The TVC has been conceptualised by Ogilvy & Mather and focuses on the older generation who prefer comfort and cost effectiveness while selecting their frames
The TVC has been conceptualised by Ogilvy & Mather and focuses on the older generation who prefer comfort and cost effectiveness while selecting their frames
BestMediaInfo Bureau | Mumbai | February 21, 2013
Continuing with its aim of correcting price perception among consumers and projecting the brand as an affordable optician, Titan Eye Plus has rolled out a new TVC – Trendz 2013 – focusing on older consumers looking to experiment with their look and style. The last campaign, under the affordability banner, has led to a phenomenal rise in sales of frames by 50 per cent for Titan Eye Plus and proved to be a vital growth driver for the brand. The TVC has been conceptualised by Ogilvy & Mather.
The commercial is an attempt to highlight the focus on the 40+ generation who prefer comfort and cost-effectiveness. The pan-India initiative by the brand is an effort to reinforce the 'affordable optician' message to consumers who consider Titan Eye Plus as a premium brand.
The TVC cleverly positioned Titan Eye Plus as an accessible store with offerings at affordable prices. Titan Eye Plus offers a great in-store experience with the open browse and try format which helps customers pick and choose from a wide variety of frames. The film also celebrates the Titan range of lenses under which a new value collection has been introduced. At the billing counter, a pleasant delight awaits the protagonist in the form of affordable pricing. The prices are so attractive that the customer doesn't shy away from entering the store again when he spots another good looking lady enter the store. The campaign very creatively uses the concept of romance to the message across to the consumer.
Vandana Bhalla, Head, Marketing, Titan Eye Plus, said, “The new campaign for Titan Eye Plus takes the Trendz campaign forward by launching the new Trendz 2013 collection. This campaign builds on the message of affordability by establishing an emotional connect with the consumer. The key target audience is the 40+ customer who gets tempted to walk into the store due to his love interest in spite of thinking that the store would be expensive and beyond his reach. What follows is delight with the choice and in trying on various frames from the Trendz 2013 collection available at the store.”
Starting with the previous communication (father and daughter), Titan Eye Plus started the journey of correcting the price value perception as well as extending its appeal to the older consumer. The earlier campaign was aptly supported by an outdoor and print campaign with an objective of complementing the TV campaign. The print campaign covered all the metros, Tier 1, Tier 2 towns and beyond.
For the new Trendz 2013 commercial, television is the lead media and will be used for a period of five weeks. Along with a good mix of mass and niche TV channels, an associate sponsorship of the Celebrity Cricket League has been taken to maximise the impact of the campaign. The campaign is strongly supported with digital media and PR. The total spend on the campaign is about Rs 4 crore.
On the objective of the campaign, Joono Simon, Executive Creative Director, Ogilvy & Mather, said, “Traditionally, Titan Eye Plus has appealed to the younger audience. They are in the exhibition phase of life and the product has always appealed to them. But the biggest problem was that older people had a price perception because of which they would prefer mom and pop stores. We tried to correct the price perception with the previous communication. This time around, we wanted to not only handle this perception but also highlight the key features of Titan Eye Plus.”
On the film, Simon said, “We wanted to expand the reach and appeal of the product to an older audience. Thus, the communication was more value oriented and normally such communication gets boring. But here, it is fun as there is a hint of flirtation with the young woman who walks in to the store. The TVC has been executed in an interesting fashion.”
The TVC:
Credits:
Agency: Ogilvy & Mather
National Creative Director: Abhishek Awasthi, Rajeev Rao
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