Demolishing the By-Product of a Booming Industry: Ad Clutter

Some time back, not too long ago, there existed two categories of media
planners. One group was persistently asked to deliver and justify reach
and frequency levels of their media schedules and the other, well… the
other just had very little say in client dictated excel schedule! However, in
the last one-year or so, more or less everyone realized that there was
something wrong with both formulas. The first formula had something
missing as the bright schedule and excellent numbers did not match
with the post campaign tracking. And the later was one way or the other
rejected by either the clients or the planners themselves.
In my view, Clutter is an underestimated problem in Pakistan. Nothing
substantial has been done to counter it. The most common practice to
counter clutter has been additional spots, i.e. further increasing clutter.
Consequently, a media strategy without relevant inventive ideas appears
very risky as most agencies/clients are well aware of the importance of
premium spots which makes the competition very tough. This is the very
reason why we have seen few smart players altering the old
arrangement and taking a new route to grab the target audience.
A few GroupM clients have done well to fight clutter by producing
branded programs, public awareness campaigns to catch the consumer’s
attention and other ways to support the brand.

2009 has been a dynamic year for Engro Foods as the number of
campaigns this year is as many in number as it has been in the last
three years. We will discuss a few examples of Engro Foods to assess
how we have been able to make our presence felt in the same cluttered
environment without doing anything extravagant.
Why wait for an Award proposal when you can create your own
Brand:Olpers,Time Period:Jan-Mar’09,Campaign:Thematic Launch
Audience insight suggested that the core viewers were highly occupied
with local serials and cooking shows. In addition, it was established during
the viewership analysis that AWARDS were the most highly viewed
programs amongst the Target audience.
By merging the two related insights we came up with the thought of
developing small TV awards. Interactive promos were designed entailing
nominations from TV serials & cooking shows and giving it the feel of a
Film Award. Nomination Categories were inspired by TV/Film awards for
instance: Best actor, Best actress, best serial etc .Audience were asked to
vote for their favorite actors, actresses and serials which engaged them in
the branded competition; this was done with all mainstream entertainment
and regional channels. Moreover, on cooking channels Best chefs, Best
recipes and best cooking program were amongst the categories audience
had to vote for.
The result was excellent as the number of entries received was grand and
post campaign results also showed an excellent impact on most brand
health indicators (actual numbers can not be shared in order to maintain
confidentiality)

Collaboration with Bollywood:
Brand:Tarang,Time Period:Feb’09,Campaign:Tactical Launch
In Feb 09, a tactical campaign for Tarang was planned, core objective of
which was to establish Tarang as the perfect combination for ‘Tea’
(Yehi Hai Chai Ka Sahi Jor).One of the target group insights indicated
that they were passionate about movies and followed Indian movie stars.
‘Billu Barber”, an Indian movie, was also being released around the same
time. It appeared to be a good strategic fit with the brand & the target
addressees as the movie too revolved around the aura of cinema and
celebrities and what they mean to a common man.
In the movie, three female stars (Depika, Priyanka and Kareena) had one
song each with a common hero (SHAHRUKH KHAN). This was fully
exploited for the brand as it appeared to be a Tarang commercial in
which one man is the right fit for the women!!!!
Customized promo linked the situation in the movie with the brand tagline
“ Yehi hai Sahi Jorr” by Calling Shahrukh Khan The “SAHI JORR” for the
three women and relating it with Tarang by adding “JESSAY TARANG
HAI HAR CHAI KA SAHI JORR”
It was the first time in Pakistan that a brand came up with customized
promo with an Indian movie linking it with its positioning & communication
strategy.

Announcing Happiness
Brand:Omore,Month:Apr;09,Campaign:Launch
It was indeed the most important launch for the company since ice-cream
was a new category plus tough competition was expected from Walls.
Objective of the campaign was to publicize the brand launch, establish the
brand name and the tagline “Art of happiness”.
In addition to a highly effective media plan, we came up with the idea of
unleashing the brand within most highly viewed programs among the target
audience such as Yeh Zindagi hai, Yeh Kaisii Mohabbat Hai, Nadaniyan,
Zaiqa , Live @9 etc on various TV channels.
Brand tagline art of happiness, was craftily embedded as part of the script
making room for the brand and not making it appear out of place. Lead
characters in the serials were shown in an unpleasant mood and suddenly
their mood changes after having the brand Omore. In addition, the lead
characters also announced the brand launch by saying “A new ice-cream
has been launched with the name of Omore and it has a great taste”.
It was the first time in pakistan that product placement within the script of top
rated serials was done on satellite channels and the brand has been the talk
of the town.
Moreover, to support the brand communication and the tagline “Art of
Happiness”… Laughter was identified as having strongest linkage to
happiness. Therefore, special promos were aired on all leading channels
containing laughter of celebrities, hosts on that particular channel. As a
result, an aura of happiness was created in the media to support this brand.
Conclusion
It is time for us to realize the importance of gearing up against the
obstruction created by the menace of clutter. Therefore, it is important
to have strong strategy which does not just mean having good pictures
in the .pptx BUT strong ideas which can support the brand message,
communication strategy and fit well with the audience. The best
answer to the surplus clutter fashioned by certain advertisers is to do
things they have failed to realize! And that is Communication.

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