Viva Carnival!!• Activation Campaign

• -The Gipsy Cafe

Mission Statement

• To create a social media campaign using an on-ground activity during the Goa Carnival

Market Summary

• The Goa Carnival is the most popular open event in Goa, attracting a crowd of over 2000, including locals, tourists and press.

• Online coverage of this event, though scanty, is eagerly awaited by online viewers , as seen by a spike of nearly 30 times the average, on Google Search, with hits ranging from Haryana to Tamil Nadu to Uttar Pradesh.

Target User Group Profile

• Today's individual is well travelled, usually more on internet than by foot.

• They are influenced more by their online friends, rather than those around them.

• Campaigns present online, therefore have more impact than any purely below the line campaign.

• In places like Mumbai, the exposure to online campaigns are much higher, considering that actual non-work travel is minimal.

Target Customer Group Profile• Brands and therefore companies, are looking for

ways to reach out to the consumer, by projecting themselves as more socially responsible.

• They are trying to seek avenues whereby consumers look at these brands as individuals trying to make a difference.

• One example is the Jaago Re campaign by Tata Tea.

Opportunities

• Problems: Conduct of campaigns such as IFFI, due to non-local participation, do not really penetrate the local Goan population, hence have no access to the typical online network, which most Goans currently possess in India.

• Duration: The carnival is for three days from the 18th of February to the 21st of February starting from the Patto bridge in Panjim.

Competition

• Preliminary study, shows no real high impact campaign during the Goa Carnival.

• In 2011, major brands which participated in the carnival include United Breweries, Nestlé's Maggi noodles and LG.

• Despite sponsorship, online coverage of these brands at the carnival is negligible.

Reach out strategy

• The way we reach out to our target group, is by enhanced visibility at the carnival and through the internet.

• The target is to reach a global audience over six months.

Goals and Objectives

• The overall objective is to be the trending topic on Twitter globally during the Carnival.

• Phase 1: Launch of dance classes for normal people to join and be trained.

• Phase 2: Design of the song and the float for the carnival.

• Phase 3: Launch of the mobile application for the carnival.

• Phase 4: Develop reports based on information collected, for related geographies.

• Phase 5: Use user information regarding traffic patterns, to increase further hits and harvest for further campaigns.

Goals and Objectives

• The aim is to turn a three day on-ground Goa Carnival into an viral online campaign lasting six months.

Financial Plan

• Costs

• Training costs are INR 2,000 per person.

• Float creation and design costs are INR 1,00,000.

Financial Plan

• Reach during the carnival: 2000

• Press reach during the carnival: 10,000

• Online reach in the first month: 1,00,000

• Online reach in the second month: 3,00,000

• Online reach in the third month: 6,00,000

• Online reach in the fourth month: 12,00,000

• Online reach in the fifth month: 24,00,000

• Online reach in the sixth month: 50,00,000

Team Profile• P.R. and Content development

• P.R. Expert: Farrel De Souza has immense expertise in analysing data and conversion of data as per client needs.

• Technology

• Mobile Application Expert: Prajyot Mainkar has immense expertise in developing software for the Android platform and developing Androcid – India’s First Android Community Chat Blog and Dedicated Android Blog.

• Web Application Expert: Rina Gosar has immense experience in developing web platforms for a variety of brands in India and abroad. She has worked in this regard, for companies such as MapmyIndia and BCWebwise.

Team Profile

• Services

• Werner Egipsy Souza has worked in various industries such as mobile software, online and mobile advertising, location data solutioning and consumer device selling, home automation and education.

• Varsha Chowdhury is founder and director of Etoile Dance Academy, which specializes in Free Style, Latin American and Modern Ballroom dance styles. With 10+ years of experience in this field, she has also been associated with Shiamak Davar ‘s Institute of Performing Arts as an assistant instructor for 2 years.

Key Issues

• Near term

• Possibility of a competitor taking away the first mover advantage.

• Long term

• Development of a strong web analytical engine at a cost of INR 6,00,000 per year .

• Possibility of a competitor taking away the first mover advantage.

Thank you!-Werner Egipsy Souza