to this, the other one pulls out a large Turkish evil eye amulet. The man smirks pulling something out of his bag. Out of his bag appears a woman his mother, who blesses him and gets back into the bag. Suddenly they , notice a smartly dressed young man stepping out of the interview room with a woman boss accompanying him. She looks at

OUR TAKE
them and says, Thanks, guys. Weve found our man. As they leaves, one of them says Iska luck solid hoga and hearing this, the lucky man man takes out his iPhone which has the Monster app on screen. The ad ends with a voice-over: Get lucky Get active . on monster.com. Find better access, better connections, better jobs.

Our Take
Do you wear that lucky shirt for a job interview? Do you believe in luck when it comes to your job or an important chapter in your life? Do you carry every possible lucky charm with you in a job interview? According to a recent study conducted by Monster India, luck plays a crucial role in almost every sphere of our lives and especially in matters related to job search and career progression. Monster has based this ad on this consumer

insight. The main objective of the campaign is to launch Monster.coms new positioning, Find Better. With its new brand ideology of Find Better, Monster India aspires to enable employees and employers with better access, better connections, better results. The brand has made a conscious effort to blend humour in the campaign. However, while the insight hits the bulls eye, the execution doesnt. The ad is humorous but does not say why Monster is better than other sites, or why, when you have reached the interview stage, Monster would give you a winning edge. The campaign plays on humour which has already been used by Naukri.com in its early ads. The brand positioning of Find Better is not very clear and we dont see a brilliant execution of the insight. The visual of the mother coming out of the bag is unrealistic and exaggerated. However, the ad is getting eyeballs because of the powerful insight. RATINGS

Twishy

New goalposts We aim to be number one in are coming up the luxury car segment by 2015 in creativity
with technology and creativity, brands can generate content, information and services for customers that make brands an essential part of their lives. With this medium, we can go far beyond the borders of conventional advertising. THE WEEKDAYS: From the moment I step into the office building till I reach home, life is a big roller-coaster ride and there is never a dull moment.

FACE OFF MICHAEL PERSCHKE, AUDI INDIA HEAD

In just a few years, luxury car brand Audi has moved up to the number two spot in the luxury car segment in India. The January-March 2012 quarter saw Audi Indias sales rising by 41% quarter-on-quarter And with . Audi selling only 5,511 units in India in the whole of 2011, as compared to 3,10,000 in China, the potential of the Indian market in the segment is quite conspicuous. In an interaction with Audi India head Michael Perschke, FEs Sukalp Sharma and Rajat Guha decode the DNA of the companys Indias operations,its marketing strategy and what the future holds for the brand.Edited excerpts.

HOURS
PARTHO SINHA
Executive Vice President, Creative, Digitas India

AFTER

The morning begins at the war room with the creative directors, focusing on the new challenges and actions. The traditional emphasis on good ideas, excellent designs, and a compelling story still exists, but new goalposts are coming up. Integrating the idea fully into the business, bringing the consumers closer to the brand, and giving them a superb experience 24 x7 is the new goal. THE WEEKEND: A soccer game with my sons, a good Montecristo cigar with Mozart playing in the background are some luxuries that help me recharge my batteries.

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The last quarter of FY 12 has seen Audis rise to the second position in the luxury car segment in India. What can we expect next ? Our ambition is to become number one, not number two. Number two is an important step towards that goal. We have always said that our objective is to be number one by 2015, but the way things are going,we might be able to achieve that target earlier. We are going to open many more dealerships over the next two quarters. We thought that once we have the third quarter and the dealers, then we can aim for number two. But it happened in the first quarter itself, which was beyond our expectations. In India, in 2015,we plan to sell at least double the amount we plan to sell this year, which would mean that we are looking at anything between 16,000-20,000 units for 2015. How is marketing for a luxury auto brand different from that of any other car brand? The conventional above-the-line,below-the-line combine might not be necessarily enough for the luxury segment. For luxury, you need a significant amount of classical abovethe-line brand building, you need significant amount of events for people to touch and feel the brand and it also helps in breaking into peer groups.Then the digital space is also extremely important now. New dimensions include social media. Then theres peer-to-peer marketing. And all of this needs to be sup-

ported with a public relations strategy You might follow the brand for a . certain period of time but you will start believing in it when consistently over many touch points you feel that the brand is on the right track. You need to put all the pieces of the puzzle together to create an image for the brand.A modern brand needs 15-20 different touch points. How has Audis marketing strategy changed? We have doubled our marketing spends from last year. We are going from a pull model to a push model, which means that we also move to a different target audience now. Since the last couple of years, we were dealing with people who already were connoisseurs of luxury So they got the . M-B-A degree step-by-step: they had the M Mercedes, then they got the B BMW and finally the Audi. , A Now we have people who are directly going for the .Thats where the marA keting needs to be a little different as you need to give these new customers what I call edutainment. We dont see mass market adver-

THE TOYS: Galaxy NOTE and the XBox are two things I cant stay away from.

THE JOB: Its not a job its a passion and I like it that way. Life is exciting when you are on the digital highway. Every second spent online is a light year from the present one and I love it! I believe that

THE LOGOS: Brands make our life interesting. They are like the toppings on a pizza. And I love my brands and spice up my life with them. From Breitling to Hugo Boss to Salvatore Ferragamo, the list goes on. As told to Rohit Nautiyal

tising and marketing by Audi India. You are not even relying on any brand ambassadors. As a brand we dont have brand ambassadors. What we have are brand fans or brand loyalists. Somebody like a John Abraham is a brand loyalist.Ravi Shastri,for example,is an old Audi loyalist. So much so that he was called Ravi udiShastri.But the moA ment you give someone the title of a brand ambassador, it means there are a 100 others out there whom you havent made brand ambassadors.As for mass marketing, we didnt do a brand campaign in 2011, still we ended up winning 22 awards, including three brand awards. Its not necessary that you play on all channels of mass media to be recognised by a relevant audience. Classical above-theline print marketing always gives certain tangible returns. You cant substitute print marketing. However, TV is not a direct response format, until you get into digital TV where people can click and we can get enquiries.Online,on the other hand,is a direct and active tool.Online is something well be driving stronger in the times to come, and we would look at

more creative ways to engage with the customers and social media would again be an important tool there. Well be converting some of our above-the-line spends to online and social.As for our current marketing spend, 60% is print, 15% would be traditional online spend, 15% social media and alternative digital, and 10% would be television. The luxury auto segment used to be a narrow band earlier. But now there are sub-segments.How have you seen them evolve? There are sub-segments from the buying behaviour point of view. The first target audience is the connoisseurs. Then there are those who might not have a background as such in luxury but were able to make money .They might not know every single thing about luxury or brands but they have the means and want to enjoy luxury products. Then you have the first-time luxury buyer who comes from an upper middle-class background. Then you have people who based on a certain buying decision want to become a part of a certain audience of society .

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