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March 2010
Branding & Regional Communication Strategy for Legador Ocean Heroes
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The assignment
Make Legador Ocean Heroes Pasta the most coveted regional brand combining fun with health ?
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Basic Proposition
Take the pasta business initiative towards innovation
Define a creative route
Revamp the brand and create excitement
Position brand as leading regional player
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THE CONSUMER ENGAGEMENT DYNAMICS
Understanding the industry
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Industry dynamics
CommodityAbsence of evolved conceptNo value additionNo excitementClutteredMe too & private label dominance
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Consumer Engagement
Low involvement decision making segment
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Advertising influence on ‘Low Engagement’ purchase
Advertising is a Influencer It helps in aligning virtue, convenience, self branding into a self statement
Advertising is not PersuasiveIt does not lead to “it wouldn’t make me run out and buy it affect”
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The advertising affect in changing ‘Consumer Engagement’
Advertising Leads to influence
Influence aligns with
virtue
Virtue converts low involvement
to high involvement, emphasizing
self statement
Self statement leads to
subconscious ‘beam
balance’ evaluation
Evaluation establishes
Mental Purchase Agenda
Illustration: Perrier /Evian bottled water; although the segment is similar to pasta industry i.e. commodity market, but still consumer prefers to align his/her personality with the virtues associated with Perrier (sparkling) or Evian (still) water. Thus the brands are market leaders in their respective segments.
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The role of advertising
‘The feather affect on the beam balance of purchase evaluation process’
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Achieved by
Character establishingRepeated exposureMnemonicUSPPoint of sale activationConsumer engagement
Character
Exposure
Mnemonic USP
Activity
Consumer Engagement
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Target audienceChildren of all ages, mothers , peer group
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Values & personality
Young and fun loving
Adventure of exploring world
Headiness of freedom
Explosive
Outgoing
Friendly
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Key consumer insight
Kids : Food tastes better when it is fun I like my food to be different every day
I don’t like boring meals Mom :My kid is a troublesome eater, needs different things everyday
I want to be sure my child gets nutrition
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Leverage the fact that children of all
ages are very IMAGINATIVE. No
matter what the age band, they
imagine, to them it is real
The big idea
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“Your imagination is your only limitation”
The brand positioning platform
The creative rationale:
This line works equally well for mothers as well as for children.
For mothers we can sharp focus communication with recipes and competitions wherein ideas are exchanged .
For children we can run school promos .
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Creative ideas
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FREE TO BE MERoute 1
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CREATIVE PLATFORM: 1 The use of a JINGLE In the voice / voices of the characters . this can be easily translated to tv, radio, print , posters & innovative media.
Especially in light of the 3 d animation , it will lend credibility and add drama to the brand
Sign off : FREE TO BE ME
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CREATIVE PLATFORM: 2 Create an AUDIO BURR; A sound or sfx that will forever be associated with Legador ocean heroes. For e.g. Sound of the sea through a sea shell or the sound of waves .
Give names to the characters : e.g. sea horse called LOLLIE , dolphin called ANNABELL, octopus called CHARLIE etc
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CREATIVE PLATFORM: 3 COOKING UP IDEAS This works for mothers as well as for children .
For mothers, its simply tasty recipes with Legador Ocean Heroes characters.
In the context of children we can lead in with puzzles , games , solve the mystery , video games etc depending on age targeted
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OCEANS AND OCEANS OF FUN
Route 2
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The creative platform
a’ JINGLE
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The Jingle His Italian mama took one look And said oh hello , here’s what we’ll
cook And pulled out all her pots and pans OOOHHH ! When we saw that away we
ran !! But she dreamt of us all night and day And said I’ll make you some more like
them today We love to eat and eating should be
fun Who wants to eat a boring old bun ! So she poured and mixed and sang
along , And now in here on this earth , we do belong !! Octopus and starfish To dream upon and cherish Dolphin and clownfish , Choose any & never feel foolish You can soup us and sauce us dip us or poke us no matter what you do , you’ll be adventurous !! SIGN OFF : LEGADOR OCEAN’S
HEROES:
“FREE TO BE ME”
There I was swimming happily in the sea ,
And one fine day I wanted to be Living in the land of do re mi So I went to the queen of the very
deep Woke her up from a century of
sleep while she drank pearls from her
cup I said to her , I wanna go up She looked at me as if she couldn’t
see What on earth I was meant to be !! I swam away so no one saw my
tears But what do you know I was not alone with my fears. I wiggled and woggled and
woggled again And found myself in a little hidden
den! There they were !! All sorts of
magical spells Elbows and butterflies and even
shells !! So we swam and swam and made a
plan And made us a boat with an old
dishpan Waited till we saw a little boy Playing in the sea Who thought he found a shiny new
toy !!
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21 GREAT IDEASThe execution
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Execution ideas
I. Can be used as a track for TV and radio II. Can be illustrated into press ads , posters III. New media can use animation , e.g. : Web
, MMS, Pop ups etc
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Execution ideas
IV. Jingle can be acted out V. Can do talent hunts in schoolsVI. At a later point can run contest to write in
with new song
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Execution ideas
VII.VOX pop film, showcasing even celebrities, all saying “ I am having oceans of fun”
VIII.Press ads, visual rendition of same idea.
IX. Non traditional media to expose idea in all possible ways
X. Cinema halls to run same film.
XI. Posters in ice cream shops , burger shops etc
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Execution ideas
XII.Create ring tones for mobiles
XIII. Screen savers , emails using visual idea
XIV. Run a pre –marketing contest campaign, saying, “are you having oceans of fun ?”
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Execution ideas
XV.Create an icon/ logo that will be used extensively across media: e.g.: metallic finish sipper bottles, and all extendable merchandize options like T shirts, caps, wristbands, mouse pads
XVI. Create a wrist band with character , in sea blue finish, with the legend “oceans and oceans of fun”
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Execution ideas
XVII. Involve schools to mobilize all children to participate in promos , so winners can be in the dolphinarium with a cinema star
XVIII. Engage colleges
XIX. Enthuse offices, corporate houses
XX. Activate video game parlor's
XXI. Take over bus stations, train stations, buses, trains, wrap them with the characters , use the legend “oceans and oceans of fun”
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POWER OF INFLUENCING
In summary
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The Power of persuasion
Only an idea big enough to encompass more than just the event, will have the power to make an impact for Legador the brand
The emotion of imagination goes beyond the tactical, one off idea.
It has the power to move people , to power them to think beyond the ordinary.
To make them believe
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& how to persuade
Use it across mediaAcross timeAcross citiesAnd over the yearsThis is an idea that is campaignable.
“Finally it has the power to become a property that can transcend merely an event”
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We look forward to be of service to you
Thank you