Ad Strat: Screw the couch

19 Mar,2012

Ryan Menezes, Chief Creative Officer, Percept/H

 

1. Name of the Campaign:

Screw the couch-Ditto TV.

 

2. The Brief:

To create immediate curiosity and interest in a new brand, Ditto TV, in this new category called OTT (Over the top) TV.

 

3. Research insights:

People are always alive to novel forms of engagement. They like completing stories in their heads and love checking on whether their answer ‘is right’.

 

4. The thought process behind the creative:

The ad had to be provocative. My idea was to play on the fact that Ditto TV allows you to do it anywhere, without specifying what the ‘it’ was, and allow people’s imagination to go wild.

 

5. Media vehicles chosen:

Front page jackets on Bombay Times, Bangalore Times, Delhi Times, DNA Mumbai and Pune.

 

6. Key issues kept in mind while executing the ad:

Key issues kept in mind while executing the ad. The ad had to be noticed, so I had to make it stand out. Hence the use of bold typography, minimal elements  The copy on the front page was written at one go, as I wanted it to sound like an angry rant, and not look like it was crafted. I used a broken couch as a visual to reinforce the double entendre that was already playing in the reader’s mind.

 

7. Does the treatment do justice to the brief?

It more than does justice to the brief, it takes it to another level.

 

8. What is the differentiating factor about the ad?

Its audacity, its single-minded message. It is well written and art directed, and most of all, it rewards the viewer.

 

9. Market and client feedback:

Ecstatic client, curious readers. The app Ditto TV became no. 3 on the Apple App store within 3 hours on day 1 of launch. More than 5000 registrations within 11am on day 1 and No.1 app on the most downloaded charts on Apple store within 3 days of launch.

 

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