cobby is here: case solution submitted by team micachamps from mica
DESCRIPTION
Cobby is Here: Case Solution submitted by Nikhil Mishra and Siddhartha Agarwala from MICA. The Case Study: Cobby symbolizes a Red Panda; Cobby is an animated cartoon character created by a small scale animation company called Dreamy Brush Pvt. Ltd. based out of Mumbai, India. While creating Cobby, the animators had the image of “Winnie the Pooh” in their minds, and they have this vision that one day Cobby will surpass “Pooh” in popularity amongst children and even adults. “Dreamy Brush” decided to publish 500 comic books named “Cobby is here!”, and distributed it to school going children and even college adults at a very nominal price. Though this activity gave the character some limelight, but it subsided with time as the company didn’t have access to ample budgets for promoting “Cobby”. Ritesh, the master animator and illustrator, who conceived “Cobby”, is planning to go to a start up conference where angel investors and big venture capitalists will be coming, and for a start up like “Dreamy Brush” this conference holds massive importance. Internally it was decided that Dreamy Brush will be pitching for funds for producing an animated cartoon series on mainstream channels, so that Cobby gets maximum exposure. Now Ritesh and his team have only 2 months before the conference date, and they have to do something which instantly catches everyone’s eye, so that Cobby becomes the buzzword. Brief description – Cobby Is Here! (The Cartoon Series) and Cobby (The Character) - Cobby speaks in the tone of a chipmunk, - Cobby prefers to stay alone but always lend a shoulder when others need his help, - In the cartoon series “Cobby Is Here!”, Cobby has been portrayed as a very intelligent and smart lad who is a detective by profession, - People always seek Cobby’s help when in trouble and even Police has fixed Cobby as their “Ray Of Hope” when they are not able to solve a particular case, - Cobby also has a assistant, whose name is Cherrie, and she is also a very cute red panda, - “Cobby” never asks for fees, once he solves the case, his only fees is a bunch of bamboo shoots The Assignment: Dreamy Brush wants to create online conversations around “Cobby” by engaging relevant people in order to create familiarity for the character. Dreamy Brush wants a marketing campaign which connects offline world with the online world, and the campaign should touch the emotional chord of the target audience.TRANSCRIPT
CASIA CASE STUDY PRESENTATION
MICHAMPS NIKHIL MISHRA |
SIDDHARTH AGRAWAL
DECODING THE BRIEFCOBBY IS HERE
• THE CAMPAIGN IS MEANT TO TARGET SCHOOL KIDS AND YOUNG ADULTS (6-25) AND INTRODUCE THEM TO COBBY.
• EXPAND AWARENESS ABOUT COBBY THROUGH STORYTELLING , THEREBY BUILDING A STRONGER BRAND AROUND COBBY.
• TAKE THE MERCHANDISE ROUTE TO SELL COBBY BRANDED PRODUCTS; ADDING DEPTH TO THE COBBY BRAND.
• AND IN MEETING THE ABOVE OBJECTIVES, CREATE ENOUGH BUZZ AROUND COBBY TO BAG FUNDING FROM INVESTORS.
RESEARCH IDEAS!COBBY IS HERE
• THE TARGET GROUP BEING TOO WIDE (6-25 YRS), WILL HAVE TO BE DIVIDED INTO SUB CATEGORIES; THERE ON, A SEPARATE MEDIA PLAN WOULD BE BUILT TO ENGAGE THE GROUP.
• HERE IS A PROPOSED CLASSIFICATION : 6-12 YRS (KIDS) | 13-18 (TEENS) | 19-25 YRS (YOUNGSTERS)
• MEDIA CONSUMTION HABITS: A PRIME COMPONENT OF THE RESEARCH SHALL REVOLVE AROUND GAUGING MEDIA CONSUMTION HABITS OF EACH GROUP.WHILE KIDS ARE EXPECTED TO CONSUME MEDIA ON TV, YOUNGSTERS WOULD BE CONSUMING CONTENT PRIMARILY ON SECOND SCREENS.
• COBBY CHARACTER TRAITS: ANOTHER MAJOR AREA OF RESEARCH SHALL EXPLORE COBBY’S DIFFERENT ATTRIBUTES.SPECIFIC TRAITS CAN BE EXPOSED TO DIFFERENT TG SAMPLES TO IDENTIFY AND VERIFY THE POPULARITY OF THE SAME.
• THE RIGHT MIX: COBBY’S SUCCESS SHALL DEPEND ON EMOTIONS THAT IT SUCCEEDS IN CONVEYING.WHILE BEING FUN AND VISUALLY APPEALING IT SHALL ALSO BRING FACTORS LIKE WIT,NOSTALGIA,TRIVIAL SUCCESSES ETC.THESE EMOTIONS FIND DIRECT MAPPING IN AUDIENCE PERCEPTION.
• BUILDING CONVERSATIONS + STORIES: IT WOULD BE IMPORTANT TO ASCERTAIN WHAT STORIES KEEP THE AUDIENCE ENGAGED.ALSO, WAYS SHALL HAVE TO BE EXPLORED TO MAINTAIN THE DYNAMICITY OF THE FORMAT.CONTEMERARY CHARACTERS EVOLVE;THAT IS WHAT KEEPS THEM ALIVE.
CHANNELS WE LOOK TO INTEGRATE OUR CATEGORY WITH + WHY WE CHOSE THEM?
COBBY IS HERE
• LAUNCH OF TEASER VIDEOS ON CARTOON TELEVISON CHANNELS WILL NOT ONLY GET THE ATTRACTION OF THOSE MANAGING TH SPACE.IT WOULD ALSO GET KIDS EXCITED ABOUT THE NEW OFFERING AND SHALL LEAVE THEM CURIOUS.
• THESE TEASERS SHALL BE AIRED IN THE 4-6 EVENING SLOT TO ENSURE MAXIMUM EXPOSURE.
• ALSO, TEENS WATCH A LOT OF ANIMATED AND SUPER HERO BASED MOVIES.THE INSIGHT CAN BE LEVERAGED TO PLACE TEASERS IN THE APPROPRIATE TIME SLOTS.
TELEVISION
CHANNELS WE LOOK TO INTEGRATE OUR CATEGORY WITH + WHY WE CHOSE THEM?
COBBY IS HERE
• THE PRINT MEDIA SHALL ALSO SEE TEASER ADS STRATEGICALLY PLACED WITH A STORY OF COURAGE/INSPIRATION.THE CAMPAIGN SHALL REVEAL JUST ENOUGH TO MAINTAIN READER CURIOUSITY OVER TIME.
• RUNNING A COMIC STRIP OR TWO ON A SUNDAY MAGAZINE MAY ALWAYS GENERATE ENGAGEMENT.
CHANNELS WE LOOK TO INTEGRATE OUR CATEGORY WITH + WHY WE CHOSE THEM?
COBBY IS HERE
• THE DIGITAL SPACE SHALL SEE THE MAXIMUM ENGAGEMENT.SOCIAL MEDIA PLATFORMS OFFER A UNIQUE OPPORTUNITY TO PRESENT ENGAGING CONTENT IN A COST EFFECTIVE MANNER.
• TWITTER: RUN A TWITTER CAMPAIGN, WHERE IN THE BRAND REVEALS INFORMATION ABOUT COBBY IN TIT-BITS, PROMPTING THE FOLLOWERS TO MAKE GUESSES AS TO ‘WHO IS COBBY?’ ACCOMPANY THE #WHOISCOBBY CAMPAIGN WITH VISUALLY APPEALING STORY SNIPPETS HIGHLIGHTING ONE OF COBBY’S CHARACTER TRAIT EACH TIME.
• FACEBOOK:BESIDES PROVIDING FOLLOWERS WITH ENGAGING CONTENT, THE PLATFORM NEEDS TO BUILD FOLLOWING THROUGH BIT BY BIT STORYTELLING.THE FACEBOOK PLATFORM IS APT FOR IT AND SHALL EXPECTANTLY SEE GOOD RESPONSE FROM FOLLOWERS.ALSO SMALL GAMES ON THE FACEBOOK PAGE CAN HELP TAKE THE ENGAGEMENT FORWARD.
Digital
CHANNELS WE LOOK TO INTEGRATE OUR CATEGORY WITH + WHY WE CHOSE THEM?
COBBY IS HERE
• BESIDES THE CONVENTIONAL ENGAGEMENTS, DREAMY BRUSH CAN LOOK TO USING LOCATION SPECIFIC APPLICATION TO TAKE FORWARD COBBY’S HEROIC ACTS.THE CAMPAIGN MAY SIMPLY ASK FOLLOWERS TO ‘CALL COBBY TO YOUR CITY,IF YOU THINK YOUR CITY NEEDS HELP! CHECK IN ON OUR PAGE OR TWEET US WITH #CALLCOBBY’
• ALSO, SIMPLE LITTLE SNIPPETS LIKE THE COBBY’S CHIPMUNK VOICE, HIS PASSION FOR HIS DETECTIVE PROFESSION, OR HIS FASCINATION FOR BAMBOO SHOOTS CAN BE USED TO BUILD ENGAGING CONVERSATION OVER THE INTERNET.
Digital
KIDS | TEENS | YOUNGSTERSWHO ARE WE TALKING TO?
KIDS (6-12)• WHILE TV ADS SHALL MOSTLY BE
TARGETED TO YOUNG KIDS, THEY WOULD BE POSITIONED TO TALK TO THEIR MOTHERS.
• INSIGHT: MOST MOTHERS FEED THEIR YOUNG CHILDREN WHILE THEY WATCH TV.
• THE FACT THAT COBBY EMBODIES GOOD VIRTUES AND EMERGES SAVIOUR IN SITUATIONS MAKES HIM A LIKABLE CHARACTER FOR MOTHERS.
TEENS (13-17)• PARTNERING WITH CONFECTIONERY
PRODUCTS LIKE CHIPS,BUISCUITS ETC WILL HELP REACH THIS SEGMENT QUICKLY.
• INSIGHT: THIS RESTLESS GENERATION IS HIGH ON CONFECTIONERY PRODUCTS AND OFTEN ENJOY FREEBIES DELIVERED WITH THEM.EX.SMALL REPLICAS OF SUPERHEROS, HOTWHEELS ETC.
YOUNGSTERS (18-25)• THIS CATEGORY SHALL BE TARGETTED
THROUGH WITTY COMMUNICATION AND ENGAGING PLOTS.
• INSIGHT:WHILE THIS AGE GROUP BEGINS TAKING LIFE SERIOUSLY, THEY STILL LOOK FOR REFUGE IN THOSE HAPPY WORLD OF CARTOONS/ANIMATED CHARACTERS.
• ALSO, AN ELEMENT OF NOSTALGIA PLAYS A GOOD ROLE.
WHILE PEOPLE LOVE SIMPLISTIC CHARACTERPLAY, CHARACTERS THAT CANNOT BUILD A STRONG NARRATIVE AROUND THEMSELVES FAIL TO WORK IN THE LONG RUN !
HOW EXACTLY CAN WE DIFFERENTIATE COBBY FROM OTHER SUPERHEROS?
A LOT OF JAPANESE CHARACTERS HAVE MANAGED TO MAKE A MARK IN THE ANIMATED CHARACTERS VERTICAL.AN ETHOS DEEP ROOTED IN THE FAMILY CULTURE AND STORIES CENTRED AROUND THEM HAS PROMTED THEIR SUCCESS.
PEOPLE ARE ON A CONSTANT LOOKOUT FOR STORIES AND CHARACTERS THEY CAN IDEALIZE. ALSO, CHILDHOOD NOSTALGIA IS A RECURRENT THEME AMONG YOUNGSTERS!
WHAT IS THE HUMAN BEHAVIOUR THAT IS AFFECTING THE CATEGORY?
STORIES | WIT | HUMOUR WHAT WILL YOU SAY?
• THE CONVERSATIONS SHALL MOSTLY BE DIRECT BUILDING ON HUMOUR,WIT AND STORIES.
• COBBY SHALL BE AVAILABLE ON SEVERAL PLATFORMS; WITH EACH PLATFORM OFFERING CUSTMISED CONTENT TO KEEP ITS AUDIENCE ENGAGED.
• THE CONVERSATION WOULD BE EXTENDED TO SEVERAL TOUCH-POINTS OTHER THAN ONLINE.
• ACTIVATIONS IN MALLS, AT CINEMA HALLS, TREE SCHOOLS ETC SHALL STRENGTHEN THE CASE OF COBBY GETTING POPULAR.
• MERCHANDISE PARTNERSHIPS FOR BAGS,SHOES,TEE SHIRTS, MUGS ETC CAN BE BUILD ON ONCE THE POPULARITY OF COBBY GROWS BIG.
• COBBY INSTALLATIONS (LARGER THAN LIFE) WILL HELP ENSURE BRAND RETENTION FOR COBBY.
• PRESENCE AT COMICON LIKE EVENTS THAT ATTRACT THE ATTENTION OF MAJOR STAKEHOLDERS SHALL HELP GRAB EYEBALLS.
SOCIAL MEDIA METRICS HAS THE CAMPAIGN BEEN SUCCESSFUL?
• BRAND RECALL CAN BE IMPORTANT FACTOR. SINCE IT IS A RELATIVELY NEW BRAND, THEREFORE THE MEMORY RETENTION CAN BE A IMPORTANT FACTOR. THIS CAN BE SEEN THROUGH, IF THE PRODUCT (MERCHANDISE) IS A PART OF CONSIDERATION SET FOR THE CONSUMERS.
• THE ONLINE TRAFFIC ON PAGES / WEBSITES CAN BE A IMPORTANT PARAMETER. THE BUZZ CREATED BY TEASERS WOULD BE REFLECTED IN THE POSSITIVE ONLINE SENTIMENT.
• ALSO THE NUMBER OF VIEWS LIKES ON YOUTUBE AND OTHER MEDIA SITES SHOWCASING THE COBBY ANIMATED CLIPS CAN BE COUNTED UPON.
• WELL CRAFTED COMMUNICATIONS HAVE AN ABILITY OF GOING VIRAL THESE DAYS.A FEW SNIPPETS BASED ON STORYTELLING CAN REALLY GRAB THE ATTENTION OF THE NATION.
LEVERAGE TECHNOLOGY AND THE ART OF STORYTELLING TO CREATE A LASTING CHARACTER, THAT STANDS FOR THE RIGHT : ‘COBBY’ !
AND OUR PURPOSE
CASE STUDY PRESENTATION
MICHAMPSNIKHIL MISHRA| SIDDHARTH
AGRAWALMUDRA INSTITUTE OF
COMMUNICATIONS,AHMEDABAD