Thought Bubbles creates new campaign for Gadgetsguru

It is so very true that consumers often research online but buy offline. They compare brands, features, read reviews online but tend to buy at the local shop/ mall. It is also the fact that the growth of mobile networks, falling cost of hardware and increasing bandwidth and internet access is likely to fuel online trade in the near future.

Keeping all this in mind gadgetsguru.com came up with a very noticeable campaign. The motto of this campaign is "Demo kahin bhi lijiye, Shopping GadgetsGuru se hi kijiye.'

Even a Full page advertisement was launched in Times of India around the same time as the TVC launch to provoke a strong response on the site. The TVCs have been conceptualized by Thought Bubbles and shot by Chrome pictures, the Director is AleyaSen Sharma.

Adgully spoke to Manoj Motiani, Founder & Chief Creative Officer of Thought Bubbles to know more about the campaign and the steps taken.

Speaking about the brief given by the client, Motiani said, "Gadgetsguru has been around for some time but hasn't advertised. The brief was to launch gadgetsguru.com as a top of mind purchase option and to get traction on the website as well as soon take a leadership slot in this category."

Motiani also told us that the thought behind this campaign was to connect with the consumers and give a twist at the moment of truth that now touch and feel the product in a physical store before making the purchase online. This trend was cleverly encouraged and used as an enabler to link it to this offline vs. online story building and helped people accept gadgetsguru.com as a part of their purchase and selection process which is what he had hoped for.

Telling us about the treatment suggested and the final communication they developed, he said, "The story we chose is something that people often do. They visit the nearest store to touch feel, take a demo of the product unabashedly and then still leave, yet to identify the best place to buy it from. This served as an interesting insight and also we found that happens in outlets, when people somehow do not want to make the purchase, even if they like the product.

The scenes were developed in a way where customers liked the product but had to wriggle out from the eager salesman's well built case for the product. So it turns into a funny battle between the salesman who is hopeful of closing the deal and does everything to nail the customer, and our customer (clearly intent on buying it from gadgetsguru.com) thinks up of excuses to wriggle of the situation.

It seems that cracking the brief was a very interesting exercise. He says, "We did a competition review and research and the numbers are very promising. Our strategy was to gain from category growth and so we decided to go online vs. Offline purchase in a big way. That is, to use the current buying pattern and use it to our advantage."

As told by Motiani, the portal was jammed with enquiries and lots of super deals have been launched, hourly deals, facebook app contests etc. The TVCs have got a decent response.