Dockers goes online to hit target

Planned by Group M's digital agency mOne and implemented by interactive agency Mediaturf, the online push was made to reach males between 25-35 years old residing in major metros.

"The creative message had to be in line with the brand's print ads and hoardings featuring a dog along with a tagline -- 'Wrinkles: Good for dogs, bad for pants'," said Ashish Sethia, associate vice-president of Bangalore-based Mediaturf.

The online promotion centres around a new microsite -- www.dockersindia.com -- highlighting the technology behind what the brand claims is the world's first never-iron pants for a dry-cleaned look with a permanent crease.

The site also includes wallpaper downloads and screensavers. The campaign has generated more than 12,500 clicks onto the website since its launch, according to Sethia.

To drive visitors to the site, the brand has run online advertising on Yahoo India, Rediff.com, business news portal moneycontrol.com, as well as the portals www.ciol.com and www.Zdnetindia.com for a tech-oriented audience.

The campaign boasts a viral element to encourage site visitors to pass the site to five of their friends. Those who do so are eligible to enter a lucky draw to win a discount voucher.