Creative without strategy is called 'art.' Creative with strategy is called 'advertising.'
Introduction-
We had to create an interesting brand campaign for our chosen brand, keeping in mind the tone of voice and visual language of it.
Learnt how to deliver the right message, through the right medium and to the right market.
Chosen Brand-
"DUREX"
DUREX is a brand that has never missed a chance to amaze audiences with its breakthrough advertisements and marketing campaigns.
1-Analysing the Brand Market and Identifying the Marketing Mix-
In depth brand research-Durex Presentation.pptx
Reflections and learnings-
Doing this brand research gave a lot of clarity about what the brand stands for, its product range, tone of voice, visual language, advertising techniques etc.
It helped in analysing how the brand has evolved and changed over time according to the consumer prefernces and technology.
This research was really helpful and necessary in order to move forward in this project as we could identify the gaps and strenghts of the brand and it gave us a direction to work towards.
2-Finding the Positioning, Developing Messaging and Creating the Campaign Concept-
Brand Prism-
It provided an informative, well-defined and structured overview of the brand identity of durex.
Brand circle-
provided a visual representation of the brand positioning and helped in quickly identifying the strengths and weaknesses of durex.
Advertising and Market strategy analysis-
Saw different durex advertisement campaigns, and wrote down the different keywords derived from them.
GET-TO-BY'S
GET: who is your target group? Define which people you want to reach.
TO: what do you want this target group to do? Define the goal you want to reach.
BY: how are you going to get your target group to do what you want them to do? Define which actions you are going to take to reach your goal.
Chosen GET-TO-BUY for the campaign idea
Campaign idea-
3-Visual Creatives for the chosen idea-
Hand drawn thumbnails
Digital iterations
PRE LAUNCH-
Pre launch campaigns are done to create a buzz and develope curiosity amongst the people.
For our brand's pre launch-
We did a primary questionnaire survey on campus and got responses, which will be uploaded as an instagram story.
For pre launch instagram post we thought of uploading a creative where a woman is passing on something to a man..its a very open ended image, then later we will reveal what is se giving to him.
For the third pre launch post we decided to post a reel, where a woman is plucking the petals of a flower saying give it or give it not , where she is in a dilemma whether or not to give the condom to her partner.
Ambient Innovations-
A tennis court that promotes our idea of women making the firtst move, ball in her court (pun intended)
Escalators that reads give it/give it not on alternate steps....reads give it at the end , which means she should give it (condom) to her partner.
Print ads
Concept-
1- Depicts our campaign line- two to tango (footwear style inspired by tango dance), at the same time it symbolizes our idea of women taking the charge (in her shoes).
2-Inspired by the game of chess, wherein the queen has got more moves than the king, we have depicted that she got the moves!
3-The third one shows the bridging of gap between man and woman.
PRINT MOCKUPS-
Social Media-
The social media page of DUREX follow a very minimalistic yet pun intended approach. We created some posts following the same approach
Concept-
1-shows a women whispering into a man's ear, telling him to wear it.
2-Shows a broken egg in two faces, depicting that the egg will break and won't fertilise if you wear a condom. #tellhimtowearit
3-The third one is a fun fruit pairing, that reads #pleasureatingyou
Social media mockups-
Instagram grid design-
Event Activation-
Bumble Durex collaboration
Keeping the tagline #firstmoveszn, we wanted to promote WOMEN MAKING THE FIRST MOVES.
We thought of spicing up the event with multiples games and challenges. One of them was Spin the wheel challenge:
Event Landing page-
To promote the event-
First move szn
Sustenance-
To keep our two to tango idea going on in the minds of our audience, we will launch a fun pairing series, wherein we will tell people to comment down or post and tag us on some fun pairings and we would then repost the best ones on our instagram feed.
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