Engagement

Campaign (India) : 141 Sercon Bags Asia Pacific Breweries

CAMPAIGN INDIA,OCTOBER 12,2007_Fotor

Client : Asia Pacific Breweries
Agency : 141 Sercon

Contact (UK) : HP Edgeline Printer Launch

The much-talked about activation that launched the HP Edgeline Printer in India was featured in UK’s Contact magazine as one of India’s best DM campaigns that add flavour to the communication mix.

Global 2nd proof copy

Client : Hewlett Packard
Agency : 141 Sercon

Economic Times’ Brand Equity (Beyond 360) : Baron’s Beer Launch

One of the most unique launches of a beer in any country, Baron’s Strong Beer had an extremely successful launch in India.

From a bottle with an ancient map within it found on Mumbai’s Aksa Beach that was followed by a TV crew’s story, to advertorials, radio call-ins from treasure ‘finders’ to billboards, Baron’s campaign broke through into the city’s imagination in a category in which mass advertising is banned.

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Client : Asia Pacific Breweries
Agency : 141 Sercon

Volvo : Live Aerobics By Earth Moving Machines

Volvo iNXT 2009 was the first India event that the Swedish auto giants were hosting in the country. A perfect platform to display and demonstrate a variety of earth moving equipment and extreme commercial vehicles to their prospect audience who were invited to their plant at Hoskote, Karnataka, India.

While the invitees enjoyed a tour of the bus factory and also had a surprise peek at a concept vehicle, the showstopper show was the one put up by the new batch of extreme vehicles that are designed to feel at home at construction sites.

Instead of doing the conventional demo displays, we thought of creating a memorable entertainment piece that starred the range of Volvo vehicles themselves.

Idea : LIVE AEROBICS

The stage : A mud field that turned slushy with overnight rain adding oomph to the spectacle.

The first act : Cake-cutting by a digger

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Main act : Live aerobics

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Finale : Final salute

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Needless to say, the show was a tremendous success inviting accolades from Volvo Sweden as well!

Client : Volvo
Agency : 141 Sercon

Hitachi HD LCD TV : Launch In An Art Gallery

A unique way to introduce Hitachi’s first HD LCD TV to a discerning by-invitation group. At an Art Gallery!

Activation idea : HIGH DEFINITION ART. A TV that looked so good (and with sharp pictures) should be seen as a work of art so why not display paintings on a TV?

Launch : When technology transformed to art! The wall mounted HD TV transforms into a framed painting. The price too matched that of a painting!

Artists : Well-known painters Manav Gupta and Niren Sengupta were specially commissioned to create artworks that would be showcased on the TV.

Buyers could opt for a specially designed picture frame for their HD TVs.

Hitachi actboard

Film reminder : The demo experience was filmed and then sent to the invitees.

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Client : Hitachi
Agency : 141 Sercon

Baron’s Strong Beer : One Of The World’s Most Unique Beer Launches

Asia Pacific Breweries planned an India-entry strategy with their strong beer brand Baron’s before launching their flagship brand Tiger beer. In a highly competitive Indian market, the idea was to play on the name Baron’s and exploit its perception of European ancestry that would enable the brand to stand out.

The idea MISSING TREASURE came to life in a story that panned out across media and got the target group involved in unravelling it.

From a bottle with an ancient map within it found on Mumbai’s Aksa Beach that was followed by a TV crew’s story, to advertorials, radio call-ins from treasure ‘finders’ to billboards, Baron’s campaign broke through into the city’s imagination in a category in which mass advertising is banned.

The buzz that was generated created tremendous brand awareness and induced trials to the extent that the brand achieved its first quarter’s target within the very first month.

Here is the board that captures this activation. One of the most unique launches of a beer in any country, Baron’s Strong Beer had an extremely successful launch in India.

BAron present p

This unique activation got featured in Brand Equity.

Screen Shot 2014-10-29 at 2.25.48 PM

Client : Asia Pacific Breweries
Agency : 141 Sercon

HP Edgeline Printer : When prints didn’t come!

To launch a Rs 7 lakh printer, get it noticed and then considered, the idea had to become a catalyst for engagement.

Idea : WHEN PRINTS DIDN’T COME! Born from the fact that when you need prints urgently, more often than not, the printer ditches you. This unfortunate fact was relevant in every industry.

The launch was conceived as a theatrical play ‘A Day In God’s Office’ in which the new HP printer would be the saviour.

The entire B2B communication then worked backwards starting with a handwritten letter and invitation for this play. All communication was handwritten (naturally, as prints didn’t come). A blog had several people narrating various incidents in their professional and personal lives when the printer ditched them.

This very ballsy concept for a printer manufacturer, found tremendous resonance in the target group resulting in a very successful launch in 6 Indian cities. Set out to get 900 prospects, the campaign pulled in 1200 and even succeeded in getting orders at the launch event.

Activation board depicting the pre-launch handwritten communications:

HP activation board

 Activation board depicting the theatrical play ‘A Day In God’s Office’.

HP Play board

This activation was featured in UK’s Contact magazine as one of India’s best DM campaigns that add flavour to the communication mix.

Global 2nd proof copy

Client : HP
Agency : 141 Sercon