6_creative Strategy.docx

6. The Creative Strategy 6.1 The creative Process The five steps that have been undertaken in the according to Young’s Model are Immersion: Research on the campaigns done in the past Digestion: Analysed the information and identified various cohorts that the brand has been trying to target Incubation: Thought of the existing problem and how to target the working professionals Illumination : Lack of energy needed for the day to stay active even after the work Reality or verification: Studying the idea if it still looks good and finding the resonance if the problem would be solved The storyboard has been

6.2 Campaign Theme The underlying theme of the campaign is re-position the brand Horlicks for energy boost targeted at working professionals

6.3 Promotional Appeal The appeal is based on both Affective and Conative Strategies Resonance advertising attempts to connect a product with a consumer’s experiences to develop stronger ties between the product and the consumer. Here the product tries to alleviate the negative experiences faced in the life of working professionals Emotional advertising attempts to elicit powerful emotions that eventually lead to product recall and choice. Many emotions can be connected to products, including trust, reliability, friendship, happiness, security, glamour, luxury, serenity, pleasure, romance, and passion. Here we’d like to connect the happiness Generic messages are direct promotions of product attributes or benefits without any claim of superiority. This type of strategy works best for a firm that is clearly the brand leader and is the dominant company in the industry. The goal of the generic message is to make the brand synonymous with the product category. Horlicks here stands for “dinbhar ka energy booster”

6.4 Execution Technique Slice-of-Life Here we have proceed with Slice-of-life commercials. In slice-of-life commercials, advertisers attempt to provide solutions to the everyday problems consumers or businesses face. This format was made famous by Procter & Gamble during the early days of television advertising in the 1950s. The advertisements normally show the common experiences and especially the problems people encounter. Then, the good or service is made available to solve the problem. The most common slice-of-life format has four components: 1. Encounter 2. Problem

3. Interaction 4. Solution Here the typical employee encounters a problem in her day to day office life being faced with decreasing energy levels. On interaction with regular users, the employee finds solution for her problem

6.5 Sources And Spokespersons One final major issue remains for the creative, the company, and the account executive. Selecting the right source and spokesperson to use in an advertisement is a critical decision. Four types of sources are available to advertisers: 1. Celebrities 2. CEOs 3. Experts 4. Typical persons Here the typical persons are used to communicate the message and the expertise of regular customers becomes the source

For story board and Print Ad please refer the exhibits

Exhibit 1: Storyboard

Exhibit 2: Print Ad