Flip video communication

© Copyright reserved with MindDirect (2009-18) © Tridibesh Sanyal © Shantanu Sengupta
Launch Communication Strategy
21st October 2009, Dubai
Flip Video

Agenda
• Assignment Overview
• Strategic Brand Planning
• What we know about the Market
• Brand Overview / Synopsis
• What do we know about ME Consumers
• Communication Development
• Communication Platform
• Target Audience
• Objectives and Strategy Overview
• Creative Recommendations
• Discussions

Assignment Overview
• Flip Video is a break-through Compact Video product
Experienced high success in US, UK and Canada.
• The Co. now wishes to introduce the product in ME
Long-term objective: Growing the brand as a game-changer in the region.
• Agency to recommend a comprehensive launch strategy to
develop awareness and desire for the product, resulting in
ongoing sales.
• Scope of proposal includes:
Strategic Insights on applying brand strategy in the ME culture
Target Audience Understanding
Media Planning and buying strategy

Strategic Brand Planning
Brand /Product Insights
Market Insights
Consumer Insights
Communication
Strategy

Our knowledge about the Market
Based on some published facts and figures…

Sources of Market Information
• Proprietary Research in KSA (Dec 2006)
• Sample Size: 1500; 14 cities
• 15-59 year olds; Saudi and other Arabs
• Arab Advisory Group Online Surveys
• Conducted over various periods between 2007 and 2009
• All info. quoted from reviews appearing in AMEInfo.com
• Bayt.com – YouGov Siraj Online Survey (July 2007)
• Conducted over GCC, Levant, N.Africa region
• Sample Size: 2600
• Other info. resources
• World Internet Statistics June 2009 (www.internetworldstats.com)
• www.AMEInfo.com
• Gulf News and other newspapers

Mobile phone is the top purchase wish list
Imagine you were to get SR1000 to spend on something you really would like to do/buy.
How would you spend this money? (First option)
Base: All
Sources: Proprietary research in KSA - Dec 2006 - 1500 sample ; 14 cities; 15-59 year olds; Saudi and other Arabs.

Mass adoption of telecom services is growing fast
• Mass adoption of telecom services (measured by TCCM*Index) of
UAE, Bahrain and KSA are the highest in this region
• TCCM Index for UAE=321%; Bahrain-249%; KSA=248%
• Other countries also followed on the heels: Qatar (205%), Libya (199%), Kuwait
(184%), Oman (170%)
• UAE is the most connected country in the region
• Enjoys highest ratio of e-Commerce users (25.1%) in the region
• Had the highest average online per capita spend per annum
• KSA (14.3%) and Kuwait (10.7%) are other countries catching up fast
• KSA has the highest number of telecom service users
• 48.36% of Internet users purchase products /services online and thru mobile
• 46.4% of Internet users have Internet access at work; 23.7% access only from homes
• 36.6% use Internet cafes and 34.3% use WiFi hot spots.
Source: Arab Advisory Group Online Surveys, quoted in AMEInfo.com *TCCM=Total Country Connectivity Measure

Summarizing…
• Attitudes towards technology highly
favorable
• Helping faster adoption of newer electronics products
(PC Laptop Mobiles etc.)
• Contributing to the faster growth of Internet
penetration
• Internet has fast evolved as an essential
part of ME Consumers lives
• Keeps them connected and aware
• Allows them to express themselves
• allows them to transact
• Adoption of multiple Telecom Services
highly changing the way people transact in
day-to-day life
• Growing number of “Mature” and “Expert” users
• Growing reliance on Web for B2C commerce
• Online purchases esp. of electronics products increasing
Market Insights

Our knowledge about the Brand

Brand Overview (as briefed)
• Launch
• First introduced in 2007; has since created a new “shoot-
and-share” video category; over 3M units sold in the U.S.,
U.K. and Canada
• Brand mission
• Democratization of video ‐“Video for all”
• Brand goals
• Make video fun and cool
• Make Flip visible and ubiquitous
• Craft Flip to become an authentic, iconic, lifestyle brand
• Marketing Approach
• Inspire participation and create evangelists
• Leverage Flip content as a viral tool
• Create a movement –let others speak for us
• Communication pillars
• Simplicity in shooting, creating, and sharing
• Affordable and accessible
• Fun
• “Shoot Anything. Share Everything.”

Brand Pyramid (as briefed)
EVERYBODY FLIP
EMOTIONAL BENEFITS
Flip Video
Inspires fun and Conversations
FUNCTIONAL BENEFITS
Easy to Capture and Share
Carry it Everywhere
Always Ready
KEY ATTRIBUTES
Simple, Small, Affordable, Surprising Quality,
Cool Design, HD, Customizable
PERSONALITY
Fun, Cool Spontaneous, Social, Playful
Approachable, adventurous

Reasons for Flip Success
• “Anti- Camcorder”
• Easy to use(98%);
• Portability(97%);
• Value(91%)
• High Satisfaction and Repeat Purchase
• Highly recommended to friends (97%)
• Propensity to buy again (82%)
• High Positive Attitudes
• “Perfect for unplanned / spontaneous moments” (72%)
• “Helps to capture everyday memories” (72%)

The Flip difference comes from…

Summarizing…
• Flip is Fun, Cool, Social, Playful
Approachable and adventurous
• Flip Video inspires fun and visual
communication – lets oneself
express spontaneously
• Flip is “anti-camcorder” because
it is used everyday – while
camcorder is not
Brand Insights

Our knowledge about the Consumer
Some realities beyond figures

Middle East Consumer Environment
• Middle East forms an integral part
of the wider ‘ME and Africa’ region
• 4 distinct clusters represent the ME
consumer
• Gulf Arabs of KSA, UAE, Kuwait, Bahrain,
Oman and Qatar - plus Yemen
• Levant Arabs of Jordan, Syria, Lebanon,
Palestine, etc.
• N. African Arabs of Egypt, Morocco,
Tunisia, Algeria, Libya, etc.
• Persians from IRAN
N. African
Arab Region
Sub Saharan
Africa Region
Gulf Arab
region
Levant
Arab region
Iran
region

ME region - melting pot of diverse languages,
cultures, customs and norms
Regardless of the diversity, the majority of the unified
market potential lies within the GCC Countries
Persian Culture
(Persian)
Turk culture
(Turkish)
Arab Culture
(Arabic / Levant)
Arab & French & African Culture
(Arabic / French / Berber)
Arab Culture
(Arabic / Egypt)
Indian Culture
(Urdu)
GCC
Countries

Importance of KSA in GCC
• KSA accounts for 70% share of
GCC population; UAE rep. 12%
• National to Expat Ratio is much
higher in KSA Bahrain and Oman
– quite in contrast to UAE
• Uneven M/F ratio (51:49) - driven
by bachelor expat work force
• Asians represent 85% of GCC
Expatriate Population
KSA
70%
UAE
12%
Bahrain
2%
Qatar
2%
Kuwait
6%
Oman
8%
TOTAL GCC Pop.
41.16 million
Hence it’s important to understand the KSA consumer

KSA is a land of ‘unexplored’ YOUTH
Almost 40% of Saudi
population is less than
15 years old…
Born with “Halaal”
defined Do’s and
Dont’s…

who are under ‘house arrest’ in their own society
Strict censorship laws
touch many aspects of
their lives…
Consequently limiting
their scope of day-to-day
entertainment and social
life

As a result of which…
Boys remain as Boys….
…and Girls remain as Girls

Till they are ready to wed…
Brides and grooms meet during the ceremony….
…and they live happily ever after!!!

…in a Black & White Stereotyped Society

However technology gave a window to them
The symbols of modern life – Satellite TV internet and cell phones – combined with
higher education, liberated their thoughts and ideas, and connected them to a world
their parents never knew… brought them closer to the world!

Answered their Hunger for
knowledge and self-expression
• Currently there are more than 600 Saudi blogs, in English and
Arabic language (source: TNS, 2007)
• Some of the well known blog examples:
• Saudi Eve; A Thought in the Kingdom of Lunacy;
• Diary of a Woman in Arabia; Saudi-yat;
Most
Often
To Shop To Chat For Fun
Source:Proprietary Research – Dec 2006

And gave them more means to explore
and be in control of themselves

Arab Women is no more an “Eternal Mystery”
• Increasingly seeking ways to express their individuality
• Driven by non-edited TV channels availability from all over the world and
increased internet penetration
• 'The younger generation are expressing their opinions more, and they are
getting more, and better, education.’. - TNS
• Women becoming more independent, more marketing
savvy, financially smart and health-conscious.
• Though proud of their heritage, traditions and families, yet open to Western
influences. ‘Women are running their own businesses nowadays’
• 'They are looking to overcome the gender stereotypes and are seeking greater
participation from their partners when building a family‘ - TNS
• Emergence of Nuclear Families – contributing to shopping
• 30% to 40% families don't live with their extended families.
• Hence a new wife is free to choose shopping according to her taste.
Sources: TNS Proprietary Research in KSA, 2005

Next Generation Youth:
Balancing tradition & progress
• Rise of Nationalism
• Though exposure to Western media and lifestyle brands have re-shaped
regional consumer landscape, young Arabs are increasingly getting conscious of
the need to preserve their national heritage, language and culture.
• Changing Success Symbols
• Great urge to stand out from crowd and be noticed… as indicated by the rapid
growth of luxury brands in the region and their high spontaneous recall
• Young Arab women now expect their men to be sensitive and recognize a right
to their personal aspirations. Young men as a result often wish to portray a
softer image of themselves
• Changing portrayal of Arab Stereotypes
• Young Gulf Arabs are presenting a more global and moderate image of
themselves. – not intimidated by Western culture, but blending East and West
• Visible maturity and self confidence, to produce a strong enough counter
movement to preserve much that is traditional and conservative.
Sources TNS Proprietary Research in UAE, KSA and Kuwait, 2008

Thus, our Target Audience comprises of…
WHY?
Because 55% are below 25 years’ age
Similar in
Demographic
Definition
YET
“Young & Trendy” Arabs
Unique in
Psychographic
Outlook

What drives these young people?
(1) An Active Search for
their own identity
through…
• COMMONALITY in Religion and
Language
• DIVERSITY in Local Customs
(2) And a constant PULL
between their Private
and Public Worlds
• Ongoing search for a modern
lifestyle that merges aspects of
the West but with a distinct
flavour from their own country,
which still respects their own
culture and traditions.

The opposing pulls get exemplified in…
Icon /
Celebrity
worship
Shopping
Habits
Arab Celebrities
with Westernized,
Modern Outlook
Shopping for
Western Brands
in plush malls of the
GCC region
Leisure
Habits
Arabic TV Channels
with Western flavor
Hang-out in Arabic
Café & Sheesha Bars;

What drives these young people (contd.)
(3) Modernism without “Westoxification”
• “It is about striking the right balance between Islam and a modern way
of life” - Saudi female,18-24
• “We want the kind of freedoms that the Americans enjoy i.e. freedom of
speech, democracy and progress, but rooted in Islamic values” - Saudi
male, 18-24

What drives these young people (contd.)
(4) Brands - badge of Identity & Passport to global culture
'Brand names are important because in an age of information overload,
consumers want assurance that they are making the right judgement that will
enhance their identity. A brand says a lot about who they are and where they
stand in life.‘ - Elissa Moses

In conclusion…
• Technology has liberated the Arab / ME
Consumers
• Acts as a Catalyst for gaining knowledge and
for Self-Expression
• A Young Arab’s identity is defined by a
Distinct Duality that gets manifested in his
daily life
• Need to be modern and global, yet
preserving identity and heritage
• Deep Inside a young Arab is deep rooted
in his “Arab” heritage – but seeks to
express in many westernized ways
• Great urge to have a voice / opinion, stand
out and get noticed
Consumer Insights

What it all mean to Communication?

Recap of Insights…
Brand /Product Insights
Market Insights
Consumer Insights
• Flip is Fun, Cool, Social,
Playful Approachable and
adventurous
• Fun &visual conversations
• Expressing spontaneously
• “Anti-camcorder” as it is
used everyday – while
camcorder is not
Communication
Strategy • Technology has liberated the
Arab / ME Consumers
• Young Arab’s identity defined
by a Distinct Duality
• Young Arab is deep rooted in
“Arab” heritage – but seeks to
express in westernized ways
• Highly favorable Consumer attitudes
towards technology
• Internet - an essential part of ME life
• Multiple Telecom Services changing
the way people transact day-to-day

Communication Platform
(For the Young Arabs)
Flip is the new language of expressing,
in ones own unique way.
Self Expression
Balance between
Western and Arab
cultures
CONSUMER
Need
FLIP Brand
Promise
MARKET
Promise
Fun, Cool, Social –
Lets you Express
Visual Conversations
Positive attitudes to new /
technology products
High Tech-Adoption Rate

Communication Development
How Flip is “New Language of Expression”
We all tend to flip for SOMETHING, SOMEWHERE, EVERYDAY…
So what makes me flip?
Makes us Laugh,
chuckle at things
happening all
around, all the time
Makes us re-look at
flitting moments
and share
Makes us sit-up and
look at mundane
things and derive a
new meaning
Makes us renew our
relationship with
nature, friends, and
our own people
Is it necessary to talk or message when you can FLIP?
So what makes you flip?

Broad Target Audience (ME)
• Primary Target:
• Young Adults: 18 yrs -25 yrs; College goers; trendy; lively;
• Fun-loving; moves around in groups; loves excitement, adventure sports.
• Spends downtime in college canteen or café.
• Weekends are always chock-a-block with activities – meet-up in malls,
brunch with friends; move to the beach; have a few swim or speed boating
etc.; Or go camping, Wadi bashing when weather permits; Or watching
movies, and partying in night-clubs so on.
• Secondary Target:
• The Parents: 40 yrs - 55yrs. Married with kids. Well settled.
• Working – devotes a lot of time at work; Very focused in the career; Loves
family; Wants to spend more quality time with family; Weeks are divided
between family and friends; Loves barbecuing; Goes for outings on long
weekends or short vacation; Goes to at least on long vacation abroad once
a year, with family.

A Typical Female Target Profile
• Alaa is a 18 year old 2nd year student
at the College of Business
Administration
• She’s the founder president of the on-
campus student organization Saudi
Arabia’s Women of Tomorrow.
• While on the campus she’s an active
promoter of opportunities for
character development and
enrichment, in order to extend
networking and team-building
beyond classrooms.
• She is optimistic about national
women’s development, seeing great
potential in her colleagues and is
devoted to increasing the variety and
effectiveness of female leaders.
Alaa al-Mizyen
(Middle East Youth Initiative's Youth
Ambassador from KSA)

A Typical Male Target Profile
• Fadi is a 20 year old College Student,
currently taking Photojournalism
courses
• He is an active person while in college
as well as at home or with friends
• He likes to spend a lot of time in the
wadis or the dunes whenever he finds
some good company
• He takes his heritage seriously, and as
such doesn’t fail to do anything that
concerns his culture, heritage and
environment
• He takes his national dress seriously,
and never fails to wear it to University
and Public occasions. However he also
cool with other Western fashion
garments and accessories
• When not with friends he likes to
experiment with his new photo-gears
or spends quality time with his elders
at home
Fadi Mohd. al Hussaini

Communication Objectives
• PRE-LAUNCH Phase
• Introduce FLIPPING as an idea - build excitement around FLIPPING
• Generate a lot of excitement generate hype / expectations around “flipping”
• LAUNCH Phase
• To announcing the arrival of Flip
• Introduce & build awareness of “Flip” Brand & product
• Educate the TA about Flip’s function and attributes
e.g. simplicity, user friendliness, etc.
• Find ways to fits it in the Target Audience’s life style
• POST LAUNCH Phase
• Remind and refresh TA about Flip’s attributes
• Encourage continued conversation and sustain the buzz

Phase I : PRE LAUNCH Strategy - Overview
No. Activity Media / Venue Timing / Period
1 Invite TA to participate in a
personal video competition using
camcorder, mobile, camera, etc.)
Theme: “Everyone’s Flipping”.
(Everyday someone is flipping
somewhere. Have fun by watching
or sharing with the world)
To be posted in a special
channel created on
FaceBook / Youtube (No
reference of brand Flip)
1 month before
launch
For 4 weeks
2 Exhibition of personal video from
TA (video, mobilecam, camcorder,
anything)
Theme: “Everyone’s Flipping”.
All the “Flipping” flicks
will be running on special
display screens in major
malls / University
Campus, etc. (No
reference of brand Flip)
7 days before
launch
For 1 week
3 Create a buzz
Reach a climax the evening before
launch, by announcing winners.
PR / Press review &
coverage on the
“Flipping” site
7 days after the
activity starts
For 3 weeks

Phase II : LAUNCH Strategy - Overview
1 Launch Party. Invitation to TA
(participant, winners, etc).
Product Revealing at party & malls
Theme: The Flipping Party
Venue:
Online; Radio
Product revealing
Launch Evening
1 day
2 Product ATL Campaign
a)Launch & introduction of Flip
b)Flip Campaign
a) Print Ad only
b) TVC / Cinema / Print
Online / Radio / Outdoor
a) Day 1
b) Media Plan
3 a) Product BTL Campaign
b) Experience Marketing
c) Product Display / Windows
a) Items: POP
b) Flip Bar (Club)
Objective:
a)&c) - Influence buying
b) - To encourage
“Flipping” culture
amongst the Flip
Owners, also to attract
newcomers.
Media Plan

Phase III : POST LAUNCH Strategy - Overview
1 Skin change ATL Campaign
Theme: My Flip
Media: Print / Online
Radio / POP
Objective: Sales Sustenance
Periodic
Starting 6 months
after launch
2 Gift a Flip Campaign
During – New Years, Eid,
Christmas, Valentine, Dewali,
etc.
Theme: “A Flip of Gift!”
Media: Print / Online
Radio / POP
Objective: Increasing target
base; Sales Sustenance
Periodic
Starting 3 months
after launch
3 Flip Bar :
Activities – Training, Viral
workshop, ”FLIP SHOW” the
World Viral Film festival,
“FLIP AWARDS” World Viral
Film competition & Awards,
“FLIP SHOW” Online Viral
magazine, etc.
Items: Exclusive club for Flip
Owners to Lounge
Objectives: To popularize the
“FLIP” Culture and to become
a Youth Icon Brand.
12 months starting
with launch

Thank you.
G06, Block 2B Knowledge Village, P O Box 502973Dubai, UAE
Phone: + 971 4 3911960 Fax: + 971 4 3604417.
shantanu.seng@gmail.com; tridisanyal@gmail.com
This is a copyrighted strategy document, being the property of MindDirect,
Tridibesh Sanyal and Shantanu Sengupta. It is being released for academic
usage only, under Creative Commons Licence. No part of the strategy and
approach of this this document shall be reproduced, in original or amended form
without the prior permission of the aforementioned people and entity. Violators
would be severely punished under international court of law.

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