When was the last time you surfed for a certain something on an e-commerce portal, didn't purchase it, but found the item 'following' you around online, over the next few weeks?
Giving boring email/telephonic reminders a skip, online insurance portal Coverfox.com (vehicle, health, travel, and life) took this very concept to create an interesting digital campaign around it.
The campaign will be active through the month of July.
Russell Barrett, managing partner and chief creative officer, BBH India, says, "Since our objective was to remind people, and not to advertise a feature, we chose to create videos that were virtually unskippable. We kept them short enough to deliver the entire message within 6.5 seconds."
Experts call this technique 're-targetting'. Adds Barrett, "As soon as the idea was conceived, we realised that we were at a place where traditional rules don't apply. Our single-minded objective was to surprise people."
About the process, he says, "We went through trending topics and viral videos that have been popular in India over the past two years. While we were tempted to make many more videos, we carefully chose the ones that could grab the most attention. And, in order to heighten the surprise, we only chose those videos that couldn't pass off as TV commercials," Barrett recalls.
The toughest part, Barrett says, was "culling it down to 10 films; if we could, we would have made 50 more."
Can 'consumer-stalking' be cool?
Campaigns like these can oscillate between cool and creepy. A look at what our digital experts say about it.
Can digital campaigns like these offend netizens? Sudhir Nair, managing director - digital, Omnicom Media Group, says, "Advertising is meant to be disruptive, yet we consume what appeals to us. Online video advertising is no different. However, if you are powering it with some data intelligence, based on what one has just consumed or historically consumed, it will be all the more relevant."
To Nair, this campaign makes the best use of the insights that the brand team may have had at its disposal and has used the most effective format - video.
"If one finds it disruptive, there is always an Alt-Tab," Nair says.