INITIATIVE NEW DELHI, Gurgaon / undefined / 2004
In launching the re-styled new Zen, the communication goal was to create a dramatic effect and portray a stance of dominance. While the creative message was dramatic enough, the media was to be used innovatively to achieve the desired impact.
Besides achieving the media objectives, the campaign successfully delivered on business results. Zen became the only car in its segment to grow in volumes in December 2003, a month marred by depreciation. In December three months of negative growth was arrested and in January sales shot up by 35%.
Newspapers - Full page announcers using wrap-around text.
Magazines - Only innovations used. Magalogue, Cover-on-Cover, Page/ Tab Arrester and Editorial innovations. Blocking the whole issue of The Week was a highlight – first in India.Television – Pre-campaign teasers, six week campaign. Sponsorships and vignettes to create new brand environment. Script backed in-serial placement.
Internet – creative firsts in the Indian market – Yahoo interactive Backpage & MSN Homepage Domination. Radio & Cinema – Ad-libbing and premier to create buzz.
The core idea that integrated the campaign was that of dominance. Dominance through media ideas are firsts in implementation, ideas that are most productive in creating the required brand stance. Opportunities were created in all media to realise this objective. The overall impact of the media used was to create a synergy that delivered the same feeling of dominance amongst the target segment.
The high exposure of the target audience to multiple media made it imperative to create a multimedia campaign. However, the route sought was not to out-shout competition but to outwit them. A multimedia strategy was prepared to create an aura about the brand. TV was the theme - builder riding on relevant and pioneering in-programme placements and use of vignettes. Magazines were used to build illustrations of the new media posture of domination through innovative renditions. The Internet supplemented by creating a high affinity with the target audience. The emphasis was on establishing a new proposition in a new manner.
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