The advertisement does not pop up disturbing the user and neither does it die in a few seconds, the property remains on the screen for the entire day which is non-intrusive. It can function as a complete zone for the brand on a desktop, where the user can comfortably interact with the product. The aim, therefore, is to leave user with an indelible impression of the product.
Ideacts Innovations, a Mumbai-based Internet media venture, launched Sonata Super Fibre on its desktop interface Clinck at cyber cafes. The innovation which is called Clinck 1on1 was launched on May 29, 2009, dedicating the entire desktop screen to Sonata. The creative agency for the Sonata Super Fibre campaign is Lowe Lintas, Bangalore while its media agency is Maxus.
This is the first time Sonata has gone online spending close to 10 per cent of its advertising budget. Apart from the online media, Sonata will also use television extensively followed by print, radio and outdoor.
“The Sonata Super Fibre campaign is targeted at youth between the age group16 -20 , and the best way to reach our target audience is going online” said, Shekhar Agarwal, Brand Manager, Sonata.
The online campaign would appear on - Yahoo Messenger and Yahoo India, Google - through key words Search, Rediff.com and Clinck, a desktop interface application.
“We have reached to more than 1 lakh customers in a single day in an extremely non- intrusive manner. We see digital as an extremely good opportunity and since we are talking to the youth, I believe digital is the way to go forward. For a new advertiser like us, it is a good beginning to see that the innovation we have gone ahead with has worked very well.
We are very hopeful about using the digital space in the future as well. We believe that digital is a very powerful tool and the possibility of innovation in digital is immense but it should be done in a consumer friendly manner.”
“The challenge was to build awareness about the product and with this innovation it was possible of showcasing our entire range of watches in one single window and also building one on one connection with our consumers without being intrusive” added Agarwal.
The Sonata Super Fibre collection was launched in September 2008.