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Fastrack takes its ‘Move On’ campaign to the web platform

08-September-2011
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Fastrack takes its ‘Move On’ campaign to the web platform

Fastrack has launched a new interactive website for its latest campaign ‘Why the World Moved On’. The website, designed by Bangalore-based digital agency 22 feet, allows a user to navigate the different sections by using a keyboard as well as a mouse to drag it along.

Talking about the concept behind the new campaign, a Fastrack spokesperson told exchange4media, “The objective of the ‘Why the world moved on’ campaign was to put a different spin on ‘Move on’. Up until now, the brand’s ‘Move on’ platform was depicted by showing people moving on in relationships with the opposite sex. A series of three films were shot for this campaign, using Fastrack’s brand ambassadors Virat Kohli and Genelia D’Souza, where an irreverent take is done on why the world moved on to various inventions.”

The digital campaign, designed by 22 feet, is centered around the TV campaign. The spokesperson added, “While TV is the lead medium for the ‘Why the world moved on’ campaign, we are simultaneously bringing it alive on digital media through a unique microsite, which serves as a unified platform bringing together the WTWMO TVCs and all other social media buzz that the brand is creating around it.”

Vineet Gupta, MD, 22 feet, elaborated, “We designed the website in sync with the identity of the brand. Fastrack is an edgy and one of the iconic brands in the youth space. As the concept was about why the world moved on to different inventions, we thought of putting it into practice for the website as well. So, it was essential that we also move on to do something slightly offbeat in the website space. Hence, we designed a website with an interactive navigation.”

Fastrack is a brand that is targeted at youth in the 15-25 age group. The Fastrack spokesperson explained, “Being a youth brand, digital is fast becoming our primary medium of communication with our consumers. For every new campaign or product launch, we complement it through digital/ social media. Moving forward, we have campaigns slated for launch exclusively on digital. In fact, in the next 10 days we are launching a game exclusively for our Facebook fans to promote a collection of sunglasses.”

The website, which went live two weeks ago, has had about 1 lakh visitors since the launch. The campaign is taken a step further on digital and social platform with the launch of an exclusive dictionary of words, called the ‘Sexipedia’ on the website.

The Fastrack spoksesperson added, “The ‘Sexipedia’ has become a means of taking Fastrack’s take on ‘Move On’ beyond just the WTWMO TVCs. By going through the Sexipedia and contributing to it, a user becomes more involved with the brand. Fastrack consumers love to interact with the brand and giving them an opportunity to generate content that gets published on the site for all to see creates a bond between the brand and the consumer and while the user learns a little bit about the brand, we get to understand our fans better. We will shortly be launching a Twitter campaign on the same lines.”

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