ANALYSIS OF AD CAMPAIGN

Advertising Campaign:

An advertising campaign is a series of advertisement messages that share a single idea

and theme which make up an integrated marketing communication (IMC). Advertising
campaigns appear in different media channels across a specific time frame that often need
to be clearly defined. Modern advertising campaigns often combine multiple online and
offline channels such as online social media, TV,OOH media, branded packaging, etc.
A group of Advertisements, commercials, and related promotional materials and activities
that are designed to be used during the same period of time as part of a advertising plan to
meet the specified advertising objectives of a client.

Advertising campaign is a series of advertisements, messages that share a single idea and
theme which make up an integrated marketing communication (IMC).
Advertising Campaigns are the groups of Advertising Messages which are similar in nature.
They share same message and themes placed in different types of media at some fixed
times. The time frames of advertising campaigns are fixed and specifically defined.

Steps of Making An advertising Campaign:

1.

Market research: Before you even start thinking about where you might want to
place an ad or even what it could look like, its important to do at least some basic
research. Even if you arent in a position to bring in an expensive research firm, you
can ask your current customers questions about why they come back to you, as well
as taking a close look at your target demographics needs and interests.

2.

Budgeting: Your business probably has a set advertising budget for the year but
how do you divvy it up between your various advertising projects? For each project
youre planning, you need to be clear on just how much money youre willing to spend.
Youll almost certainly change exactly how you divide it between costs like copy
writing and design, but you can treat the overall amount as set in stone. Write it down
and put it in your project folder.

3.

Setting goals: The aims you have in mind for a particular advertising project need to
be written down ahead of time. While its good to be ambitious, its also important to
decide what constitutes a successful advertising campaign for your business. Sales
can be the simplest metric: if youre advertising a particular product, how many units
will you need to sell to pay for that campaign?
4. Advertising venue: The website, tv station, newspaper, radio station, magazine or
other advertising venue you place your ad with is a crucial decision. Youll need to
look at not only the cost of your preferred venues but also whether they reach your
target demographic. Ad buys can make up a significant portion of your budget.
Deciding on where you will place your ads first tells you how much money youll have
left over for actually creating your ad.
5.

Choosing creatives: Unless youre planning to write, shoot and design every part of
your ad, youll probably need to bring in some help. Finding the right freelancers for
each aspect requires checking through portfolios and rates if you can find a
business or freelancer who can handle all aspects of creating your ad, even if that
means subcontracting, it can save you a lot of time. Youll also want to make sure that
you find any talent youll need for your ad (voice actors for radio, models for
photography and so on).

6.

Design and wording: While you may not have a lot of actual writing and designing
to do for your ad, during the creation process you will need to review and sign off on
different stages of the project. When starting with a new designer or other creative,
make sure that you both know any expectations for timelines and progress checks.

7.

Placing the ad: Once you have a finished ad in hand, its time to actually place it
with your preferred advertising venue. You may have a few contracts to sign and a
check to hand over. Youll also want to make sure you actually see your ad once its
run from a newspaper, for instance, youll want to see the tear sheets of pages
containing your ad.

8.

Evaluation: Depending on your ad, how you evaluate it can vary. If it included a
coupon, for instance, you can simply count how many customers brought in the
coupon. For other ads, you may be simply comparing sales before, during and after
your advertising campaign. Spend as much time on analysing how your advertising
campaign worked as you can. That information can point you to more effective uses of
advertising in the future.

THE MAUKA MAUKA CAMPAIGN:

INTRODUCTION

Four years back on 2nd April, a group of friends escaped a heart attack when Team India's
captain cool Dhoni hit a six and lifted the ICC World Cup in Mumbai. A thrilling match against
rivals since the period of mythologies Sri Lanka, had their hearts in their mouths and praying
at the end of every over for the ad #BleedBlue to be aired.
It was one of their umpteen number of superstitious move to see Tendulkar, Yuvraj, Dhoni or
Virat to say "Boundaries are meant to be broken" and hurled abuses to anyone who even
dared to hum the tunes of "Come on India Dekha Do", a song by Shankar Mahadevan from
the promotional of the year of 1999 World Cup when India stood sixth.

One such opportunity, or shall we say 'mauka', came to Bubblewrap Films recently, when
Star Sports asked the production house to create a campaign around the ICC World Cup.
With the creative ideas coming from Star's Mustafa Rangwala, the team behind the 'Mauka
Mauka' campaign set to work - never imagining that it would gather such popularity in so
short a time.

Steps Of Developing The Mauka Mauka Campaign

I.

As far as research is concerned the production Company (Bubble Wrap Films ) took
inference from the Ane Do Campaign of Asia Cup 2012, though India lost that series.

II.

The Target Audience was very clearly defined for this campaign - all the Indian
Cricket fans for whom cricket is like a religion.

III.

The Theme of this campaign revolved around Pakistan not winning any of the 6 world
cup matches against India since 1992, ever since Pakistanis have not got a reason to
celebrate and if they beat India this time, they will finally get a chance to burst those
crackers.

IV.

All these advertisements were aired continuously before all the Scheduled matches
of India. The medium chosen for this was Television Commercials, Internet, etc.

V.

Bubble Wrap Films came up with a new advertisement every time India had a match
and the Actor who played the Pakistani boy is seen with that big box of cracker,
wearing different jersey.

VI.

This campaign got widespread appreciation and got hit instantly, it got 2.3 million
views on YouTube within a time span of 3 weeks. Various Trolls and Memes were
also made on this campaign.

THE TEAM BEHIND THE MAUKA MAUKA CAMPAIGN.

This series of Ad has been conceptualized by Suresh Triveni of Bubblewrap Films.

Here are the further details Client: Star Sports
Star Sports Team: Juju Basu, Mustafa Rangwala, Vikas Dubey,Venkataramanan
Mandalam, Dayanand Bhoite, Atulya Parashar, Pratham Sapte, Ninad Chavanand Ajeet
Mestry
Director: Suresh Triveni
Producer: Ketaki Guhagarkar Surve
DOP: Manoj Lobo
AD Team: Radhika Paul & Ajinkya Narkar
Gaffer: Naz Rahmani
Actors: Prince, Halison Csar, Vishal Malhotra & Yuves
Line Producer: Arpan Fernandes
Lyrics: Vikas Dubey
Singer: Alamgir Khan
Location/Production: Ashish Maharshi, Satish Kekane, Mohit Shah and Ajinkya Khache
Art: Sandeep Ravade
Costume: Team Bubblewrap Films
Casting: Team Bubblewrap Films
Hair & Make up: Harshad Salian
Post Production Studio: Pixion
Post Producer: Vikas Narvankar & Harish Bhalerao
Grading: Prashant Sharma
Offline: Kiran Ghaisas
Online: Chetan Ail
VO: Suresh Triveni
Sound Engineer: Jarvis Marcedo
Sound Studio: Shankh, Manohar Nayak
Suresh Triveni is the Ad- Conceptualizer.

SUCCESS STORY OF THE CAMPAIGN

The morning after the online release, within 12 hours of going online, the film had crossed a
million views. The films perhaps did more to boring fans both sides of the border together
than any other peace-building communications initiative.
The best part of the idea was that this advertisement didnt show much of cricket or talked
about the great stars in the team. It just beautifully put across the emotions of cricket lovers.
Moreover, it didnt show an Indian fan praying or playing, but surprisingly a Pakistani fan
becoming the centre of attraction. And it said it all.
Sample this: the first Mauka film, India Vs Pakistan has been viewed 2.3 million times in
three weeks, and has given rise to more response videos and social media conversations
than probably the big match itself.

The Mauka campaign has certainly put the six-month-old Bubblewrap Films on the map. As
Triveni says, "We are the true underdogs and we love the attention."

Advertising Campaign by Old Spice

Copywriter

Craig Allen

Production
Company

MJZ

Target Audience

Female Audience
across the Globe

Steps of Developing The Man your Man could smell like

Campaign
i.
As far as the research part is concerned a team of researchers from old spice
concluded that majority of the men were using their girlfriends or their wifes body
wash, and this was something very bad for old spices sales.
ii.

This advertisement on the first place was targeted to female customers!!!!

what old spice being a mens brand was targeting females? Yes, they did it on
purpose they wanted to change the male perception and wanted their girlfriends and
their wives to do this.
iii.

So as women were entrusted with this responsibility of changing the

perception of men the advertisement had a focus on female the opening line
of the advertisement said hello ladies. There was a man who continuously
presented a contrast between himself and all other men out there by saying
look at me, now back at your man, now back to me, sadly he isnt me , but if
he stopped using ladies scented body wash he could smell like he is me.

iv.

As this advertisement was for a very short duration it had to be timed very
effectively so that its positioning doesnt go haywire. This advertisement was
placed among popular television series and they came up with a brilliant idea

where old spice fan could record personalized videos and post them on
twitter.
v.

The advertisement got a huge support and as a result of this sales of old
spice went up Robert Wong, chief creative officer Google Creative Lab said
whats mould-breaking about this campaign is how it connects with its fans.
Ashton Kutcher and Demi Moore also did their version of the old spice
advertisement.

Old Spice campaign smells like a Sales Success, too

Old Spices Smell Like A Man campaign has been a huge viral success, but has it
increased sales? The Answer is an Emphatic YES, according to the Nielsen Co. and
new data from Symphony IRI Group. According to Nielsen, Sales of Old Spice body
wash- the line touted in the Wieden + Kennedy created Campaign, rose 11% over
the past 12 months and since the effort broke in February, Sales seem to be Gaining
Momentum.
Over the past three months, Sales jumped 55% and in the past month, they rose 107
percent, also per Nielsen. Recent Sales figures from Symphony IRI also show a lift
for Old Spice body wash products.

The Real Beauty Campaign by Dove.

Dove Real Beauty was conceived in 2004 at the age of 3 years of research techniques. Art
created by Ogilvy & Mather in London and Dusseldorf. century 3 campaigns Joah Santos
created a new advertising strategy. The essence of the brand strategy often means removes
the ladder used in the strategy of the mission called "women's beauty, but also a source of
concern for the creation of the world in order to feel comfortable in your skin." Real Beauty
Dove, then each of them, in September and the need to follow the mission forward. The
campaign concept is only 2% of women look more beautiful this was the first indication. [3] It
was created by Ogilvy & Mather in London and Dusseldorf.
The first phase of the campaign is the first in Germany and the United Kingdom, and later
around the world, on a number of Billboard advertising. I normally accepted by noted portrait
photographer Rankin spots (instead of professional models. The owners of the model, such
as "wrinkled or wonderful," "Fat or Fab 'or the voting results are dynamically updated to vote
on passing the passengers and the ship itself. 7] in accordance with the Board of
advertisements and "Dove Report" was published in the arm for corporate training a new
definition of beauty [in which] to encourage women to embrace their real beauty of self-doubt
Surrender [creation].
Series [9] The media engine 30 is estimated to be paid more than the amount of media
exposure, talk shows, women's magazines, and the mainstream broadcast media, and
books are important. success in the esta [10], expanded media campaign TV spots (among
others, the Pro-flip your wig in a number of age) and a series of print ads, Little Girls
campaign, which peaked in 2006 (Real test strips " ) The display featured the same for both
regional versions, the value of which net of US $ 2.5 M for the purchase of 30% of the Super
Bowl commercial break xlat place.

In 2006, Ogilvy & Mather Campaign for Real Beauty website focused on the creation of one
or more of the viral video campaign looking for further expansion. This is the first daughters,
mothers and daughters of beauty and beauty industry with the modern view of what was
written on a piece of interview-style. movies, girls, girls touching on the issues of today. Dove
beauty of the girls and young women who honor the Fund might not be any more apt to
support a campaign through the statistics show. and "Beauty suppress" a series of short
films was built for the production of tension "to activate the mind." The Daughters of leaving
the budget (C $ 135,000 [16]) with the evolution of the proposed construction of Man art
director Tim Piper, pushing the idea. This website and see the girls featured workshops, visit
the Campaign for Real Beauty. Evolution, produced by Ogilvy onslaught and Amy.
In April 2013, the Dove Real Beauty Sketches by video titled Hugo Veiga was published as
part of the campaign. This viral public and the mass media is a powerful emotion. [3] In the
video, you can see some of his themes and sketches by the artist. Women Kobani on the
last day of the meeting strangers. Compared with the image of a stranger, I skits are almost
always more flattering, is not clear. women, to create a strong feeling differences.
In October 2013, Free Me, Dove, and the cooperation between the World Association of Girl
Guides and Girl Scouts, self-esteem and body confidence "to improve girls, were put into
operation.

How Ogilvy and Mather

developed The Real Beauty
Campaign.
i.

Dove is a brand that is women centric and encourages women to look beyond
the conventional perspective, as a result of this demeanor of Dove they came
up with a whole new Idea of What real beauty actually looks like, according to
them it was defining your own self and not being held back, break free, be
bold, and find a road to follow.

ii.

The target audience for this campaign were women across the Globe.

iii.

Different advertisements highlighted a different theme every time they got

aired . One of them wanted women to see themselves as beautiful no matter
what people said about them. The other Advertisement talked about how a
person(women) is unique in her own., and she should be proud of what she
is and should have a maverick outlook towards life.

iv.

This campaign started in London and Canada with billboards asking motorists
to vote on whether the women pictured were fat or fit ? Or wrinkled or
wonderful. Then they used interactive media wherein women were called and
were asked to describe themselves and a sketch artist would make their
sketch without looking at them, and in another advertisement on similar lines
women were asked to walk through labeled doors which read Average and
Beautiful.

During the life of this campaign the sales of dove rose from $2.5billion to $4billion

REFRENCES
www.ama.org/resources/Pages/Dictionary.aspx
Belch, George, and Belch, Michael, eds.2004. Advertising and Promotion: an integrated marketing
communication perspective. McGraw-Hill/Irwin
www.managementstudyguide.com/advertising-cmapaigns.htm
www.adage.com/lp/top15/#manyourmancouldsmelllike
www.adweek.com/news/advertising-branding/old-spice-campaign-smells-sales-success-too-107588
http://www.adageindia.in/marketing/cmo-strategy/is-stars-mauka-mauka-the-greatest-cricketcampaign-ever/articleshow/46664736.cms
https://en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beauty
http://www.afaqs.com/news/story/43502_Meet-the-team-behind-Star-Sports-Mauka-Mauka-films
https://www.quora.com/Who-is-the-person-team-behind-the-creative-star-sports-ads-mauka-maukaof-cricket-world-cup-2015