The criteria for shortlisting ads that have an edge over others are as follows: product positioning clarity; clinching benefit to the brand; presence of a power idea; visibility of brand personality; expectancy of communication; single-minded focus of message; reward to the prospect; visually arresting and painstaking craftsmanship. Here’s a peek into our Print, Outdoor, Viral and BTL verdict for the fortnight ending March 10, 2011Cocoberry
Baseline: Show your love
Category: Print
4Ps B&M TAKE: The third installment of a series of print ads from the stable of Cocoberry, this one is a clear winner as far as creativity is concerned. A seductive lady draped in chocolate and cream set against a black backdrop are perfect ingredients for seeking attention of prospective customers. The ad campaign is working wonders as there has been a substantial increase in the sales of the company as well as the number of fans on its Facebook page (the fan base has already crossed 100,000). Cocoon India has taken over the creative duties and will be following up with a 360o campaigns. With no competition in sight, the innovative concept of selling frozen yoghurt coupled with tempting advertising is a sure shot winner strategy.
Emirates
Baseline: Fly Emirates, Keep Discovering
Category: Print
4Ps B&M TAKE: ”Guess where, and we’ll fly you there” – that’s what Emirates promises in its recently launched print creative (which is part of a 360o campaign conceptualised by Mudra Communications). The airline is aggressively advertising in order to highlight a slew of promotional campaigns. The latest one gives customer a chance to fly for free by guessing the most popular destinations in the world. The creative has been artistically crafted using a snapshot of the US. In case you are reading this, do SMS or log on to the Emirates website. Who knows you could be on a flight off to an exotic location!
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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