German agency Liquid Campaign, which had a ‘soft launch’ in the autumn of 2011, is now ready to make its presence felt in the Indian market. The agency has begun with working exclusively for BMW India and has also launched the brand Mini as well as undertook digital work for Lufthansa.
Initially, the agency development was driven by Claudia Woelfle, CSD and Kay Koester, ECD, who were later joined by Robert Fuchs, GM. Now after about one year of lying low, “we are proud to announce our official arrival in India. As of today, we are a fully integrated Indian-German team of more than 20 people,” Fuchs told exchange4media.
USP of Liquid Campaign
“We want to have ‘useful creative’ for the brands we work on,” Fuchs explained. For instance, if the advertiser does not want to go for TV commercial, their creative department may start with online or OOH, like they did with Mini.
This agency also has a certain approach to branding, a school of conscious psychology, that looks at ‘subliminal purchase’. For instance, there may be many reasons to buy a car. For Mercedes, it is ‘status’; for Volvo, it is ‘security’; for Ferrari, it is ‘fun’, and so on. He said that they have a focus group that finds the real reason behind a purchase decision, and then base their brand strategy on it.
The parent company, Liquid Campaign International, is focusing on BRIC markets. Besides Germany, there are branches in Korea, Russia, Dubai, and there are also plans to extend to China and Brazil.
Liquid Campaign is one of the very few agencies to have succeeded in seamlessly integrating on- and off-line. For clients, this means that exactly the same creative brand idea is rolled out both on- and off-line seamlessly.
About their India plans, Fuchs said, “We are following a careful approach and looking at consolidating the current business. We want to get a proper foothold in the Indian market.”