“Brands should think of themselves not as storytellers but story builders. We plant seeds of content and let our community build on it.” – Amy Pascal
ADVERTISING stands for delivering the right message, through the right medium and to the right market.
Initially, we were introduced to the MEANING of ADVERTISING,
Advertising is the technique used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way to the advertised.
To move forward in this project we were asked to divide ourselves in a group of 4. We further had to choose a brand and the brand we chose to move further in this project was DUREX.
DUREX is a brand that has never missed a chance to amaze audiences with its breakthrough advertisements and marketing campaigns.
We took a challenge to match the level of DUREX's advertisement strategies.
We initially begun our research by knowing the MARKETING MIX or 4P's of marketing of DUREX.
A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan. The term often refers to a common classification that began as the four Ps: product, price, placement, and promotion.
SWOT ANALYSIS
To know a brand, one must be introduced to it's Strengths, Weaknesses, Opportunities and Threats (SWOT).
SWOT Analysis is a tool that helped us to analyse what DUREX does best now, and to devise a successful strategy for the future.
WHAT IS A BRAND ARCHETYPE?
A brand archetype is a representation of your brand as a persona based on 12 key human desires and values, such as safety, power, and belonging. The idea behind creating your archetype is to build a brand narrative and create an emotional connection with your target audience.
BRAND ARCHETYPES OF DUREX
We further researched about the competitors of DUREX, We focused mainly on top 3 competitors in the market and they were; Manforce, KamaSutra and Skore.
STP ANALYSIS
Segmentation, targeting, and positioning (STP) is a marketing model that redefines whom you market your products to, and how. It makes your marketing communications more focused, relevant, and personalised for your customers.
In short, STP is a marketing approach where you segment your audience, target the best-fit audience segments for your product, and position your product to capture your target segment effectively.
ADVERTISEMENT ANALYSIS
MARKETING STRATEGY OF DUREX
BRAND PERSONALITY AND BRAND PROMISE
BRAND WHEEL
Brand wheels are powerful tools for brand strategy development and audit. They provide a visual representation of the brand positioning to quickly identify the strengths and weaknesses of each brand. Together with the Brand Key and the Brand Pyramid, is one of the most used positioning frameworks.
BRAND IDENTITY PRISM
The brand identity prism provides an informative illustration of the intersection between your brand's identity (how you want to be perceived) and your brand's image (how your brand is actually perceived).
GET TO BY
GET: who is your target group? Define which people you want to reach.
TO: what do you want this target group to do? Define the goal you want to reach.
BY: how are you going to get your target group to do what you want them to do? Define which actions you are going to take to reach your goal.
We made multiple attempts when it came to the GET-TO-BY task,
We attempted to make campaign taglines and names for the GET-TO-BY (s) we shortlisted,
We further decided what our final GET-TO-BY will be,
After multiple attempts we came down to finalising our campaign tagline and it was TWO TO TANGO.
We further iterated on different pairings that could do justice to our CAMPAIGN TAGLINE..
To begin with our CAMPAIGN IDEATION,
We focused on different phases of a CAMPAIGN.
Initially, we started with PRE LAUNCH of our campaign.
For Pre launch of our campaign, we asked some questions to girls around campus and then further created a pre buzz instagram story.
To create the pre buzz, we planned on creating an instagram post that would be a little suspicious for viewers to guess.
We further planned on creating an instagram post where a girl is handing over the condom to man that indicated that she too has a say in this.
We also created an instagram reel that described the situation of a girl or the dilemma that she is experiencing and the constant question that is going on in her mind to
GIVE IT OR GIVE IT NOT.
For pre launch, this is what there instagram feed will look like:
AMBIENT INNOVATION
Ambient marketing is a way of promoting products or services using unusual locations or items and their elements to your advantage as a communication channel.
The first one shows the dilemma one experiences when it comes to giving a condom or not.The escalators read GIVE IT or GIVE IT NOT, when one reaches the top, one can read GIVE IT, which signifies that one should give it over without thinking too much.
The second one depicts that ball is in her court and she too has a say in this. It shows that she is equally involved in the act and she equal right over it.
PRINT ADS
DIGITAL BILLBOARDS
A digital billboard is a billboard that displays digital images that are changed by a computer every few seconds. Digital billboards are primarily used for advertising, but they can also serve public service purposes.
This DIGITAL BILLBOARD displays the game of chess, as in the game of chess, QUEEN has more moves than the KING, we wanted to depict the theme of our campaign with the tagline #shegotthemoves.
SOCIAL MEDIA
The social media page of DUREX follow a very minimalistic yet pun intended approach. We created some posts following the same approach.
EVENT ACTIVATION
For event activation, we decided to do a collaboration with the brand that stands for women making the first move- BUMBLE.
Keeping the tagline #firstmoveszn, we wanted to promote WOMEN MAKING THE FIRST MOVES.
Collaborative post of BUMBLE and DUREX for their instagram page:
We thought of spicing up the event with multiples games and challenges. One of them was Spin the wheel challenge:
We also created a gift hamper for the event:
EVENT LANDING PAGE
This page had the essential details of the event.
SUSTENANCE
For sustenance, we planned on continuing the campaign with some fun and interesting pairings. The pairings can be further reposted as stories DUREX's instagram page.
KEY LEARNINGS
This project helped me look at the process of advertising very closely. An advertisement may seem very easy when one sees it from outside but it has so much and so many layers to it.
It helped me learn how to work effectively in a group.
It made me realise that tasks should be equally delegated in group assignments, one should not take complete pressure.
Studying a brand in and out really helps one to come with appropriate advertisment strategies for it.
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