Top 10 best ad campaigns that won millions of hearts!

It will be an understatement to say that marketing has seen a paradigm shift in the last five years. In a recent interview Brian Fetherstonhaugh – Chairman & CEO of Ogilvy One Worldwide shared his thoughts on new trends in marketing. He stated that “the traditional Marketing Mix i.e 4P’s of Marketing has now changed to 4 E’s of Marketing which is From Product to Experience, From Place to Everywhere, From Price to Exchange and From Promotion to Evangelism.”

This is evident in the 10 impressive marketing campaigns we have compiled which display out of the box creativity!

The top 10 best ad campaigns, in no particular order:

1.Fevikwik Todo Nahi Jodo

With all the great campaigns that were made in the last three years, this is a personal favorite and has Top of the Mind (TOM) recall. The ad was released during ICC World Cup 2015 weeks before India v/s Pakistan match.

The ad showcases two soldiers representing both the nations at the Wagah border for the ‘Beating Retreat’ ceremony, until something unexpected happens. During the act the Indian soldier notices that his Pakistani counterpart has some problem with his shoe sole. To save his counterpart from embarrassment the Indian solider uses Fevikwik on his sole and makes it perfect again.

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Image Source : Youtube

What we can learn 

The ad was aired during world cup 2015 when the sentiments were at an all-time high to support India. After the ad was uploaded on Fewikwik’s YouTube channel it crossed a viewership of 9,50,000 views! The brand promoted the ad with hashtag #TodoNahiJodo. Below are a few tweets during the world cup match :

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Image Source: www.business2community.com

2.Aviva Padding up with Sachin

When it comes to branding for insurance companies the two key factors that are part of communications are “fear and action”. One of India’s leading insurance companies, Aviva Life Insurance – A joint venture between Aviva and Dabur India roped in cricket legend Sachin Tendulkar as its brand ambassador. Padding up with Sachin campaign focuses on the bond between father and child by way of a series of cricket tutorials and interviews using social media platforms like Facebook and YouTube.

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Image Source: www.socialsamosa.com

‘Padding up with Sachin’ throws light on protection and being an insurance company Aviva has played it very creatively. In this campaign Sachin focuses on the importance of parenting and protection while he gives batting lessons to viewers via “Padding up with Sachin” and shares some of his own parenting lessons in Sachin Off-Guard.’

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Image Source: www.facebook.com/avivalifeinsurance

Aviva created an app on Facebook for “Padding up with Sachin”. The app, accessible only to those who  like the page, allows viewers to watch videos of the master blaster himself. The page also had contests and winners were declared on a weekly basis thereby resulting in more engagement with its fans.

What we can learn

Cricket is one sport that brings families together. Getting A sports celebrity like Sachin Tendulkar to represent the brand helped Aviva to connect with its customers and target its prospects. The campaign connects Father – Son relationships with cricket, subtly highlighting Aviva’s child insurance plans.

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3.Coca Cola – Small world machines

Coca Cola is known to experiment a lot with its branding and it has managed to pull these off very nicely most of the times! One such case was the “Small World Machines” campaign which was planned and executed in India and Pakistan simultaneously. A vending machine was placed in two well-known malls in Delhi and Lahore. Each vending machine featured a webcam and a large touch screen monitor.

Image source : Campaign India

Image source : Campaign India

 

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Image source : Campaign India

Shoppers could grant each other free coca cola – but only if both parties participated in a series of simple activities like making hand gestures, dancing identical steps and so on.

What we can learn

This campaign got an awesome response and even won a couple of awards in the best campaign category. As consumers involved in the campaign were happy, you could say that the “Open Happiness” campaign fared extremely well! The biggest challenge in executing this was logistics. As two agencies were involved to give this campaign shape, it was even more challenging.

Coke gave out 10,000 cans of soda during the campaign, as a part of the brand’s larger mission to associate its product with happiness. Coca Cola has not yet revealed the outcome of this campaign, on whether it has boosted sales in both the countries.

4.Mauka Mauka by Star Sports

Cricket- the word is more than just a sport. For Indians it is next to religion. Every 4 years when cricket teams prepare for the world cup the sentiments are at an all-time high. Same was the case in the recent 2015 ICC World Cup and to catch up with the rush, majority of Indian brands started planning their campaigns well ahead in time. One campaign which came out of the box was the Mauka Mauka campaign by Star Sports. The ad campaign was executed by Bubblewrap Films which helped Star Sports fetch an incredible share of conversations and sentiments with its word cup theme.

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Image Source: YouTube

Image Source: YouTube

The Mauka (opportunity)

The ad was first released on digital platform YouTube on 7th February, 2015. Within 12 hours of being online, the ad got more than a million organic views. The ad not just created a buzz in India but also in Pakistan.

What we can learn

Start Sports tested the ad first on YouTube before running the TVC which helped them to gauge the sentiments around the campaign and increased the confidence of the marketing team to proceed further. The success of the ad lies in it having successfully captured public sentiment with a pinch of humor.

5.CEAT Tyres: Keeping idiots at bay

CEAT has been a trusted brand in India for quite a long time. To promote the product’s core features- superior road grip and safety, the brand launched a 360 degree campaign which was planned and executed by Ogilvy India. The agency beautifully raised the point that the roads would always be full of ignorant people, but with CEAT bike tyres, at least the rider is assured of safety.

Image Source: YouTube

Image Source: YouTube

What we can learn

CEAT extended the same “Be Idiot Safe” campaign on the digital platform starting with a micro site www.beidiotsafe.com. The brand engaged viewers by inviting them to post videos where they had faced similar issues. It is worthwhile to look at CEAT’s brand strategy for different product lines. For instance the campaign for its SUV product range is just as effective. This is a clear example that in marketing the outcome is always great, if fear is positioned correctly.

6.Center Fresh – Zubaan pe rakhe lagaam

Over the years the team at  Perfetti Van Melle have perfected the brand identity of  Center Fresh as a youth brand .Center Fresh was launched in India in 1996 and throughout  the  years ,it has maintained the freshness aspect in its communication.

This ad was aired in 2011 and was an instant hit with youngsters. The brand got useful insights about increasing viewership on YouTube, and used it to  launch its digital marketing campaign.

Image Source: YouTube

Image Source: YouTube

Image Source: YouTube

Image Source: YouTube

Post this ad, Center Fresh launched a new campaign called “Gum Charades” in lines with the original positioning “zuban par rakhe lagaam”. For this campaign Center Fresh created a microsite and a  Facebook app to engage with its audience. This campaign garnered more than 5 lakh views on YouTube and generated a lot of engagement on the Facebook page.

What we can learn 

The communication idea is simple: Chewing gum keeps your mouth busy. The best part about this campaign is that the communication is direct and has a funny tone to it. The challenge for the agency i.e Ogilvy India is to keep the humor quotient high with each campaign. They have to constantly find innovative and exciting ways to reinforce the brand proposition yet keep it relevant, refreshing and contemporary enough for the target audience. For Prefetti, Center Fresh has grown 25 times since 2000 and become the growth hacker brand in all its product lines.

7.Coca Cola – Lets take an extra second

This campaign targeting the Middle East was released for Ramadan. The campaign is based on the assumption that people judge others based on their appearance without knowing the other person and often forming wrong impressions or stereotypes.

With this campaign Coca Cola did something brave. Any guesses? Coca-Cola removed its logo from its cans to encourage people not to judge one another and build stereotypes.

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Image Source: www.coca-colacompany.com / www.thedieline.com

The ad features a group of strangers invited to an iftar party but the unique thing about this iftar is that it is in a dark room. They chat about various subjects, and what they have in common. When the lights come up, it reveals a diverse group, unexpectedly.

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What we can learn

In the Middle East, it is very common to drink coca cola while dining. During Ramadan, families and friends come together for iftar to break the fast. It was a perfect occasion to put forward the message. Since the campaign was launched during Ramadan it gave a major boost to sales. Also, the consumers in Middle East are now more active on social media platforms like Facebook, Twitter and YouTube. Coca Cola is leveraging two things in this campaign –the Festive season and increasing users on social media. These factors worked as a catalyst for the “let’s take an extra second” campaign.

8.Fortune Oil Ghar Ka Khana

Fortune Oil ad has to be the longest ad in the history of Indian advertisements. It is a 4.5 minute film which was cropped to 2 minutes after the first day of telecast. The ad showcases that there is no joy greater than the joy of eating home cooked food. Without mentioning the brand’s product all that is portrayed in this is a grand mother’s love towards her bedridden grandson.

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Image Source: YouTube

Image Source: YouTube

Image Source: YouTube

In 2011, Ogilvy India had made a similar ad for Fortune Oil banking on the relationship of a mother – son duo. The campaign titled “Har Maa ke Dil Mein” showed how a mom surprises her son who works in the Indian Navy.

 What we can learn

This ad campaign was an unusual one. A regular cooking oil campaign usually showcases delicacies cooked in the oil but with Fortune oil it was a grand mother’s love that was positioned in a beautiful manner.

The only thing that is a turn off with this Ad is the slow pace which might not hold the younger audience’s attention span. YouTube views indicate that the ad has tremendous recall value; the only challenge is to get people to see it on television. None the less, the brand took a risk of running a 4.5 minute ad (movie) which paid off very well. The ad touched the emotional chords of the viewers, what more a brand can ask for?

9.Kitkat Dancing Babies

How often do you see babies dancing to tunes? Kit Kat, the global brand, from the house of Nestle has continued its brand communication “take a break” in this campaign. The earlier ads had squirrels in 2010, birds in 2012 and finally dancing babies in 2013. The campaign was first launched on digital platform YouTube to gauge the response. The ad crossed over a million views on YouTube.

What we can learn

TVCs with kids are adorable and generate public interest very quickly! The concept added more charm to the brand and kept the uniqueness alive. Also, the ad was first tested on YouTube and then released as a TVC. It is astonishing to see that Nestle has not leveraged the success it received on YouTube to other platforms.

The campaign was only promoted on YouTube to get the response to air it on television. More could have done with this one. The same is the case with other brands of Nestle. The only one that was fully leveraged is Nescafe Coffee #ItAllStarts on all cross platforms.

10.Nestle Coffee – #ItAllStarts

With this campaign Nestle reached its desired levels on the Buzz meter. The ad portrays the story of a stammering standup comedian.

“Ek haklate hue comedian ki sabse badi taakat hoti hai ….. suspense”

The ad very nicely showcases two things in the ad, the passion of the artist and the kicks from the coffee.  Nestle first launched the ad on Twitter and YouTube exclusively for its followers.

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The ad went viral on social media and Nestle was quick enough to leverage it with follow up ads like these.

Image Source: www.madovermarketing.com

Image Source: www.madovermarketing.com

Image Source: www.madovermarketing.com

Image Source: www.madovermarketing.com

What we can learn

The best part about the ad was the story line. Though it was released on social media first , when the ad got viral Nescafe launched follow up engagement campaigns in no time. As per industry experts, this campaign resulted in highest sales for Nescafe in India.

 

A careful examination of these Ad campaigns provide a wonderful opportunity for us to understand the nuances of  what makes one brand have better recall value than others . With the rise of social media and an increasingly visual audience, it pays to keep in mind the success mantras of cross-platform marketing campaigns that have managed to create a space in the minds of consumers.

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