Consumers & Brands

Marketing is all about narrowing the focus

Push to add Drama TNT — April 16, 2012

Push to add Drama TNT

What a thought…! It’s Simply Brilliant. I think this is one of my favorite on-ground activation. TNT Tv channel brand wanted to launch their channel in Belgium & they did this activity. Have a look at it. Its mind blowing!

I think they can do this activity in any country where they are planning to launch & trust me nothing can beat this idea.

In India similar kind of activity we call it as  Street Plays & usually these kinds of Street Plays happens in rural areas or semi urban towns. I have seen Street Plays in India but what makes this activity unique is the content & the detailing of the execution. I think Street Plays can work anywhere be it metro cities or rural areas anywhere provided the content is relevant to the brand & it’s executed nicely.

Street Play should be an experience converted into content & this activity has done that & done it in a best possible way.

The Man Who Gave Everything What He Had….! — March 26, 2012

The Man Who Gave Everything What He Had….!

What a thought! I think this is one of the best guerrilla marketing I have seen. Imagine a man opened a Facebook page and innocently declared that he decided to give everything away. Reason of giving was that morning he just felt like giving away everything what he had in his house & the guy also showcased videos of all the products he owned.

After getting huge number of fans, getting covered on the front page of the newspapers & people queuing up at his house he revealed that the reason for his generosity is that Homecenter was opeining its Sales Season.

I think to do something like this in any market (this was done in Colombian market) needs lots of guts coz if it fails then there is no way to save it.

Have a look at the video:

How to make a good entry for an award function (Cannes | GoaFest | EMVIEs) — March 20, 2012

How to make a good entry for an award function (Cannes | GoaFest | EMVIEs)

Recently I came across an a/v which tells us about how we can enter for an award functions (more related to media & creative awards). Media & Creative agency guys will understand what they go through while writing for an entry or making an a/v to showcase their project.

It’s a tiring process to write an entry for any award function be it Cannes, EMVIEs or GoaFest but once the project has been shortlisted and gets them an award, trust me, they forget everything, the pain of spending late nights in the studio or re-writing the entry, just the feeling of that award remains.

That hope of winning an award makes a person entice to write an entry or make an a/v. I saw this video and thought this will help them to make their entry and a/v a sexy one.

So here is it… Have a look at it.

 

The Return of dictator Ben Ali — March 14, 2012
Dove Valentine’s Day – Brilliant Activation — March 9, 2012

Dove Valentine’s Day – Brilliant Activation

I don’t quite understand brand extensions, I think, a brand stands for something in the minds of the consumers & if they extend it they dilute the positioning what they have created in the minds of the consumers & it will surely affect the brand in some or the other way.

I was surprised when Dove got into Dove Hair Care. I personally think it was not needed but right now in India it’s fairly doing good in the market. Dove has a strong positioning & proposition set in the consumers mind and that’s what Dove Hair Care is enjoying.

Recently I came across an activation for Dove Men Deodorant (shocking to know Dove is also available for men in other countries, in India it’s still not launched). I don’t know how Dove Men is doing as far as sales are concerned but the activation is simply brilliant & will surely get brownie points to the brand.

The activation was done for Valentine’s Day. Dove went out & asked men what will they do for their woman on this Valentine’s ? Rest I don’t want to disclose… Have a look at the video. Its simply amazing.

Andes Beer – The Great Escape — February 27, 2012

Andes Beer – The Great Escape

Andes Beer (Argentinean brand) did it again, this time not for only boys but for girls as well. Earlier they had created a beautiful machine for boys which can produce different sounds to make other person believe that they are really stuck somewhere so its impossible to reach to a particular place but the truth is they are chilling with their friends in a bar. To read about it click on this https://itsallaboutbrands.wordpress.com/2011/06/24/why-to-lie-when-there-is-teletransporter/

This time again they have made impossible possible, if boys or girls are forced to go to unavoidable social commitments like weddings, birthdays, anniversaries and other dreadful events they can be rescued by the rescue team depends on what they select. There are different options like Firemen, Magician, Toxicology etc.

Have a look at it…

It’s a brilliant concept & I think its one of the smartest activation ever of-course after the Andes Teletransporter.

Coke Cola Happiness Machine now for couples… —

Coke Cola Happiness Machine now for couples…

I have been a fan of Coke’s idea of spreading ‘open happiness’ through their Coke happiness machine.  There are several ideas which they executed in different regions with Coke Machine. This time again they came out with a fab idea on Valentine’s Day.

Coke machine was installed in the crowded mall of Istanbul and those machines were designed just for the couples and there was only one way to get them working: people had to prove they’re indeed a couple.

Super thought, super idea, super execution & indeed it spread happiness. Have a look at the video.

NetBank’s Brand Ambassadors — January 3, 2012

NetBank’s Brand Ambassadors

Simple but smart activation… An effective use of a scene or a dialogue between old couple, not on television but live in a shopping mall. We can also call this as mobile drama which the brand can showcase it at different touch points.

Brand placed the lovely old couple’s living room right in the middle of a shopping mall. The scene started with communication between the couple and gradually when people were intrigued to the scene they made it interactive session with the viewers and explained them about the benefits & ease of use of NetBank services.

By doing the activity they informed people that even old guys who are perceived to be technology challenged can use the NetBank services then why can’t you? The point is how beautifully they have explained it.

Have a look at it.

Way to go Honda – Million Mile Joe’s Surprise Parade — December 21, 2011

Way to go Honda – Million Mile Joe’s Surprise Parade

I think very few brands can do something like this. Such a simple idea but what a beautiful one, ofcourse this idea can only be executed by a brand which is quite old in the market but think about it there are so many brands equally old as Honda is but none thought about something like this only Honda did.

It is very difficult to drive a million mile in your own car especially the same one, I don’t know how many people has achieved it and if someone has who remembers him/her ? No one, right.

But there is one person called Joe who achieved a million mile in his Honda Accord. A million mile is an wonderful achievement for an owner & also for a brand. It’s a matter to showcase the world that if you drive and maintain your car it will be with you for lifetime but a brand’s glory goes in vain without the owner who has loved & respected his car for years. He is the guy who has been with her for years and the glory is equally his.

Have a look at the video and see how a brand should treat their consumers, ofcourse the activity in itself is beautiful but also you will see how a brand should treat their customers. I understand something like this happens one in million cases but I am not saying every brand should do the same thing as Honda did but they can atleast do 1% of what they did. Just try it and see how consumers will love your brand.

Coke did it again with Magic Machine…! — December 19, 2011

Coke did it again with Magic Machine…!

Brilliance is the word comes to my mind when I see what Coke is doing in different markets with Open Happiness, be it Happiness Machine or Happiness Truck or The OFW project and now the latest one Magic Machine. This time in Argentina.

I don’t have to say anything the idea is so simple & so well executed that it is self-explanatory. Have a look at the video.

What I really like about Coke activations is all their ideas are so simple but extremely unique so as soon as consumers experience it they don’t have a choice but to love it & share it with their friends.

Ashish Shakya

Writer. Stand-Up Comic. Gulab Jamun Enthusiast.

Consumers & Brands

Marketing is all about narrowing the focus

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