Fastrack went ahead with roadblocking to be able to talk to its target group in a way which they like. And it worked
An innovative campaign needs an equally competitive media plan. Fastrack’s new campaign, myEXbox, is built around the brand’s theme of ‘Move On’. The TV campaign has six creatives talking about each character’s experiences with Moving On.
The Fastrack ‘myEXbox’ campaign just doesn’t stop with television but completes the loop by inviting people to upload their confessions on its website. It also gives a chance to be in the next Fastrack ad.
The media challenge was to get all of the creatives to be seen by the brand’s target group and create excitement around the contest. After much deliberation, one solution was to do a roadblock on the platform that would get the most eyeballs. Movies and music are two such key programme genres where youth spends a considerable amount of time. This insight helped identify the right media vehicle- Zoom (exclusive roadblock) and UTV Bindass (partial roadblock).
For the entire day, all the six creatives of Fastrack’s new campaign were aired. In addition, subtle integration creatives such as Aston bands and break bumpers were used to create high impact for the campaign and get buzz around the contest.
As a youth brand, we need to constantly innovate and experiment; with not only our communication but the way we use different media vehicles. The roadblocks were another such attempt toward this. It has worked very well for the brand. Roadblocking is definitely an innovative way of advertising and we always believe in doing innovative things. If any medium can be blocked for better communication, we would stick to it.
An innovative campaign needs an equally competitive media plan. Fastrack’s new campaign, myEXbox, is built around the brand’s theme of ‘Move On’. The TV campaign has six creatives talking about each character’s experiences with Moving On.
The Fastrack ‘myEXbox’ campaign just doesn’t stop with television but completes the loop by inviting people to upload their confessions on its website. It also gives a chance to be in the next Fastrack ad.
The media challenge was to get all of the creatives to be seen by the brand’s target group and create excitement around the contest. After much deliberation, one solution was to do a roadblock on the platform that would get the most eyeballs. Movies and music are two such key programme genres where youth spends a considerable amount of time. This insight helped identify the right media vehicle- Zoom (exclusive roadblock) and UTV Bindass (partial roadblock).
For the entire day, all the six creatives of Fastrack’s new campaign were aired. In addition, subtle integration creatives such as Aston bands and break bumpers were used to create high impact for the campaign and get buzz around the contest.
As a youth brand, we need to constantly innovate and experiment; with not only our communication but the way we use different media vehicles. The roadblocks were another such attempt toward this. It has worked very well for the brand. Roadblocking is definitely an innovative way of advertising and we always believe in doing innovative things. If any medium can be blocked for better communication, we would stick to it.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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