Dark circles, yellow teeth, rough skin and a bad mood can go take a walk. There’s a new selfie phone in the market and it takes care of all that and more, so you can be ‘InstaGlam’ in a minute for the perfect selfie share on Instagram. Homegrown mobile phone maker, Micromax Mobile has launched the Micromax A255, popularly called the Micromax Canvas Selfie armed with a 13MP front and rear camera and inbuilt beauty tools.
Aimed at the new age woman from the company’s Canvas series, the selfie smartphone caters to her instant need for social approvals (read likes, shares and comments!) with its two vital weapons – enhancement effects like smoothening/whitening skin, removing oil, fading dark circles and makeup effects like blush, mascara, eyeliner, lipstick, and many more. Apart from strong technical specifications, the phone is available in Mystic Blue and Angelic White colours with a faux leather finish to boot!
For sale at a price of INR 15999 in India, what is the company doing to promote it on digital and social media – the space inhabited by a majority of its target consumer segment – the image conscious social savvy woman?
TVC on digital
There is the 45-second TVC conceptualised by Lowe Lintas and Partners, that features a woman taking a selfie atop an elevator at the airport. She seems to be unimpressed by the selfie, when the scene is cut to her transforming into a statue while a bevy of stylists are busy at work beautifying her. By the time she descends the elevator, she is seen coming back to life ready with the perfect selfie!
The TVC has been shared on the official brand channel on YouTube and garnered over 99K views since being uploaded on February 26. The video landing page leads a visitor to the website link for Canvas Selfie which provides the phone features and specifications.
Long ad for digital
A longer digital film has also been created, which is more like a demo video. A girl is seen waking up to a phone message from her boyfriend who wants to see her right away. Intending to click a selfie and send her virtual self to him, she clicks a selfie while sitting up on bed. The film then takes us through her actions with the in-built beauty tools provided, while she smoothens her face, removes dark circles, adds a touch of makeup and looks perfectly selfie ready. She is seen smiling brightly as her boyfriend compliments her gorgeous looks while the selfie earns loads of ‘likes’ on Instagram.
This video has earned over 80K views.
A selfie contest for a selfie phone
The website also includes the ‘Contest’ page – ‘#MicromaxCanvasSelfie Can Instaglam’ selfie contest, where the company is inviting people to post their glamorous selfies using the campaign hashtag #MicromaxCanvasSelfie on Facebook, Twitter and Instagram. The only criterion to be eligible is to follow Micromax’s official presence on all three social networks.
Three winners each from the social networks Twitter, Facebook and Instagram will win a Micromax Canvas Selfie smartphone. Additionally, the one with the most innovative/glamorous selfie will get featured in ‘A Day In The Life Of #Selfie’ video. Micromax will chronicle one day in her life in the video.
The contest website is capturing all the buzz from the 3-day social media campaign, while a promoted tweet is also doing the rounds on Twitter. The simple contest is finding a good response and is also helping to build buzz for the hashtag.
— Micromax Mobile (@Micromax_Mobile) March 2, 2015
— happy ☺️ (@kashishsachde11) March 2, 2015
— Lavi (@AmbraanDiQueen) March 2, 2015
Connecting with the image conscious social savvy woman
There are many apps that can enhance your selfies but a complete selfie dedicated smartphone is always welcome, especially for the social savvy woman who does not want to lose out on sharing her impulsive selfies, at any time of the day and despite irritating beauty issues. Promoting this phone to the selfie addict required a selfie related buzz on social and that’s what the brand has ensured with its #MicomaxCanvasSelfie contest on social media.
Micromax has ensured a decent social media buzz driven by the hashtag-driven selfie contest on popular selfie sharing networks like Instagram, Twitter and Facebook. Coupled with the ad video, relevant prizes and promoted tweets, the campaign has amplified the message and manages to reach out to the target consumer segment – the selfie addict. Perhaps the brand could add an interesting aspect by inviting influential beauty and makeup bloggers /vloggers to share what they think about the new selfie phone with its virtual beauticians.