A comms planning approach to drive call to action.
Women are striving harder than ever and making a mark in every walk of life. But one essential deterrent holds them back compared to men – the safety to move around at ease – leading to concern, caution and restraint by women themselves and their loved ones. India’s leading watchmaker launched the country’s first safety watch to enable women. The safety watch could provide a first line of defence as it would alert their guardians and provide their lat-long position in a crisis. The product was born out of a pressing consumer need. However, we identified barriers to adoption, as was evident from the low uptake of several government initiatives, mobile apps and wearable devices. We took a comms planning approach for the go-to-market strategy. We needed to demystify the technology and its usage, collective participation from women from different walks of life, and habit building such as enabling GPS by women on their mobile.
Fluid platform agnostic content and relatable role models to generate momentum.
Content is increasingly platform-agnostic, distributed across mobile apps, OTTs and social media. Along with shoulder content and on-air/ on-ground activation, the potential for engagement and call to action is significant. Radio as a medium has created a large footprint – station listenership, engagement & opinion-making, social media shoulder content, RJs as influencers, and the ability to drive immediacy, interactions and activation. It also provides a hyper-local presence and the ability to tailor messaging. Partnering with India’s largest radio network, we activated these elements to drive awareness and adoption of the safety watch. Fluid content straddling radio, digital and on-ground activation drove an all-important conversation on women’s safety, moving the needle from fear to the ability for women to take control. The momentum generated created an unprecedented demand for the safety watch and dominated social media conversations.
Ingredients for success in activating fluid content.
It is essential to understand the native environment of the platform and the content consumed across its touchpoints. Finding common ground with like-minded partners leads to inspired collaborations walking the extra mile towards success. This is borne out through another initiative – that of a leading antiseptic brand towards more inclusivity for the visually impaired. The brand relaunched its product range with Braille packaging. We took this into mass media on World Sight Day to awaken everyone to the needs of the visually impaired and towards making media inclusive for the visually impaired. Through collaboration with partners who broke ground in converting their media assets into Braille, we generated a groundswell of outreach, support & PR.