BY Malay Desai
From:Brazil, by DM9Rio
The top publisher of pocket books in Brazil wanted to communicate its USP – the convenience of carrying its products in one’s pocket. It entered into a partnership with a popular fashion brand sold in over 1,000 stores across Brazil. An exclusive jeans collection had stories and poems printed on the inside of its pockets. Customers at apparel outlets were pleasantly surprised to find this, the message being ‘you can always carry a good story with you.’
Why we Like ?
In May this year, the last time we’d picked an outstanding advert from Brazil, it was a ‘mixed gender’ martial arts fight,which was ‘called off’ to raise awareness about domestic violence. Now again, the land with an intriguing ad-scape has thrown up another outdoor campaign, this one another kind of mixture, that of two disparate brands.
Brand associations can either be routine, like a Clinic All Clear inside a Femina and Scotch Brite tied to Pril dishwash; or they can be thoughtful, out to create an impact, not really value for the customer. When Amul tied up with the Masterchef franchise, the brand visibility improved manifold and the content remained unobtrusive, in fact turned more interesting.
This tie-up is between an apparel brand and a publisher, both seemingly high on popularity ladders, but the latter could still use some publicity (We don’t think any book publisher in the world is truly secure about its future today). The process involved production effort and detail - you don't want to print stuff on pockets that’s shoddy or incomplete. And the result is totally worth it. Bookworms who wear denims (that’s a pretty large TA) would be pleasantly surprised and both the brands win.
The campaign fortified the brand’s positioning that one can always carry great stories with you, and touched several customers in a way no commercial would have. (We assume it might have led to more stories at bars with guys going ‘My story inside has a great climax!’). Also, a 13 per cent sales spike and 24 per cent spike in web visitors was witnessed.
Closer home, we remember Mumbai’s tabloid Mid-Dayhad brought out a clever outdoors campaignshowing the backs of youngsters’ denim pants with the product; but on the association front we don’t recall too many clever ones. The current ‘Sell on OLX, buy on Flipkart’ tie-up is street-smart in a way, but doesn't appeal to many.
While on the topic of brand associations, here’s what we are truly puzzled about on the TV front, and would love to know how these helped: OLX presents Yuddh powered by Dairy Milk, Jhalak presented by Bournvita, LOST powered by Zomato and Kent RO presents Cricket live. Say what?!
Watch the campaign video by feeding this link in your browser - bit.ly/ViewTubeSep1
When the #icebucketled to other nicer things
When we told you of the #icebucketchallengegoing viral last week, we expected some more celebs and a PoonamPandey to also take it and then it would wind up as a case study. But for now, the case is still in operation, for the challenge has taken new shape in Danny Boyle’s India, the third world. Thankfully, many of the ALS messages have also been about saving water, so some aware citizens have started their own challenges. One ManjuLathaKalanidhi from Hyderabad started the #ricebucketchallenge, which has by now brightened the lives of several poor folks.A youngster from Mumbai, Shashank Shetty donated 20 litres of drinking water to a slum in his version, the ‘one bucket’ challenge, and tagged many who did it further. Another, a ShreekantPawar, co-founder of a tech start-up, posed topless and took on the ‘staring’ problem in India, challenging his guy friends to take off their shirts too. Our gareeb challenges might not go as viral, but we’re glad some of us aren’t just aping the West.
Danny Boyle like this
MAMI lovers take to FB, Twitter to save it
As we did up this page you’re reading last Thursday night, we saw Twitter and Facebook getting filled up with messages from cinema lovers and journalists (mostly from Mumbai) about saving MAMI, the Mumbai Film Festival. The independent outfit,which has premiered outstanding films such as Moneyball, Katiyabaaz and Blue is the Warmest Colourhas been reported to not have had any luck with sponsors this year, and apparently faces a skip. Five crores, we hear, is what is takes to put up the show and the farce is that the figure is roughly what Rohit Shetty might spend on a car blow-up sequence. A payment gateway should have been up by the time you read this, so expecta buzzing crowdsourcing campaign. ‘If 5,000 cinema lovers contribute about 10,000 rupees each, we can do it’ is the message going out. Do it for better cinema!
Shyam Benegal likes this
FB’s worry for ‘clickbaiters’
If you have enjoyed clicking on newsfeed links such as ‘This guy went for a shower..you won’t believe what happened next!’ and ’21 reasons why spectacled people are cool’, there has been a development at Zuck’s den you must know of. These links or stories are called ‘clickbait’, snippets that entice you to click and then lead you either to spam or to wasting a few minutes of your day knowing nothing spectacular. Now it’s no surprise that FB is worried about this, as it wants you to spend more and more time on timeline, not go away thanks to your attention deficit disorder. We read that it will begin to factor in time spent into its News Feed rankings, admitting that it is doing so only to eliminate clickbaiters. If you look closely, Upworthy and the rapidly growing Buzzfeed are the prime culprits in taking you away to their own sites using baits.We’re glad these hooks might be on their way out.