For last few days Ahmedabad city was splashed with many such ‘teaser’ outdoors where a brand claimed to be Rare, Unique and Uncommon.
Asopalav ‘Sale’ 2013
My reaction to this campaign is in two parts
- As a consumer
- As a media buyer
As a consumer Asopalav did managed to get my attention with the teaser campaign, where I got really curious to know on what is that one of its kind – rare, unique and uncommon thing going to be. But when the campaign got revealed I was excited no more as it turned to be just another ‘Sale’ campaign. June is the time where every other brand puts up a sale and offers discount, so what’s so uncommon with Asopalav announcing the same? Probably I would have still not been so disappointed if this colourful Asopalav hoardings would have at least told me on what is that which will make their Sale ‘unique’? But there is just nothing in the follow-up communication, not even a mention of what discount is going to be offered, the only saving grace has been the dates of sale being mentioned in the designs. So what really makes Asopalav sale rare, unique and uncommon still remains a mystery for me.
As a media buyer my first question is does a sale campaign of a prominent brand like Asopalav require a teaser campaign? Answer is ‘No’. Asopalav is one of the leading brand in its category having a big customer base who every year eagerly wait for the Asopalav Sale to be announced. The teasers are useful when there is a need to create interest in the minds and hearts of the consumer and for the Asopalav Sale there is enough interest already there. So all it needs is a straight forward message to be delivered to the consumers about discounts on offer which could have been done in a jargon-less manner and in one short campaign which would have also meant cost savings and better ROI for Asopalav.
It is always good to be creative with your campaigns but more importantly it should make sense to the consumer and for the business.