social networking community based website, has appointed the Bangalore based agency, Fisheye Creative, as its creative agency. The pitch for the business took place around two months ago and saw five agencies in the fray. Apart from Fisheye, O&M, McCann Erickson, Euro RSCG and Lowe participated in the pitch. The media duties for the business have not been decided yet.
Kavita Iyer, chief executive officer, MingleBox, remarks, "MingleBox is addressing the need for college goers to come together and share their college lives online by sharing pictures, blogs, videos and music. Fisheye was able to provide us with strategic ideas for product development and its effective communication."
Rajeev RavindranathanRajeev Ravindranathan, creative director, Fisheye Creative, adds, "Users tend to be extremely fickle-minded when it comes to using a social networking website. The challenge for us will be to get users to choose MingleBox over competitors in India such as Fropper.com and BigAdda.com. We will be creating a brand identity for MingleBox by highlighting its differentiated offering, which is community based networking."
MingleBox is targeted mainly at college-goers. To sign up as an individual and become a member, a user has to be a part of an already existing college community.
Ravindranathan continues, "Instead of using mundane methods of attracting users, such as web banners and e-mail invites, we will use innovative methods such as on-ground promotion activities in college campuses, to keep the user entertained."
The media mix for the business is still at an initial stage of development, but it is likely that MingleBox will not use any conventional medium to reach out to its target audience. Its message will be communicated mainly through the Internet, viral advertising, mobile marketing activities and on-ground promotions. The first promotional campaign for the website will launch in a month's time.
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