Relationships beyond the contract

1) Social activation
Digital media channels Facebook, Twitter and LinkedIn.

Other avenues of social activation to be considered YouTube and Google+

YouTube is a good media for advertising as it has a large number of users who can be targeted
by ads ranging from 10 seconds to 3 minutes. By posting the ads on the videos which are
watched by our target audience we can ensure effective messaging. Google+ on the other hand
is another large and growing social media platform which deserves consideration, but beyond
that its not advisable to deploy Social media advertising campaigns too widely (in terms of
platforms). Rather a stronger and effective presence on the top 3 social media sites is a much
more prudent strategy as the social traffic is very likely to condense into the top three sites with
a large number of people shifting to mobile applications such as BBM and WhatsApp for their
social media needs. These applications do not offer any scope for effective advertising as of
now.

Two pronged strategy
The campaign will be implemented via two parallel streams of Ideas which are:-

1) Independent ideas: Ads based on these ideas will implement the campaigns message in a
way that they serve as effective means of communication to the target audience without
creating a synergy with other such ads. These ads are effective in almost all cultures and do
not need to be localized. An example is given below.

a) HCL-Happy Family
This ad shows a single mother (represents the target customer) fall into a relationship with a
man (represents HCL) and watch in awe as her life transforms, her groceries are done
effortlessly, her kids are seen happily playing with this man (voiceover: not in your marital
contract), he is shown taking care of the house by switching off lights and taps when not in
use and the bills are coming down (Voiceover: not in the maintenance contract) . He is
shown painting the fence of the garden and the woman is looking at him admiringly when
suddenly her laptop beeps she goes inside and looks at the screen which shows her
Facebook page and there she finds, in relationship with HCL. She runs back towards the man
who embraces her and she finds HCL on his coat. (Voiceover: HCL relationships beyond the
contract).

2) Mini campaign where ads complement each other and create a synergistic effect. These ads
need to be localized according to the target audience. The use of brand ambassador
relevant to the audience is also useful in establishing awareness, trust and credibility. These
ads will also be very useful in creating a synergistic effect with other public places
installations, travel centric locations branding etc. Two such examples are given below,
posters and signages on the same lines as these ads would be highly effective in public place
installations and other on- the-ground activations.

Target audience: Indians (Broad)
Ambassador: Tendulkar

Ad-1 A young Sachin (age 12-14) is shown practicing in the nets being observed by his
coach. He is hitting every ball very well and looking at his coach for appreciation but none
comes (Voiceover-Sachins voice: there are good days). In the next segment he is shown
missing the balls, getting bowled out, and then gets hit on the shoulder by bouncer
(Voiceover-Sachins voice: then there are bad days) the coach suddenly comes to him rubs
his wound gives him a pat and shows his the correct technique to play after which Sachin
again starts hitting the ball nicely. (Voiceover-Sachins voice: HCL relationships beyond the
contract).

Ad-2 A cricket match is being played and a retired Sachin is sitting in the crowds cheering
(India...India) suddenly he is being shown on the big screen and the commentators point at
the screen and say something about him. Suddenly the crowd erupts into a cheer of
Sachin...Sachin Sachin: Some relationships are beyond the contract just like my
relationship with the fans. At the end these words flash at the big screen (HCL Relationships
beyond the contract).

If these ads were run in Argentina a good ambassador would be Lionel Messi, similarly
Wayne Rooney would be a good ambassador for England.


2) On the ground channels

1) College seminars and talks Annual seminars and talks should be conducted at various
top level business and technology schools around the world. In these talks participants
would be engaged through interesting contests e.g. innovation contests, technology B-
plan contests. Through these seminars the business leaders of tomorrow would learn
about the idea of relationships beyond the contract and also how it can help their future
organizations.
2) Public place installations - These include innovatively designed signages which would be
installed at relevant locations such at IT and business parks, airports, business hotels
and other travel centric locations. These advertisements would be based on the same
lines as the mini campaign ads described above to create synergy and maximize the
impact and recall.
3) Flyers and pamphlets containing in depth information about HCLs idea of relationship
beyond the contract and how it can help corporates around the globe, should be placed
at various business hotels and conference rooms around the globe to educate business
leaders.


3) Panel discussion seminar

a) I recommend that the seminar should be publicized using the following traditional
media and the social media channels
Top 5 Business news channels
Top 5 Business newspapers
Business magazines e.g. the economist
YouTube advertising in highly viewed videos relevant to field of IT, outsourcing
and business innovation.
Publicity of the event on Facebook, Twitter and LinkedIn.
Banners at leading business and technology schools inviting participation as
audience.
b) Emailing a thought leader

Dear Mr X,

It brings me great delight to inform you that as one of the leading thought leaders of the
IT industry you are invited to participate in a panel discussion seminar with our senior
management at HCL.

The event will take place on x/x/2014 at xxxxx and will seek to explore the various new
possibilities which will shape the direction of the industry over the coming years. This
initiative is a part of HCLs strategy to revolutionize the phenomenon of outsourcing in
the world of IT and business in general.

We invite you to be a part of this event and contribute towards the future of IT industry
by sharing your valuable ideas and opinions with us.

Looking forward to hearing from you.

Best Regards

Anant Gupta
CEO HCL Technologies.

C) If the mail had to be written on the behalf of the CMO, the content will change as the
mail will focus on building a long term relationship with the thought leader and highlight
the new brand strategy of HCL in a more elaborate manner, educating the thought
leader about how he fits into the scheme of things and how will his participation will be
beneficial to both the parties.


4) In the last five years I have learnt the effective application of the concepts of marketing as a
science in a dynamic and challenging business environment. I have also learnt to work with
people and for people, sometimes being lead, sometimes being the leader. Over the coming
five years I see myself as a practicing student of marketing and branding, working in an
organization which provides me with the necessary environment and challenges to build my
career, my knowledge and my personality in a comprehensive manner.