The Goa Marathon Advertising Campaign: How do you get 'Suseegad' people to run 21 Km

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by Bina Nayak on Thursday, February 28, 2013

Section
Visual Arts + Design

Session type
Lecture

Technical level
Intermediate

Objective

A case history of the work done for Goa Marathon 2013. Mainline Advertising & BTL activations

Description

To share the learnings of trying to engage a laid back, uninterested (except, in partying every Saturday night) audience to run a Half Marathon (21K) and Dream Run (5K). Done through a 360 degree use of popular media/ channels in Goa (FM Radio, Press advertising in Page 3 Goa Times, Billboards, and Schools+ College Activation program involving PT teachers, Football Clubs & Sports clubs) Insights into the mind of an average Goan youth- what are their priorities? Why do they need to be spoon fed (or they aren't interested), Why is the city youth giving up on traditional Goan sports- like Football, track n field etc to pursue activities like partying, Coffee joint hangouts, becoming Mall rats... And last but not the least: The Goan disability to understand 'Urgency', and 'Time'. Goa Standard Time: Everything will get done tomorrow. And tomorrow never comes. The simple task of getting somebody to sign up/ register online or offline is a nightmare. Deadlines and Last Dates have no value. Most marathons are advertised 6 months in advance. This was done in just a month.

Requirements

Nothing for the audience

Speaker bio

23 yrs experience in advertising. With stints in Mudra, Leo Burnett, Ogilvy and The Walt Disney Company (As Head of Design). Currently working as an independent design professional for various agencies (and continuing as a Vendor with Disney). Creative Head with Slipdisc Advertising & Events- Goa