The W+K campaign for Coca-Cola “open happiness” is an example of a strong strategy. In this campaign an insight is used, the insight used is ‘opening a fresh bottle of Coke leads to you becoming happier.’ The insight is complex however the writer has condensed the insight into a clear and concise methodology which can be used openly in future ads to keep consistency.
The campaign by Mother London for Gü is based around the wording of the brand and the product. The strategy is based on a truth about the product. The strategy does not communicate any real benefit to the customer and offers no insight into the product to promote loyalty, The weak strategy coupled with the nonsensical TV commercial makes this campaign woefully ineffective.
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