Ogilvy & Matherhas released another ads campaign for Allen Solly. The ads masterly blend photograph with illustration to express the new theme “My world, My way”. Several characters were featured in the ads with their crazy behaviour.
In the Advertising world, the creative process look like this:Strategy>Concept/Idea>Campaign & Tagline>Executions. You can see, the Strategy is in the most beginning of an entire idea and it is an appproach, based on market research and insights, as to how a product or service will be positioned/repositioned.
Before and After Strategy- This common strategy is basically :”show life without he product, show life with the product.” The subsequent idea and execution that comes from this strategy is usually a negative visual (without the product) followed by a positive one (with the product).
Before only strategy- The “After” is simply the product name/logo and tagline. The idea is to let the customer figure out the “after” stage themselves, without having to see it.
After only strategy- There are many advertising ideas belong to this category, this is the easiest method to demonstrate the benefit of the products, or in other words, “life with the product.”
Advice/Knowledge Strategy- The advice strategy creates a positive image in the mind of the consumer. This is a lateral, “we can help you” approach, usually expressed through the benefit. And also demonstrate how a quality product of service is.
Empathy Strategy- This approach demonstrates how empathetic the client is toward the consumer. It demonstrates to the target audience “We understand and care about tou and/or your relationship with the product.”
Demonstration Strategy- A new, clever way to demonstrate the product benefit can actually be the most engaging, direct form of communication. It is the purest form of strategy focuses solely on ways to show the product benefit explicitly via a “demonstration”.
Testimonial Strategy- Testimonial advertising can exist as early on a the strategy stage, or it can be deduced later, during the concept stage. This approach uses a famous or non-famous consumer to report their positive experiences with the product or services. It is very common in the fashion ad and traditional product ad.
Heritage Strategy- This is an effective strategy because no 2 company histories or backgrounds are the same: each story is so unique.
Owner/Staff Strategy- Using the client or owner in the advertising can be hit or miss. The benefit is its down to-earth integrity, since he or she is the heart and soul of the product.
Product Positioning Strategy- In a sense, this is the broadest, most basic type of strategy — simply to position a new or established product in a different way from its competition. One could argue that all good advertising should adopt this strategy, with or without an additional, more specific strategy.
Product Repositioning Strategy- If a current product is losing money despite a healthy advertising spend, the product may need to reposition itself —- switch from the original positioning due to a sudden or prolonged shift in the market.
Competitive, Comparison Strategy- All clients compare themselves to their competition to a greater or lesser degree. This strategic approach can make either an overt or subtle reference to any differences between products in the actual advertising, rather than merely keeping it within the strategy statement.
Challenge Strategy- This is the “have you got what it takes?” strategy. Some brands need to persuade people to do something, rather than buy something. One possible strategic approach is to challenge the consumber, to see if he or she is right for the “product” or service.
Negative To Positive Strategy- This strategy turns a boring or negative perception about a product/brand/market into a positive one, usually by adding an extra thought or clever argument.
Logic Strategy- This strategy express in the form of logical thinking.
Price Strategy- This strategy turn the boring price into a positive strategy.
Honesty Strategy- The honesty strategy is one that runs through the strategy, idea, executions, and tone of voice. It means self-honesty 9about the product) rather than honesty about another related or unrelated subject. If doing it well, the honesty approach is refreshing, disarming down to earth, and often humorous.
