Hasta La Creative!

This is a fifth in a series of Case Studies by Sanjeev Jasani, VP, OgilvyOne New Delhi
A story of a hard drive
A story which depicts what lovers want
A story which helped 1000s of lovers express their love on Valentine’s Day
A story which was shot in India but got publicity in Singapore
A story which got famous in just 10 days by spending only Rs 6 lacs
A story which got a fabulous click through rate of 0.8%
A story which generated a demand of over Rs. 72,00,000 in 10 days
A story which helped Ogilvy get over 3 times this budget for the next online campaign

Today, the Indian external hard drive market stands at 1,20,000 units per quarter. In revenue figures it comes out to be at INR 456,000,000. Out of this 1,20,000 units, Seagate commands a market share of 50%, with its immediate competitor, Western Digital far behind at 15%. The rest of the market share is owned by small players and the DIY category (‘Do It Yourself – DIY means, usage of internal laptop hard drives with an external casing.)

Our recent online research found out that Seagate is very popular among the male audience because of Seagate’s decade old market leadership in internal pc and laptop hard drives. But to grow the external hard drives market, female audience can’t be left out. The current female audience of Seagate was only 5%. So, the marketing task for us was to grab the attention of the female audience as soon as possible.

The activity was planned to fulfill the following objective:
To interact with 15% of the female audience out of the total TA
To achieve this 15% figure we planned to fulfill the following 3 objectives in our total media budget of 5.5 lacs with duration of 10 days:

• a. To generate 1000 Valentine contest entries
• b. To generate 250 product enquiries
• c. To generate campaign CTR of 0.5%

The campaign was targetting data guzzlers. Males and females within the age group of 20-35 years. Who are currently in a love relationship. These are the people who are deeply attached to their loved ones and the moments spent with their loved one are not just moments, but memories for a life time. For these lovers, Valentine’s Day becomes the most important event of their lives. They would like to gift the most precious gift during this event in a most differentiated way.
They are the ones who spend maximum time online but particularly on Orkut/ Facebook. If they are in office, they would want to spend their maximum time chatting with their loved one; if they are at home they would be logged on to G-chat. To some extent they are the most evolved digital medium users. Their Facebook / Orkut account will always be updated with their pictures, videos and scrapbooks.

Data guzzlers need space. Space to store stuff from their music to their memories. Space which is portable and can be accessed from virtually anywhere. Valentine’s Day on the other hand is a day of reliving memories. A day of expressing your love and finding ways of capturing these moments and immortalizing them.
The strategy was to then find a fit between the two for which a Valentine’s Day contest was designed which allowed the users to express their love to their loved ones with the help of Seagate’s interactive platform. The best Valentine message delivered would stand a chance to win the couple individual gifts -“one for him and one for her”

• a) FreeAgent – Portable Hard Drive
• b) Diamond jewellery

Step by step campaign execution:
Step a – A user sees the Valentine communication through display banners on various sites like (Yahoo, Rediff, Indiatimes, Tech2) / Google text ads and third party emails
Step b – After clicking on these online ads, the user lands on to a micro-site which consists of a 2D product demo, a contest form & a purchase form. The user is asked to fill up the form
Step c – User receives a thank you message with the help of an auto generated email
Step d – A user who has filled up the “Purchase” form receives a call back within 24 hours.

Innovations across the media:
Specific valentine related keywords like valentine gift, valentine, valentine contest were bought to draw attention of Valentine info seekers on the Google search engine
Yahoo messenger, Orkut, HI5 and Facebook were the additional media sites selected to target the active female audience.
A dedicated customer care centre was set up by the client to follow up on the product enquiries
4 additional elements which led to the success of the campaign were:

1) Viral nature of the contest
Every Valentine love message received in the micro-site was sent to the other half with the help of an email. The other half was told that if he/she also fills up the form then both the partners stand to win prizes individually and also in pairs.
The idea of keeping diamond jewellery with portable hard drives was to make it exciting for both the partners.

2) Form factor
Instead of keeping one form to capture the Valentine contest leads, we kept two forms to segregate the contest leads from the potential buyers’ list. A user was given an immediate option to either play the contest or put in a request to buy the product.
All the users who had filled up the form to buy Seagate’s FreeAgent external hard drive received a call back from the Seagate’s customer care in the next 24 hours.
And all the users who had played the contest received an email from Seagate’s customer care about the FreeAgent external hard drives.

3) Timing in follow up
In response to earlier campaigns a sudden jump of 20% in the sales closure was seen due to a call back lead time of max. 24 hours. Quick follow up led to quick closures.

The campaign got the all time best figures as given below:
Particulars Projections Actual
Female audience interaction 15 % 30 %
Valentine contest entries 1000 1700
Product enquiries in units 250 900
Campaign CTR 0.5% 0.8%