Compaq, the computer hardware brand, recently created an online destination called Letsgetgoing.in. Instead of using the online platform to create a product catalogue and display the details of its products, the brand has leveraged the interactive power of the Internet and is using its brand ambassador, film actor Shah Rukh Khan, to talk to its target audience.
Khan, who is seen representing the brand in the virtual world, has been shot specifically for the website. He guides the consumers in surfing the website and helps them to choose the right laptop or desktop computer.
The website, created by the interactive agency, Webchutney, is targeted at individuals in the age group of 18-35 years. On entering the website, consumers are requested to fill in their names and email IDs. Khan welcomes the visitors to the world of Compaq and asks them to enter their mobile number. Once this is entered, a unique code is sent immediately through an SMS to the mobile number; this unique code is necessary to explore the website further.
Later, the virtual Khan guides the users in selecting the right laptop or computer. Once the decision has been made, he sends an SMS to inform them about special offers.
Speaking to afaqs!, Aparajita Biala, account director, Webchutney, says, “The client briefed us to create an online destination for the brand and launch a microsite which would be easy to use and would literally talk to the consumers, rather than just carrying product listings.”
Shubodip Pal, head, marketing, consumer personal systems group, HP India, tells afaqs!, “The idea is to use Khan as our spokesperson in the online world. He will interact with our consumers on the website. This is the first time an actor is talking to consumers in the virtual space.”
The URL, Letsgetgoing.in, will be promoted through print and TV ads and banner and search marketing campaigns. The company plans to spend 7-9 per cent of its total ad budget on Internet marketing.