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‘I am Anna’A case study on winning communication
He became among top 10 influencers of India
Campaign:
‘India against corruption’ attracted 5 lac fans
83% coverage on news channels in August
1.80 lacs petitions on internet to release Anna from Tihar Jail
1 lac people watched pre-recorded video of Anna when he was arrested
4 lac people clicked on status on Facebook
One of the top 10 brands of Indiascoring higher than Big B, Vodafone, MTV
How this happened?
Is it just a co-incidence?
Or is the result of planned integrated efforts?
• “We are no doubt in the Great Age of the Brand,” declared marketing guru Tom Peters.
• Everything and everyone is a brand these days, be it politicians, athletes, movie stars, Corporate or even a nation (Go Brand India!)
• It’s a synonym for not just reputation or image, but all things aspirational. We want to buy it, wear it, and above all, we want to be it.
• The ultimate marker of success in new India is to become a brand. (Nirma University – Enhancing brand Nirma)
• The large turnout at protests has been analysed in terms of customer behaviour.
• “If you look at any strong brand, the measure of its success is customer’s patronage and commitment - willingness to go out of your way to procure your preferred brand”
• Going by these parameters, Anna emerges as a very strong brand.
“Let’s analyse from the marketing perspective”
Integrated Marketing Communication by Team Anna
4Ps
Any brands are developed successfully if 4 Ps of Marketing are defined & exercised nicely.
4 Pillars of Marketing
Importance of 4 Ps
• Product (Solution)• Price (Value)• Place (Access)• Promotion (Information)
Importance of 4 Ps
Product (Solution) – Provide what TG needs•Fighting against corruption and a solution called ‘Jan Lokpal Bill’•Tools like Hunger strike to achieve that goal.
Price (Value) – What you invest & how you justify?•Firm on his values of being non corrupt, straight forward, sober person.•Believes in action, speaks point, invest efforts & time as price.
Importance of 4 Ps
Place (Access) – Proximity to TG•Accessible to media as well as to common man.•Ramlila maidan chosen in order to get maximum visibility & support from common man.
Promotion (Information & Education)•Team Anna used effective IMC to build brand Anna•But started from educating TG about their own needs – Conversion of Needs into Wants
360* communication strategy
PR (Image Build Up)
• The one-point issue — “corruption” – most people’s consciousness as demanding urgent attention. (Need analysis)
• The fact that Anna is an outsider to politics reinforces people’s faith in his efforts in taking up the cause (SWOT analysis)
PR (Image Build Up)
• When Anna was detained, his team published pre-recorded video message of Anna, to keep up their “second freedom struggle” – (Effective Forecast of consequences)
• Portrayed as Today’s Gandhi by comparing his Physic, Speech, Thoughts on Non-violence, Honesty, Social Service, etc - (Acceptable Brand Attributes)
PR (Image Build Up)
• Used very simple language understandable to masses of India (Speaking what TG understands - Transparency)
• Showed passion & purpose, no vague talk, display commitment by being ready for any eventuality (Brand Promise & Value Proposition)
• Frequent visits of Bollywood stars at Ramlila maidan (Usage of Interest Capturing Identities)
PR (Image Build Up)
• I am Anna – Main Anna Hun – Mi Anna Aahe… Slogan every Indian adopted proudly – Reflected Honest Indian in him & all wanted to be same (Brand Positioning Statement)
• Focus of entire event remained on Anna only, made very less entries on stage, & didn't even involve Baba Ramdev (Regular communication tracking)
Mass Media
• Formulation of media strategy taking help of some former TV journalists likes Manish Sisodia, Ex. Producer Zee News, Shazia Ilmi, lead anchors at Star News, & many more (Ensuring Quality of Communication)
• An insider's perspective on how TV channels run and how to stay on top of the news cycle….
Mass Media – Behavioral Analysis
• Never start press conference at 7:30 pm. TV news channels run sports shows.
• Avoid live briefings at 2:30 pm, Hindi news channels run Saas-Bahu & Comedy shows.
• “Never kick off major protest on Sunday or holiday. TV channels runs pre-recorded shows & space for live news is less. Plus, all big anchors & editors take day off. Stories get played up more when top editors are present.”
Mass Media
• Media strategy meetings each morning, come up with ways to feed the media a narrative – or even just a soundbyte – that will go down well with 24×7 hypermedia (Keeping communication Live)
• Team members going for media interviews or TV debates were given talking points & briefs to stick at. (Uniformity in communication)
Mass Media
• Ensured that 'Breaking News' is supplied at regular intervals. Letters to PM or Sonia Gandhi, or photos like Anna sitting @ Rajghat on Independence Day were part of this strategy.
• Creation of symbolism, Anna's image in front of Gandhiji's samadhi became defining image instead of the Prime Minister speaking at Red Fort on 15th August, 2011.
Mass Media
• Communicating right message understood – Ensured there were no deviations from central message.
• Speaking in favour of Narendra Modi, quickly was clarified only as a praise to Modi's development work & did not condone state-sponsored riots (Responsiveness)
Mass Media
• Attempts made to rope in faces from Muslim community to give the movement an inclusive feel (Flexibility to changing environment)
• External media tracking agency tracked every line of news in newspapers & channels. Immediate meetings to rectify any deviation from core communication (Constant research & mapping)
Activation• Anna & Kejrival appeared on popular shows before protest
& spread awareness (Educating TG)
• White cap with slogan ‘I am Anna’ became national symbol (Positioning Injection)
• Posters, face masks, T-shirts, stickers were distributed (Promotional Tools)
• Carefully crafted comments, jokes, captions related to Anna easily circulated via SMS (Reminder adverts)
Social Networking
• Proved that Internet is very effective tool, Team Anna did best use of it.
• Remarkable presence on Facebook, you tube engaged urban youth in the activity.
• Frequent tweets by team members like Kiran Bedi helped youth stay connected with current developments.
“Target Segment of Youth”
Social Networking
• Helped spreading awareness in colleges & schools.
• Mass mailing on Kejriwal v/s Rahul Gandhi, Past life of Anna, etc was done.
• Dedicated team constantly updated “India Against Corruption”, FB & Twitter pages - Youth knew when & where to assemble.
• Communication localized to every city – Campaign not restricted only to Delhi & Mumbai.
Anna Effect
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