Margabi Eye Hospitals go guerilla on carrots
Sunday, March 02, 2008
To know what is best for your eyes, come to Magrabi.
These guerrilla campaigns never fail to amaze me; the latest has been by Fortune Promoseven advertising agency of Oman. Established as the first private specialized facility in the Middle East and North Africa, Magrabi has gone to become largest medical care network in Middle East. And as I have written before, the guerrilla works either to please loyalists or to create a new buzz, breaking the mental block created due to advertising noise. One must appreciate that it was a completely novel idea of using the carrots in supermart to attract one's attention to eye care. Carrots, known well for its high Vit A content are taken to be best natural source for healthy eyesight. But to comment on ad's effectiveness I would like to know about the class to which the store was catering to. Point is that guerilla campaign has to be very customer specific. The place of execution should be one where you will find lot of intended customers. Now to define the intended customers for a private eye hospital, I would say that it has to be SEC A and B; with disposable income high enough to take care of normal family expenses. As Maslow pointed out, your basic needs need to be taken care of before you delve in these issues present on higher side of ladder.
At the same time I feel that the campaign could have been more vocal. Just asking one to come to hospital for knowing what is good for eyes may not move one to go for a check up or catch information from doctors, who are anyway busy enough to sit with you and discuss the good, bad and ugly stuff for eyes! They could have offered a free eye check up or could have arranged for an eye camp and advertised for it. We must not forget that a normal healthy person would not ideally want to gofor check up as there is a kind of cognitive dissonance there, its not the desired state as we all want to be see ourselves fit and believe that bad wont happen.
Advertising Agency: Fortune Promoseven, Oman
Copywriter: Vikramaditya Maity
Illustrator: Renjith pillai
Released: November 2007
Via: Ads of the world
Labels: BTL, Guerrilla Marketing
posted by Jas @ 4:15 AM,
1 Comments:
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At March 14, 2008 5:28 AM,
Pilot-Pooja said...
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ultra cool n novel concept..
Carrots r surely a boon for eyes n they captured it so right^
