vip skybags-back is new front
DESCRIPTION
VIP launched new bags and created and executed the campaign called Back is New frontTRANSCRIPT
MARKETING CLUB, UBSPresentation-3
By:Avinash ChennuriCMBA2, 1330
Established in 1971
Asia’s Largest Luggage manufacturer
World’s second Largest Luggage manufacturer
Dominant player in India
Market share
Flagship company of the Dilip G parimal group
121 60%
5 21continentscountries
1971
INTRODUCTION
pieces sold around the world
First brand to launch designer wedding collection
Outlets
Retail stores
150% Top of Mind
Brand awareness
100% Unaided Brand awareness
1300 800060,000,000
SITUATION ANALYSIS
VIP’s Sky bag’s new
Revolutionary product
“Backpack”
Target Audience:
YOUTH
Want to come up with new creative TV commercial
Also want to create social
Brand Awareness
OBJECTIVE
Building Brand awareness in both social media and TV commercial ad
Creating a new category ad and trendy ad
Involving customers in the Campaign
Rewarding customers
STRATEGY & EXECUTION
• John Abraham the brand ambassador of sky bags finds a new world where all the people walks in backward direction
• A woman is walking her dog backward, a cyclist is riding backward, in fact there is a movie poster of ‘Kill Bill’ starring actress Uma Thurman’s back with her Skybag backpack!
• John too walks into a store, buys his own bag and walks out of the store backward, while the voiceover goes “Back is the new front”, and a tagline that says, “Move in style’.
TV Commercial
#BackIsTheNewFront
#Move InStyle
A Twitter contest invited users to tweet using #BlankIsTheNewBlank
• Show your Backpack • Show your unique style• Take your Reverse Selfie
Won Canon Digital Camera and Skybag speed backpack
#MoveInStyle contest that asked users to share their style quotient.
Social Media
RESULTS
• Right from bracing the community with #BlankIsTheNewBlank to getting them involved with the new style idea of #BackIsTheNewFront and #MoveInStyle with contests and reverse selfies, the social media communication has been focused towards the consumers and the young, urban, social-savvy crowd.
• The response on social seems to indicate that relevant contests and product as prizes always works.
For a brand known for its stylish range of travel bags, Skybags needed something really quirky for communicating its new range of backpacks. The emphasis on “back is the new front” does that for the TVCs and adds that required recall value. Also, the extension on social media to communicate the new idea has been a well laid out plan.
#Conclusion
#Thank you