<b><font color="#FF0033">Effie 2005</font></b>: Titan rides high on ‘What’s your style?’ campaign

At the Effie Awards, 2005, O&M won a Gold in the ‘Consumer Durables’ category for the Aamir Khan-starring ‘What’s your style?’ campaign for Titan watches. But this particular campaign has a bigger story to tell than just winning awards.

The campaign helped Titan achieve a growth of 45 per cent in volume sales and 52 per cent in value.

The story behind the campaign goes back to 2003, when executives at Titan realised that while people owned four pairs of shoes, or changed their mobile phone every year, or upgraded their wardrobe every few months, they were totally complacent when it came to watches. The same consumers felt that watches were just a utility item to help them tell the time, and they would think of changing their watch only after seven years or so. It was also found that only 9 per cent of watch users owned more than one watch.

This implied that there was a market for watches, but the challenge was to change the mindset of the consumers. This was the point at which O&M, the agency behind the campaign, decided to bring Bollywood actor and style icon Aamir Khan into the ‘What’s your style?’ campaign. The idea was to get people to match their clothes with their watches, making the product less of a necessity and more of a style statement. The campaign involved television, outdoor, press and posters.

As per an independent survey, around 85 per cent of the consumers who saw the Titan campaign got the message of matching their watches with their clothes. As a result, there was an overall growth in the sales of high-end watches for people started buying more than one watch. The company’s average sales price also increased by Rs 90 from Rs 1,599 to Rs 1,689.

In addition, the Titan Exchange Offer garnered an increase in the secondary sales volume by 27 per cent in 2004 vis-à-vis 2003. The cherry on the cake was that Titan share prices also moved up by 340 per cent from Rs 110 in July 2004 to Rs 487 in July 2005.

Effie 2005: The event was sponsored by Yahoo! India

© 2005 agencyfaqs!