INFLAMAX RESEARCH INC. Ragweed Allergy Study. (English)
Service: Ragweed Allergy Study – 2014.
Treatment: This communication was designed for the ‘Allergy-unfamiliar’ market amongst South Asians. A comprehensive pre-campaign survey had shown that allergy symptoms were often confused with common cold amongst large sections of South Asians. The treatment of the TVC was deliberately kept light and ‘fun’ in keeping with survey results which found the target segment wary of communication that was ‘scary’ and ‘too medical-ly’. A known South Asian TV personality in Toronto was used to carry the service message.
Messaging: “If you are sneezing, it could very well be from Ragweed Allergy!”
Objective: Educate audience on similarity of symptoms between common cold & ragweed allergy > Demonstrate that getting tested for allergies is not ‘scary’ and one doesn’t have to be injected with all kinds of medicines. Just blow into a machine and know if you are allergic to Ragweed > Build desire to participate in client’s allergy study and earn a large monetary reward.
‘CRISPY’ FUSION TVC. (English)
Client: TWI Foods Inc. July – 2014.
Objective: Move communication from Crispy’s core ethnic (South Asian) base to a more open ‘generic’ (general market) audience. The product chosen to carry this message – the universally accepted and highly popular ‘Crispy Tandoori Naan’ ( a plush flatbread cooked in a clay oven called a Tandoor).
Challenge: Expand the communication reach but not lose touch with either the product’s South Asian origins or its traditional ethnic user-base.
Treatment: Jingle based action for enhanced memorability; Use of an acoustic-mnemonic (“Naani – Naani”) that sounds similar to product name and juxtapose it with brand name Crispy for top ‘o mind recall; Visually show a Naan being used as a ‘Wrap’ or a ‘Pizza’ (more contemporary uses of Naan in a Canadian setting) along with its more accepted ethnic use – as an accompaniment with curry.
Messaging: “You can enjoy a Crispy Tandoori Naan in multiple ways!”