Not surprisingly the launch of the new iPad has been a relatively muted affair in India. The friendly pricing may help in attracting new users to the Apple fold but those going wide-eyed are still the Apple fans. It’s early days yet and a lot of re-sellers are likely to carry out promotions in the coming weeks. My hunch is that Apple would see this as ‘along expected lines’ as they seem to have read…
And so Samsung is on a marketing overdrive again. Nothing wrong with that but they seemed to be obsessed with Apple and iPhone in particular. In Australia they have launched a guerrilla marketing program against iPhone by staging a ‘protest’ outside an Apple Store in Sydney. This is timed with the imminent launch of the ‘next Galaxy’ and hence the dig at Apple fans to ‘wake up and smell the coffee’ as the saying goes.…
In the current issue of Luerzer’s Archive, there is a print campaign for Listerine with a pretty arresting visual idea. Claim: Because a toothbrush reaches only 25% of your mouth. Agency: JWT, Mumbai. Image: Luerzer’s Archive iPad app Categories which require a change of habit or adoption of a new habit usually rely on shock value – jolting the consumer into action or change of perception. This one works for me as an idea to…
‘When domestic helpers themselves need help’: seems like the mission of National Network for Domestic Workers Advocacy in Indonesia. Awesome art to bring out the idea of an ‘over worked, exploited’ domestic help. Agency: Ogilvy, Jakarta. Via This campaign was part of the Clio Awards 2012 entries.
Call it intriguing, weird, clever, creative – the Never Hide campaign idea for Ray-Ban has generated a lot of buzz for the brand. It also upped the brand’s ‘cool quotient’ which is so essential for fashion brands. I must admit that some of the earlier print campaigns were a bit puzzling…confusing even. The most effective among the lot for me were the videos uploaded on YouTube (Agency: Cutwater) which went hugely viral. Ray-Ban has now…
P&G and Wieden + Kennedy have struck gold. Based on an universal insight that moms sacrifice a lot for the success of their children, they rolled out the ‘Thank You, Mom’ campaign in 2010. Instead of merely being a sponsorship of the Winter Olympics, P&G decided to sponsor the moms of Team USA athletes. The emotional, moving TV spot was talked about the world over not just for what P&G said, but also what P&G…
Jonathan Mark Long, the student who created the famous Steve Jobs tribute poster has created a bus shelter design for Coke, as part of the Open Happiness campaign. Installed in Shanghai this piece of creative work is going viral on the web. And deservedly so. As the AdAge article said: “I think the way I approached the poster is quite similar to the Steve Jobs Apple logo,” Mr. Mak said. “I enjoy making visual puns. ……
Torture tests or laboratory tests are a tried and tested (no pun intended) way of demonstrating a product feature, usually that of toughness or durability. Samsonite did that ages ago with a chimp pouncing on the suitcase ; they are doing it now for one of their sub-brands with a car smashing into the luggage. ASICS America’s new campaign (incidentally, Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old…
In these days all kinds of communication ideas are fighting for our attention. And most of them try hard to innovate and be visible; augmented reality, activation stunts, shocking flash mobs and even Twitter feeds are the order of the day. In this scenario, the good old TV spot with a charming little story based on an universal insight is a welcome change. The latest Weetabix ad does just that. Agency: BBH Their last year’s…
The innovative ways in which the creative mind uses new media nowadays is amazing. There are several brands trying to do it, but very few evoke a ‘wow’ or a ‘wish I had thought of that’ kind of response . Tipp-ex did that with their 2010 campaign on YouTube (19.2mn views as of date). The word ‘shoots’ in ‘A hunter shoots a bear was whitened out and viewers were asked to input any word in that…