timesdeal has embarked on its first ever brand campaign encompassing the TG in print medium and online mediums. As a tactical approach towards business, the daily-deals website run by Times Internet has managed to build its property, called Deal of the Day, through regular print ads in newspapers.
The creatives have been done in-house.
In conversation with exchange4media, Ninad Takpere, Business Head, timesdeal, explained that the main objective of the campaign is to “shake up people and make them realise that timesdeal.com has changed the deals model. All the deals on are now free”.
He added, “This is an aggressive step taken by us to do away with the biggest revenue stream. We want consumers, who have been in the habit of buying deals from group buying/ deal sites, to realise that they do not need to buy them, but are actually free on timesdeal.”
The campaign, which commenced in the first week of October, will continue for three weeks.
Print is being used to generate the maximum impact and is being supported by online display and search ads. For media burst, the prominent box car position in print – right under the mast head of The Times of India newspaper – has been utilised to get maximum impact. This has been followed with a half-page ad inside the paper, further explaining the proposition. Online banners are being used for the online push, highlighting that all deals are now free. Meanwhile, social media buzz is being established through forums and user base.
Commenting on the thought process behind the campaign, Takpere elaborated that the decision to pursue the ‘Free Deal’ model was arrived at after some learnings – some purposeful and some accidental. “In February 2012, timesdeal ran a Valentine’s Day promotion and for the promotion all deals were made free. As a result, there was a 10-time increase in consumption. This drove the internal conviction for a free product. This model breaks the deals mould, where normally one pays for the deal on the site and then the discounted amount to the merchant. All one needs to do now is get the deal code and redeem it for a deep discount at the merchant outlet.”
He further said that this change of model is aggressive and so is the campaign. It mocks at people who are still buying deals; in the process positioning paid deals as obsolete.
On the way ahead, Takpere said, “We have witnessed a very strong initial response from users to our campaigns. Our focus is to create a destination that harnesses such consistent demand in future. We think we are doing something very interesting from users as well as merchants’ perspective. For us, our goal is to create positive and meaningful interaction between consumers and merchants and create new discoveries between them.”