Giveter Submission

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.