Case Study of a specific Advertising Campaign Essay

Case Study of a specific Advertising Campaign - Essay Example Following this, the company launched its ‘Happy to Help’ campaign, featuring the popular Hutch mascot (a Pug) and offering excellent customer service to its subscribers. This too was an effort in vain as people still connected the pug to the old brand, counteracting the company’s efforts to establish their presence in the country. This left Vodafone in a difficult situation where they needed to bring out their own mascot which would win over the hearts of the people while simultaneously communicating their USPs to their target audience. As explained by Harit Nagpal, the then Chief Marketing Officer of Vodafone India in an interview to afaqs (2009), Vodafone was acquiring customers at a very fast pace, but a large number of them were unaware of the value added services offered by their telecom service provider. Some of these services, like phone backup, had been available for over two years without being used much. Thus, the marketing team at the organisation felt a need to showcase their array of products and services, build an emotional bond with their customers and still be positioned as a market leader. It was this need that led to the creation of India’s most loved brand mascot in a decade. Conceptualizing the Campaign When in trouble, you turn to your best friend. If Vodafone India had a best friend, it was their multi award-winning ad agency Ogilvy and Mather, which was tasked with coming up with a new mascot and ad campaign to accomplish these goals. According to an interview with Rajiv Rao, Executive Creative Director, South Asia, Ogilvy India, the only brief given to the agency about the desired mascot was that the character had to be ‘simple to a stupefying level’ (afaqs 2009). After much experimentation, the agency came up with characters with humungous ellipsoid heads (with dots for eyes and the mouth) and disproportionately thin bodies clad in white. These ‘Zoozoos’ were simple living characters who spoke a language of their own (quite akin to the tongue of gibberish) and expressed emotions in a manner similar to the emoticons one came across on chat engines and forums. The idea behind using these characters was to portray slightly comical and endearing scenes featuring these Zoozoos where each scene or advertisement was used to portray one value added service to the customer. Each film was shot against a grey background, showing these characters interacting with each other with the product story weaved in. The Beginning of the Campaign Once they were done creating a mascot for an extremely ambitious purpose and shooting advertisements with extremely high expectations, the agency had the unenviable task of deciding when, where and how to launch this campaign. The company’s investment in the previous year’s ‘Indian Premier League’ cricket tournament had failed to make much of an impact on the target audience despite the series shattering the countr y’s television rating records for the past half decade. Therefore, it came as a surprise to most that the agency recommended investing an entire quarter’s advertising budget into the 47 day tournament and that the client complied (4Ps Business and Marketing, 2007). While the company took a huge risk choosing to invest in a venture that had already failed them in the recent past, they incorporated one significant change in their advertising strategy. The idea now was to

We Steal Secrets Assignment Example | Topics and Well Written Essays - 1500 words

We Steal Secrets - Assignment Example Certainly one notable fact is that the title of the documentary has something that sounds like a disrespectful slogan for the embattled WikiLeaks organization. Actually, Gen. Michael V. Hayden, the National Security Agency ex-director is the one who speaks out the expression â€Å"we steal secrets.† Gen. Michael V. Hayden does this when he tries to explain how the activities of the government, which involve secrets, require absolute secrecy. The unanticipated basis of the quote is simply not a curiosity, since it lies at the heart of twinned stories of the documentary and WikiLeaks. The documentary gives an explanation of what took place when Julian Assange came up with the WikiLeaks project with the purpose of circulating sensitive documents from unidentified contributors, and when a forlorn private Army, Bradley Manning, took the chance WikiLeaks made to air the dirty laundry of the military (Dir. Gibney, We Steal Secrets: The Story of WikiLeaks). Furthermore, the documentary is a story of absolutist ideals that appeared somehow sour and of private distress in search of a channel, with drastic results. Alex Gibney’s account of this latest history tries to map out a kind of double misfortune. The documentary, which takes over two hours, shuffles among the well-revealed story of WikiLeaks, directed by the arrogant Mr. Assange; Private Manning’s far more persuasive afflictions involving sexual distinctiveness; and some strong but overlapping critics. The extensive treatment does not have the drive the documentary maker has depicted elsewhere, and the story feels prolonged to comprise an obviously prized interrogation with one of the two females who have made claims of sexual assault crimes against Mr. Assange. The woman with a partly hidden face plays a role in the documentary’s central, basic pivot regarding Mr. Assange, whose web site, the WikiLeaks, also supplied sensitive