Maxus launches unique mood based planning tool Kaleidoscope in india
Maxus India has launched ‘Kaleidoscope’, a unique mood based planning tool which is Inspired by British physician Dr. Liz Miller’s mapping principle of defining one’s mood. Maxus claims that this web based tool will enable brands in India to align their communication basis the emotional and behavioral parameters of the audience. The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping the first being Moribus which was stated as a first of its kind behavioural sciences lab by a media agency in partnership with the Mumbai University.
The tool was launched by Lindsay Pattison, Global CEO, Maxus at a media round table with the entire Global Executive Committee, along with Ajit Varghese, CEO, Maxus APAC. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.
Maxus Kaleidoscope takes humankind’s feelings into consideration. since different moods denote diverse feelings and reactions, brands have to devise their marketing communication in that manner. The data on a brand’s share of mood and audience receptivity can help a marketing campaign reduce ad avoidance and wastage as mood based audience segmentation has a greater probability of effective communication in comparison to demographic segmentation.
Ms Pattison, says, “With access to real time data, brands can move beyond demographics into behavior consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood’.”
The global team has discussed India’s new initiatives, including Maxus India’s focus in 2016 on the trinity of data, digital and content. While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands.
Ms Pattison further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fueled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands.”
Recent initiatives by Maxus India include MetalWorks which is Maxus’ Innovation consulting unit. where the agency partner with tech startups, universities, industry groups and artists to incubate promising ideas and research and help bring them to market. The IoTBLR Partnership of Maxus was founded as an open community with a vision to grow awareness on IoT, empower individuals and organisations to build connected products, and create impact by leveraging pervasive computing solutions. Maxus also launched ‘Change Planning’, which is underpinned by advanced media planning techniques and powered by best-in-class data sources that allows new, intuitive approach for agencies to devise communication strategies that ensure brands succeed in today’s hugely changing and competitive environment. And MESH, that is a marketing command centre and dialogue engine, in partnership with Singapore-headquartered social media marketing firm Vocanic. Mesh enables Maxus to track brand health by reading environmental signals in real-time and offers actionable insights on earned, owned and paid media.
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