Sit Down, says Cafe Coffee Day

Cafe Coffee Day (CCD) has made its first TV Commercial, in its 16 years of being the most popular brand since its inception in India.

                              


Research suggests that 50 per cent of our target consumers in the top six metros - in the 17 to 35-year age group - haven't been to a cafe. This initiation of doing a TV advertisement, has come as the next step to its campaign in print medium in selected top nine cities across India.

The brand which initiated the cafe culture, is now foraying in to newer and unconventional markets and aims to get in to new segments through its TV Commercial.

Recently the coffee shop brand partnered with the movie Neethane En Ponvasantham (also in Telugu as Yeto Vellipoyindi Manasu) as one of its official partner and the coffee shop’s brand name is already visible in many of the film’s promotions.

This new TV campaign has represented the youth who come to their shop to have a conversation over a cup of coffee with their friends, colleagues, lovers, business partners, etc.

The TV ad has also added its humour quotient, by giving a new solution to many problems – by sitting down! The TV Commercial has come up with the new Anthem – Sit Down Anthem! This 2 minute and 20 seconds ad also uses this generation's biggest tool - Social Media Platform such as Facebook, Youtube, Twitter as they share & spread this new Anthem of Sit Down! Cafe Coffee Day has around 1400 outlets across the country now and this was a good time to introduce this idea to consumers. The best part is the way the tv advertisement builds a platform for brand activity on social media - is #sitdown a trend already or will it be in a few days to come?

K Ramakrishnan, President marketing Cafe Coffee Day, says, “The TV Commercial reflects the way of life of the millions of youth following the brand. At a time when ‘standing up’ for issues seem to be the order of the day, the ad reminds you of the positive results of sitting down and discussing various subjects over your favorite brew.”

Samsung- The Gigantic Leap in 2012

There is no doubt in saying that Samsung has leap-frogged in terms of sales of mobile & tablet handsets in the year 2012. So what has been the backbone behind this surge?

The above graph shows the answer- Marketing.
Samsung spent a ridiculous amount on marketing this year, but you can’t deny that they’ve gotten some truly high-quality ads in return. Not to mention the buzz and viral videos and the print ads that mocked Apple's iPhone.
Case in point: The Korean manufacturer has come up with a way to make near field communication (NFC) a major differentiator between its phones and Apple’s iPhone. I admit that I was skeptic of Samsung’s ability to pull off such a fete but that’s mostly because no one had really come up with a smart way to market NFC until Samsung. Typically, NFC has been billed as a technology that will let you replace your credit card with your smartphone through the use of mobile payment platforms.
Samsung did something completely different with NFC by showing off the technology’s potential as a social tool. So for instance, instead of demonstrating how your phone can help you buy a candy bar (who cares?), Samsung has shown people how their phone can help them quickly zap pictures, playlists and videos over to their friends simply by tapping their two phones together. In other words, the smartphone isn’t something designed to help you perform solitary activities, but something to help you better enjoy your time spent with others.

The manufacturer has rolled out an ad with a bit of a suggestive theme. This time, it's Mrs. Claus getting herself on naughty list.

                                    

Samsung understands that individuals in the urban market are amongst the first adopters to use smart phones and gadgets. Apple for quite some time has had a choke hold on this demograph due to their popularity amongst creatives and pop culture mass appeal.  In an attempt to debase Apple, Samsung has tried to make strides with their ads featuring LeBron James, The Apple Waiting Line Parody and now in their latest Best Face Family Photo commercial.
The “Best Face Family Photo”commercial features the Samsung Galaxy Note II and shows a black family using the device to take a typical family portrait.  However, the ad gives perspective on how to use their latest Galaxy “Best Shot” feature to capture the candid family moment.However, the print and outdoor ads of Samsung created quite a stir, and here are some for your viewing.

There was simply no way that Samsung could resist pouncing on Apple’s latest Maps disaster that left several Australians stranded in the middle of a national park with no access to food or water.

Do these ads have helped Samsung gain in sales? A BIG yes.
In just 37 days of launch Samsung Galaxy Note II topped 3 million units in sales. Also, the Apple Parody Ad(Click here- LINK ) has topped the Most Viral Tech Ads of 2012 List(See this link.) The best thing is, the purchasing intention has grown over 11%, which is far ahead than Apple(See graph below.)

                

Thus, Samsung's fast-mover efforts aided by huge funding in Marketing departments have made sure that the year 2012 was quite special for Samsung. More to watch out, during 2013.