A Surf Excel Tells Pakistani Mothers:
“Dirt is Good Because Learning is Good.”
Surf-Excel target market
is the mothers because they wanted their kids to wear clean cloths but they
could not stop their kids from playing and enjoying the simple pleasure of life
and getting their cloths dirty in the process.
Sur-Excel position
themselves as a superior cleaning abilities against dirt and stains.
Based on this positioning
and consumer insight they create a massage that “Dirt is Good because learning
is Good”. This massage content is indicating emotional appeals, moral appeals
and social appeals. This massage is built upon the idea that children learn
through play and other experiment activities but the mothers worry about the
dirt.
To reach the massage to
the customer, Surf-Excel launched consistently three ad campaign.
“Puddle
War”
In which a young school
boy fights a mud puddle in a effort to take revenge from in a effort to take
revenge from it for hurting his little sister by making her fall.
“Kids
on Bikes”
This campaign is an open
cycle race taken to ten Pakistani cities, with the objectives of demonstrating
the positive aspects of kids getting dirty.
“Paint
Masti”
In
this campaign kids and their mothers were invited to join a painting camp held
at a local playground where the children could indulge in painting activities
to their hearts desire They could express their creative talent have fun and
set dirty at the same time.
0 Comments