Creative approaches: DACIA

Résumé du document

DACIA simply wanted to show the blatant truth to people, since this truth can be easily proven by a fact: the Logan is the cheapest car available on the market. Here, tt just requires a standard animation, followed by the final message, the price and the brand logo. The message is clear and efficient, because it explains to us that the Logan knows no rival and that it is the reference in terms of price. Moreover, the voice in the commercial uses a simple but strong rhetoric question: "do you know what diesel-driven car is the cheapest?" Still, no need to give it a thought! The answer directly follows up, with the price displayed clearly. Thus, thanks to this commercial, Dacia could let every viewer know that the Logan is the most price competitive car. In short a very classical yet efficient advertisement.

Extraits

[...] Assessment I love this ad because it takes the form of a real, neat documentary focusing on the story of vacuums. The creative team even used Dyson founder's own image and authority to strengthen the demonstration. Actually, he is surrounded by materials and professional tools, displayed to give more credibility, again. In the end, one might ask oneself: was so obvious! Why did it take engineers so long before realizing In a way, you dreamt of it, Dyson did it. [...]

[...] Thus, people have been growing less sensible to classical, factual messages. This way, the goal of public agencies, such as the French Sécurité Routière, is to trigger off people's identification to the characters at play, so that viewers can be moved, feel proximity with the message and react. To do so, the Sécurité Routière resorted to a moral message, directed at French's sense of right and proper. Ultimately, such kind of print is to single out your message and your philosophy through uncommon tone of voice, in order to raise people's concern and awareness. [...]

[...] Indeed, milk is a necessary product. However, if you must drink milk, at least why not drink one making you healthier? In this case, women are clearly targeted, since the promised benefit is keeping your form slim. In this print ad, the point is that Parmalat opted for an indirect message. It only shows the selling premise, assuming the viewer can logically make the link between specificity of the product and the result cleverly displayed. Assessment I think this ad is very original, because generally speaking, milk producers tend to convey only classical, technical, tasteless messages. [...]

[...] Creative approaches Agenda 1. Straightforward: factual message 2 Reasoning 2 Assessment Demonstration 3 Reasoning 3 Assessment Comparison 3 Reasoning 3 Assessment Problem solution 4 Reasoning 4 Assessment Slice of life 5 Reasoning 5 Assessment Spokesperson or endorser 6 Reasoning 6 Assessment Testimonial 7 Reasoning 7 Assessment Humour 8 Reasoning 8 Assessment 8 Straightforward: factual message Announcer: Dacia Product: Logan (car) Sector : Car industry Format: TV commercial (JIC: http://fr.youtube.com/watch?v=wayvwtC7p4g&feature=related) Reasoning DACIA simply wanted to show blatant truth to people, since this truth can be easily proven by a fact: the Logan is the cheapest car available on the market. [...]

[...] Here, Parmalat tries to make us smile by exaggerating the efficiency of its product, beyond human nature. This use of humour should pay off and give Parmalat's product a positioning. [...]