The creative agency Cartwheel Creative has infused subtle humour in the company’s first digital campaign by taking the desert animal to the digital space
BestMediaInfo Bureau | Mumbai | June 3, 2016
The recently launched online shopping portal Tata CLiQ has come up with a one-of-its-own-kind quirky ad on the digital space. The agency behind the ad film is Cartwheel Creative. The title for the ad campaign is #Surething.
The unlikely protagonist of the campaign is a camel. The reason for using a camel for the digital campaign is that everything one buys on TataCLiQ.com is a C.A.M.E.L i.e. Certified Authentic Merchandise Everybody Loves. A delightful, witty, quirky take on online shopping, the campaign focuses on TataCLiQ.com’s USP of being the #SureThing in shopping.
The camel stands for the authenticity and exclusivity of products and brands sold at TataCLiQ.com, be it apparel, electronics or footwear. The campaign is in line with the TataCLiQ.com phygital philosophy, will be driven across the online world, mobiles and partner brand stores.
Talking about the brief given by the company, D Ramki, Founder, Cartwheel Creative, said, “The client's brief was to come up with an innovative, digital-friendly idea that would break clutter and communicate that tatacliq.com was the best place to buy authentic brands, and to do so in a manner that would be amenable to its phygital (physical + digital) nature. E-commerce is a cluttered market. Hence, it became imperative for us to break category codes and to think laterally.”
The aim of the campaign is to target the consumers who are unsure and tired of sifting through endless listing of products of unknown brands, doubtful about their quality and authenticity, the creative campaign aims to deliver the brand message of curated, genuine brand forward shopping experience.
Further, putting light on the insight, Ramki said, “With most brands following a largely interchangeable format, we decided to invest in a unique property that would be indisputably ours. Thus, the CAMEL, an acronym for Certified Authentic Merchandise Everybody Loves. The CAMEL is an unlikely yet memorable surrogate for the products people will buy on TataCLiQ.com. It lends itself quite effortlessly to a range of communication tasks across all media. It works quite well in stores, in packaging, audio-visual and digital mediums too. It allows us to have a quirky, engaging, and entertaining tone of voice. The sound tattoo, 'Get The Oont' coupled with the brand promise of #SureThing are two other vertices of the campaign. We envisage that the CAMEL in its various avatars across all media will walk into people's hearts and minds.”
The three 10 seconds video films, bubble wrap, photographer and testing, the videos highlight the care and effort taken by the TataCLiQ.com crew in curating, checking and getting the camels ready for consumers.
The main film depicts a range of products from different categories in a consumer’s life, thus bringing alive the benefit of buying a C.A.M.E.L from TataCLiQ.com. Further amplified with a sticky sound tattoo, “Get the Oont”, the catchy jingle boosts the memorability and creative message across the films thus maintaining brand recall across executions.
The main film starts with a girl opening the door to a camel standing outside. Happy to see the camel, she gets him inside her house and poses in her new clothes. Then a boy is shown wearing socks while the camel is in his room. Another girl is shown watching the camel, symbolically placed instead of a TV. Like this, the video moves ahead with several other examples including the desert animal.
Prathyusha Agarwal, Head of Marketing, TataCLiQ.com., said, “ In a category cluttered with product forward, sales, discount advertising or high end fashion and lifestyle imagery that is indistinguishable from one brand to the other, we chose to tell a quirky tale using camels and associating them with the guarantee of finding authentic and genuine products at TataCLiQ.com. The incongruity of camels in the place of products being groomed, packed and shipped, delivered and actually put in use by shoppers makes for strong visual disruption and extremely clutter breaking story telling. As a digital-first brand, the digital medium is home turf, and appeal to digital natives, paramount. We believe our C.A.M.E.Ls will find favour in whichever medium they roam, and whichever topic they talk about. In the immediate future we see our C.A.M.E.Ls going #Phygital and conquering the worlds in physical (stores) and digital (online) spaces.”
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