Financial Times

Four years of reaching the consumer directly
By Akhry Ameer
Ogilvy Outreach (Pvt) Ltd recently celebrated its fourth anniversary since being established in 1999 as an agency specializing in "direct-to-consumer" advertising and promotion.

The "direct-to-consumer" approach harnesses the best of both worlds, the traditional forms of advertising such as media, outdoor, etc. and direct contact with consumers in the form of events, promotions, etc. "The difference is that the entire process is looked at professionally and scientifically, and executed by Ogilvy Outreach itself. Even the concept is developed after understanding brand values and tangible consumer insights," explains Ms. Sandya Salgado, Chief Executive Officer of Ogilvy Outreach.

The process for every campaign begins with talking to consumers to gain tangible consumer insights by the staff, as the agency does not consult established outside research. Obtaining the first hand information involves novel approaches and is expected by clients.

Currently the agency is involved in planning the second phase of educating people about the peace process. This has been developed and documented after assessing the effectiveness of the first phase, again through first hand information. Gathering such information involved twelve people of the agency mingling with people in the south of the country pretending to be part of them. Techniques would involve identifying the target audience such as a schoolmaster, offering a lift, and creating specific conversation.

The first phase comprised a mobile tea boutique that tours various locations where a skit is performed. The performance takes place in the form of a "Wadha Baila" that takes an analogy and states facts about the peace process through it.

"It is not a political campaign, it is about enlightening the people," emphasizes Ms. Salgado of the campaign executed for the Peace Secretariat, as the agency maintains a policy of not being involved in politics. The outfit uses a 360-degree planning tool that was developed by Ogilvy and Mather where all points of customer contact is assessed and concept developed. The similar process is followed for all projects but the concept is unique as the agency maintains, "Pasts do not exist" as a philosophy.

Some of the newer projects include brands such as Marmite and Sunsilk where each was of a different nature. The Marmite Kids Adventure involved 160 schoolchildren ranging from seven to 16 years of age from Colombo, Kegalle, Kurunegala and Ratnapura on a weekend camp in Belihul-Oya. Aimed at building leadership, confidence and teamwork the children were put through a series of outdoor activities that were fun but educative. The entire project was coordinated and planned by Ogilvy Outreach with aspects such as doctors and ambulances on site, hotline for parents to inquire about the children, etc.

Questioned on how clients benefit and justify costs on such forms of advertising as against traditional advertising, Ms. Salgado said unlike media, these approaches are measurable. Each programme is developed with specific marketing and communication objectives. As such the direct to consumer contact is measurable in number. The measurement has qualitative and quantitative elements, depending on the objectives like in the case of creating awareness. Given these objectives the costs are also justified in the form of cost per contact.

"It is somewhat higher than normal methods of advertising, essentially due to manpower costs. Clients initially did have perceived notions about these forms of advertising but now tables have turned, clients now call us, more than us approaching them," says the head of Outreach on their success.

The company has grown in maturity from its inception and it has changed its focus from purely a commercial purpose to contributing something to the consumer in the form of a social cause, etc. This was openly reflected in the social responsibility initiative for Commercial Bank, where the concept was to promote the use of safe bottle lamps.

Looking ahead, "We don't want to be big, but we want our work to be the best in quality and attention to detail. Basically we want to do whatever it takes to make our product offer better," said Ms. Salgado. Ogilvy Outreach is a subsidiary of Phoenix O&M Advertising. Established from a model of Ogilvy and Mather in India, Sri Lanka's success story has been employed as an Ogilvy & Mather model for application in South American countries.

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