Conceptualized by Scarecrow, the campaign establishes Quikr as platform for quickest selling; watch the TVC here.
Neha Saraiya | Delhi | August 16, 2011
Explaining the idea behind the campaign, Jiby Thomas, Co-Founder & VP Marketing, Quikr says, “The brief to the agency was simple - Introduce Quikr and articulate the value proposition of how easy and fast the platform is to sell, buy, and find anything from your laptop or mobile ! The creative product did just that. The TV commercials developed were crisp, real, and enjoyable which helps build brand by communicating product differentiation and reinforcing our leadership position.”
Just like the name of the brand, even the commercials are quite crisp. As of now, the agency has launched a set of three TVC’s, two on air currently and one yet to be released. “The client initially wanted a 15 sec spot, but we befitted it in 10 sec. Thus everything about the commercial was quite quick as we wanted to catch for the India-England series,” avers Raghu Bhat, Director, Scarecrow Communications.
To which Manish Bhatt, Founder, Director, Scarecrow adds by saying, "Today, every second saved in media is like a second earned free. Keeping this in mind, we created short 10 second films that are high on impact and enjoy ability. We have seen people recalling the brand after just one exposure and also liking the communication which is an added bonus."
The main objective of the campaign is to increase the frequency of the commercial so that even if people do not indulge in a purchase or deal right now, they re-collect it even after six months.
Another interesting part of the script is the use of an audio mnemonic to drive home brand recall. The brand name 'Quikr' is used as part of a sentence and is uttered with a fluttering sound, again to heighten memorability.
Thus it’s actually six seconds for storytelling and four seconds for the mnemonic sound.
Arunava (Joy) Sengupta, Founder Director, Scarecrow explains, " The main idea was to demonstrate how easy/quickly one can buy, sell, find on Quiker. Hence the thought of doing 10 seconders rather than a drawn commercial. E-commerce companies are born out of courage of conviction.”
This burst of the campaign is earmarked with a budget of 6-7 crores and the creative agency plans to launch similar campaigns two to three times in a year.
Besides a 360 degree campaign the agency has also shot a video of the making of the commercial to register in ‘Limca book of world records’ as ‘the quickest film to shoot’. Currently, the agency is in the process of preparing a small capsule to be released shortly.
Creative: Raghu Bhat, Manish Bhatt
Account Management: Arunava (Joy) Sengupta
Director: Narendra Kumar
Production House: January 19 Films