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to make a
Successful
Campaign
By
Patoju Sai Harshavardhan
Ad
Objective
The core purpose of this research project is to find out the elements
which are required to make a successful Ad campaign. Iconic Ad
campaign is defined as the most recalled Ad and not based on the
monetary returns of the campaign, for the purpose of this study.
Methodology
The survey mainly focused on collecting the data regarding respondents
favorite television Ad. Once, arrived at the Ads which are mentioned most no.
of times, The Ads are analyzed for the elements which made them
remarkable. The focus is mainly generic and is not pertaining to any
particular sector, segment or product. So, the results and recommendations
of this research study are just indicative of the common elements for any
television Ad, which would make it successful.
In order to find the required elements to run a successful Ad campaign, I
tried to find the favorite television Ads of the respondents and probed them
further as to what they remember about it?
Some of the questions posed were:
The main focus is on trying to achieve the names of the Ad campaigns which
are mentioned most no. of times. Therefore, much probing was not done on
the age, occupation, and other personality traits.
Sample Selection
For the purpose of this study, particular segment of the population is not
selected as the objective is to find results about television Ads as a whole.
Telephonic interview
Personal interview
Ad Analysis
1. Vodafone Zoozoo Ad Campaign
During one month of IPL second season, it seemed the world cares nothing
but Zoozoos. And we can feel it even now, when the ads and the iconic
figures are not on air. So what can we call this Zoozoo phenomenon? A brand
ZooZoo also highlights the power of storytelling. Each ads tells a very
simple story. After all, brands are made through story telling.
Its not only the power of a gripping narrative that made the campaign
Iconic, it it is the use of these Zoozoo characters that added the xfactor to the mix.
Another factor that aided the success of ZooZoo is the scale of the
campaign. Reports suggest that there are around 25 different ads of
ZooZoo aired during IPL 2 season. This unprecedented scale has kept
the curiosity high among the viewers. It has in fact dwarfed all the
other advertisers in this season.
Key Insights
The ad featuring A.R.Rahman was one of the first Airtel television ads. It
shows how he came up with the signature tune of Airtel. The ad features
A.R.Rahman with foreigners. Thus the ad caters to a mixed audience,
including people from Asia, Africa and Channel Islands. It also touches the
patriotic psyche of the Indian audience by repeated use of the word Indian
in all examples. Thus the ad manages to establish a strong patriotic
connection with the countrys audience. The appearance of the world famous
musician A.R.Rahman is even more attractive in this ad.
Success factors
To the ecstasy of the brand, the music hit a fortune with the Indian
audience and became a huge success.
Key Insight
Target Audience: Catered to all the age groups one after the another,
capturing the complete family
Positioning
as
choice:
positioned
the
alternative/compliment to sweets/desserts
Feel Good: Evokes emotions and mood of celebrations which struck the
chord with audience
chocolate
as
an
Key Insight
Success factors
Cute kids who play brother and sister in the Ad are the awe factor.
Many respondents connected on an emotional level as it shows
brothers love for sister.
Communication : Idea
understandable way
is
communicated
in
simple
and
Key Insight
Unconventio
nal
(Tagline)
The quirkiness
The tag line itself has added the much required message to be
taken in a catchy manner.
Key Insight
A Narrative that
goes beyond
the products
capabilities
View Point
If we try to find the commonalities among the above described Ads, we may
arrive at following:
Memory:
Cognitive psychologists distinguish between Short-term memory (STM) and
Long-term memory (LTM). All the information and experiences we encounter
as we go through life can end up in LTM. Most widely accepted views of LTM
structure assume we form some kind of associative model, consisting of
nodes and links. Nodes contain information and links connect these nodes
forming a network. A spreading activation process from node to node
determines how much we retrieve and what information we actually recall in
a given situation.
Therefore, given the fact that all the selected Ads for analysis are at least 6
years old, it is much required to see how these Ads were embedded in the
LTM of the respondents.
In order to take a step in this direction, we will take a look at the six traits
identified by Chip and Dan Heath, which can make an idea stick which are
Simple, Unexpected, Concrete, Credibility, Emotion, Stories. Applying this
frame work to the Ads we are analysing,
Unexpected
Credibility
FEVI KWIK
"Chutki mein chipkaye"
Stories
Emotion
SURF EXCEL
"Daag Acha hain"
Simple
AIRTEL AR Rahman
Emotion
Stories
Simple
Stories
VODAFONE Zoozoo
The phrases which are in use in our daily lives like Kuch
meeta ho Jaaye and use the leverage of the already
embedded positive connotation of this phrase.
Take a largely believed statement and say the opposite by
giving the solution with the product being advertised like in
the case of Surf Excel Daag Acha hain which is breaking the
well believed statement that Stains are not good.
All the above described elements can aid in making an Iconic Ad campaign
and it may be noted that it is not suggested by this study to use all these
elements together, as different products and brands require different set up,
to get the required connect with the consumers. The above mentioned
elements namely, Music, Characters, Narratives, Taglines are crucial in
all the successful Ad campaigns we studied, but they take different form in
each situation and product category. If the above elements are chosen as
described above, Ad campaign is most probably close to being in the minds
of audience for a long time.
APPENDIX A
Advertising
Brand
Vodafone
Airtel
Cadbury
Milk
Fevi Kwik
Surf Excel
No. of
respond
ents
Zoozoo Ad campaign
AR Rahman Ad campaign
55
39
Fishing Ad
Daag Acha hain
Sachins Ad "Boost is the secret of my
Boost
energy"
Cadbury 5 Star
Ramesh Suresh
Fevicol
The truck Ad,Katrina Kaif Ad
Cocacola
Open Happiness
Life Buoy
Help a child
Indian Cricket team captained by Saurav
Pepsi
Ganguly, with lion and Pepsi
Cadbury
Dairy Silk Ads
Milk
Amul
Hoarding Ads on
What an Idea Sirji, Abhishek Bachchan Ad
Idea
campaign
Morning band Ad, Deepika padukone,
Nescafe
shankar ehssan loy
Nirma
Jingle
Colgate
Active Salt
Imperial Blue
Men will be men
Mountain Dew
Dar ke aage jeet hain
Rasna
Rasna Baby ankita Ads, Doordarshan
Carlsberg
Board Meeting
Center Fresh
Zubaan pe rakhe lagaam
Ambuja Cement
E Deewar kyu nahi thodta
Cricbuzz
Wide
Dalda
Grand Father and Grand Son
Hero
Ham Main Hain Hero
Mauka Mauka
World cup
Mentos
Dimag ki Batti Jala de
Tide
Asian Paints
on waterproof paints
Axe Deo
Bagpiper
Dabur Red
Havels Fans
Incredible India
Jockey
Lakme
LIC
Maggie
Onida
Pepsodent
Raymond
Red Label
Thai
Life
Insurance
Yamaha FZ
John Abraham
38
33
31
11
10
10
9
9
9
8
8
8
7
7
6
6
6
4
3
3
2
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1