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Oto Aygaz: It is always about performance. But how?

Category : Commercial Codes in English

Hello folks.

This week’s example from my hometown, Turkey…

Before we start, here some background information. Turkey has the most expensive oil prices in the World. Therefore LPG (Liquid Petrol Gas) converted automobiles are a valid and widespread alternative.

However when it comes to LPG converted vehicles, performance is always a question. Thus LPG converted cars mainly considered for commercial use, namely for taxies. That’s because the clear economical advantage of LPG cars always surpass performance disadvantage when it comes to commercial use.

However in personal use, the competitive set and imagery is completely different.
While LPG converted cars image is relatively poor and obviously less status oriented compare to regular gas based alternatives, its performance issues also another big barrier. So how you tackle all these barriers into a single TV copy?

This week’s example, Oto Aygaz deals with that question.

Slogan: “Extra perfomance, in extra cold!”

Fuel and tires are low involvement products. This is a well-known global fact. It also means very low attention span and possibly low engagement value when it comes to advertising and specifically TV copies.

Throughout the years advertisers has been relying on performance shots, extreme angles and other cues such as music etc. to deal with that phenomena.

However this solution had a one big side effect which is losing insight and hence losing of relevance.

When a fuel of tire copy relies on extreme shots and driving skills to demonstrate performance it also means that most of the time you are relying on “wide angle shots” as well. This means your copy will no longer have any differentiation from the whole automotive world and 90% of the automobile copies. This fact also valid from brand personality perspective too…

In that cases you probably end up with having a nice corporate film or trade show demonstration film rather than consumer oriented TV commercial. It is an expensive way of impressing competitors and definitely waste of money.

I am not denying the importance of performance shots and driving skills to deliver performance perception. All I am saying it is not enough to differentiate and build your brand. You also need an insight platform to build your brand on top of it and make your product relevant.

OtoAygaz TVC seems it found a way to deliver all of these issues in a single copy.

It is also good example to underline the difference between “literal” and “lateral” thinking.

So your client brief is simple to “deliver performance in winter”. But how? When you take this literally you most probably end up with shitty creative work.

But if you think about on performance “laterally” and laddering it up, you will probably see its equivalent in your local culture and in your specific target audience. In Turkey case it is the notion and idiom of “getting carried away \ gaza gelmek”. When you have a good vehicle under your command you eventually get carried away and want to demonstrate your performance and driving skills as a sign of your competence and maybe masculinity. Ok. Now we found relevant angle on performance in target audience’s life.

But it is not enough how we are going to bring it into our ordinary consumer’s everyday life in a relevant and aspiring way? After all he is not a Michael Schumacher. ..

This is where you dig your target audience demographics and psychographics deeper.

You should have already seen from the data that he is a father. The question is what kind of father does he want to be? A passive and boring father or a friendly and cool father…Off course the answer is second one. So as a cool father he probably wants to be a friendly figure. This means being a “bigger boy” but still being a boy, a gang leader, a friend.

And boys, like the men do also want to demonstrate performance and test their limits. In their world, this phenomenon called as “being naughty”. And other fact is boys always be the boys even if they become a father.

“Naughtiness” is your common denominator between fathers and sons. It is the attitudinal equivalent of performance. Now you have a common framework.

All you have to do is inserting winter in it. So what is better than a snowball fight deliver all those :)

Now you have a single TVC which portrays a cool father figure and performance of your product in everyday life and especially in winter conditions at the same time. In other words, personality is there, key message delivery is there, engagement and branding is also there.

In short with one stone you shot all the birds. It is also another proof of demos is still the best ways to deliver your message in “product” communication and a good perspective and eye opener in terms of demos in advertising.

So well done to those contributed :)

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