GODREJ UNVEILS IPIX WITH 'SCIENTISTS'

TitleGODREJ UNVEILS IPIX WITH 'SCIENTISTS'
BrandGODREJ & BOYCE
Product / ServiceLCD TELEVISION
CategoryA01. Best Use of Television/Cinema
EntrantMINDSHARE INDIA Mumbai, INDIA
Entrant Company:MINDSHARE INDIA Mumbai, INDIA
Media Agency:MINDSHARE INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
Mansa Madhusudan Mindshare Director-invention
Vinita Pachisia Mindshare Director-exchange
Avinash Pareek Mindshare Manager-invention

Results and Effectiveness

• Against the category average of 15% and the benchmark of 20%, we achieved a spontaneous cut through of 29%!! • For the first time in the annals of designing a campaign for appliances, a “live disruptive” method was adopted. • Consumer preference at point of sale witnessed a 45% increase! • Total campaign awareness of 58%! Client appreciated and lauded the feat that the agency successfully accomplished “… the most important launch in the history of appliances was made possible with the innovation on TV9…”- Ramesh Chembath, GM Marketing, Godrej & Boyce. *Source- Millward Brown Research

Creative Execution

Godrej hence needed a credible ‘awakening’ tool to lure consumers. Create a ‘disruption’: executing this idea demanded medium’s “demonstrability”, Television was our first choice (93% reach). The other challenge: strict editorial guidelines. T V9, the leading, preferred (133%) news channel, was no exception. Post intense discussions, the channel agreed to stage the disruption on Prime Time!! Just as the newscast began, “Scientists” barged in and began cleaning every corner of the news room – including the anchor. The anchor and the viewers were left flummoxed, with the latter anticipating further action. This disruption, lasting 40 seconds, was witnessed “live” by 175% more audiences ending with the message – Cleaner Images coming soon! On Print, front page picture had blurred and cleaner versions, on-ground, scientists cleaned the windscreens of cars; Outdoor units had mock scientists cleaning TV screen displays ‘cueing’ audiences to the disruption.This embarked the teaser, followed by the revealer campaign.

Insights, Strategy and the Idea

The Marketing Objective –Change the way people “view images”, & change their views. Godrej & Boyce was viewed as a “non innovative” and “low technology company", over the years. Brand health studies clearly indicated that while Godrej scored on reliability and trustworthiness, it consistently slipped off the consideration set at the point of purchase due to lack of technology leadership. The Proposition: To launch Godrej LCD & CTV range of TV with superior iPix technology that offered cleaner, sharper images, in Andhra Pradesh. This competitive milieu earmarked the task of building awareness and targeting a spontaneous awareness level of 20% in relation to technology among the TG. The Target Audience – Perceivers whose perception are to be changed. Our studies revealed that our male consumers in the age range of 30-50 years where the ones who intended to upgrade from B/W to CTV or from CTV to LCD.