Godrej Security Solutions

Strategic Communications Challenge

To convert intention into adoption

Alter brand perception (from B-to-B to household solutions provider)

Enhance exposure to expertise

Communications Strategy
The First Campaign (2011): Trouble doesnt come announced

Communications strategy around the idea: The best to avoid a war is to prepare for one.

Approaches
1.

Promote anxiety and fear.

2.

Talk about GSS in an informative yet passive manner.

Barriers
3.

High fear quotient might repel consumers.

4.

Passive approach might not lead to action.

Creative Expression

Articulation of Strategy

Hindi idiom, Trouble doesnt come announced

Showcased consumers vulnerability

Use of humor to lighten the grim message

Idea resounding hit among test groups

Communication Execution
Inject Humor

Personify trouble in the form of robbers

Make robbers ironically friendly, sociable and very forthright about their intentions

Enhance Impact

Direct marketing exercise in Mumbai

Torn envelops sent to homeowners with the message, For an inexperienced burglar, breaking
into your home is as easy as this.

Large scale customer experience program

On ground and digital initiative The break-in challenge

Alert consumers to need for security then proceed to demonstrate products

Other Promotional Activities

Creating Awareness

Road shows

Demonstrations

Society Activities

Presence on Social Media

Twitter

Facebook

Linkedin

Campaign evaluation
Pre and Post campaign evaluations conducted among white collar consumers aged 25-65 in
Mumbai Delhi Kolkata Bangalore showed television commercial as the most effective aspect
Substantial rise in

Reach

Liking

Purchase intention

Relevance and uniqueness

Credibility

Enquiries and sales

Brand perceptions

Spontaneous Recall (%)

Not Aware

Yale

Ozone

29
1
1

Safewell

88

Godrej

66
0

10

20

30

40
Pre Campaign

50
Post Campaign

60

70

80

90

100

ToM (%)
Not Aware

Yale

Ozone

29

1
1

Safewell

88

Godrej

66
0

10

20

30

40

Pre Campaign

50

Post Campaign

60

70

80

90

100