UGC Sponsored National Conference On EMERGING GLOBAL ISSUES IN MANAGEMENT INNOVATION Paper Entitled: “INNOVATIVE SOCIAL MARKETING CAMPAIGNS: BREAKING RULES FOR THE SOCIAL VALUES” Organized By: DEPARTMENT OF BUSINESS MANAGEMENT, SAURASHTRA UNIVERSITY, Rajkot. Prepared By: Prof. Chetan Lakhlani Associate Professor, N. R. Vekaria Institute Of Business Management Studies, Junagadh 3/3/2014 9:52:34 PM 1 Prof. Chetan Lakhlani
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UGC Sponsored
National ConferenceOn
EMERGING GLOBAL ISSUES IN MANAGEMENT INNOVATION
Paper Entitled:
“INNOVATIVE SOCIAL MARKETING CAMPAIGNS: BREAKING RULES FOR THE SOCIAL VALUES”
Organized By:DEPARTMENT OF BUSINESS MANAGEMENT,
SAURASHTRA UNIVERSITY,Rajkot.
Prepared By:Prof. Chetan LakhlaniAssociate Professor,
N. R. Vekaria Institute Of Business Management Studies,Junagadh
3/3/2014 9:52:34 PM 1Prof. Chetan Lakhlani
Social Marketing
It's an advance and integrate marketing concepts with otherapproaches to influence behaviors that benefit individualsand communities for the greater social good.
“Social Marketing" is sometimes using standard commercialmarketing practices to achieve non-commercial goals.
Social Marketing can be described as having "Two Parents"—a "Social Parent“ i.e. social science and social policyapproaches, and a "Marketing Parent", i.e. commercial andpublic sector marketing approaches.
3/3/2014 9:52:34 PM 2Prof. Chetan Lakhlani
Societal Marketing
Its an enlightened marketing concept that holdsthat a company should make good marketingdecisions by considering consumers' wants, thecompany's requirements, and society's long-terminterests.
Its closely linked with the principles of corporatesocial responsibility and of sustainabledevelopment.
3/3/2014 9:52:34 PM 3Prof. Chetan Lakhlani
Campaign 1: FOLLOW 2 UNFOLLOW
Country : Puerto Rico
Brand : Puerto Rican Government
Client : Correctional Department, Puerto Rican Government
Agency : Starcom
Target
Audience : Puerto Rican Youth
Objective : To give a real idea of what prison is like.
Challenge : Young adults hate it when you try to teach them
morals.
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CONCEPT:
Drug trafficking has turned
Puerto Rico into one of the most
dangerous islands. The
government’s official voice
didn’t seem to have any impact.
So it decided to make 3 real
prisoners talk on Twitter about
the brutal life they experienced
in prison.
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RESULT:
23% of the Twitter population of Puerto
Rico has interacted.
True Story
Reality shows have exposed us to some of the
saddest aspects of human behavior. But people
love a true story. Using social networks to help
people have an experience, to exchange with
people they would never have otherwise met, is a
good initiative.
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Campaign 2
3/3/2014 9:52:34 PM 7Prof. Chetan Lakhlani
Recruitment Strategy
Country : Netherlands
Brand : Heineken
Client : Heineken
Target Audience : Candidates seeking jobs
Objective : To receive more relevant resumes
Challenge : Recruitment is A sector often left behind in communication
3/3/2014 9:52:34 PM 8Prof. Chetan Lakhlani
Over 1,700 people applied for the job.
Successful candidate gets an opportunity to meet football heroes of UEFAChampions League.
Shortlisted candidates were invited to Amsterdam for the interview process.
Stage 1: The kick-off
•Where the boss led the interviewee into the meeting roomby holding hands the entire way.•Medical Assistance, which involved helping the boss as he‘blacks-out’ during the meeting.3/3/2014 9:52:34 PM 9Prof. Chetan Lakhlani
Stage 2: Fire Drill
Where firefighters call for help to rescue a strandedHeineken employee from the roof after a ‘fire alert’.Candidates’ responses determined who had thenecessary skills to work in the Heineken marketingdepartment.
The entire interview was captured on camera byHeineken, which resulted in......
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Stage 3: Final Test
The Candidate, a behind-the-scenes film that was released to thebrand marketing team via an internal portal so they could vote fortheir favorite interviewee from the three best interviews.
The most voted-for candidate was brought to the Juventus stadium fora ‘final test’ during the pre-match ceremony.
Giant screens showed the interview process and then announced thatthe winner……
Guy Luchting, had got the job. He now has a placement based atHeineken headquarters in Amsterdam.
3/3/2014 9:52:34 PM 11Prof. Chetan Lakhlani
3/3/2014 9:52:34 PM 12Prof. Chetan Lakhlani
RESULTS:
317% more CVs / +
279% traffic on the
HR site.
3/3/2014 9:52:34 PM 13Prof. Chetan Lakhlani
Campaign 3: COCA COLA- Small World Machine
Country : India & Pakistan
Brand : Coca cola
Client : Coca cola
Agency : Leo Burnett
Target Audience : Indian & Pakistani citizens but
Global Campaign
Objective : To Reinforce Coca-Cola’s «Crazy for
Good» Values
Challenge : Create a Story Worth Talking About
3/3/2014 9:52:34 PM 14Prof. Chetan Lakhlani
CONCEPT:
The relationship between India & Pakistan is a complicated one. There is hardly
any communication between the two countries, even though the only thing
separating them is religion. Coca-Cola created machines in India & Pakistan that
were connected to each other and allowed people from each side to interact.
3/3/2014 9:52:34 PM 15Prof. Chetan Lakhlani
3D Touch Screen Technology base High-tech vending machines installed
in two popular shopping malls in Lahore, Pakistan and New Delhi, India.
Invited consumers to put their differences aside and share a simple
moment over a Coke.
People from both countries and various walks of life were encouraged to
complete a friendly task together – wave, touch hands, draw a peace sign
or dance – before sharing a Coca-Cola.
The “Small World Machines” provided a live communications portal
linking strangers in two nations divided by more than just borders, with
the hope of provoking a small moment of happiness and promoting
cultural understanding around the world
………the very moments were captured
3/3/2014 9:52:34 PM 16Prof. Chetan Lakhlani
Surprises- Mirror Impacts & Images
Jackie Jantos Tulloch, Project
Leader, compares the live relay
experience to looking into a
webcam, face-to-face with another
person. “Your actions are literally
mirrored,” she explains. “By adding
a touch screen, it allowed us to play
interactive animations, so people
could trace things like a heart or
smiley face together.”
Thoughts divides,Value unites.
3/3/2014 9:52:34 PM 17Prof. Chetan Lakhlani
RESULT:2 million views
Interaction has always been key in virtualization. However, thanks totechnology, we can now push interaction a little bit further. Here the simpleinteraction between the 2 machines, plus the nice narration makes thisidea extremely efficient.
Its not Coca Cola Story, its bigger profound story about the connectednessof the world.
Social and cultural tension exist around the world, exist for selfish reasons.
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Social and cultural tension exist around the world, exist for selfish reasons.
Humanity is about togetherness & Happiness
3/3/2014 9:52:34 PM 19Prof. Chetan Lakhlani
Aap No
Aabhar
The presentation was inspiration of publication by Gregory Pouy, Digital marketing expert and founder of marketing
consultancy La Mercatique, about the changing rules of conventional marketing through few social marketing campaigns.3/3/2014 9:52:34 PM 20Prof. Chetan Lakhlani