Eventus Integrated, the integrated marketing communication outfit floated by Fountainhead Communications and counted among the leading below-the-line (BTL) agencies in the country, has been quietly acquiring considerable businesses across the country in the past few months.
Some of the prestigious new clients on the roster are HDFC Bank, ITC Classmate, TVS Tyres, VSNL's Global Calling Card, Solae from Du Pont, SOS, Grundfos Pumps and Acer Altos Servers.
"The work for HDFC Bank include driving quality traffic to its branchs, to driving acquisitions for their current, savings and NRI accounts to increasing spends on credit/debit cards. The agency is constantly providing creative solutions to the client to meet their stiff targets," says Vinod Nair, CEO, Eventus.
One such initiative was the 'Gulf of Joy 2004' at Kochi, India's biggest NRI event. "We wanted to leverage the annual home-coming traffic of the Gulf NRIs by creating a focused forum of interaction between the high-networth consumers of Kerala and products and services through various touch-points, the exhibition itself being one of them," he says.
"Apart from quality walk-ins and the database generated thereof, HDFC Bank was seen as a serious player in the NRI banking segment, which has been dominated by State Bank of Travancore, and Federal Bank and others so far," Nair adds.
The other big property this year for Eventus will be the ITC Classmate Young Author Contest. The Classmate Young Author Contest 2004 (CYAC 2004) was initiated by ITC Ltd last year to provide a platform for budding writers among students to showcase their talent and an opportunity to develop it through interaction with some of the country's leading literary icons.
According to Shyam Sunder, general manager, Eventus Integrated, "In a multi-agency pitch, we won the account primarily due our strategic recommendations in broadbasing the talent search itself. We had included other creative aptitudes beyond just story writing in order to be able to reach out to many more schools and therefore, more audience. We even went to the extent of recommending the ideal gratification for the winner - a seven-day trip to England for a literary tour covering London, Oxford, Stratford-upon-Avon and Edinburgh. Additionally, our network of six offices and IT-driven operations and reporting systems clinched this prestigious win for us."
The Classmate Young Author Contest, in association with publishing house Rupa & Co, will be conducted in Mumbai, Delhi, Chennai, Kolkata, Bangalore, Hyderabad, Kochi, Ahmedabad, Jaipur, Chandigarh, Pune and Lucknow from September-December 2004.
The competition, open to students from Class IX to XII, is expected to see the participation of 2,000 schools covering 40,000 children. Well-known author Ruskin Bond will head the national jury panel.
Apart from all these wins, the agency is also planning a series of its own properties in the coming months. "We wish to continue to leverage our strengths in creating and launching properties, which will allow consumers to experience brands in a unique and memorable manner" says Sunder.
Eventus Integrated have a rich repertoire of properties like TVS Suzuki Pop Pourri; Edward De Bono seminars; Frooti Cup; Citibank Propshop; TVS Fiero Challenge; Medimix Silambatam Competitions; Johnsons Baby Bouncing Babies, Mumbai; and HDFC-Bank Gulf of Joy Kochi 2004.
At Eventus, ideation and solutions are powered by a strong planning and creative resources. "BTL is the future of brand communication and deserves adequate attention and resources to drive client businesses," Sunder says. "At Eventus, we have the finest creative and strategic planning talent who are constantly delivering brand-centric BTL solutions to clients. This is amply reflected in our almost 100% success rate in pitches and the awards we win every year for our work."
About three years ago, the agency had pioneered the concept of building a database of out-of-home-touchpoints known as the Customer Contact Point (CCP) database, a proprietary tool which allows focused brand communication to consumers, who spent almost 80 per cent of their waking hours outside their homes.
"BTL has to be as mass-based as ATL. Only then, it will work to make sufficient impact on the client's bottomline. By applying mass-media principles, we can focus on these CCPs which have the largest number of targets. Currently, the consumers are profiled demographically. But eventually, they will be profiled psychographically like the TRPs. We expect this to be the industry standard for brands to communicate in the most focused and cost-effective manner," Sunder adds.
© 2004 agencyfaqs!