Harry PotterCampaign targeting pregnant women in Hyderabad.

Phantom, Sep 10, 2011 / Revised Sep 26.

Campaign overview:The idea is to attract the attention of pregnant women in the city of Hyderabad, introduce them to Harry Potter (without revealing who we are), and get them to engage with the brand.

The overall objective is to introduce the brand to the relevant TG and explore conversion possibilities.

Idea:

www.duesoon.com

We don’t yet have a physical space, but can we build a virtual space that people can visit and interact with the brand? This could be the platform to get people’s feedback, engage them in a contest, tell them what we’re about etc .

Driving traffic to www.duesoon.com

Offline: hoardings/ posters

Offline: hoardings/ posters

Offline: hoardings/ posters

Offline: hoardings/ posters

Offline: hoardings/ posters

Once the moms start visiting the site and posting their entries, we get into the second stage of the campaign, which essentially involves creating a splash with all the various things moms ‘wish’.

We’ve indicated how these could appear. I think these would tend to veer towards indulgence and fun, and it might make more sense to showcase such examples than, let’s say, something too rational.

hoardings/ online banners

hoardings/ online banners

hoardings/ online banners

hoardings/ online banners

hoardings/ online banners

hoardings/ online banners

Freebies: T-shirts