PromaxBDA: Ads need to touch the heart

MUMBAI: United States is better than any other country when it comes to marketing products, says Crest Animation Studios chief executive officer A K Madhavan.

Madhavan was speaking at the PromaxBDA conference on opening the doors for Indian Animation in the intensely competitive and demanding CGI products and services global market.

Citing the examples of brands such as IBM, HP, Apple, Microsoft, McDonalds and Pizza Hut, Madhavan said that when it comes to building and marketing brands, no one does it better than US. “Hollywood is another example”, he said.
Armed with a strong marketing strategy, American animated films are creating big revenues worldwide, Madhavan said. “In 2010, American box office generated $10 billion out of which, $3 billion were generated by animated movies alone. This is not happening anywhere else.”

At another session during the conference Trollback + Company president and creative director Jakob Trollback showed ads and promos, which he said, communicate emotionally.

To communicate emotionally, the ads need to have synchronisation thinking, making, creativity and strategy, Trollback said.

Trollback further revealed that getting attention of the audience in the crowd is very important. He said, “You can’t reach someone’s heart with noise. With noise you can get the brain of your audience, but not the heart.”
Speaking further on communicating emotionally, Trollback said one should remove what’s not there in the story. He said, “We should simplify the story by adding, clarity, honesty, heart and humour.”

Talking about timeline pressures from the client, Trollback said one should make the client understand that a project created in two weeks will be better than what is created in two days. “One has to educate the client about this”, he joked.

Also, at the conference, Canal+ (Channel Plus in French) creative director Olivier Schaack showed his selected pieces of creative promos and ads. He demonstrated how he, along with the English advertising agency Devilfish, rebranded the Canal+ channels in 2009.

Schaack said, “For nearly 20 years, Canal+ had almost no competitor in the French pay TV market. The equation “No competition = No pressure” allowed Canal+ to live comfortably (5 millions subscribers) with only very basic communications: print ads but no TV ads, simple on air
trailers and only one change of graphic identity between 1984 and 2009. But, we had to adapt and keep at pace with the fast changing market.”

In this rebranding process, the French premium pay television channel developed award-winning creative image and on air campaigns in 2009, and revealed a new on air identity.

Schaack went on to show various videos created for the promotion of shows on the channel.

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