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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 :)

You can access my future posts via following links:

Café Coffee Day: “Sit Down” against non-sense

Category : Commercial Codes in English

Hello everyone, this week’s note has been little late due to some freelance chores but here it is…:)

In the previous note, we analyzed the Diesel example which illustrated a contemporary disease,for this week we have another example from India, which illustrates similar contemporary cultural disease as well.

Word is becoming a weird place to live. We live in a culture, based on “motion”. We rush into things, catch-up with our friends, jump in to conversation, deliver speeches etc. There is always constant motion and action.

We also live in argument culture as well. In TV, there is reality shows and argument, in social media comments, likes, dislikes and off course argument, in corporate world there is discussions and argument, in relationships there is argument…But the sad thing is, with the growing “popularity cult” arising from social media and media culture, finding the middle ground in discussions and communication is the less important and cool thing in these days.

And last but not least, we also live in information culture as well. I would like to call these phenomena as “information cult”.

With the constantly exploding and geometrically flowing information, having the current and up to date information in a coolest form is becoming a “badge”. And like the entire badges do, information badge is also becoming a vehicle for showing off and belonging.

In other words information is not a thing that we are using to form and develop ideas and opinions anymore because we are in a rush. Motion culture is not allowing us to think about, digest, analyze and interpret the information, because in that case a thing will occur called as “wisdom” and it has no currency to make us popular within argument culture and information race. That’s because wisdom is the biggest enemy of nonsense.

So, non-stopping motion, exploding information, and never ending polarization… These are the symptoms of a bigger contemporary disease; the “popularity cult”.

Isn’t sound a little manic? I think all of us feel from time to time that it really is. And for those who do not know what manic personality really is; it is a reaction, a coping mechanism against the deep down depression, dissatisfaction and the feeling of insignificance…

That’s because, everything turns into a commodity in these day. Opinions are commodity, time is commodity, identifications and belongings are commodity, love is commodity, happiness community and eventually human is commodity. All of those are our ammunition to trade, in that “popularity cult”.

And while everything is becoming a commodity for a huge popularity contest we lost something on the road called: Essence and meaning. And this is frustrating!

But man this is also exhausting too…! Sometimes we all want to get a break and just sit down and “talk” and really get to know each other. And enrich our souls.

This is exactly what Cafe Coffee Day commercial is all about.

The success of TVC is not only coming from addressing the contemporary symptoms and disease but it is also successful in terms of location selection to illustrate the problem and propose the cure against it.

By calling people to “sit down” against nonsense and by doing it exactly where the nonsense happens it brilliantly creates a tone of acknowledgement, intimacy and proximity.

It is also successfully brings the real “café” world into youngsters online world which is indispensable for them. This way, it makes to café culture relevant and encourages youth to go out and socialize without giving up the online socialization as well.

In short it brings the constructive café soul and warmness into the wild online jungle… And reminding us there is more in sitting down and talk, than racing in a manic and ridiculous rhythm.

Well done to those contributed. See you on the next note. :)