Description
This is a ppt on IMC ads evaluation and covers evaluation of two ads Mercedes Benz and Knorr Sidekicks.
Integrated Marketing Communication
Analysis Of Ad Campaigns
Mercedes Benz: Corner lights
Accurate lighting in every curve. The active cornering light from Mercedes-Benz.
Advertising Agency: Jung von Matt/Donau, Vienna, Austria
About Mercedes Benz
Type of Company
• Mercedes-Benz, founded in 1881, is a German manufacturer of automobiles, buses, coaches, and trucks.
Target Segment
• High income level group • Targets middle aged rich class as well as younger generation of 25-35 years
• Symbolizes luxury, safety & precision engineering • Considered as a car of the rich and famous Positioning • Caters to a niche market
Mercedes Benz: Corner lights
Not very colorful The symbol says it all The wilderness is symbolic of adventure No Car on the Road
Focusing on Technological Efficiency
Accurate lighting in every curve. The active cornering light from Mercedes-Benz.
Advertising Agency: Jung von Matt/Donau, Vienna, Austria
About the Ad Campaign
Advertising strategy
• Reinforcing the focus on technical competence & safety aspects.
• Effect of the cornering lights without actually showing a particular model of Mercedes Benz • Generic ad
Big Idea Creative execution
Tactics Impact
• Color theme looks classy and elegant. • Minimal use of words • Symbolic representation
• Concentrating on particular technical specs. They brought out similar ads during the same time about powerful brakes, etc. • January-July 2010 sales were really good with Mercedes registering a growth of about 60% compared to the same period last year
Our Analysis of the ad
The absence of the car - Simple but frequent use of connotation & symbolization. Lack of color gives the impression of Class & Elegance Effective in presenting the audience with innovation, luxury, and power, without the use of words. Focuses only on technical competence and not on the look or elegance of the car. This ad could relate to Mercedes Benz minibuses as well as luxury cars.
Knorr: Sidekicks
Knorr Side Kicks – The great taste you love with 25% less sodium
Advertising Agency: DDB,, Toronto, Canada
About Knorr Sidekicks
Type of Company
• Knorr is the largest brand of “Unilever”. • Knorr Sidekicks is a healthy food offering by Knorr.
Target Segment
• Families(Mothers) in Canada who have growing “Nutritional Concerns”. • Targets middle and upper middle class mothers who are in the age group of 25-45 years
• Symbolizes Healthy eating with less sodium content • Considered as a great taste, easy to cook and healthy side dish option Positioning • Caters to a mature market
About the Ad Campaign
Advertising strategy
• The focus is on increasingly health conscious Canadian families, who can enjoy delicious side snacks, and also manage their sodium intake. • “Salty” creates an emotional appeal when he gets sad about being chucked out of the Knorr food that is served to the family.
• SALTY, uses animation and live action to capture the emotional aspect. • Centered over a sound track of Michael Bolton’s “How Am I Supposed to Live Without You,” • The ad goes on like a story, which makes us expect “Salty” to appear in other Knorr ads too.
Big Idea Creative execution
Tactics Impact
• Used “Salty” to deliver the message on the website as well. The video was widely played on various channels. • The sales increased by 32% in the next quarter. • Increased consumer awareness about the importance of salt content in food products.
Our Analysis of the ad
Cliché storybook emotions : Dejectedly crying in the rain, taking shelter near abandoned beer bottles in lonely back alleys. It isn’t often that a sodium reduced product gets attention, but this ad manages to blend animation with emotions to deliver the message.
The ad makes us empathize with “Salty”, even to some extent feel bad about him, which helps the ad focus on the reduced salt content.
The ad tries to differentiate its product on the basis of salt content & it talks nothing about the taste or other aspects of the product. “Salty” is analogous to Zoo Zoo used by Vodafone to form an emotional connect with the audience & act like a brand ambassador in itself.
Thank You
doc_578866786.pptx
This is a ppt on IMC ads evaluation and covers evaluation of two ads Mercedes Benz and Knorr Sidekicks.
Integrated Marketing Communication
Analysis Of Ad Campaigns
Mercedes Benz: Corner lights
Accurate lighting in every curve. The active cornering light from Mercedes-Benz.
Advertising Agency: Jung von Matt/Donau, Vienna, Austria
About Mercedes Benz
Type of Company
• Mercedes-Benz, founded in 1881, is a German manufacturer of automobiles, buses, coaches, and trucks.
Target Segment
• High income level group • Targets middle aged rich class as well as younger generation of 25-35 years
• Symbolizes luxury, safety & precision engineering • Considered as a car of the rich and famous Positioning • Caters to a niche market
Mercedes Benz: Corner lights
Not very colorful The symbol says it all The wilderness is symbolic of adventure No Car on the Road
Focusing on Technological Efficiency
Accurate lighting in every curve. The active cornering light from Mercedes-Benz.
Advertising Agency: Jung von Matt/Donau, Vienna, Austria
About the Ad Campaign
Advertising strategy
• Reinforcing the focus on technical competence & safety aspects.
• Effect of the cornering lights without actually showing a particular model of Mercedes Benz • Generic ad
Big Idea Creative execution
Tactics Impact
• Color theme looks classy and elegant. • Minimal use of words • Symbolic representation
• Concentrating on particular technical specs. They brought out similar ads during the same time about powerful brakes, etc. • January-July 2010 sales were really good with Mercedes registering a growth of about 60% compared to the same period last year
Our Analysis of the ad
The absence of the car - Simple but frequent use of connotation & symbolization. Lack of color gives the impression of Class & Elegance Effective in presenting the audience with innovation, luxury, and power, without the use of words. Focuses only on technical competence and not on the look or elegance of the car. This ad could relate to Mercedes Benz minibuses as well as luxury cars.
Knorr: Sidekicks
Knorr Side Kicks – The great taste you love with 25% less sodium
Advertising Agency: DDB,, Toronto, Canada
About Knorr Sidekicks
Type of Company
• Knorr is the largest brand of “Unilever”. • Knorr Sidekicks is a healthy food offering by Knorr.
Target Segment
• Families(Mothers) in Canada who have growing “Nutritional Concerns”. • Targets middle and upper middle class mothers who are in the age group of 25-45 years
• Symbolizes Healthy eating with less sodium content • Considered as a great taste, easy to cook and healthy side dish option Positioning • Caters to a mature market
About the Ad Campaign
Advertising strategy
• The focus is on increasingly health conscious Canadian families, who can enjoy delicious side snacks, and also manage their sodium intake. • “Salty” creates an emotional appeal when he gets sad about being chucked out of the Knorr food that is served to the family.
• SALTY, uses animation and live action to capture the emotional aspect. • Centered over a sound track of Michael Bolton’s “How Am I Supposed to Live Without You,” • The ad goes on like a story, which makes us expect “Salty” to appear in other Knorr ads too.
Big Idea Creative execution
Tactics Impact
• Used “Salty” to deliver the message on the website as well. The video was widely played on various channels. • The sales increased by 32% in the next quarter. • Increased consumer awareness about the importance of salt content in food products.
Our Analysis of the ad
Cliché storybook emotions : Dejectedly crying in the rain, taking shelter near abandoned beer bottles in lonely back alleys. It isn’t often that a sodium reduced product gets attention, but this ad manages to blend animation with emotions to deliver the message.
The ad makes us empathize with “Salty”, even to some extent feel bad about him, which helps the ad focus on the reduced salt content.
The ad tries to differentiate its product on the basis of salt content & it talks nothing about the taste or other aspects of the product. “Salty” is analogous to Zoo Zoo used by Vodafone to form an emotional connect with the audience & act like a brand ambassador in itself.
Thank You
doc_578866786.pptx