Renault Duster: Magazine Ads (2/2)

Hi Friends!

This is the second and probably the last part of me analyzing Magazine ads of Renault Duster. If you want me to specifically analyze more, then please leave a comment below!

So, let's get started. Let me show you the magazine ad which was printed & then we shall move to analyze it.

ELEMENTS OF ATTENTION & INTERPRETATION

ATTENTION

• It's in Hindi! {For starters, at least they come to know on how to pronounce Renault!... kidding}
• Brand new car being driven on a rough terrain showing its ruggedness & handling
• Inset photos of various features to highlight them
• Coloured text to highlight important features of the SUV
• The logo of Renault helps generate brand familiarity
• The award acts as an reinforcement of the Trust and the Quality associated with the car

INTERPRETATION

• Use of Hindi language directly increases the reach of the ad to the rich in tier- 2+ cities and north India
• Highlight is on the differentiating factors for customers by showing the award received

COGNITIVE & AFFECTIVE COMPONENTS

COGNITIVE

The ad mentions features, mileage etc. which are the various cognitive components (i.e. they convey facts)

AFFECTIVE

“SUV of the year” award line shows trust & quality of the brand and appeals to those who like the best or want to get associated with the best!

That's all for today folks.

Regards,
Vipul

{Have opinions to share, please use the comments section below}

Renault Duster: Magazine Ads (1/2)

Hi Friends!

I apologize for not sharing my analysis on a continuous basis here. But I promise that I will be consistent here for now onwards!

So, after analyzing the newspaper advertisements of Renault Duster, let us now head to the Magazine ads analysis of the same.

Disclaimer: The opinions expressed are solely what I think the ads represent. Reader is welcomed to express his/her concern on the comments section at the end of post.

Here comes the picture which they used:

ELEMENTS OF ATTENTION & INTERPRETATION

ATTENTION:

• High quality photo results in a greater visual impact
• SUV is in full focus with vibrant color and the rest of the background compliments it
• The size of the car covers most of the canvas space
• The logo of Renault helps in generating brand familiarity
• Title text colour in the four boxes is same the SUVs

INTERPRETATION
• The tagline helps people understand the success association the car is trying to indicate
• The SUV’s photo is clicked while in motion on a clean road which is a cue for its speed, quality and elegance
• Highlighting multimedia features focuses on psychological traits of tech savvy people

COGNITIVE & AFFECTIVE COMPONENTS

COGNITIVE

Mention of offers, additional benefits, features of the SUV, certifications etc. are the cognitive elements associated with the print adv

AFFECTIVE

“Expect more, get more” line emphasis the expectations and feelings a customer has with her SUV 

“Navigate the road to success” appeals to the high achievers and the ambitions of the consumer

That's all for today folks. 

Will be back soon with similar analysis of another magazine ad of Renault Duster.

Regards,

Vipul

{Have opinions to share, please use the comments section below}

Ant Man PR Campaigns: Building Big Name for a Big Superhero

Hey Guys,

In today's post, I am going to introduce you to the superb advertisements campaigns which Marvel undertook to launch one of their ever-red (well ever-green is for Hulk, right?) superhero Ant Man.

If you follow the comics series, then you already know about Hank Pym, Pym particles, Janet... He is the one who actually created Ultron!

But the problem (IMO) in front of Marvel was how to introduce Ant Man when they have already created the Hulk, Captain America, Thor and Iron Man! You see the problem is that nowhere in the 2 Avengers movie did his name popped up.

And one mistake can take the invite backlash from the whole fan following community!

So, what Marvel did was, in a very generic terms, can be called as sub-branding.
Two most common reasons to associate products very closely as sub-brands (& that are part of bigger brand, are:
#1 to cross-pollinate success
#2 to look bigger
I guess Steve Jobs famously called this “halo effect” (though, actually, he didn’t coin the term!)

So let's start with how they build the Ant Man brand leveraging the already created brands! As one picture speaks more than 100 words, so let us keep the story short... :)

#1: Black Widow

(Just came to my mind, why should I name these superheroes!)

Marvellous, isn't it?

But Marvel didn't stop at this. They ran a campaign in UK in which ant-sized tickets were hidden around three cities of UK: Manchester, London and Birmingham. So the finder's get a free ticket to the movie.

Let me show one of the movie tickets and how it was clandestinely kept:

Also, look at some of the other PR campaigns which Marvel undertook.
[ Caution: put out your Sherlock Holmes glasses on! ]

Also some other campaigns, I guess they found out ants hill and placed these cards.

That's all for now!

Would request your responses in the comments section below...

Regards,
Vipul

Hola Amigas!

I apologize to take a detour from my current series of interpretation of Renault Duster integrated communications campaigns to present a brief on Advertisement Effectiveness Measures.

The reason for this detour is that one of my juniors has requested me yesterday to explain her the whole advertising campaign planning. Even if this is just one part of the whole communication strategy, these measures gives a glimpse of how well your brand is positioned in consumer's mind.

So, as we all know AIDA model, I will try to structure my response on that model. I will add Exposure element to this model.

I have tried to present every data in one shot so that remembering and hence applying the metrics is easy.

Feel free to pour in your thoughts at the comments section below.

Rest is Next.

à plus!

Hey Guys!

This blog is in continuation to my earlier blog where we were trying to understand series of campaigns analysis for Renault Duster.

[You can read about features of the car in this economic times article, click here]

So, today the agenda will again be that we will take up a newspaper ad and analyse it in terms of various parameters.

So, lets rock and roll!

                                                                  Attention Elements
Color/Background – The car placed in a mountainous and rugged area combined with the metallic green color of the car attracts readers


Position – While most cars are positioned in a smooth floor level like smooth roads, Duster’s front wheels are elevated representing its use in rugged environment where smooth roads are not available

                                                                 Interpretation Elements
The word “Adventure” combined with the green color of the car (different from the launch color which is brown) leaves the readers to interpret the unique features of this car. It is done to convey the message that the car is suitable to drive for any safari trips. The number plate showing ADVENTURE also hits the cognitive part of brain and reinforces the advertisement commitment to associate Duster with adventure.

                                                                         Cognitive
The ad highlights 7 functional benefits through the small boxes at the bottom of the ad. The benefits are proved with pictures representing the same.

                                                                         Affective
The word “Unstoppable” makes the user feel fearless and full of rigor to explore infinite possibilities. The messages and the positioning of the car try to portray that the car is for the explorers who would like to try new challenges.

Also, the common thread of Gangs of Duster, Awards, Best-in-class warranty influences the readers to have positive strong co-relation with the brand.

Feel you can add to my analysis,shout it loud in the comments section below.

Rest is Next!

Adios Amigos :)

Renault Duster: Newspaper Ads

Hi Folks,

I am starting a series of campaigns analysis for Renault Duster in which I will try to express my views on its newspaper, magazine and maybe TV ads.

Disclaimer: The opinions expressed are solely what I think the ads represent. Reader is welcomed to express her concern on the comments section at the end of post.

So let's get started:

So, after seeing this poster, following are the Elements of Attention and Interpretation:

                                                                ATTENTION
Color – Metallic brown on a light background. The contrasting combination is attractive
Intensity – The brand is less visible while the product is occupying majority of the space
Format – The word MEDIA NAV is written twice which is redundant because the font below “Intelligent” is not visible

                                                         INTERPRETATION
The brand has repeated the “Big, Beautiful, and Efficient” communication from its earlier ad because it could highlight the word “Intelligent” when users look through what is different in the ad. The word “Intelligent” when read for the first time on top of the ad, the users are free to interpret on the capabilities of the car.

Now coming to the Cognitive and Affective components:

                                                              COGNITIVE

MEDIA NAV is completely a cognitive benefit that educates user on the multiple features the car offers through simple touch mechanism

                                                              AFFECTIVE

The adjectives “Big, Beautiful, Efficient and Intelligent” personify the car to be a mixture of characters. A user will find himself/herself intelligent (say) when he drives the car.

Folks, I have tried to separate your consumer behavior learning into the above 4 heads and tried to analyse the print ad based upon those categories.

Please add on to what else can be interpreted in the comments section below.

Rest is Next!

C ya.. :)

Audi Vs BMW Ad Wars: When Tension Escalated!

Hi Friends!

The two brand's advertisement war I am going to highlight needs no mention. As mentioned in the title of the blog,, they are Audi and BMW!
They both are German and love to take a dig at each other. But things becomes interesting as they try to exploit new marketing channels, be more creative and spend hell lot of money on advertising.

The billboard fight started  in Los Angeles, CA, somewhere in April 2009, when Audi used a unique way of advertising their Audi A4

But this billboard soon changed to a snide remark of challenging BMW, "Your move,BMW".

Well a response from the big guy (BMW) did come. They set up a billboard directly across the street. It featured new BMW M3 with a simple tag "Checkmate." I am unsure if the billboard was put-up by BMW or not, nonetheless, it was able to attract attention.

Now, from here on, I have read 2 versions of the story and I really don't know which one is correct, but both are funny, so let me share them with you!

Version 1:

Audi, took this ad war to its aficionados on facebook. They were allowed to photoshop the images and come up with something to response.
[Marketing gyaan: When in peril, ask your supporters to stand for you. This way you catch the imagination of your supporters !]

So some responses which were put as a response to BMW were:

Or this cheeky one:

Finally, Audi responded with its stunning Audi R8 billboard, with its caption stating, "Time to check your luxury badge. It may have expired."

BMW did not respond and its billboard was moved from this location. Thus we come to this version of the story in which Audi kind of Won!

Lets find out the other version of the story (do I need to tell you who can be the winner in this case, keep guessing and read on!)

Version 2

So in response to "Checkmate" by BMW, Audi came up with punchline

I can imagine you guys smiling at this response, well, you should be, not only were they able to show their product, but the punchline was bang on target.

Now, it's BMW's move! 50 points to reader who can come up with a creative and innovative response [share it on the comments section below]

&

the

response

was

He he, I don't think many of you could foresee this response!

And this concludes the second version of the story.

So, again, what did we learn here:
1. Billboards are very powerful communication messages
2. Social media campaigns are the easiest and fastest means to elicit responses from your fan-following
3. Creativity and innovation in any campaign or ad war can win you hearts
4. When you competitor is big spender on marketing, you too will have to
5. There's no shying away in marketing!

Rest is next.

Regards
Vipul

[Please do express your opinions in the comments section]