I am & will always believe that Coca Cola is the best brand in this huge competitive brands driven world. I think there is no other brand who thinks so much about their customers then this brand & I am not just saying it I really mean it.
In marketing it says that every product has a life cycle but this is not true for the brand Coca Cola, I think the brand is just getting immortalized. There is no room for the competition to even touch them as far as innovation & consumer engagement is concern.
After seeing this video, sincerely hats off to the Coca Cola marketing guys who are making this possible & making this world a better place to live with opening happiness.
Have a look at the video, Coca Cola ice bottles.! can you beat that.
Yet again, came across a killer on-ground experience. This time it’s not Coca Cola but Samsung.
One messaged Samsung wanted to communicate that ‘Samsung Galaxy S4 knows when your looking at it’. Â Samsung does communicate this message through television commercial but its more impactful when your engaging the consumers & if the idea is simple & hassle free then it gets huge word of mouth.
I am cent percent sure people who experienced this activation will spread the word to their friends & relatives. Trust me its not about winning the handset its about people have not experience something like this before.
The idea is to stare at Samsung Galaxy S4 for 60 minutes straight regardless of the crazy distraction by motorbike crash, hot dog vending guys on fire, fighting couples & guitar playing weirdos.!
Isn’t it simple, fun & intriguing.! Imagine you have to stand at the particular place & stare the device for 60 minutes & then suddenly you are distracted by the above guys & if you lose the eye contact you lose but if you go on for 60 minutes, bingo you take away S4.
The installation was placed in the middle of Zurich’s station.
Almost after a year I am writing a new blog. Feeling really sad that I didn’t updated my blog regularly with new stuff, really sorry guys, this time I will try & share new articles more often.
You might be thinking what happened suddenly, saw some innovative on-ground activation that’s why I am writing the blog & the answer is NO. This time I didn’t found out any innovative on-ground activation but this time it is about a brand.
Recently I was watching television & came across a really nice advertisement but towards the end of the commercial it made me really worried about the brand & I thought to share my thoughts on the same.
I am talking about the brand called LINE, Line basically is an app which allows people to social network with their friends/relatives etc.
The main proposition of the app is that you can send voice messages to your friends, isn’t it great? I think it’s superb when you have cut throat competition from Blackberry messenger, What’s app, Viber & many other social network apps, here you have a differentiation with voice messages.
But, what to do when there is another brand (WE CHAT) with the same proposition of voice messages & have also started the communication before you have (also using power of celebrity).
I really think LINE should not change their proposition, it’s really OK if a second brand comes with similar functions/proposition but what is troubling me is, the personality of the brand LINE.
Please have a look at both the commercials:
Did you see the difference ?
Both the brands commercial are really nice, we chat has power of celebrity, it makes a difference but the impact is not that huge.
What will hurt the brand Line is, the personality of the brand by that I mean LOGO & the interface it is so similar to WE CHAT.
I understand Line is an international brand & can’t change their logo just because one brand has similar look & feel but please understand We Chat started before you & with power of advertisement & other media support they have created a position in the consumers mind. Now having the same color of the logo, having the same interface & also being the second entrant will confuse the customer & in this clutter environment & it will help We Chat.
India is a huge market & you have to customize the brand as per the Indian market. Even Mac Donald’s when they entered they were not keen to customize as per Indian market but we all know  what all customization they did for Indian consumers.
Right now I cant conclude with anything, just very keen to see the battle between these brands. What happens next ? how Line will over power We Chat or vice versa.
Line, with similar logo & color as the brand we chat,
We Chat having benefit of the first entrant & also having association with celebrities & Â associating themselves with new Bollywood movies. Below few are We Chat advertisements with Bollywood movies.
Waiting to see how LINE grows in the India market.
Cola & Mobile war is really over now there is a war on apps 😉
Waiting to see a new song by Coldplay, ITS ALL GREEN feat HULK. Â LOL.!
Rural India is the main thing for brands to enter, not from now but it has been from quite sometime now. As modern India has been saturated & the market is becoming stagnant. Brand’s future is in Rural India. All brands in almost all categories want to have their cake from rural India.
But Rural marketing is not easy its vast because India has different countries residing in her & each state in India has diverse culture, behavior, they follow different religion, they speak different language or dialect, they follow different lifestyle. Marketers can not follow one formula to reach these people, every state has to have a different & unique formula.
So now the question is what will work in remote villages that don’t even have electricity ?
What kind of messages and activities will appeal the huge audiences that are not used to the advertising rhetoric ?
It looks complex & marketers makes it even more complex but recently got a video where Mr. Raj Kumar Jha National Creative Director Oglivy Action speaks on marketing in rural India & am sure it will keep you thinking that it is not that complex if you know the real problem.
Quite surprising! A pharma company doing such an activity.
Have a look at the video, a brand called TUMS the anti acid tablets, came out with a sexy on-ground activation in Mexican market to enhance the perception of their proposition Acts Fast from acidity which is caused by junk food.
The point which have to be notice here is they have done a sampling activity but in an unusual way. Demonstrating a product is necessary but just going to the touch point where your target consumers are & making them try the product will for sure not work in this competitive market.
People might try the product or not try the product,
if the product suits them they will buy it but if the product doesn’t suit them they will for sure not buy it,
people who are not part of demonstration they will not even remember which brand is doing the activity &
finally for sure there will not be any word of mouth.
I think any on-ground activity which doesn’t have talkability it should not be executed. In some or the other way on-ground activation should have talkability,  people who see it or people who experience it should go back & talk about the activity with their closed ones then the activity is worth doing it.
I think this activity does exactly that, it does demonstrate it’s products but not in a fuddy duddy way but in the best way which has huge talkability.
Recently I came across one campaign by a chocolate brand in Romanian market. I think it’s one of the finest 360 degree integrated marketing campaign. You don’t come across many brands taking such a bold step, it really requires some balls to execute this kind of campaign.
Have a look at the case study: it’s seriously awesome
It’s really shocking to see an age old brand doing something like this, forgetting about the positioning what they have created over the years in the minds of the consumers, forgetting about the credibility of the brand, not worrying about all these things, someone sitting in ROM took the step & executed the campaign & results are there in the video.
This kind of activity is more required for struggling brands or brands which are into that life cycle where they have do something in the market by which people notices them (by something like this I don’t mean exactly the same campaign. Brand should not lose it’s relevance, they should keep in mind the consumer psyche & culture before doing campaign which is out of the world).
Ofcourse I agree this kind of campaign works or doesn’t work, there is nothing like campaign did fairly well but what’s the harm in that if you have confidence in the idea & if you know that the brand really requires a campaign like this in its life cycle then why not take a chance.
I am not saying all brands should do campaigns which is innovative, or never done before but when it requires for a brand then please do it.
As top of mind I don’t remember any Indian brand doing something like this & am desperately waiting to be a part of marketing guys to make a campaign like this or atleast be a part of consumers and experience the campaign.
What a simple thought. I simply loved the idea how a gym chain called Power Vibes Studio in Nairobi Kenya promoted themselves. The emphasis was on weight loss & the idea is so unique & simple.. Â Live demonstrating before & after of a person.
They hired two identical twins or made sure that the girls get up (clothes, hair style) was similar looking & made them roam around the streets of Nairobi.
Ofcourse it requires a right talent to execute the activity but once they are trained well & know what they are doing the point is said in the best way.
I think people’s eyes & smile in the video says it all. If I am part of the activity I will never forget the activity & brand & I will be the first one to speak about the activity to my friends & closed ones.
Scotch Brite is a Sponge brand & they are number 1 in Brazil market. Problem for a brand was that it was more preferred by older people & had clout with the younger generation.
Perfect touch-point for catching the youngsters (target group) & perfect activity to pass the message across. Brand message is passed to the target group in fun & unusual way.
More & more activity I propose to my clients & more I see on-ground brands doing these kinds of activities my belief becomes stronger that any activation idea should have fun element to it then & then only the activity will make an impact & will also have talk-ability.
Of course there should be a message what a brand wants to communicate but it should be in a fun & unique way then it will be very difficult for people to forget about the brand & the activity.
Coca Cola did it again…! They are just not stopping in doing all the innovative work. I wasn’t knowing that Coca Cola has their online FM station called Coke Fm. Online FM station is executed in Columbian market and they wanted to promote it that market.
So to promote the online Coke FM they took a popular local band and hosted a live convert on a stage that was suspended over 50m from the ground. If the crowd wants to bring the band down they have to download the songs on Coke FM mobile site. By downloading the songs on their mobile phones of the band which was performing, audience helped to lower the band to the stage.
Have a look at the videoÂ
Coke got 50000 downloads in just one hour & loads of happiness to the crowd which is not quantifiable.
What a simple idea but so neatly executed but more then the activity what I like was the a/v, how smartly they have showcased what HP did in Sao Paulo’s rock concert . I think this is one of the best a/v I have seen lately.
While watching the activity please also have a look at the making of the a/v, the color combination which are used, the flow of the video from start to end, the fonts, emphasis on specific words and etc etc.
HP wanted to sponsor  Sao Paulo’s largest rock concert but Rock ‘N Roll has nothing do with printers then how to get associated with a rock concert & also make crowd know about the brand & make the brand registered in their minds ?
There are couple of moments which defines rock concerts like air guitaring, smoking, head banging etc etc.. but what these guys selected was SHOUT. From all these moments I dont know the reason why they selected shout as a moment but one thing is sure it merged with the idea so well.
After seeing the video I think any touch point is a great touch point for a brand till the time the TG is correct, what is needed is a great idea which can get benefits out of it.
Have a look at the video (activity & a/v) both are simply brilliant….!
The Thought behind myadpsyche is to create a community of professionals/beginners, genuinely interested in analysing ads and suggesting a better alternative... speaking out their PSYCHE
Consumers & Brands 