Vip skybags-Back is new Front

VIP launched new bags and created and executed the campaign called Back is New front

1. MARKETING CLUB, UBS Presentation-3 By: Avinash Chennuri CMBA2, 1330

2. Established in 1971 Asia’s Largest Luggage manufacturer World’s second Largest Luggage manufacturer Dominant player in India Market share Flagship company of the Dilip G parimal group 1 2 1 60 % 5 21 continents countries 1971 INTRODUCTION

3. pieces sold around the world First brand to launch designer wedding collection Outlets Retail stores 1 50% Top of Mind Brand awareness 100% U naided Brand awareness 1300 8000 60,000,000

4. SITUATION ANALYSIS VIP’s Sky bag’s new Revolutionary product “Backpack” Target Audience: YOUTH Want to come up with new creative TV commercial Also want to create social Brand Awareness

5. OBJECTIVE Building Brand awareness in both social media and TV commercial ad Creating a new category ad and trendy ad Involving customers in the Campaign Rewarding customers

6. STRATEGY & EXECUTION John Abraham the brand ambassador of sky bags finds a new world where all the people walks in backward direction A woman is walking her dog backward, a cyclist is riding backward, in fact there is a movie poster of ‘Kill Bill’ starring actress Uma Thurman’s back with her Skybag backpack! John too walks into a store, buys his own bag and walks out of the store  backward, while the voiceover goes “Back is the new front”, and a tagline that says, “Move in style’. TV Commercial

7. # BackIsTheNewFront # Move InStyle A Twitter contest invited users to tweet using # BlankIsTheNewBlank Show your Backpack Show your unique style Take your Reverse Selfie Won Canon Digital Camera and Skybag speed backpack # MoveInStyle contest that asked users to share their style quotient. Social Media

8. RESULTS Right from bracing the community with # BlankIsTheNewBlank to getting them involved with the new style idea of #BackIsTheNewFront and # MoveInStyle with contests and reverse selfies , the social media communication has been focused towards the consumers and the young, urban, social-savvy crowd . The response on social seems to indicate that relevant contests and product as prizes always works. 

9. For a brand known for its stylish range of travel bags, Skybags needed something really quirky for communicating its new range of backpacks. The emphasis on “back is the new front” does that for the TVCs and adds that required recall value. Also, the extension on social media to communicate the new idea has been a well laid out plan. #Conclusion

10. #Thank you