Integrated Experiential Solutions or IES, the specialist unit of Madison World, has recently added French lubricant brand Motul as its digital client, thus extending its scope to digital and handling social media. The mandate given by Motul is to build a community of ‘performance and passionate’ motorists through engagement on Facebook page.
The first phase is to increase the Motul fan base and product awareness of Motul 300V Performance range powered by Exclusive Double Ester technology via the social media page. The second phase will be a phase of consolidation and engagement for the fans through content creation and discussions relevant to Motul’s unique proposition of Performance, Endurance and Racing in the two-wheelers and cars segment.
Srinivas Hebbar, Marketing Manager, Motul, India (after market), looks at social media as a very effective tool for a brand to communicate its value proposition, build community of its users, and be responsive to its consumers’ changing needs. He pointed out, “Motul, known for its high-performance range of lubricants, has a very niche community of consumers, especially bikers who have been endorsing the brand for its core values of ‘High Performance, Endurance, High technology and Authenticity’.”
“We are looking at social media in terms of creating a community for our consumers, to create a platform for conversation, to be responsive on their changing needs, to ensure the convenience is addressed in terms of availability of the product,” he added.
IES, as an ideas agency, endeavours to provide brand solutions through brand engagements across various touch points through traditional and non-traditional vehicles. Though it has been around as the integrated experiential arm of Madison World for only about one and half years, its kitty is already inclusive of clients like Airtel, Asian Paints, Bharti-Axa Life Insurance, Birla Sun Life Insurance, Cadbury, Marico, and Max New York Life Insurance, among others.
Defining the IES approach, Saumen Roy, DGM, IES, said it was to bring out a creative solution for a problem, as a problem is an opportunity for a new innovation or idea.
The scope of work for IES for its clients goes beyond mall activations, OOH innovations and other relevant contextual engagements to include content creation, building corporate identity and handling creatives.