SMB Ads India
A combination of physical and digital elements create engagement in this complex B2B campaign.
- Multiple Elements And Techniques
- Testimonial Persuasion
- Incentivised Involvement
India is currently experiencing a digital revolution, but there are always some brands that are slow to adapt. To reach and engage an audience of web hold-outs, we created a physical and digital campaign that employed a range of techniques to get to our targets, incentivise their engagement, and sell them on the potential online.
Beginning with a play on the national passion, we sent out cricket balls autographed by legendary captain, Kapil Dev. Each ball arrived with a desktop plinth for it to sit on and copy that drew parallels between the watershed moment the 1983 Indian Cricket Team experienced and the digital turning point India is currently navigating. We also informed them that their commemorative display would only be completed when they booked a meeting with a Google Ad Expert who would bring along a similarly autographed cricket bat.
To book this meeting a QR code directed recipients online, where a case study video related to their industry played before an online form appeared. On the site there were also a range of other case studies in other formats, so that our marketers had all the proof they might need to sell digital internally.
Evolution
- Exclusive Items
- Respecting Google’s Gift Value Rules
- Two-Part Concept
Planning the artefact and its delivery
Early renders of the DM kit
Incorporating the signature of Kapil Dev increased the perceived collectible value of the items
A Mix of Elements
- Nostalgic Gift
- Statistical Support
- Engaging Flow
The multi-stage target journey was designed to deliver multiple methods of persuasion.
An Exciting Delivery
Our DM kit arrived in pristine bespoke packaging with a ball that had recognisable symbolic value and the promise of a bat.
Compelling Statistics
An emotive graphic sequence explained in simple figures the truly momentous opportunity that exists online for brands in India.
Relatable Case Studies
In naturalistic human interviews we captured marketers sharing their stories of overcoming their hesitancy, working with Google and enjoying amazing results.
