THE GIFT OF TIME by MEC Dhaka for TITAN

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THE GIFT OF TIME

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Promo & PR, Case study
Market Bangladesh
Agency MEC Dhaka
Released September 2009

Credits & Description

Category: Best Use of Radio
Advertiser: TITAN
Product/Service: TITAN WATCHES
Date of First Appearance: Sep 4 2009 12:00AM
Entrant Company: MEC BANGLADESH, Dhaka, BANGLADESH
Assistant Director: Rakibul Hasan (MEC)
Media Manager: Khandaker Ishtiak Ahmed (MEC)
Media placement: Radio - Radio Foorti - 4 September 2009

Results and Effectiveness
Our shows reached 1 million listeners, who heard us give away 20 watches. Despite only running for three weeks, Nielsen research found that Titan, Be My Love was one of the most recalled shows in Bangladesh, beating many scheduled, long-running programmes. SMS entries topped 5,000 and nearly 10,000 Facebook fans saw us distribute the prizes. Sales surged by 26%, with increased footfall and customer enquiries at retail outlets.

Creative Execution
We created a branded radio series. Six half-hour shows broadcast on the most popular FM station in Bangladesh. Titan, Be My Love would feature celebrity couples talking about their love and relationship every Friday. And, on Saturday, Radio Foorti would broadcast live links from Titan outlets, with radio DJs promoting the products, talking to customers and inviting listeners to send in “love quotes”. The campaign started three weeks before Eid and included a competition offering listeners the chance to win Titan watches. Entry was by SMS and the twist was that men could win ladies’ watches and vice versa. The prize would have to become a gift. Winners were contacted during the radio show and asked to express their feelings for the person they would give the watch to. On Facebook, we uploaded images of the gift distribution to the Radio Foorti fan page.

Insights, Strategy & the Idea
Titan Watches wanted to be a lifestyle brand in Bangladesh, a market where watches were simply functional. We realised that even though couples wanted to give each other gifts, unlike in western markets they rarely did. Watches in particular were very much bought for personal use. Titan had an opportunity to link love, gifting and watches and make itself more than just something that gave consumers the time of day. Our strategy would focus on Eid, the biggest festival of the year, and the perfect time to boost gifting among our target group of young, upmarket adult Bangladeshis. We would bring together the concepts of gifting among loving couples using branded radio content to position Titan Watches as the perfect gift for your partner. We would create situations where couples would have no choice but to give each other Titan watches, thereby demonstrating the behaviour we wanted to make widespread.