Mindshare and OgilvyAction have come together to create a full suite of communication solutions aimed at rural and low-income consumers across Asian markets. Operations are being carried out across India, Vietnam, Indonesia and Thailand.
Under this partnership, Mindshare will be responsible for strategy and OgilvyAction will work on activation.
The framework for approaching this large-scale communications plan is mapped out in six steps. The first four steps cover groundwork and rural research using Mindshare proprietary tools. These tools include task maps, ethnographic studies, brand health parameters and 3D Rural. 3D is a proprietary Mindshare tool – it is a comprehensive quantitative study that covers brand relationships, consumer demographics and media consumption.
The last two steps focus on activation and campaign tracking. Mindshare developed tools including Rural GRPs (a system that captures rural TV viewership as opposed to the popularly used people meter in urban areas), mAllocator (allocates budgets based on campaign KPIs), Mindware (measures brand awareness) will be used to closely monitor the campaign.
In India, Mindshare and OgilvyAction presently partner with Dialogue Factory (the experiential marketing division of GroupM) to provide a full suite of communication solutions targeted at rural and low-income consumers. This includes strategy, ideas and activation through customised communication programmes.
Ashutosh Srivastava, Chairman, Asia Pacific and CEO for Emerging Markets of Mindshare said, “This is an extension of our partnership with Ogilvy into one of the most promising growth engines. It is relevant to all our stakeholders who want to leverage insights on low- income consumers and deliver breakthrough media innovation and activation.”
John Goodman, President of OgilvyAction Asia Pacific said, “We know low-tier consumers are an increasingly important segment for our clients and we are thrilled to partner with Mindshare on this endeavour.”
This partnership has been launched across ASEAN with activation and planning solutions being provided for select clients already. This includes fully realised rural specific research expected to be available in the next six months across all ASEAN markets.