Bing Advertisement strategy

I was looking for desktop configurations in google. Landed on a page. It showed me a Bing ad, with the same search words I had used in Google.

So the flash file of the ad picks up the search query (from where?) and uses it inside the flash file. And yeah it is animated and shows each letter being typed in. Very innovative, one search engine using a search query typed into another search engine

Jaagore – The morality loophole

The ‘Jaagore‘ campaign started just before the parliamentary elections. They started with the ‘cast your vote’ idea, aiming people who did not care enough to vote. As an idea it was good, as ‘voting’ was the new politically hip and correct thing to do. With these ideas they also brought the product along, the tata tea. Seemingly as the tea refreshes everyone out of their morning sleepiness, this campaign would go on to wake up every adult to his moral duty.
The trick with these kind of campaigns is that you don’t want to be too eager to push your product. It should seem that you are in it just to spread the message. Like the IBM smart planet ads, where they showcase their work which is doing good for the planet. Here the association is also direct, someone uses their product, they are doing something good for the planet. Recently I saw this ad, which asks people not to bribe officials to get their work done.

The message in itself is good. Good in a way like everyone thinks of getting up early and being healthy, wealthy and wise. But for a moment let us consider that everyone will wake up from their sleep and not give bribes again. Their is a moral loophole I see in here. Someone pays money in a bribe and in return gets his work done faster. And by saying “Khilana Bandh pilana Shuru”, they want people to consume more of their tea. By this they did accidentally implied that, be it any message their main reason for showing these ads is to increase their tea sale. Isn’t that immoral?

Ad without copy

As most ads have copy, this one caught my eye. On the header of instructable, it was just a series of images. And the first think which came into my mind when I saw the ad was what is it. And when I was about to click it I realized it was an ad. I guess more people are deliberately shying away from clicking on ads. Which is making ad designers create ads which do not look like ads.

Tunga Balla Torava

“but inside ….we are all tigers.

That is how the MTv ad for the Xbox 360 ends. Totally out of this world, this ad is weird. When i first saw it, and did not see any product coming, i wondered if it was a MTv promo or something. But then it came in the end. Did some googling and found that the creative director was Cyrus Oshidar of MTv. Also found a lot of postings by firangs who couldn’t make head and tail of it.

So here are some facts:
a) there is no game called Porok. It is purely a fictional game.
b) the language used is just a mixture of 3-4 languages. I could make out mallu and tamil words in it. I am sure the other words are from kannada and telugu.
c) it was shot in the middle of mumbai and not in a village.

Advertisements have to target a focus group. What works in cities, may not work in villages. What works for teenagers, may not work for middle ageds. And so on. So let me ask you who could be the focus of this ad? Who might the people who might buy the xbox?

Games in india are still played on PCs. The personal computer has become ubiquitous in cities. You could play for a hour in a cyber cafe for Rs.10. Highly affordable. My guess is 99% of serious gamers in india use a PC. To me they look like a good market. Very computer savvy. Having high paying jobs in IT. And they would already be aware of the XBox, even before seeing the ad. The ad is not informing them about anything. It’s just selling them the attitude. Every ad doesn’t have to “sell” the product. The point that it needs “selling” may make a bad impression.
And here this ad outclasses many others.