Posts Tagged ‘think big’

A young man was left duct-taped to a pillar in the center of Serbian capital city Belgrade, as if it was result of a last night’s prank. Shocked and confused passers-by did all the media work via social networks within only a couple of hours. All national web portals, newspapers, radio and (competitive) TV stations reported about the “bizarre” event, generating around 100 000 euros media coverage. Following “Pranked” weekend had the highest ratings in history of MTV Serbia. Production euros spent: 50. Media euros spent: 0.

Simple, effective and to the point communication. the viral effect does the entire work. To understand and develop Viral ideas, the following attributes ( borrowed from Seth Godin’s Blog ) have to be considered and mulled upon :

What makes an idea viral?

For an idea to spread, it needs to be sent and received.

No one “sends” an idea unless:
a. they understand it
b. they want it to spread
c. they believe that spreading it will enhance their power (reputation, income, friendships) or their peace of mind
d. the effort necessary to send the idea is less than the benefits

No one “gets” an idea unless:
a. the first impression demands further investigation
b. they already understand the foundation ideas necessary to get the new idea
c. they trust or respect the sender enough to invest the time

Once, we have our answers and fit the frame-work around these ingredient points, the probability of creating viral ads/ideas would definitely boost.

Nonetheless, being a media darling also helps, an ambient idea inevitably would need a “media steroid” shot in-the-arm, making it more valuable to consumers as well as advertisers. Therefore, post the plan of a great idea, we often tend to forget to dip it to main line media or add a PR angle to the same.  Is it true or am i just blabbering?


Ok, ok before you all pull out brickbats, I understand that most of my 9500 hits are from the APAC region, in acute contrast to the events which are predominantly encompassed out of the west.

Candidly, isn’t history repeating itself, from jeans to beer to cocaine and even holidays on weekends ( traditionally, we the poor and developing Asian countries, like the Creator rested only on the 7th day ), everything we adapted from our western relatives .

Ironically, creativity is lagging not miles but decades behind, anyone questioning the traditional wisdom of GRPS, CPC etc is considered to be more of a wise-ass who doesn’t mind his work,but often strays in the land of the unknown ( a place of discomfort for our bosses ).

For instance, the experiential marketing concept executed above, is so true to its brief and ideally what every client begs : low-cost + high impact and talkabilty ( the ability of a message to carry itself across mediums, most of the times for free ).

Giving up ain’t an option, we are a generation in transition with newspapers going digital and everything being uploaded on a virtual cloud, its time to push harder, shout louder and convince better.

But, before we press our point, we need to convince ourselves, not only on the idea front, but also on the outcome. A clear map, drawn before the actual execution, stating 2 possibilities – success and failure should be discussed with all concerned parties ( this ensures ownership of all, in the end protecting our job which pays the bills ).

Ultimately, a leap of faith, is what, will ensure that a thought/concept covered above comes to life, so fingers crossed…  lets jump!

Translation of the Spanish words in the video

The Entire Plot :

Very popular in a district of Lima, left a wallet with $100 to check the honesty of the people. Wallet contained the name and address of the owner. Out of all the people who saw the wallet more than 70% returned it. Finally when they celebrated,”There are reasons to believe in a better world”.

The Review :

Well, we honestly can’t even tinker with the thought of running this concept  in India, for a couple of reasons:

  1. Honesty is the best policy :It is in heaven! A regular Indian would say so.
  2. Time : Even if we were blessed with 30 hours on your clocks, still finding time to return a wallet was wishful thinking.

But, let us bring this concept under a skeptical scanner :

1. Focus :

Extreme focus Guaranteed! Areas where Coca Cola is weaker than its longtime rival Pepsi, the concept could bring in positive word of mouth and involvement from the community. Possibly at the end of the campaign, a hoarding could be placed honouring people who ended up being amongst the 70% honest category.

2. Viral :

The viral effect of such campaigns through various mediums – blogs, local press, WOM creates close proximity with customers who generally would hardly care even if Tom Cruise was holding the bottle during a fifa worldcup.

3. Part n Parcel effect :

Gone are the days when a commercial run across geographies treating all as one. With the advent of technology changing lives and empowering a 12-year-old to write reviews about his new playstation, either the consumer is a part or your brand is parceled off as a bad memory.

The Culprit:
The famous CPC or CPT model which still prevalent  in our advertising/media houses, speaking against it is as good as shouting the name VOLDEMORT in the world of Harry Potter. Soon, lets hope CPS ( Cost Per Sale ) or CPC ( Cost Per Conversion ) should kick-in in the near future ensuring a gun to the head of the everyone who dare spends a nickel without worrying about the returns.

“What’s in a name? That which we call a rose. By any other name would smell as sweet” well Mr.Shakespeare said so and now he is proved wrong.

One of the boldest moves, industry might have ever witnessed. The concept is something to be laughed/giggled/ridiculed on the drawing board, but the reality is such a biatch.
To me, the account director is the guy with the magic wand, even a slightest change in colour is treated like a taboo and a crime punishable by death, by offcourse our dear vitamin M paying clients.

But, what’s interesting about the book store is that, they understood a change in positioning in the mind of the consumer is what they are aiming for, and with a legacy of 100 years it is not only difficult but a task next to impossible. So, I guess being radical was the only way to bring home the bacon.

All I wish to do, is to give a standing ovation to each and every party involved in this beautiful strategy.

A free Wedding, now my minds started jogging up and down. How do I crack this? How do I sell my wedding to a brand? Well, I will let my lunatic mind run bonkers with that thought and for now and let us lucidly hark back to the prime goal of this blog – Analysing Advertising!

Real Life advertising, a beautiful concept sparked off by none other than the most dynamic, high-octane brand Vodafone.

Why? Because…

According to Alf Nucifora, an Atlanta-based marketing consultant:

“Research tells us that the average American consumer is exposed to more than 600 advertising messages a day in one form or another.”

The Business Journal Phoenix Website

So what did Vodafone do right?

In toto, they just became a part of everyone’s lives by making a dream come true. Instead of the regular doctor prescribed dose of in-your-face stereo type ads, Vodafone concentrated in becoming a part of people’s lives; they successfully displayed their capabilities with more action than words.

Madman Thoughts

As Brand/Marketing Manager, our brands have to promise & deliver value in REAL TIME, if you tell me 3G is fast, my first nous is to not trust you. But if my neighbour experiences it and shares the same with me, the chances of trial and conversion are umpteen. Developing a positive Word-of-Mouth viral is not something that a regular media plan will offer, for this, we as brand managers need to observe the environment around us and cull for that spilt second of opportunity, evolve not every day, not even every hour but every second.

The question is, are we ready to evolve?   To stick out our neck?  Be ready for the inevitable Brobdingnagian change?

Once again in the words of Tom Peters Test fast, fail fast, adjust fast.

Now that’s a fantabulous campaign.
The challenge, is a vivid concern about people not taking the drink n drive issue seriously. The creative thought is pretty flawless, show them the mirror! Cost for this concept is practically zero.

Selection of the touchpoint is impeccable too. This is one of the few celestial ads, that should invariably invite hoards of applause, a ton of bows, and the way Flavio Briatore would congratulate Alonso after a grand prix win,”Bravo,Bravo,Bravo!”

Madman thoughts:

Now, from the Ad world perspective, it is and has always been a daunting task to deliver informational handouts in a creative way. Once Again, the video published below does the same thing, bringing seriousness to the medium + the cause of wild animals being kept as pets.

What hurts me, is the primitive approach still being followed by nearly 99% of Indian advertisers/marketers – let a boy/promoter haphazardly distribute the same to anyone and everyone.  And then they will calculate Cost per Contact (CPC) just to please their cataract vision seniors.

Novelty, Surprise and OMG, 3 impregnable pillars of any Ambient Idea are orchestrated flawlessly in the above execution of F-Secure 358 online protection software activity.

Principally, the guy is only handing out leaflets to promote the service, but the exemplar lies in the execution methodology.

What we need to appreciate is the effort to break from the current vogue of the so-called “OUT OF THE BOX – Million Dollar Ideas”, which often applauded in the confines of the air-conditioned offices but  mercilessly slaughtered on the execution & finance table.

The PR value generated out of the same is also commendable, let me, as an Ambient/BTL Professional accept it – yes, I am gung hoed by the  simplicity of the thought and execution.

Thought for the day:

Seldom are we not paranoid, that if we propose an idea this simple, not only will the client execute it themselves but also our Heads would crucify us with the most canonic squalls, the one we all remember in the famous Tom Cruise flick – verybody loves Jerry Mcguire : “SHOW ME THE MONEY”.

The ball most certainly lies in our court; the choice is ours, Money or Trust? Thief or Custodian? Dracula or Superman?. Perplexed? So am I!