I guess many would have seen this new BlueStar Ad running on TV.
Air conditioner maker Blue Star has launched this campaign, building on its proposition of ‘office-like cooling at home’. The TVC created by Interface Communications aims to increase awareness for the brand targeting the residential segment and has tried making deep inroads across the country including the non-metros.
However, I am not here to talk about the ad and its creative aspect.
What struck me while I was browsing through the channels was the ad playing at 3 different channels at the same time – AXN, Comedy Central and CBS Prime. You flip through either of these channels, and you find the same ad playing just as if you had not changed the channels.
I thought it to be a coincidence, so I decided to confirm it with one of my friends who has fair bit of knowledge about media spends by brands. He confirmed that the exact time of the advertisements are mentioned in the media plans decided by the brands.
So, BlueStar had had planned this to the T.
3 channels having similar Target Audience who would flip through channels of their liking when there is an ad coming on one of them to find the same ad playing and catch their attention.
Come to think of it, its not a bad idea to have this idea for your TVC to improve the media effectiveness. People who have a tendency to flip channels, flip to specific channels when they want to avoid ads. For example, movie buffs would switch to a different movie channel when there is an ad coming in one (Star movies to HBO to Sony Pix) . English Music lovers would move from VH1 to 9X0 to Spark) . A Star world watcher would rarely switch to a Colors or Zee TV for his dose of entertainment (though there are rare occasions when this is true). Having a study about your audience and their TV watching habit might give a brand a fair idea of which channels to focus on, and play the ad simultaneously at these channels would ensure your audience has nowhere to go.
Smart move this, by Bluestar.
Indian Marketing Campaigns 