A scientist and a philosopher were being chased by a hungry lion. The scientist made some quick calculations, he said “it's no good trying to outrun it, its catching up”.
The philosopher kept a little ahead and replied “I am not trying to outrun the lion, I am trying to outrun you !”
Competition guys... run but have fun as well !!!!!!!!
If you can't write your idea on the back of my calling card, you don't have a clear idea. ~David Belasco
Kazakhstan based advertising agency GOOD decided to take a break from advertising, and have some fun. So they made these eye catching and mind boggling Bike helmets
They definitely made me look and smile! This comes mainly to those who sat in my session on 'creative spirits' and found that they lack something ....
I love fun and particularly when fun can make the ad look watchable and great if it can sell the product.. here are two cases of fun and humour used well in insurance ads.. I am not sure about the selling part but sure it generates interest... see it !!!
Little Mary was not the best student in Sunday school.
Usually she slept through the class.
One day the teacher called on her while she was napping, "Tell me, Mary, who created the universe?"
When Mary didn't stir, little Johnny, a boy seated in the chair behind her, took a pin and jabbed her in the rear. "GOD ALMIGHTY!" shouted Mary and the teacher said, "Very good" and Marl fell back asleep.
A while later the teacher asked Mary "Who is our Lord and Saviour," But, Mary didn't even stir from her slumber. Once again, Johnny came to the rescue and stuck her again. 'JESUS CHRIST!" shouted Mary and the teacher said, "very good," and Mary fell back to sleep.
Then the teacher asked Mary a third question. "What did Eve say to Adam after she had her twenty-third child?" And again, Johnny jabbed her with the pin. This time Mary jumped up and shouted, "IF YOU STICK THAT F*****G THING IN ME ONE MORE TIME, I'LL BREAK IT IN HALF AND STICK IT UP YOUR ARSE!"
The teacher fainted !!!
Now the ad guys are like Mary... we always require a Johny to jab from behind if we should work...
Have fun guys... Week end has come again!!!
Amrit Maghera, the new face of Lakme is charming the way she is , even when she makes cakes with mehndi in her hands and with fun worn as an attitude.. no matter what made the cake so hard, this ad is fun to the fullest, hard to avoid and makes people turn their heads , sit and watch it and say 'hey that is funny'.....
Anchor has always grabbed my attention- not for the success stories in their kitty , that they have in any case, but for the audacity with which they faced the titans and gave them shivers, and the brave new venturing out to all new (unrelated) areas ( from electric wires and cables to tooth pastes..) with a big scorn at the basic fundas of business theory which talked about core competence and the like stuff.. The infamous ad wars with the mighty Colgate (with a 48% market share) and this guy with a 7 % share defying all rules and what the teachers teach in B school classes , stood tall and from tooth pastes ( whites and gel) slowly proceeding to make soaps (Dyna- Katrina kaif claims her beauty is a by product of Dyna) they amuse us till date...
It is not a perfect case of Marketing that needs to be emulated.. it had its own flips and flops ..Kajol endorsed Anchor toothpastes for a time period during 2008 and then disappeared..... It may soon come up with Anchor biscuits and cakes and shampoo and skin creams and yet get some market share in all this..( soon we can see a Khan or the other munching the cookies, Kareena saying my fairness is all thanks to Anchor etc etc..).. that is future , as of now see the ad again.. it is a hyperbole but am sure you will like it too !
For more of Anchor ads see here ... http://www.anchorglobal.net/galleria.php ....
Tease and reveal campaigns are nothing fresh. Traditional marketers have been implementing this type of campaign since the dawn of time, particularly in outdoor media and often in print….
The concept is a simple one: (For those who haven’t done it or experienced it before)
The tease phase raises the attention of an audience to a particular brand, service or product. Primarily this is achieved by giving away a little, but not too much about the product or brand… The imagery is often unbranded as it makes the consumer question what it is for and what brand it represents… the consumer curiosity is taken to a level where the consumer can no longer wait… Teasers comprises of a series of intriguing and some times confusing ads that are supposed to make people wriggle in inquisitiveness….
The reveal phase presents the product to the already raised wave of interest. This will theoretically result in an unrelenting and longer lasting importance and murmur around the product or service.
Teaser campaign works better in outdoor, as the number of registrations (or visibility) is more due to many touch points across outdoor formats; hence, it creating impact in consumers minds. Outdoor uses consumers’ dead time or free time, like while they are on the move, when their mind is free, and hence the relevance. A couple of registrations on the way to office or to shopping create curiosity, if the content is attention grabbing
This is a concept that is now applied to online marketing as well with people implementing it via Facebook and Twitter. In particular the Twitter platform allows clever marketers to drip small messages in only 140 characters and make people follow you for more..
Stolichnaya vodka case and the LG case can be taken as good cases for students of Marketing communication while to my mind the best Indian case is that of the Hutch ‘HI’ campaign when Hutch launched in Chennai … For me it was mind boggling and the tension that many people I knew went through those days of teasing was just awesome.. Hutch to Vodafone and years later this remains fresh still in my mind…
Union Bank of
Idea cellular when in launched in Mumbai during August 2008, came up with an exciting outdoor teaser campaign, which showed people from different backgrounds and cities like a Bengali woman, a Canadian man, a Delhiite, etc all with corresponding lines on the creatives, like ‘Yeh Bengal ki hai, Mumbai ki nahin’, or ‘Yeh Canada ka hai, Mumbai ka nahin’. The reveal and launch campaign showed the same people with their Idea Cellular connections, smiling and saying, ‘Mera number Mumbai ka, toh main Mumbai ki’, and so on… I remember going around the city looking for more of such teasers when I saw one or two and wanted more…
Once upon a time, the entire city of
I am not forgetting the Balbir Pasha ads or the Digen Varma (Frooti) ads..
However the problems associated with Teaser ads are not simple..
The plan is to cause intrigue plus the relevance that the teaser has in the context of the brand is very vital.. if you get it wrong it can be fatal….. In other words it can’t just be a gimmick that can boomerang….
When it is revealed it should be finally worth it.. the disclosure should not let people down, because after all, they have put in time and energy looking, investigating these teasers and trying to guess what it is. This is a huge risk and if the audience feels like some one who got a cheap , also ran treasure at the end of a one day treasure hunt, they may start hating you !!!
Timing is important for the launch of the TEASE and the launch of the REVEAL .. if you drag too much in hope of building up the intrigue, you may end up no where as the famous case of the DNA teaser campaign that ended up in courts of law.. DNA’s for its Mumbai launch in 2005 put up hoardings in Mumbai showing faces of people with their mouths pasted over by grey tape and the tagline, ‘Speak up: It’s in your DNA’… the tease went on when a series of advertisements appeared in all the Times group publications. These showed people peeling grey tapes off their mouths, with the tagline, ‘Speak up, it’s in your DNA - Maharashtra Times’.
Dirty ? I felt its smart hijack and it happens when you drag your feet with a teaser…
The winning team (Spain) has gone back home and all the horn blows and pomp that made South Africa beam has died down... billions of fans around the world have experienced a spectacular sporting event and now many of those people will now for ever cherish experiences that brought the FIFA World Cup to life through visuals like this one......
The outlets in more than 160 countries, the music, interactive programs, on-site experiences and the FIFA World Cup Trophy Tour by
The fact that the trophy tour is the largest experiential marketing tour ever undertaken by
.... It seems this is one global brand leader who lived up to its position.....
"The global interactive marketing campaign in support of the Company's sponsorship of the landmark sporting event is an extension of the
Released in more than 150 markets around the world and reaching number one on music charts in 17 countries and moving more than 800,000 download purchases this piece of communication is creating ( or has already created ) a wave.... The video has amassed more than 87 million views on You Tube and this talks about optimum usage of social media in brand connect....now that sounds awesome to me sitting in this corner of the world....
As the tagline suggests, this 2006 ad gave unexpected experience to many people... shock and dismay for many, smiles for some... and need less to say the moral police were out with all the hell and fury ... but that is past... I rate it as a good ad.. especially for the climax...
