CENTURYPLY is undoubtedly one of the major furniture brands in India. Century Plyboard stayed away from TV advertising from the last four years, before it came back on TV with its new TVC on the World Anger Day – 28th Aug, 2012.
Why did suddenly CneturyPly thought of attacking the end consumer? The company had sanctioned a survey two years ago to re-discover its consumers as it prepared to take on a crowded and cut price market.This survey identified a large group of consumers called atmosphere creators — 25-45 year olds looking to build a welcoming pad to chill out with friends and family — which CenturyPly decided to target.
For CenturyPly, getting noticed in the humdrum world of plywood and laminates required it to do something out of the ordinary. Its buyers were typically tradesmen like contractors and carpenters fixated on water and pest resistance. The solution was to swivel away from its typical intermediary focus to target the end consumer, attempting to build an emotional, rather than technical connect.
No doubt that the thrown car and the angry gorilla at the beginning of TVC attracts your attention, and is clutter-breaking among any group of advertisements. 100 out of 100 for the Bates team for such a clearly clutter-breaking start for the TVC.
As the consumer watches attentively, the next scene that attracts attention is that the gorilla is not able to break the door and it enters the house breaking through the roof. As the gorilla lands on a dining-table, the dining table doesn’t break and the gorilla chases the person in the scene to the cupboard. Until this point, the consumer is still attentively wondering “what is the gorilla upto?”.
Now, as it turns out that the gorilla is the husband’s imagination of his wife’s anger, it brings out an element of empathy and fun making the whole commercial very enjoyable. The message in the background also re-emphasizes on the visual communication.
It is a great story with an element of suspense, and clearly communicating the durability of the furniture. 100/100 in the communication of the functional aspect “durability”.
Thus, forgetting your wedding anniversary is never a good thing and for you men out there!
Why did suddenly CneturyPly thought of attacking the end consumer? The company had sanctioned a survey two years ago to re-discover its consumers as it prepared to take on a crowded and cut price market.This survey identified a large group of consumers called atmosphere creators — 25-45 year olds looking to build a welcoming pad to chill out with friends and family — which CenturyPly decided to target.
For CenturyPly, getting noticed in the humdrum world of plywood and laminates required it to do something out of the ordinary. Its buyers were typically tradesmen like contractors and carpenters fixated on water and pest resistance. The solution was to swivel away from its typical intermediary focus to target the end consumer, attempting to build an emotional, rather than technical connect.
No doubt that the thrown car and the angry gorilla at the beginning of TVC attracts your attention, and is clutter-breaking among any group of advertisements. 100 out of 100 for the Bates team for such a clearly clutter-breaking start for the TVC.
As the consumer watches attentively, the next scene that attracts attention is that the gorilla is not able to break the door and it enters the house breaking through the roof. As the gorilla lands on a dining-table, the dining table doesn’t break and the gorilla chases the person in the scene to the cupboard. Until this point, the consumer is still attentively wondering “what is the gorilla upto?”.
Now, as it turns out that the gorilla is the husband’s imagination of his wife’s anger, it brings out an element of empathy and fun making the whole commercial very enjoyable. The message in the background also re-emphasizes on the visual communication.
It is a great story with an element of suspense, and clearly communicating the durability of the furniture. 100/100 in the communication of the functional aspect “durability”.
Thus, forgetting your wedding anniversary is never a good thing and for you men out there!
No comments:
Post a Comment