1. Coke “Reasons to Believe” Mode: TVC Product: Soft Drink Target : All Segments Theme : Compares the Negatives and the Positives in Life. It is “Inspirational”. Gives a feeling of “Hope”. High Emotional Factor “Kids”: Warmth in the Ad. Cuteness. Song sung by Kids: Captivates the Audience. Simple ad but Instant Connectivity. Core Proposition : Selling Hope and Spreading Happiness In a Nutshell, Coke conveys the message that it has given people the “Reason to believe”, a Reason to Smile and provides hope in the hardest of times.
Contd. Worldwide Launch to celebrate 125 years of Coke‟s existence. To Welcome the New Year 2012 with a Ray of Hope. Also, to combat the fear that the world will end in 2012 Launched in Dec‟ 11 Based on a research conducted in 2010 Same Video but the Audio (Song) was regional. Song by band Oasis of „Wonderwall‟ fame released in Dec 1994 In India, Creative Team : McCann Erickson India – Prasoon Joshi Music : Shantanu Moitra Direction : Kaushik Sekhar Production House : Apostrophe
2. Brussels Airlines “Teamwork” Mode: TVC Product: Service/Hospitality Target : Elite, Business Professionals Theme : Busy schedule of a “to be father”. The tense moment of a father. A grand moment Indicates personalized Customer Service Also stresses on the commitment of its staff And especially their Team Work and Dedication Emotional Creates a suspense, tense beginning and a happy ending Audio: A few dialogues Core Proposition : Supreme Customer Service Unintended Message: Why only “A Boy”, why can‟t it be “A Girl”
3. O & M‟s “Anti-Smoking Ad” Mode: TVC Product: Social Cause/ Movement Target : Smokers or Potential Cancer Patients, also to Others for Aid Concept: Unique, features the actual scene/moment. Theme : Showing the reaction of the Smokers Instills fear Reminds them of Death Very Emotional, FEAR Features the Target Audience themselves Location: Local Stores Audio: The Chant of “Ram Naam Sathya hai” & A few dialogues Core Proposition : Smoking kills you!
Contd. Launched in 2012 To find a fresh and unique way to dissuade smokers All statutory warnings are in vain Ambush the smoker at the point of purchase – a vantage point Make the person listen even if he hates to. A huge success Varied reactions : Shock, fear amusement, etc
4. Krazy Glue Mode: Print Ad Product: Glue Target : Household/Professionals Theme : Makes the person to try and detect a flaw. Indicates the Precision/Cleanliness by which one can make use of the glue Surprise Location: Local Stores Core Proposition : Perfect Adhesive