It’s not easy to come by an integrated campaign in today’s times when every other business is going online. What doesn’t help is the fact that starting a digital campaign takes less in terms of time and investment. Therefore, when a well-rounded campaign, in terms of platforms, comes to your notice, you do sit up and give it your attention.
The Times of India, a popular national daily in India, has initiated a campaign in Chennai to bring back auto meters that calibrate your fare and distance of travel. On Day 1 of the campaign, the entire front cover of the daily was dedicated to it. While the bulk of the print space was focused on explaining the campaign, a significant portion also played up on the multiple touch-points.
So what you have is print coverage through the newspaper, apart from web through missingmeter.com, social media via Facebook and Twitter, radio via Radio Mirchi channel, mobile via SMS and video via YouTube.
What’s good about this approach?
1. It is multi-pronged and targets a different audience through each platform.
2. While each platform has a similar objective, there is a unique agenda to each too. For instance, the website’s agenda is a signature campaign.
4. It has roped in endorsers for the campaign in the form of Priya Anand, an actress and Venkat Prabhu, a director. Works well in India, where brand endorsements make a difference.
However, there is scope for improvement too.
1. The campaign hasn’t created as much buzz as it could. Offline initiatives need to touch people on the streets as that is where the absence of a meter will strike the most.
2. The website seems redundant as there isn’t much that it does apart from getting people to sign up for the signature campaign. Content is missing. In fact, it is the same for two of its pages – About and Buzz.
3. The YouTube video has the potential for virality but so far has received less than 4,000 views. Could better promotion help? Perhaps, yes.
4. The social media pages on Facebook and Twitter lack a punch. Humor is missing and so is the local flavor. Boring is what defines it. Could a contest help? I bet, it would.
An integrated campaign is a good approach but lack of proper execution can mar its potential. The initiative is perhaps well-thought out, but seems like a half-hearted effort when it comes to implementation. Figuring out this missing piece is key to its success.