Month: June 2019

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Campaign of the Month: Truebil (#PapaKiPriority)

How do you make your brand relevant when it is a very transactional, used only once-in-a-few-years kind of a brand? Truebil, a used cars marketplace faced this exact challenge. The need for selling your car or buying a used car comes in your life once in a few years. When the competition is very high with players like Cars24 and Gaadi Dekho already in the market, it was essential that the brand built an emotional connect with the audience. Father’s Day gave them the right opportunity, making it our campaign of the month

Truebil's father's day campaign

#PapaKiPriority

 

Using the insight that men treat their cars like their own children, they personified the car to play the role of an elder, favourite son of the father. While the elder son is established through a voice over and nothing more, it’s a pleasant surprise to see the car in the end. The narrative speaks about the smaller moments where men show how much they love their cars like being happy while seeing the photo of the car or giving a ‘spa-treatment’ every time the car was dirty. In a market that has been talking only transactional, like the amount of time it takes to sell the car, getting the best price for used cars, ensuring the transfer of name is quick and easy, Truebil manages to put a smile on our faces. 

Campaign Take-Aways:

  • It’s easy to build an emotional connect when you draw into human insights
  • The brand does not need to always mention what it does, in order to get noticed
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Google Maps introduces Speedometer and alerts you at high speeds

Speedometer – What is it?

Google Maps has introduced a speedometer, which appears while you navigate. When you reach a maximum speed limit, it sends out an alert. This update has been rolled out in 40 countries, including India, US, UK, Russia, and Japan. The feature is inspired by Waze, a navigation app acquired by Google in 2013.

Waze comes with the ability to crowdsource reports like police ahead, crashes, cars pulled over on the side of the road, gas prices, road closures, obstacles on the path like red light, cameras and more.

 

Google Maps introduces speedometer

Speedometer can be seen on the bottom left corner of Google Maps

What can brands do with the speedometer?

While Google has not yet started monetizing this data, we predict very interesting ways in which this data can be used by marketers:

  • Processing Claims: If you are a motor insurance brand, it becomes easy for you to track the speed at which the vehicle was going in case of an accident and that could be a deciding factor in the amount of claim to be processed. In fact, constantly maintaining good speed could also be rewarded by these companies, in order to promote safe driving. (Read our latest blog on how insurance marketing is changing)
  • Mapping Consumers: With the information of the speed at which the user travels along with the traffic information conditions, you can identify users as risk takers or risk averse. This, if further seen in conjunction with information of route deviation, can help you identify the driver or rider’s attitude towards risk and authority.

Well, of course, time will tell us how this data pans out for marketers.

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Cryptocurrency – The future is here

With Facebook announcing the launch of Libra, a new cryptocurrency, we can no longer turn a blind eye to this economic revolution.

 

What is a cryptocurrency?

Cryptocurrency is electronic money store in e-wallets. You can transfer this currency using Blockchain technology, which allows people to see the transactions without having the ability to change the data. It has, and will, revolutionize the way we store money, pay for goods and services, and do business.

 

So what’s new with Facebook’s cryptocurrency?

While Bitcoin is a popular currency that has been spoken about, Facebook has launched a currency called Libra. Facebook does this with 27 other companies like PayPal, MasterCard, Spotify, PayU, eBay, etc.  Facebook will not have complete control over the currency, but instead get just a single vote in its governance like other founding members of the Libra Association, including Visa, Uber and Andreessen Horowitz, which have invested at least $10 million each into the project’s operations. (source: Techcrunch)

 

What is Libra?

Libra is a digital currency that is aimed at breaking class barriers by making money accessible to everyone.

“Moving money around the world should be as easy and cheap as sending a text message. No matter where you live, what you do, or how much you earn.” – This is what they believe.

 

How Does Libra Work?

 

How to buy cryptocurrency Libra

How does Libra Work

 

Why Libra?

Facebook will also launch a wallet called “Calibra”, which will be available on WhatsApp and Messenger. Along with this, the other companies that are collaborating to make Libra will develop and design their own means to make this currency more easily available and accessible to add. There will be more than 100 companies associated with making this effort successful, including Venture firms, technology companies as well as eCommerce companies.

Existing digital currencies like Bitcoin and Ethereum weren’t engineered to scale. Using no control mechanism to anchor their prices, the currency was susceptible to huge and unpredictable swings, making it difficult for merchants to accept money. But with Facebook’s relationship with 7 million advertisers and 90 million small businesses plus its user experience prowess, it is well-poised to tackle this juggernaut of a problem.

 

How will Libra make money?

Libra Association will earn interest out of the money that users cash in, in order to maintain the stability of the currency. “If more commerce happens, then more small businesses will sell more on and off the platform, and they’ll want to buy more ads on the platform so it will be good for our ads business,” says David Marcus, Facebook’s VP Blockchain

 

How does Libra affect consumers?

There are more than 1.7 billion people in the world who do not have access to the traditional banking system. Cryptocurrencies take digital transactions to the next level. Currently, even with so much digitization efforts in India, we are required to have bank accounts to enable digital transactions through apps like PayTM or Google Pay or PhonePe. Cryptocurrencies help eliminate the traditional banking system completely by allowing you to have an online account and transact through that. With cryptocurrencies, they can go to the nearest store, buy Libra pseudonymously or exchange it for cash online and spend it using the interoperable wallets. Your real identity won’t be tied to your publicly visible transactions. This means that you do not need to worry about hackers using your personally identifiable information and hacking your bank account during online transactions.

With almost 0 transaction fees, it enables digital payment across smaller amounts (even a few paisa/cents worth), which was earlier not possible with credit & debit cards.

 

How will Libra affect brands and marketers?

Here is how, we at Wolfzhowl, decode the impact of cryptocurrency on marketers:

  • Cryptocurrency will make eCommerce stronger: Security of paying online a major deterrent for consumers to shop online. With a transparent and secure method like Blockchain, consumers will find it easier and safer to pay via digital currencies. Also, with no “exchange rates” in the picture (theoretically speaking), markets open up globally.
  • Pay-to-Play Model: Individual marketers would be able to pay the end-consumer for their personal information instead of relying on platforms like Facebook and Google for the same. Customers could opt-in to programs that collect their personal data in exchange for rewards or exclusive deals. While it may seem like an expensive proposition, it may help brands accurately target audiences instead of working on assumptions.
  • Elimination of 3rd party media houses: Blockchain enables the elimination of middle-men in digital advertising. For example, a brand wants to place an ad on a website ABC. In order to buy inventory on ABC, it needs to go through a 3rd party like XYZ. XYZ then verifies the genuineness of the advertiser and ensures that the ad content is not malicious. In order to do this, XYZ charges ABC a certain fee. Blockchain eliminates this process. Blockchain users can be verified through the network, where people can know what they are getting and what they are paying for.
  • Libra will not store information for ad targeting: While Libra is an offering by Facebook (and other brands), none of them will use the data of the users for advertising. The launch of Calibra that handles the crypto dealings and users’ privacy will not allow the data to be used for ad targeting.
  • Incentives to early adopters: Initially, early adopters will be incentivized to start using Libra. Wallets that pull users through the Know Your Customer anti-fraud and money laundering processes or that keep users sufficiently active for over a year will be rewarded. For each transaction they process, merchants will also receive a percentage of the transaction back.

 

Instigations for brands to use Cryptocurrency:

  • Coffee shops like Starbucks can create add the cryptocurrency option to their existing apps and offer discounted prices for those paying via digital currency
  • Brands like Seniority.in which cater to senior citizens can set up digital payments through WhatsApp, enabling the seniors to buy directly through the WhatsApp portal instead of going to the website
  • Money Transfer & Forex companies like Western Union can issue cryptocurrencies which can be cashed out in the local currency at the destination in order to avoid loss and theft of money. If the country uses cryptocurrency for transit, most of the travelers will not even need to change the currency

 

So far, this is all we know about Libra. It’ll be interesting to keep an eye on its development. What are your views on Cryptocurrencies? Share them with us in the comments below.

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Moving away from selling just ‘insurance’

With multiple insurance companies vying for the consumer’s attention, it is time for a change in tactic. And there are some companies that have been able to break away from the clutter of selling the insurance based on its need. 

The recent campaigns by ICICI Lombard and Acko General Insurance have hit the nail on the head. 

Let’s first look at the ICICI Lombard #TechnologyWithAHumanTouch campaign. 

Moving away from transactional branding

ICICI Lombard #TechnologyWithHumanTouch

The series of ads go on to show how people are stuck in various situations that require either processing of a claim, getting a claim settlement or claiming a value-added service and how ICICI has made things easy for them. The heightened emotions of frustration, despair, fear are all seen in the protagonist, which is common to any insurance ad. But that’s where the similarity ends. The ad goes on to humanize the technology by giving it a friendly face and name and the ad has been shot in a way that it seems that the human-faced technology is on its way to help the customer in need. For once an insurance brand has not taken an “advisor” or “mentor” role in bringing across its USPs – high claim settlement ratio, quick service, faster disbursal. 

In a similar attempt of breaking the traditional “friendly advisor” role is Acko General Insurance with its latest campaign – #DimaagKyaLagana

 

Acko humanizing insurance

Acko General Insurance – Iss Mein Dimaag Kya Lagana

The insurance brand wants to tell its prospects about how Acko is the right choice for Motor Insurance. Using the Sprite – Clear Hai approach, the brand humanizes a car as the angry girlfriend while the protagonist is seen apologizing for not purchasing insurance yet. Another cooler car (the ‘crush-material’) appears and talks about Acko. The pain-points of insurance purchase are well highlighted while the brand is plugged in really well. The viewers are left to interpret this “Iss Mein Dimaag Kya Lagana” in any way they want – it’s the only choice of insurance, the interface is easy to use, all information is provided to you up front, no comparison required, etc. 

Clearly, these brands have realized that while people understand the need for insurance, it is the other factors like cost of premiums, promised value-added services versus actual delivery, difficulty in claim processing, etc which deter the customers from making the final purchase. Talking to the target audience about these deterrents makes more sense as the market evolves.

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