Game Changing Brands of 2011
In the world of advertising, timing is key. A brand is doomed if it's not visible and able to register itself in the minds of the consumer. Advertising communication should be 'relevant' to consumer needs, able to fit into their lifestyle and inspire the consumer.The two different aspects that affect consumers' purchase decisions, are logical and emotional aspects. While the logical aspects depend on the knowledge of the product and an individuals requirements, the emotional aspects go far deeper depending on subjective perceptions and various other intangible parameters of the product. A brand that can draw a good balance between these two aspects can expect a good brand recall for their marketing efforts.
Amid all the World Cup frenzy there have been a few brands which have reaped huge gains, justifying the huge marketing spends. Some of the winners were Pepsi, Vodafone and Nike.
Pepsi - Change the game
With its "Change the Game" campaigns Pepsi has attempted to create something unorthodox and at the same time reflecting how the 'Youngistaanis' have changed the way cricket is played. They have shown individuals who have defied tradition by being rule-shakers and even rule-makers. The Change The Game campaign is a 360-degree campaign, including ATL and outdoor advertising, digital engagement programs on PepsiChangeTheGame.com , Facebook and Youtube and other consumer engagement programs.
The TV adverts includes 6 different cricketers and an umpire showcasing their out of the box moves that has truly changed the game. Supporting the TV adverts are the eye-catching off-air campaigns with cricketers featuring in a colorful body art. Another master-stroke that Pepsi delivered was the outdoor campaign involving the Delhi Metro. The campaign was carried out two days before the India vs Pakistan semifinal and involved posters of different members of the Indian cricket team on the trains staring at the on-lookers and spreading the message "Change the Game". Since the campaign was carried out on the Delhi Airport Metro Express it had a high impact as not only the high profile airport commuters were exposed to it, but also the commuters on the road were exposed to it when the metro passed via elevated corridors.
The attempt was to create a larger than life campaign and according to me they have been successful to a considerable extent. Pepsi is one of the co-sponsors of the ICC Cricket World Cup and knowing that India is a cricket-crazy nation has leveraged this mega event by devising an innovative marketing strategy. This might very well be one of the key reasons that although Pepsi lags Coco-Cola in almost every other market in the world, it has a leadership position in India.
I would be discussing some other success stories in my furthers posts.
Amid all the World Cup frenzy there have been a few brands which have reaped huge gains, justifying the huge marketing spends. Some of the winners were Pepsi, Vodafone and Nike.
Pepsi - Change the game
With its "Change the Game" campaigns Pepsi has attempted to create something unorthodox and at the same time reflecting how the 'Youngistaanis' have changed the way cricket is played. They have shown individuals who have defied tradition by being rule-shakers and even rule-makers. The Change The Game campaign is a 360-degree campaign, including ATL and outdoor advertising, digital engagement programs on PepsiChangeTheGame.com , Facebook and Youtube and other consumer engagement programs.
The TV adverts includes 6 different cricketers and an umpire showcasing their out of the box moves that has truly changed the game. Supporting the TV adverts are the eye-catching off-air campaigns with cricketers featuring in a colorful body art. Another master-stroke that Pepsi delivered was the outdoor campaign involving the Delhi Metro. The campaign was carried out two days before the India vs Pakistan semifinal and involved posters of different members of the Indian cricket team on the trains staring at the on-lookers and spreading the message "Change the Game". Since the campaign was carried out on the Delhi Airport Metro Express it had a high impact as not only the high profile airport commuters were exposed to it, but also the commuters on the road were exposed to it when the metro passed via elevated corridors.
The attempt was to create a larger than life campaign and according to me they have been successful to a considerable extent. Pepsi is one of the co-sponsors of the ICC Cricket World Cup and knowing that India is a cricket-crazy nation has leveraged this mega event by devising an innovative marketing strategy. This might very well be one of the key reasons that although Pepsi lags Coco-Cola in almost every other market in the world, it has a leadership position in India.
I would be discussing some other success stories in my furthers posts.
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