The Brief

THE TARGET AUDIENCE WAS DRAWN FROM EXISTING CUSTOMERS OF BAGGIT. BAGGiT IS ONE OF THE LARGEST WOMEN’S HANDBAG BRANDS IN INDIA AND HAS ALWAYS HAD A CONSCIENCE. WITH SAFETY BEING ON TOP OF EVERY WOMAN’S MIND GIVEN THE CURRENT HENIOUS ATROCITIES AGAINST WOMEN, BAGGIT WANTED TO EMPOWER WOMEN IN A MEANINGFUL AND FAR REACHING WAY. GIVEN THE SENSITIVE CONTEXT AND THE SERIOUSNESS OF THE ISSUE, AGGRESSIVE ADVERTISING AND PR WAS AVOIDED. TAGSY WAS PROMOTED DISCREETLY, ONLY THROUGH DIRECT MARKETING TO A DATABASE OF WOMEN WITH SMARTPHONES. EMAILS WERE SENT OUT TO EXISITING CUSTOMERS OF BAGGIT TO SIGN UP FOR TRIALS.

Creative Execution

A RAPE CASE IS REPORTED EVERY 22 MINUTES IN INDIA. AS A CONSEQUENCE, A SLEW OF MOBILE APPS WERE LAUNCHED. BUT, IN AN EMERGENCY ONE DOESN’T HAVE THE TIME TO TAKE OUT HER PHONE, SWITCH ON AN APP AND SEND AN SOS. BESIDES, THE PHONE IS THE FIRST THING THAT IS SNATCHED AWAY FROM HER IN SUCH SITUATIONS. AN INNOCUOUS ONE-BUTTON-DEVICE THAT HANGS LIKE A TAG FROM THE BAG MAKES FOR A REAL SOLUTION. ONCE PRESSED, TAGSY ALERTS THE CONTACTS AND UPDATES FACEBOOK AND TWITTER WITH THE EXACT LOCATION. WITH VISIBLE MODE, ONE CAN ENABLE CONTACTS TO TRACK THEM LIVE.

Describe the creative solution to the brief/objective.

THE IDEA WAS TO TURN EVERY BAGGIT BAG INTO A WEAPON OF SELF DEFENSE. THUS WAS BORN TAGSY. A BUTTON-SIZED SECURITY DEVICE THAT TURNS YOUR HANDBAG INTO A WEAPON. WITH A FERTILE DATABASE SITTING WITH BAGGIT, OF WOMEN WHO HAD PURCHASED A BAGGIT BAG IN THE PAST, THE OBJECTIVE WAS TO MAKE THESE WOMEN THE SPOKESPEOPLE FOR BAGGIT. THE DESIRED RESPONSE WAS TO GET EMAIL SIGN UPS FOR TRIALS. WHICH THEN WOULD SPREAD THE WORD AMONGST WOMEN.

Results

OVER 1500 EMAIL SIGNUPS WERE RECORDED AT THE TIME OF FILING THIS REPORT. THE RESPONSE RATE HAS BEEN OVER 20%. ANOTHER IMPORTANT FACTOR IS HOW TAGSY ADDED TO CUSTOMER LIFETIME VALUE AS IT MADE BAGGIT ACQUIRE A SPECIAL PLACE IN THE INDIAN WOMAN’S HEART BY BEING A BRAND WITH A CONSCIENCE. GIVEN THAT THE PRIMARY AUDIENCE WAS DRAWN FROM EXISITING CUSTOMERS TAGSY HELPED MAKE THE RELATIONSHIP A REALLY STRONG ONE.