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The consumer insight in the latest Monster.com ad on

luck playing a role in getting that dream job is certainlyinteresting, but the execution falls short

Campaign: Find Better

Brand: Monster.com

Company : Monster.com India

Agency: Dentsu Marcom

The Campaign

The ad opens in an office

reception, where candidates are

seated waiting for their interview.One of the candidates casually

turns to his side and asks theyoung man next to him

Interview?He smiles slightly

and nods.The first man smirksand says,Good luck.The second

man pulls out a horseshoe out of

his bag and confidently replies, I

have good luck with me.The otherman reaches into his own bag andholds up a strand of chillies and

lemon to ward off the evil eye.On

seeing this, the second man gives asarcastic look,rolls up his sleeve

and exposes his arm thats

adorned with lucky charms.Inresponse to this,the other one

pulls out a large Turkish evil eyeamulet. The man smirks pulling

something out of his bag.Out of

his bag appears a woman hismother,who blesses him and gets

back into the bag. Suddenly, they

notice a smartly dressed youngman stepping out of the interview

room with a woman bossaccompanying him.She looks at

them and says,Thanks,guys.

Weve found our man. As they

leaves,one of them says Iska lucksolid hogaand hearing this,the

lucky man man takes out hisiPhone which has the Monster app

on screen. The ad ends with a

voice-over:Get lucky. Get active

on monster.com. Find betteraccess,better connections,

better jobs.

Our Take

Do you wear that lucky shirt for a

job interview? Do you believe in

luckwhen it comes to your job or

an important chapter in your life?

Do you carry every possible lucky

charm with you in a job interview?

According to a recent study

conducted by Monster India,luck

plays a crucial role in almost every

sphere of our lives and especially

in matters related to job search

and career progression.Monster

has based this ad on this consumer

insight.The main objective of

the campaign is to launch

Monster.coms new

positioning, Find Better.

With its new brand ideology of

Find Better,Monster India

aspires to enable employees

and employers with better

access, better connections,

better results.

The brand has made a

conscious effort to blend humour

in the campaign. However, while

the insight hits the bulls eye,the

execution doesnt. The ad is

humorous but does not say why

Monster is better than other sites,

or why, when you have reached theinterview stage,Monster would

give you a winning edge. The

campaign plays on humour which

has already been used by

Naukri.com in its early ads. The

brand positioning of Find Better

is not very clear and we dont see a

brilliant execution of the insight.

The visual of the mother coming

out of the bag is unrealistic and

exaggerated.However, the ad is

getting eyeballs because of the

powerful insight.

RATINGS

Twishy

OUR TAKE

LADYLUCK

4 THE FINANCIAL EXPRESSTUESDAY, JULY 3, 2012THE FINANCIAL EXPRESS

1THE JOB: Its not a job its a

passion and I like it that way.

Life is exciting when you are on

the digital highway. Every second

spent online is a light year from the

present one and I love it! I believe that

with technology and creativity, brands

can generate content, information and

services for customers that make

brands an essential part of their lives.

With this medium, we can go far

beyond the borders of conventionaladvertising.

2THE WEEKDAYS: From the

moment I step into the office

building till I reach home, life is a

big roller-coaster ride and there is

never a dull moment.

The morning begins at the war room

with the creative directors, focusing on

the new challenges and actions. The

traditional emphasis on good ideas,

excellent designs, and a compelling

story still exists, but new goalposts arecoming up. Integrating the idea fully

into the business, bringing the

consumers closer to the brand, and

giving them a superb experience 24 x7

is the new goal.

3THE WEEKEND: A soccer game

with my sons, a good Montecristo

cigar with Mozart playing in the

background are some luxuries that

help me recharge my batteries.

4THE TOYS: Galaxy NOTE and the

XBox are two things I cant stay

away from.

5THE LOGOS: Brands make our life

interesting. They are like the

toppings on a pizza. And I love

my brands and spice up my life with

them. From Breitling to Hugo Boss to

Salvatore Ferragamo, the list goes

on.

As told to R

ohit N

aut

iya

l

AFTERHOURS

PARTHO SINHAExecutive Vice President, Creative, Digitas India

New goalpostsare coming upin creativity

We aim to be number one inthe luxury car segment by 2015

In just a few years,luxury car brand

Audi has moved up to the number two

spot in the luxury car segment in In-

dia. The January-March 2012 quar-

ter saw Audi Indias sales rising by

41% quarter-on-quarter. And with

Audi selling only 5,511 units in India

in the whole of 2011, as compared to

3,10,000 in China,the potential of the

Indian market in the segment is quite

conspicuous. In an interaction withAudi India headMichael Perschke,

FEs Sukalp Sharma and Rajat

Guha decode the DNA of the compa-

nys Indias operations,its marketing

strategy and what the future holds for

the brand.Edited excerpts.

The last quarter of FY 12 has seen

Audis rise to the second position

in the luxury car segment in In-

dia.What can we expect next ?

Our ambition is to become number

one,not number two. Number two is

an important step towards that goal.

We have always said that our objec-

tive is to be number one by 2015,but

the way things are going,we might be

able to achieve that target earlier.We

are going to open many more dealer-

ships over the next two quarters.We

thought that once we have the third

quarter and the dealers,then we can

aim for number two.But it happenedin the first quarter itself,which was

beyond our expectations. In India,in

2015,we plan to sell at least double the

amount we plan to sell this year,

which would mean that we are look-

ing at anything between 16,000-20,000

units for 2015.

How is marketing for a luxury au-

to brand different from that of

any other car brand?

The conventional above-the-line,be-

low-the-line combine might not be

necessarily enough for the luxury

segment.For luxury, you need a sig-

nificant amount of classical above-

the-line brand building, you need

significant amount of events for peo-

ple to touch and feel the brand and it

also helps in breaking into peer

groups.Then the digital space is also

extremely important now. New di-

mensions include social media.

Then theres peer-to-peer market-

ing. And all of this needs to be sup-

ported with a public relations strate-

gy. You might follow the brand for a

certain period of time but you will

start believing in it when consistent-

ly over many touch points you feel

that the brand is on the right track.You need to put all the pieces of the

puzzle together to create an image

for the brand.A modern brand needs

15-20 different touch points.

How has Audis marketing strate-

gy changed?

We have doubled our marketing

spends from last year. We are going

from a pull model to a push model,

which means that we also move to a

different target audience now. Since

the last couple of years,we were deal-

ing with people who already were con-

noisseurs of luxury. So they got the

M-B-A degree step-by-step: they had

the M Mercedes, then they got the

B BMW, and finally the A Audi.

Now we have people who are directly

going for the A.Thats where the mar-

keting needs to be a little different as

you need to give these new customers

what I call edutainment.

We dont see mass market adver-

tising and marketing by Audi In-

dia. You are not even relying on

any brand ambassadors.

As a brand we dont have brand am-

bassadors. What we have are brand

fans or brand loyalists. Somebodylike a John Abraham is a brand loyal-

ist.Ravi Shastri,for example,is an old

Audi loyalist.So much so that he was

called Ravi AudiShastri .But the mo-

ment you give someone the title of a

brand ambassador, it means there

are a 100 others out there whom you

havent made brand ambassadors.As

for mass marketing, we didnt do a

brand campaign in 2011,stil l we end-

ed up winning 22 awards, including

three brand awards. Its not neces-

sary that you play on all channels of

mass media to be recognised by a rele-

vant audience. Classical above-the-

line print marketing always gives

certain tangible returns. You cant

substitute print marketing. Howev-

er,TV is not a direct response format,

until you get into digital TV where

people can click and we can get en-

quiries.Online,on the other hand,is a

direct and active tool.Online is some-

thing well be driving stronger in the

times to come, and we would look at

more creative ways to engage with

the customers and social media

would again be an important tool

there. Well be converting some of

our above-the-line spends to online

and social.As for our current market-ing spend,60% is print,15% would be

traditional online spend,15% social

media and alternative digital, and

10% would be television.

The luxury auto segment used to

be a narrow band earlier.But now

there are sub-segments. How have

you seen them evolve?

There are sub-segments from the

buying behaviour point of view.The

first target audience is the connois-

seurs. Then there are those who

might not have a background as such

in luxury but were able to make mon-

ey.They might not know every single

thing about luxury or brands but

they have the means and want to en-

joy luxury products. Then you have

the first-time luxury buyer who

comes from an upper middle-class

background. Then you have people

who based on a certain buying deci-

sion want to become a part of a cer-

tain audience of society.

MICHAEL PERSCHKE, AUDI INDIA HEAD FACE OFF