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Every week I attempt to share clutter-breaking creative ads. The common thread across all such ads are that they are single-minded, entertaining (or make for a compelling watch if having a serious message) and anchored on a relevant idea. Here are a few recent including a select from few meant for this year’s Super Bowl: Tourism New Zealand: travelling under social influence At the time of writing, temporary border measures are in place in New…

Every day we are exposed to truck loads of commercial messages. A majority of them are simply ignored. Only a handful get noticed and stick in our minds. Here are a few which I noticed and liked this past week: Heineken’s #OpenYourWorld, MakeMyTrip’s ongoing series of films and more. 1. Heineken – Open Your World Of late, when I come across a ‘made for web’ brand film I first check out the duration. Frankly, anything…

Brand awareness as a metric has limited value. New brands in a category or brands overshadowed by dominant brands can be satisfied with ‘increased awareness’ as an objective. But awareness alone means diddly- squat. The marketing stimulus has to effect a behaviour change (purchase) or a mindset change (brand for people like me) as a measurable metric. If a marketing stimulus motivates someone to take an action – click a link, call a number, cut…