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,
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Airtel scores over Kumble gandhigiri
Wednesday, January 16, 2008
But if you would have seen the morning newspaper, you'd know one company that left them way behind in branding - Airtel. See the ad below, Airtel came up with the tagline Barriers brake when people talk a month back. There couldn't have been a more apt situation for the ad insert.
Labels: BTL, Marketing Practices, Print Ad
posted by Jas @ 2:15 AM,
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Whopper Freak Out
Saturday, January 12, 2008
In this hidden camera style video, we get to see how people react when they are told the Whopper (the most popular burger from Burger King) has been permanently discontinued, as well as how customers react when the bags they are given contain not Whoppers, but Big Mac���s or Wendy���s burgers. A dirty game maybe, but surely works for their customers.
I was wondering how ling would they go, and even if you end it all up saying it was all a small joke ; I bet you will lose some loyalty. But thats where the campaign scores, it ends in a wonderful way which you have to see the campaign to appreciate.
Click the snapshot below to see the campaign live.
Website: http://www.whopperfreakout.com/
Labels: BTL, Business, Funny, New Trends, Viral
posted by Jas @ 7:25 PM,
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McDonald now advertising in Report Cards!
Tuesday, November 20, 2007
But this one may still surprise you. McD picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Florida, in exchange for a Happy Meal coupon on the card's cover(see picture). With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression.
The issue came to light last week when Susan Pagan’s daughter, Cathy, a fourth-grader at Red Bug Elementary School, brought home her report card and wanted to get a free Happy Meal because she earned good grades.Pagen told her daughter, "Our family does not eat at fast food chains," Pagan said. "And, now I’m the bad guy."
Pagan said she complained to school officials in an e-mail about the advertising and received a telephone call from Superintendent Bill Vogel. She said he told her that she was the only person who complained and he noted that McDonald’s offers some healthy alternatives.
Labels: BTL, New Trends, Print Ad
posted by Jas @ 10:12 PM,
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Adobe CS3 raises the BTL campaign quality bar
Tuesday, July 24, 2007
The ad, placed on a 7 feet high and 15 feet wide wall, showcases to the pedestrians the unbounded creative ability of CS3. As pedestrians walk past the wall, infrared sensors locks on to the person closest to the wall; as he/she continues walking and moves the slider along, randomly-generated, colorful animation and music will springs ‘out of the wall’, developing or receding at the pace that the person advances or retreats. When each selected pedestrian reaches the end of the wall, "their" design reaches its full blossom, above the campaign's message: "Creative license: take as much as you want."
The ad is a part of online campaign that was launched last month, with similar sliders coming up in online ads. This ad effort took (rightly) six months of development and was done with Goodby, Silverstein & Partners. The agency, which is part of the Omnicom Group, has been working with Adobe since 2001. The ad is supposedly made by using all of the Adobe CS3 tools.
The campaign had few tough tasks to be taken care of. Major being that the majority of these Adobe products are the amateurs and not professionals, so the campaign had to talk to the normal public. Especially after the rise of social networking websites and platforms wherein anyone can come and express him/herself, the avenues of these products have increased exponentially. Many Adobe users, claims International Herald Tribune, are amateurs who use Photoshop to spruce up their Facebook photos or Premier Express to edit their YouTube videos. So the campaign looks at individual’s unique expression on the wall.
The wall was designed to switch its attention, and the control of the slider, to anyone who gets closest to it - but even the activity and movement of people in the background was designed to affect some of the incidental animation. That’s what the producers of campaign call making the wall "a single and multi-user experience simultaneously".
Also Creative Suite 3 brings together the earlier Adobe CS products along with the acquired Macromedia biggies like Dreamweaver, Flash etc. The success of the suite and the impact on Adobe’s share prices will be a thing to watch this quarter.
Labels: BTL
posted by Jas @ 11:02 PM,
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