Project: Frontech – Repackaging Social media communication

Brief
One of the most popular IT Hardware and leading brand in India, had been a pioneer in early technology adaptation and transformational innovation, who presently have over 300 products and offerings. The objective was to resonate with the younger audience and introduce them to an array of new products and familiarize them with the existing Frontech products.

Challenges
The previous communication comes with a baggage of being too stiff and formal, which to a younger audience is not memorable or attractive. The category now has many players and so standing out of the crowd in terms of communication has become extremely important. The product range is no longer limited to the IT hardware solutions only, so in order to showcase the new range and possibilities of the new inclusion of product line youth is an important audience to reach out to.

Methodology
A deep dive was taken as to how youth perceive IT brands and their respective communications. The previous style of clean and minimal designs has been replaced with vibrant and energetic communication by the leading IT brands and so adapting “Vibrancy” in the communication was a vital aspect. The key features and advantages of every product was identified and mapped towards how it integrated with the lifestyle of today’s youth. Once the content pegs were identified we focused on how we could bring it to life.

A mix of interesting product shots being used along side with the used of casual and friendly font styles, design elements and slices of life were adopted.

Campaign Elements
For digital media communication we adopted the following platforms
Social media which compromises of Twitter, Facebook, Instagram and Amazon Brand Page

Consistency in messaging was key for product promotion, along with brand posts and product posts we focused in creating excitement amongst the brand followers by means of monthly contests and engaging posts that rewarded them with giveaways.

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Campaign Reception
The monthly contests and giveaways have definitely intrigued audience and therefore we see over 1000+ entries/ participation every time it is held, aside post engagements have also been on the upward curve. The social media communication has piqued the interest in the audience and therefore many products related queries have been on the rise.

What we felt about this project:
“It is an exciting brand for us to work with, as the products and offerings are not just functionally interesting and useful but the product designs and features are equally impressive, from the get go we knew there is huge potential for the brand to evolve its visual communication and we are definitely seeing encouraging results since the time we have undertaken the task of their social media assets. Integration of the visual communication online and offline would definitely help the brand shed the previously perceived stiff image with the younger audience“