Seagull advertising - Credential presentation

1. Launching
with
a big bang

2. The journey begins.
With one big idea

3. And that
is what
we are
all about.

4. Ideas
that
soar!

5. Have you heard of these brands?
What made them so famous?

6. The world’s most powerful medium
The Consumer

7. WHAT BUSINESS ARE THESE BRANDS REALLY IN?
Make searching easy
Helping people be recognized as innovative
Helping people being seen as successful (or having
arrived) in their lives

8. Products have rationales
Brands have emotionales

9. 21st century brands own an obvious emotional truth

10. EACH BUSINESS IS BASED ON A DIFFERENT OET
With today’s information overload, searching can
be frustrating
People like to be recognized as innovative
People desire to be recognised as successful

11. THE SEAGULL W4P PROCESS
Brand Challenge
Brand Wings
Brand Flight Map

12. THE BRAND CHALLENGE -step 1 of the process
Identifying the brand’s opportunity through listening and observing

13. THE BRAND CHALLENGE -how we do it
• Through listening and observing:
• Your Team
• Your Customers
• Your Competition
• Your Category Influencers

14. THE BRAND CHALLENGE - what we answer
• What are the profit opportunities?
• What must the consumer stop doing and invest in your brand?
• What are the key emotional drivers?
• What is the SMART Integrated Marketing Communications Objective?
– Specific, Measurable, Achievable, Reviewable, Timebound
• What is the allowable cost?

15. THE BRAND wings-step 2 of the process
Creating the brand’s architecture through research, interaction and analysis

16. THE BRAND wings -how we do it
• Quantitative Market Research at:
– Workplaces
– Public Places
– Places of Residence
• Analysis of Research through discussion

17. THE BRAND wings - what we answer
• What is the Obvious Emotional Truth that the brand should own?
• What is the business we are really in?
• What are we really selling?
– Rational Benefit:
– Emotional Benefit:
• What is the target mindset?
• What is the desired Brand Persona?
• What is the Branding Idea?

18. THE BRAND flight map- final step of the process
Creating brand roll out recommendations across all key customer touch points

19. THE BRAND flight map -how we do it
• We think outside the box and look beyond only promotion ideas.
• Through this we create ideas that people would love to share and talk about

20. THE BRAND flight map - what we answer
• We infuse the branding idea into:
– Product Policy
– Pricing Policy
– Packaging Policy
– Placement Policy
– Purchase Experience Policy
– Prosumer (Influencer) Policy
– Promotion Plan

21. Aeccc–the seagull digital communities creation tool
A specialised tool to leverage the digital media space for the benefit of your brand

22. Access–be present where your customer is

23. engage – become a source of valued content

24. Connect –become a part of your customers conversations

25. Collaborate- involve andco-create withyourcustomers

26. customise –adapt your offering to your customers needs

27. The seagull impact

28. i
n
s
u
r
a
n
c
e
For Vantage, one of the country’s leading corporate health insurance brokers,
Seagull created Fountain of Health. A multi pronged program

29. b
f
s
i

36. R
E
T
A
I
L

53. M
A
N
U
F
A
C
T
U
R
I
N
G

57. F
m
c
g
&
p
a
c
k
a
g
i
n
g

60. For Gods Water we found them not
just the brand name,
but also the packaging design

63. Playboy Energy Drink
Packaging design for India

64. iCan
Branding, Identity, Packaging

65. Health Fit
Identity + Packaging

66. Health Fit
Identity + Packaging

67. Health Fit
Identity + Packaging

68. Kelzai Jungles
Identity and Packaging

69. Greenlime Tissue
Branding + Identity + Packaging

70. Esta Feliz
Branding + Identity + Packaging

71. Akshardaan
Branding + Identity + Packaging

72. Fratelli
Identity + Packaging

73. Fratelli
Identity + Packaging

74. R
e
a
l
e
s
t
a
t
e

77. Bryan Adams Live concert to establish Amanora as a young brand

79. French Spiderman to establish Amanora is
making progress

82. d
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t
a
l
A few case studies on the impact we have created in the digital space

83. d
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Enquiries generated: 122 in 1.5 months
Cost per enquiry: Rs. 1229
Campaign duration: Sep 10th till date
Community size:
Facebook: 1145
Sessions held: 2
Conversions till date:
For IVF angels: 5
For other programs: 3
HEALTHBERRIES IVF

84. d
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85. d
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P.N. GADGIL JEWELLERS
Success stories:
Facebook: 95,273 | Twitter: 2514 | Youtube views: 31, 017 | Videos: 23
In the first month itself, increased digital community size and engagement by
more than 20% through various access, engage and connect initiatives

86. d
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P. N. GADGIL JEWELLERS
Madhuri Dynamic Cover
Madhuri Launch: dynamic cover photo which unveiled
Madhuri as our brand ambassador as people commented
on our post.

87. d
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a
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P. N. GADGIL JEWELLERS
Ganesha Asks Twitter And Facebook Contest
• #GaneshaAsks was trending in Pune for
3 days
• Got over 1000 tweets in one day
• 5 Winners got silver articles

88. d
i
g
i
t
a
l
Built Silvostyle online
community and created
online buzz. Grew community
size from 0-12570 in just 6
months with various access,
engage, connect initiatives
including videos, contests,
polls, posts. Also executed
Facebook ads to increase
brand awareness, familiarity
and preference.
www.facebook.com/silvostyle
@silvostyle
PNG – Silvostyle (Retail jewellery)

89. d
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MONT VERT BELBROOK
Integrated campaign
Smart objective: 300 walk-ins over 2 weeks
Solution: Doosra Chance to invest. Launch
by Muttiah Muralitharan
Promotion through integrated media
Results: In the 2 weeks, we increased likes
by 2500. We also get 200 enquiries through
online initiatives
Details of online activity: Created a robust
online program, with contests, regular
updates on the off ground activities,
emailers, and presence on relevant online
portals

90. d
i
g
i
t
a
l

91. d
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92. d
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93. d
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JAIHIND TIRANGA SPLASH
Entries generated: 172 through fb
Grew facebook community size from 0-
1636 in just 2 days
Held online contests, where winners
would get to meet Kunal Kapoor and
win Kunal Kapoor merchandise.
Also did google, fb ads and sent
emailers and posted content to relevant
target audience.

95. O
u
r
p
r
o
f
i
l
e
• An 18-year old, strategy-based, creative-led agency
• Offices in Mumbai & Pune, India
• A full-service communication partner
• An INS (Indian Newspaper Society) accredited agency
• Member of the prestigious Advertising Agencies Association of India (AAAI)
• Backed by state-of-the-art infrastructure
• Strong team of 40 full-time professionals & consultants (strategy, creative,
media), a heady & potent mix of talent and experience

96. K
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p
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p
l
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Sameer Desai - Managing Director
22 years of experience in advertising and promotions spanning brands
like Greenlime, Health Fit, Jaihind, Mont Vert, Symbiosis, Oyster &
Pearl, Venky’s, Bacardi, Amanora, Borosil, Novartis, Southern Comfort,
IndSearch, Culligan Goodwater, Cummins and Pepsi
Sumit Roy – Brand Consultant
40 years of experience in brand strategy with clients like Coca Cola,
Eveready, Unilever, Hutch, HSBC, Intel, Kelloggs, Kotak, Mahindra,
Marico, Mastek, Mckinsey & Co, Microsoft, MTV, Pfizer, Philips and
many more

97. K
e
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p
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o
p
l
e
Vinita Dang - Business and Marketing Strategy
18 years of experience in marketing strategy, planning and
advertising with MNCs like Kimberly Clark Lever, P&G and Beechams,
leading teams responsible for several successful national brand launches
in India like Whisper, Huggies and Mediker
Sharon Mishra - Media Consultant
16 years of experience in planning & buying media (TV,
Press, Out-Of-Home, Radio, Rural, New Media) spanning
all Unilever and Colgate, Palmolive brands as well as
clients like Parle Foods, Philips, Pantaloon and Mattel Toys

98. K
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Puneet Bhatnagar – Creative Consultant
16 years of experience in advertising and the mind behind
famous campaigns like ‘Tata Desh ka namak’ for Tata
Salt and ‘nau baj gaye kya’ for Kaun Banega Crorepati of which over 12
years have been in the agro-business
Freddie Alexander - National Creative Director (Copy)
22 years of experience in advertising spanning brands like
Bajaj, Kirloskar, Thermax, Gemini cooking oil, Videocon,
Kenstar, Hallmark, Birla AT&T, Birla Cement, Holiday Inn,
Taj Blue Diamond, Black and Decker, Finolex Cables and Kalyani
Brakes

99. K
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Debashish Sinha – Head Interactive
15 years of experience in interactive and advertising
spanning brands like The Times Of India, Ascent, Venky's,
Kinetic, Pepsi, Symbiosis and Mont Vert.
Sanju Ayyar – National Creative Director
12+ years of experience in integrated marketing and advertising
spanning brands like AT & T, Kenstar, Kelvinator, Sansui, Gemini Refined
Cooking Oil, Raheja Universal, P N Gadgil Jewellers, Siyaram's,
J.Hampstead, Nilkamal Plastics, Tangent Furniture, Provogue, Mahindra
Logistics, Praj Industries, Bajaj Auto, Kalyani Group, World Aids Campaign.

100. Few Other Brands We Have Helped Fly

102. Let us soar together