Euro RSCG, Chennai, has bagged the creative account of Polaris' associate company Empower Works Ltd, which provides human resource management software under the Adrenalin brand name. The company is now in the process of being renamed Adrenalin eSystems.
Euro is said to have beaten Contract Advertising, Mumbai, to bag the account, after JWT, Chennai, and Lowe, Chennai — the two other contenders — dropped out after the briefing stage. Adrenalin had earlier worked with JWT Chennai for a while, but that was on a case-to-case basis.
With a target group consisting of HR managers and employees, the company reckons there's a big market waiting to be tapped.
According to Mr Ananda Roy, Associate Vice-President, Adrenalin, the company has increased the number of customers from two to 27 and users from 3,500 to 65,000, after it started marketing its software in September last year. It now wants to further broaden the market, he said. He, however, refused to divulge the marketing budget.
Adrenalin wants to highlight the importance of HR and workplace productivity through messages that are "creative and innovative." It also wants consumers to understand that its HR management software is much more than just payrolls management.
The next few weeks would see the company embarking on an integrated marketing programme, much on the lines of the `FMCG' (fast-moving consumer goods) approach taken by Polaris' banking product Intellect Suite, he said. Apart from a plan to run a campaign on television, attracting the niche business space, Adrenalin is placing emphasis on `buzz marketing.'
The Euro Vice-President, Mr Kaustav Das told Business Line that the agency has enough "FMCG experience," which will suit Adrenalin's current strategy.
The key, said Mr Das, will be to find, "ways and means for people to try out the product." A CEO, for instance, will be interested in an HR software, if the communication links it to the company's financial performance, he said.
The first campaign — in print — will come out in two weeks, he said.
Our typical marketing budget is usually 10 per cent of the topline spend
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