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Encyclomedia lives up-to it's creative best once again
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Feb 26, 2008
Nitin Sharma ,
Mumbai |
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Just as there are different strategic approaches to advertising, there are also different creative styles of advertising- ‘EncycloMedia Networks Pvt. Ltd.’, once again lives up-to its creative best for the ‘World’s First HP-All-in-One Printers’.
OOH advertising approaches involve a more fundamental-level decision of what the advertising should say to the audience to differentiate the brand. That is, differentiation by ‘Content’ and ‘Appeal’.
As, Mukesh Manik, MIC EnclycloMedia Newtorks Pvt. Ltd., says: “ ‘Creative styles’ are more often tactical and are about how the advertising should be presented to the audience to differentiate the brand. That is, differentiation by its ‘form’ and ‘execution’. Keeping that in mind, we used the ‘Brand Personality Approach’ for the ‘HP-All-In-One Printer’. Our focus was on highlighting the distinctive personality of HP Printers to the consumer to differentiate it from the competing brands”.
Using the same gastronomy analogy as earlier, EncycloMedia’s ‘Creative Advertising Approach’ for their clients- (this time HP Printers) is more like deciding ‘what dish to cook’ for the guests to make then eat to satisfaction. In other words- there creative style is more like deciding ‘how best to present’ the idea on the OOH medium to spur the ‘print- appetite’ and induce the TG to partner his/her business with the ‘World’s First HP-All-In-One Printers’.
Ashwini Aggarwal, Country Business Manager, Business Imaging and Printing Products, HP says: "Our brief to EncycloMedia Networks Pvt. Ltd., was to come up with an 'Outdoor Creative' that speaks not only about the core brand- 'HP-All-In-One Printers' but also has the potential to bring alive the brand experience for the consumer in a compelling and inspiring way and after a lot of positive brainstorming, we are happy with the final outcome."
Adding to that he also says: "Outdoor as a medium, has always been an integral part of our plans, and with the upcoming new mediums and creative experts, I feel that the Indian Outdoor Advertising, can very soon be at par with the best, which is out there in the world."
On the whole, the HP-All-In-One Printer campaign again reminds the agencies of the fact – What ‘OOH Advertising’ needs to communicate (the content) is no different from what the brand needs to stand for in the consumer’s mind. It is the word or image that the brand wants to own, but the challenge is to do in a way that is seen as different, relevant and motivating by the consumers, only then OOH Media can re-invent from being just a ‘Reminder Medium’ to a ‘Brand Building Medium’. |
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