While the use of old Hindi songs in advertising is not a new phenomenon, there were quite a few examples of it in 2010. In the process, the intended message - of Blackberry services now available to prepaid users - is also delivered.” Santosh Desai, CEO, Future Brands, says, “It’s a brilliant piece of communication that speaks of the shift that Blackberry has made without being over-the-top about it. Soon, youngsters in casual wear began joining the motley group singing the same tune. It devised a song that featured five “office guys” who proudly asserted that they were the Blackberry Boys. But Vodafone’s creative agency Ogilvy & Mather came up with an interesting solution. One way was to be direct about it - that Blackberry was available to prepaid users now. This was meant to improve penetration of Blackberry services. At the same time, telcos such as Vodafone began offering Blackberry services to prepaid users - something that was available to postpaid users till then. Once the ultimate status symbol of the high-flying corporate executive, Blackberry switched to the larger and more price-sensitive retail segment this year by launching more affordable handsets. Though meant to be an ad to announce Vodafone’s initiative to provide Blackberry services to prepaid users, it actually turned out to be a piece of communication that showed the tactical shift that Blackberry was making - from institutional to retail. One campaign that did well this year was Blackberry Boys. Digital and social media are now becoming the new barometer to gauge the popularity of a campaign before it is released on mass media.Īs Prasoon Joshi, executive chairman & chief executive officer, McCann-Erickson Worldgroup India, says, “2010 is a year when this middle space called social media came alive, feeding conventional media.” The message is clear: Advertisers are increasingly using digital and social media for mainline advertising campaigns rather than one-off marketing exercises. In the first six days of the launch of the campaign, there were 400,000 downloads and 90,000 referrals.
#Shadows of doubt youtube tv#
It was a huge gamble for one of the largest advertisers in the country, which relies heavily on TV advertising to propagate and shape its message.
This was the first time that mobile phones were used as a vehicle to view, download, share and comment about a Coke commercial before its breakout on TV.
#Shadows of doubt youtube download#
Basically, text messages were sent to consumers asking them to download the new commercial on their mobile phones. Recently, Coca-Cola launched its new shadow commercial featuring actor Imran Khan on mobile phones. Notably Airtel, which undertook a Rs 300-crore revamp of its logo and advertising this year, broke its television commercial on the website first before launching it on TV. The trend caught on this year, with a few more advertisers jumping on the bandwagon. The use of YouTube generated a lot of buzz and word-of-mouth for the campaign. The advertiser used the online video-sharing website to preview its Zoozoo ads a day before it broke on TV. One of the early adopters of YouTube as an advertising medium was Vodafone. But there were some good pieces of work nevertheless. 2010 did not have any of the creative sparks that 2009 did, thanks largely due to Vodafone’s Zoozoos that year. “Nothing extra-ordinary,” he says, something that many other agency and creative heads admit privately. A keen observer of advertising, Kakkar sums up the fare dished out this year in no uncertain terms. “The average was better than the standard,” says Prahlad Kakkar, outspoken ad filmmaker of Mumbai-based Genesis Films and who is best remembered for his work on Pepsi. ALSO READ What India watched in 2010 Make easy money with YouTube Parle hopes to be second time lucky Blast from the past Battle over wealth in health.
0 kommentar(er)
