innovative social marketing campaigns

UGC Sponsored National Conference On EMERGING GLOBAL ISSUES IN MANAGEMENT INNOVATION Paper Entitled: “INNOVATIVE SOCIAL MARKETING CAMPAIGNS: BREAKING RULES FOR THE SOCIAL VALUES” Organized By: DEPARTMENT OF BUSINESS MANAGEMENT, SAURASHTRA UNIVERSITY, Rajkot. Prepared By: Prof. Chetan Lakhlani Associate Professor, N. R. Vekaria Institute Of Business Management Studies, Junagadh 3/3/2014 9:52:34 PM 1 Prof. Chetan Lakhlani

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Page 1: Innovative social marketing campaigns

UGC Sponsored

National ConferenceOn


Paper Entitled:




Prepared By:Prof. Chetan LakhlaniAssociate Professor,

N. R. Vekaria Institute Of Business Management Studies,Junagadh

3/3/2014 9:52:34 PM 1Prof. Chetan Lakhlani

Page 2: Innovative social marketing campaigns

Social Marketing

It's an advance and integrate marketing concepts with otherapproaches to influence behaviors that benefit individualsand communities for the greater social good.

“Social Marketing" is sometimes using standard commercialmarketing practices to achieve non-commercial goals.

Social Marketing can be described as having "Two Parents"—a "Social Parent“ i.e. social science and social policyapproaches, and a "Marketing Parent", i.e. commercial andpublic sector marketing approaches.

3/3/2014 9:52:34 PM 2Prof. Chetan Lakhlani

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Societal Marketing

Its an enlightened marketing concept that holdsthat a company should make good marketingdecisions by considering consumers' wants, thecompany's requirements, and society's long-terminterests.

Its closely linked with the principles of corporatesocial responsibility and of sustainabledevelopment.

3/3/2014 9:52:34 PM 3Prof. Chetan Lakhlani

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Country : Puerto Rico

Brand : Puerto Rican Government

Client : Correctional Department, Puerto Rican Government

Agency : Starcom


Audience : Puerto Rican Youth

Objective : To give a real idea of what prison is like.

Challenge : Young adults hate it when you try to teach them


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Drug trafficking has turned

Puerto Rico into one of the most

dangerous islands. The

government’s official voice

didn’t seem to have any impact.

So it decided to make 3 real

prisoners talk on Twitter about

the brutal life they experienced

in prison.

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23% of the Twitter population of Puerto

Rico has interacted.

True Story

Reality shows have exposed us to some of the

saddest aspects of human behavior. But people

love a true story. Using social networks to help

people have an experience, to exchange with

people they would never have otherwise met, is a

good initiative.

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Campaign 2

3/3/2014 9:52:34 PM 7Prof. Chetan Lakhlani

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Recruitment Strategy

Country : Netherlands

Brand : Heineken

Client : Heineken

Target Audience : Candidates seeking jobs

Objective : To receive more relevant resumes

Challenge : Recruitment is A sector often left behind in communication

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Over 1,700 people applied for the job.

Successful candidate gets an opportunity to meet football heroes of UEFAChampions League.

Shortlisted candidates were invited to Amsterdam for the interview process.

Stage 1: The kick-off

•Where the boss led the interviewee into the meeting roomby holding hands the entire way.•Medical Assistance, which involved helping the boss as he‘blacks-out’ during the meeting.3/3/2014 9:52:34 PM 9Prof. Chetan Lakhlani

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Stage 2: Fire Drill

Where firefighters call for help to rescue a strandedHeineken employee from the roof after a ‘fire alert’.Candidates’ responses determined who had thenecessary skills to work in the Heineken marketingdepartment.

The entire interview was captured on camera byHeineken, which resulted in......

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Stage 3: Final Test

The Candidate, a behind-the-scenes film that was released to thebrand marketing team via an internal portal so they could vote fortheir favorite interviewee from the three best interviews.

The most voted-for candidate was brought to the Juventus stadium fora ‘final test’ during the pre-match ceremony.

Giant screens showed the interview process and then announced thatthe winner……

Guy Luchting, had got the job. He now has a placement based atHeineken headquarters in Amsterdam.

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317% more CVs / +

279% traffic on the

HR site.

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Campaign 3: COCA COLA- Small World Machine

Country : India & Pakistan

Brand : Coca cola

Client : Coca cola

Agency : Leo Burnett

Target Audience : Indian & Pakistani citizens but

Global Campaign

Objective : To Reinforce Coca-Cola’s «Crazy for

Good» Values

Challenge : Create a Story Worth Talking About

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The relationship between India & Pakistan is a complicated one. There is hardly

any communication between the two countries, even though the only thing

separating them is religion. Coca-Cola created machines in India & Pakistan that

were connected to each other and allowed people from each side to interact.

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3D Touch Screen Technology base High-tech vending machines installed

in two popular shopping malls in Lahore, Pakistan and New Delhi, India.

Invited consumers to put their differences aside and share a simple

moment over a Coke.

People from both countries and various walks of life were encouraged to

complete a friendly task together – wave, touch hands, draw a peace sign

or dance – before sharing a Coca-Cola.

The “Small World Machines” provided a live communications portal

linking strangers in two nations divided by more than just borders, with

the hope of provoking a small moment of happiness and promoting

cultural understanding around the world

………the very moments were captured

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Surprises- Mirror Impacts & Images

Jackie Jantos Tulloch, Project

Leader, compares the live relay

experience to looking into a

webcam, face-to-face with another

person. “Your actions are literally

mirrored,” she explains. “By adding

a touch screen, it allowed us to play

interactive animations, so people

could trace things like a heart or

smiley face together.”

Thoughts divides,Value unites.

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RESULT:2 million views

Interaction has always been key in virtualization. However, thanks totechnology, we can now push interaction a little bit further. Here the simpleinteraction between the 2 machines, plus the nice narration makes thisidea extremely efficient.

Its not Coca Cola Story, its bigger profound story about the connectednessof the world.

Social and cultural tension exist around the world, exist for selfish reasons.

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Social and cultural tension exist around the world, exist for selfish reasons.

Humanity is about togetherness & Happiness

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Aap No


The presentation was inspiration of publication by Gregory Pouy, Digital marketing expert and founder of marketing

consultancy La Mercatique, about the changing rules of conventional marketing through few social marketing campaigns.3/3/2014 9:52:34 PM 20Prof. Chetan Lakhlani