1.
Video
Print ad:
2.
What Giveter is all
about and what problem it is trying to solve
Giveter lets you gift in a
more intelligent and personalized way. Gifting so far has been focused on
giving what the giver liked as opposed to what the receiver would like.
Secondly gifts have been generic to occasions with little difference in the
gifts on different occasions. These are the problems being addressed by
Giveter. Giveter provides an amazing gifting recommendation service that finds
the perfect gift based on recipient’s age, relationship to gifter and occasion.
Giveter takes this one step further to enabling the giver to select the gifts
which are matched to the recipients “likes” on facebook. They have really gone
deep and have integrated with user’s actual behavior. This helps in making the
gifts seem more personalized and thereby, more meaningful. Giveter has tied up
with various online website, brands and physical stores to help the giver find
the perfect gift. All in all, Giveter has taken the concept of personalized
gifting to the next level and added the convenience of E-Commerce to it thereby
rendering it a very convenient alternative for all gifting needs.
3.
How our video connects
with what Giveter is doing
People were earlier
apprehensive about the gift they are giving. They were unsure of what to gift.
Print ad concept:
Appeasing an angry spouse/significant other is something which people dread and
are often clueless about. Though it depends on the situation, the right gift on
most situations can help as an ice-breaker to get the healing process started.
This is where Giveter steps in. What is the best thing to give her when she is
angry, when it is her birthday or your anniversary? Now, a husband can find the
perfect gift for her using giveter.com and stand in front of her with the gift
without fear and can make her happy.
Video concept:
Though the population in our country is constantly growing, people in large
cities are often lonely. In the video, we have shown one such girl who is
looking forward to another birthday spent alone. Here, we’ve shown how a gift
from someone can actually brighten up her day. Giveter can help one pick out
the perfect gift for someone in such a situation and thereby help in
brightening up people’s lives. Who knows, it might even spark of a beautiful
relationship! All it takes in the right gift and for that, there is Giveter.
Communication
objective:
The objective of this Ad
campaign is to increase awareness. As a marketer we would be interested in the
receiving consumer feedback which would help us in gauging the effectiveness of
the communication. We have used AIDA model
(1920) to understand various phases that consumer moves through.
Awareness:
Most of the audience would be unaware of the site, since it would be newly
launched. Hence our communication objective would be to build awareness, may be
just name recognition with simple messages repeating brand name, or give basic
information about the site
Interest: As
consumers would have graduated from awareness about the site to interest, as
marketers we would like to know how consumers feel about this new idea that
giveter has launched.
Desire: Once
awareness and interest has been initiated in the minds of the consumer, next
step would be to create a desire and preference for the advertised site. We are
planning to do this by giving rational benefits of using the site.
Action: The
desired action for this campaign is to lead consumers to use the site and build
a brand image in their minds.
Creative
Strategy
Ad Campaign Objective
Advertising objective is to increase site/product and Brand Differentiation through Advertising.
Throughout the Ad campaign we would use Learn-Do-Feel strategy. We have
followed this strategy assuming that
learning (Cognitive effect) must occur before attitudes are formed (Affective
stage), which will lead to behavior (Conative stage).
Learn – Do- Feel
Since it’s gifting sitet
Learn-Do-Feel will be applicable. Learning must precede attitude change
COGNITIVE LEARN
| |
V V
AFFECTIVE DO
| |
V V
CONATIVE FEEL
Ad Campaign
Strategy
Selection of Ad
Appeal:
We have selected Consumer
Enhancement Appeal as the ad appeal.
The campaign would be displaying feeling of Joy/Pleasure/Feeling Good/
Personal Satisfaction/Excitement through the use of the site.
Ad Execution
Format:
The execution format selected is
based on following themes:
Life Style: As part of this campaign we have tried to paint a picture of a
lifestyle based on Activities, Interests, and Opinions.
Reason for using anger:
Since a lot of emotions are
attached with gifting, it is a very big concern amongst people of every age to
understand what the other person wants. People in India are not yet open to
expressing themselves. They do not say what they want as gift. So to show the
apprehension and finally satisfying your loved ones with the perfect gift is
what we wanted to show through our print ad.
Brand
Personality: Brand
personality that we have tried to portrait is of a common man in the print ad
and youngsters in the video.
Target Audience
The
target audience for the ads has been the same as the target audience we believe
would be ideal for Giveter. Keeping this in mind, the target audience has been
defined as,
·
Internet Savvy
·
Urban
·
SEC A, B
·
Educated
·
Between ages of 15 onwards
We
believe that this would cover the range of population which would be eligible
for the occasions and relationships that Giveter caters to and the people who
would be in a position to use a service such as Giveter.
For
More Details, visit Giveter.
