The digital age is upon us. We are slaves to this constant urge of being plugged in 24×7. But a soap brand wants to change all of this. It wants us to experience the real world, a world that isn’t virtually connected to our friends and family through a network of wires and devices, but one where we can experience the vast beauty of nature, a world where we can hear a ‘tweet’ rather than read it, a world where we can live in the moment rather than ‘scroll’ through it.
Taking ahead the brand philosophy of Alive Is Awesome that was set up three years ago, Godrej Cinthol has launched a new integrated campaign, ‘Alive is Offline’. The idea is to connect to the young, live-for-the moment India that is always glued to one screen or another.
Conceptualized and executed by Creativeland Asia, Alive is Offline has a film that demonstrates how the world is more beautiful than the World Wide Web. It depicts the journey of a man adventuring through wild terrain, keeping away from his smartphone, the Internet and social media. It showcases how rewarding a life of nature and adventure is, if people would only give it a chance!
The one-and-half minute film produced by BWP Totem Productions opens on a scenic landscape shot, which is rudely interrupted by the sound of a phone ringing. When the phone call goes unanswered, an Interactive Voice Response (IVR) starts saying, “The person you are trying to call is currently busy”. The phone rings yet again while a man is basking in the sunrise.
He remains oblivious to the phone ringing next to him. The IVR says, “The person you are trying to call is currently busy.” This time the IVR continues to speak and explains the philosophy behind ‘Alive is Offline.’ What follows next is best explained as a juxtaposition of what happens in the online world against complementary acts the man does in the offline world.
#AliveIsOffline goes online
The launch was propagated through the brand’s social media properties. As part of the teaser phase of the campaign, Cinthol’s Twitter handle created #Addicted and #AliveIsAwesome, while posing a simple question to its 12.4 K followers – ‘What would you give up your Twitter handle in exchange for?’ The idea was to make its followers question their own addiction to Twitter and social media on the whole. Participation was incentivized with prizes like outdoor gear and gift vouchers.
This was followed by the film launch accompanied by visuals depicting the idea behind the new brand thought – #AliveIsOffline. The posters mimicked virtual social behaviour with that of the real one.
— Cinthol (@GodrejCinthol) March 2, 2015
— Cinthol (@GodrejCinthol) March 2, 2015
— Cinthol (@GodrejCinthol) March 3, 2015
— Cinthol (@GodrejCinthol) March 5, 2015
— Cinthol (@GodrejCinthol) March 6, 2015
— Cinthol (@GodrejCinthol) March 7, 2015
The campaign is also enabling customized caller tunes that will be made available for download, using the same IVR device deployed in the film in a fun and entertaining manner.
Is Alive ‘awesome’ or is it ‘offline’?
The campaign does make us question our own social media habits. We are indeed slaves to the ever connected internet world, always checking our social feeds and emails right from the time we wake up. Experiencing scenic beauty through pictures shared by our social connections is the nearest we come to nature. Fact is, we do this even on a holiday and Cinthol does a great job at pointing this out through ‘Alive is Offline’. It is an irony that the brand has to go online to tell its consumers to go offline!
#AliveIsOffline builds on the core brand philosophy of ‘Alive is Awesome’ or living in the moment, thereby making ‘awesome’ complementary to ‘offline’, a clever extension of the brand thought. Social buzz was weaved in well with the campaign thought and relevant hashtag contest that further strengthened the core brand philosophy. Besides, sharing posters mimicking virtual social behaviour further boosted its visual appeal on social feeds.
Targeted, aligned with the objective and a well executed campaign.