Presented By: Venu Gopal V

Presented by: Venu Gopal V

Do u recognize them ?

Who are they ? Ogilvy and Mather Popularly referred to as “O & M” is an advertisement company. Founded by Mr. David Ogilvy in the year 1928. New York-based ad agency Hewitt, Ogilvy, Benson & Mather (which eventually became Ogilvy & Mather Worldwide)

Who are they ? Ogilvy and Mather New York based ad agency owned by the WPP Group (Wire and Plastic Products). The company operates 497 offices in 125 countries & employs approximately 16,000 professionals. Central to its growth was its strategy of building brands like American Express, BP, Ford, Barbie, Maxwell House, IBM, Kodak, Nestlé and Unilever brands Pond's & Dove.

India Story ! “O & M” Founded in 1928. Are the first advertising agency in India. Firm accounts for 70% market share. Employee strength of 1500 in 2007. Annual sales of US$ 58.6 million in 2007. Client base of over 300 domestic and MNCs

India Story ! “O & M”

Delhi Mumbai Hyderabad Chennai Bangalore

What they do?

How do they do it?

Principles of “O & M” “O & M” engages in a 5-step process: STRATEGY- craft the right entertainment solution in response to clients. DEVELOPMENT - is designed to identify and partner with "best in class" writers, directors, musicians, artists and talent agencies. PRODUCTION process - ensure that the brand's story is told as envisioned.

Principles of “O & M” “O & M” engages in a 5-step process: DISTRIBUTION strategy of the content. “O & M” work with the media agency to leverage brand's existing media investment. MEASUREMENT tool that defines a clear and efficient process. Uses 'best of breed' measurement experts, and delivers program results that provide key insights and recommendations for program optimization.

Organization Structure

Departments: CREATIVE DEPARTMENT The people who create the actual ads form the core of an advertising agency. Consists of copywriters, art directors, creative director. Creative teams may be permanent partnerships or formed on a project-by-project basis.

Departments: ACCOUNTS SERVICE Account Services or account management is somewhat the sales arm of the advertising agency. An account executive meets with the client to determine sales goals and creative strategy. They are then responsible for coordinating the creative, media, and production staff behind the campaign.

Departments: ACCOUNTS PLANNERS The ultimate goal of the planner is to work with consumers as partners in the process of developing advertising. Involve their input at every stage of the process and inspire creative ideas that guide and validate the resulting campaign in the consumer’s interests. Planners are the “consumer’s representative” of the account team.

Departments: Other Departments and Personnel people in specialized positions: Production work Internet advertising Planning Research

Steps for designing ad

Recognition: Few facts & figures 1.Acknowledged as The Most Admired Agency in India, as per The Economic Times, India's leading business daily (Brand Equity- IMRB International Survey, 2003 & 2004) 2.Ranked No. 1 in Client Servicing, Account Planning & Creative among all brand-building agencies in India (The Economic Times- Brand Equity Survey 2004)

Customers of O&M Bangalore ITC Foster Lenovo (all over the world, separate department) Indus pride Titan Deepam Silk Manipal College

BINGO !!!!  The launch of Bingo! in March 2007 marked ITC's foray into the fast growing branded snack foods segment. Bingo’s portfolio includes an array of products in both Potato Chips & Finger Snacks segment.  Bingo! is positioned as a youthful and innovative snack, offering the consumers a choice of flavours that are fast becoming popular.

BINGO AD CONCEPT DEVELOPMENT Objective To be the leader in the snack category.

Two huge challenges. 1. Frito Lays 2. Youth

Frito Lays At that point, the undisputed champion of the snacks category.  Dominant market share of around 80%.  Constantly creating excitement through new flavor launches.  Creating snacks for the Indian market.  Driving buzz & aspiration through star power.

Youth A very difficult communication audience.  Everyone is chasing them.  They have greater exposure than anyone else.  They are cynical of ‘targeted’ messages.  They are difficult to reach.  They have too much else happening in their lives.

Creating Difference  Create a brand personality that the youth would notice, and love.  Build salience befitting a brand with leadership ambitions.  Gain at least 8% market share nationally during the first year .  In a category driven by buzz, shift the spotlight from Lays and be the youth mind space leader.

Product. Placement. Personality.

Product We weren’t going to beat Lays by just launching more potato chips! The largest volumes of snacks we consume are those flavours and tastes we are so familiar with.

Think Khakra, Bhakrwadi, Jhalmuri, Murukku, Banana chips… But from a branded packaged snack, we expect excitement, imagery and something new. (Where is the differentiation) Lays already had a range of exotic flavours…

Product Continued.. They decided to merge the two!

Applied philosophy to integrate the familiar with the exotic. Developed the concept of ‘irresistible combinations’.

So a tandoori flavour from the north or a lime pickle flavour from the west were added to potato chips. Local delights like khakra & pakoda were given a makeover and emerged in western formats as triangles and sticks.

Placement Placement function of two factors: reach & impact. Reach was ensured through the ITC distribution might. 250,000 stores across the country within six months of launch. But reach alone wasn’t enough. Lays too was universally present.

Placement So we went for impact. With a dispenser. 200,000 units in market within a year of launch. 80% of respondents in brand track mention the rack as a source of brand awareness.

Personality Snacking is a mindless activity. They took it as a symbol of the counter culture to logic & reason.

Logic Deliberate Cerebral

Absurdity Spontaneous Slapstick

Absurdity

Deliberate Cerebral ‘Cerebral absurdity’ became the brand’s personality, tone and differentiator.

Another Example??????

RESULTS •More AD Recall •More BRAND Retention •Hence More Brand Awareness

ZOO ZOO ADS!!!!!

Campaign elements

Pre-launch viral campaign: wait or suffer.

Bingo Absurd Video!!!!

Print & outdoor Driving the flavors.

Other campaign elements:  Mall activations.  Radio sponsorship: Tic Toc Boing on Fever FM.  Event association & promotion: Aerosmith Online: bingeonbingo.com  World Online Gaming Championships.  Extreme gaming: bungee jumping & paintball.  Mobile gaming.

Results A little after the launch, Big Bazaar and Food Bazaar actually refused to stock lays products. Within the very first year of launch, 1 out of 8 branded, packaged salted snacks sold in India is a Bingo!  All India market share 12%.  Market share in metros: 16%.  Market share gains across geographies.

‘Best Launch of the Year’ by both Business Standard (Annual Brand Derby) and 4Ps.

Frito Lays blinked!  Unprecedented hike in media spends, 33% over previous year.  Re-launch of variants.  Aggressive deployment of new dispensers at retail.  Consumer promotions for the first time ever.  Signing on new celebrities.

And even their ambassador seems to enjoy his Bingo!

While market leadership will inevitably follow, Bingo! has clearly emerged as the thought leader in the category, and even beyond!