Results and Effectiveness

By reaching out to 20Mn Indians through the campaign, Titan sold 12,000 WWF watches in 3 months time. The campaign generated more than 2 million rupees for conservation activities, 14% of the investment made to promote the collection. Titan’s Rank-1 consideration went up by 9 points (15% growth) and purchase share grew by 23%. Overall Titan sales went up by 12% over previous month and it was 23% growth year-on-year. The campaign generated more than 50 Lakh worth of PR in the media.

Creative Execution

The creative strategic solution was to excite and engage consumers. National Geographic Channel dedicated 6 hours of programming on Indian Wildlife in association with Titan WWF. Factoids and custom-made vignettes on each of the endangered species were made. CNN-IBN did a panel discussion on role of Indians – Corporate, celebrity or normal citizen – in wild life conservation. MTV created a special Titan WWF Style check showcasing the trendy version of the watches. Advertorials on special interest magazines like GEO, Cosmopolitan displayed the campaign spirit. Specific city suppliments were used to talk to fashion audience. Two of the busiest stations of Delhi Metro were transformed to ‘Titan WWF Animal Kingdom’ with ambient islands including facades, staircases, panel windows and the replica of an animal zone. Yahoo.com created curiosity through wildlife quiz . While a microsite told the WWF story, the WAP site targetted at the SEC A upmarket mobile users.

Insights, Strategy and the Idea

In 2008, true to its market leadership, Titan scripted an unmatched design story through the WWF Collection inspired by 6 endangered species of India. The marketing objective of Titan-WWF collection was to boost the Consideration scores among urban audience and to take the new brand proposition of Be More forward. Every watch purchased would add back to the WWF India’s kitty towards wild-life conservation. Being a mass campaign aimed at an attitudinal audience, it appealed to the cross-section of the society at the same time. Hence, enveloping all target segments was key and the need was for an integrated approach that would reach out to the attitudinal audience as a whole. Social campaigns work best when they’re non-apologetic. Based on this insight, instead of harping on the contribution angle, Titan emphasised on celebration of each of the endangered species to attract consumers.