Indiantelevision.com Team

(10 October 2007 6:00 pm)

MUMBAI: It was a closely contested battle for the best creative minds as the challenges, strategies and results of a gamut of client-agency-product relationships, executed in the past one year, were staged in the most innovative manner possible.

Contestants were competing for the Best Case Study Presentation category, rated by popular opinion for The Advertising Club Bombay's Effie Awards 2007. The award which honour advertising effectiveness will will be announced on 12 October.

The brand categories were spread across Services, Corporate advertising, Consumer durables, Integrated advertising campaign, Consumer products and Internet advertising.

CATEGORY: SERVICES

Lowe's 'Retire from work, not life' campaign for ICICI Prudential Retirement Solutions aimed to make retirement as a goal individuals would aim for. It also wanted to bring down the age when a person would opt for a retirement plan. Post the campaign, the plan saw growth from 4.8 to 9.6 per cent while increasing ICICI's market share in the last quarter to 17.3 per cent.

Meanwhile, O&M's Worldspace Satellite Radio 'There is so much hear' campaign featuring A R Rahman came as a shot in the arm increasing brand awareness from 40 to 80 per cent, generating over 2,00,000 enquiries in a period of 45 days since the launch of the campaign. "This was considerable after selling a mere 60,000 boxes in a period of four years in India," said O&M representatives.

CORPORATE ADVERTISING:

Marico as an organisation has been performing fairly successfully. But in a bid to double its existing turnover, it needed to attract top talent across levels. Bates David Enterpise conducted a 'cultural audit' and found that there was something missing in the company that was holding it back - the brand's monetary success was not translating the brand's image.

As a solution, the agency launched the Uncommon Sense campaign. "Marico was banking on Brahminical values and we gave it a dose of Kshatriya values. It was a Dravid, we made it into a Sehwag," said a Bates representative.

It worked for Marico, helping it achieve a significant hike in top talent, including an increase in recommendations of talent from B-schools.

USAID - Yehi Hai Sahi's Condom Bindass Bol! campaign was one of most popular presentations of the day. Created by Lowe, it drove home the message asking people to shed inhibitions in saying the word 'condom'. The insight was the only 11 per cent of men in North India use condoms consistently and using a range of well-crafted TVCs featuring its target audience, it was able to deliver a 21 per cent increase in condom usage in the current year.

CATEGORY: CONSUMER DURABLES

In 2005, Motorola sold about 1.4 - 1.6 million handsets. In 2006, this figure leapfrogged to about 1.4 million handsets a month. Considering Nokia is a most popular phone in the country, the achievement was a significant rise. This was made possible through O&M's campaign aiming to elevate Motorola from the No.4 to the No.2 spot.

It roped in Abhishek Bacchan and repositioned the category from mere tech by adding oomph, tapping the youth, internet and increased its market share to more than 15 per cent.

Lowe's Fuel efficiency campaign for Maruti Suzuki Alto wanted to bring back the customers who were opting for bigger cars at a smaller price. The campaign pitched Alto as a car which is built especially for Indian conditions. "In Indian cities, you're not driving alone. There's traffic, diversions, flyovers, roadblocks, constructions which one has to dodge. Within these conditions, we positioned Alto as a car which offers highest mileage. Post the campaign, sales and mindshare increased and there is a 52 per cent growth since last year," said a Lowe representative.

O&M's Asian Paints Apex Ultima campaign presentation unfolded in the form of a spoof parliament with a 'Dust Ministry' in place. The client wanted to drive home the message Apex Ultima is resistant to all kinds of dust. This was illustrated through an effective TVC. O&M claims that the range of paints received a 35 per cent growth in its portfolio post the campaign.

Hero Honda Pleasure's 'Why should boys have all the fun?' campaign by FCB Ulka was challenged by the fact that the product didn't have any differentiator from the rest of the players in its segment. Moreover, it was also a late entrant into the category. "However, we noticed that females were skewed towards plastic bodied scooters while men preferred metal bodied scooters. Since Pleasure had a plastic body, we decided to set women as our target audience. The consumer insight was that women looked at driving on a pair of wheels for women was viewed as an act of masti, liberation," said a FCB Ulka representative.

As part of its creative strategy, it set up 21 'Just For Her' showrooms apart from TV, print, radio, out-of-home media. The agency claims it maximised Pleasure's market share in the category.

O&M's 'People Will Talk' campaign for MotoFlip went the whole hog in making its young TG a corrupt lot. Well, almost. In a Nokia dominated country, MotoFlip W220 was the model Motorola banked on to make its presence in the top 10 mobile handsets in India. "'Thou shall lust...thou shall desire' was the central message around which we built the campaign. The youth must compromise their morality to buy it. Something which sets tongues wagging, a perfect phone to flaunt, less expensive than the leader," said an O&M representative.