13. Advertising influence on âLow Engagementâ purchase Advertising is not Persuasive It does not lead to âit wouldnât make me run out and buy it affectâ Advertising is a Influencer It helps in aligning virtue, convenience, self branding into a self statement
14. The advertising affect in changing âConsumer Engagementâ Illustration: Perrier /Evian bottled water; although the segment is similar to pasta industry i.e. commodity market, but still consumer prefers to align his/her personality with the virtues associated with Perrier (sparkling) or Evian (still) water. Thus the brands are market leaders in their respective segments.
15. The role of advertising âThe feather affect on the beam balance of purchase evaluation processâ
32. The brand positioning platform âYour imagination is your only limitationâ The creative rationale: This line works equally well for mothers as well as for children. For mothers we can sharp focus communication with recipes and competitions wherein ideas are exchanged . For children we can run school promos .
35. CREATIVE PLATFORM: 1 The use of a JINGLE In the voice / voices of the characters . this can be easily translated to tv, radio, print , posters & innovative media. Especially in light of the 3 d animation , it will lend credibility and add drama to the brand Sign off : FREE TO BE ME
36. CREATIVE PLATFORM: 2 Create an AUDIO BURR; A sound or sfx that will forever be associated with Legador ocean heroes. For e.g. Sound of the sea through a sea shell or the sound of waves . Give names to the characters : e.g. sea horse called LOLLIE , dolphin called ANNABELL, octopus called CHARLIE etc
37. CREATIVE PLATFORM: 3 COOKING UP IDEAS This works for mothers as well as for children . For mothers, its simply tasty recipes with Legador Ocean Heroes characters. In the context of children we can lead in with puzzles , games , solve the mystery , video games etc depending on age targeted
40. The Jingle  His Italian mama took one look And said oh hello , hereâs what weâll cook And pulled out all her pots and pans OOOHHH ! When we saw that away we ran !!  But she dreamt of us all night and day And said Iâll make you some more like them today We love to eat and eating should be fun Who wants to eat a boring old bun !  So she poured and mixed and sang along , And now in here on this earth , we do belong !!  Octopus and starfish To dream upon and cherish Dolphin and clownfish , Choose any & never feel foolish  You can soup us and sauce us dip us or poke us no matter what you do , youâll be adventurous !!  SIGN OFF : LEGADOR OCEANâS HEROES: âFREE TO BE MEâ There I was swimming happily in the sea , And one fine day I wanted to be Living in the land of do re mi  So I went to the queen of the very deep Woke her up from a century of sleep while she drank pearls from her cup I said to her , I wanna go up  She looked at me as if she couldnât see What on earth I was meant to be !!  I swam away so no one saw my tears But what do you know I was not alone with my fears.  I wiggled and woggled and woggled again And found myself in a little hidden den! There they were !! All sorts of magical spells Elbows and butterflies and even shells !!  So we swam and swam and made a plan And made us a boat with an old dishpan Waited till we saw a little boy Playing in the sea Who thought he found a shiny new toy !!
42. Execution ideas Can be used as a track for TV and radio Can be illustrated into press ads , posters New media can use animation , e.g. : Web , MMS, Pop ups etc
43. Execution ideas Jingle can be acted out Can do talent hunts in schools At a later point can run contest to write in with new song
44. Execution ideas VOX pop film, showcasing even celebrities, all saying â I am having oceans of funâ Press ads, visual rendition of same idea. Non traditional media to expose idea in all possible ways Cinema halls to run same film. Posters in ice cream shops , burger shops etc
45. Execution ideas Create ring tones for mobiles Screen savers , emails using visual idea Run a pre âmarketing contest campaign, saying, âare you having oceans of fun ?â
46. Execution ideas Create an icon/ logo that will be used extensively across media: e.g.: metallic finish sipper bottles, and all extendable merchandize options like T shirts, caps, wristbands, mouse pads Create a wrist band with character , in sea blue finish, with the legend âoceans and oceans of funâ
47. Execution ideas Involve schools to mobilize all children to participate in promos , so winners can be in the dolphinarium with a cinema star Engage colleges Enthuse offices, corporate houses Activate video game parlor's Take over bus stations, train stations, buses, trains, wrap them with the characters , use the legend âoceans and oceans of funâ
