At the Abby awards held last month, Ogilvy & Mather bagged the best continuing campaign for Fevicol and Hutch, besides 24 other awards. Though the Hutch network ad stood as a memorable one for essaying a great idea, the Fevicol campaign was thoroughly built on consumer insights: be it the Cannes award winner Fevicol bus or the recent rural-specific advertisements.
"The campaign was a true representation of observation method delivering consumer insights. When in school, we used to travel through Jaisalmer in the bus crushed between people and their trunks, and at times even their poultry. The insight was this strange human bonding. The ad clicked and the rest is history," says Prasoon Pandey of Corcoise Films, who shot the Fevicol ad.
Agencies use the quantitative and qualitative methodologies their research partners offer them, but more important than that is a process of direct consumer watch and intervention that they propagate.
The observational method of study is the richest tool around. It is first-hand, real and unintrusive. It is not prompt-dependent and therefore it is that much more consumer-real.
Insights operate at three levels in advertising. The first is as part of the strategy and feeding into the client brief. This is classically the domain of the account planner. The insight at this stage is properly a part of the target audience understanding in terms of what motivates them, and why the brand's selling proposition would be of interest to them.
The second is as part of the creative idea. These insights
are sharp and form the core of the approach by which the selling
proposition is magnified. "In great creatives, the insight is the idea
and the idea is the insight - there is an inseparable connection
between the two," says Hamsini Shivkumar, Vice-President and Strategic
Planning Director, JWT. Read more (Hindu Business Line)