BRANDING

Published on December 20th, 2008 | by drkkr

13

MOVIE / BRAND – live in

We eat Brands, Drink Brands, watch Brands…Across the globe to push a brand to a customer, the easy way adopted by corporate is the use of celebrity. Celebrity endorsement is believed as the easiest and effective way of pushing up a brand. There is another strategy which is of late becoming very popular in brand strategy is branding through movies or otherwise called as product placements or tie ins , a subtle way of placing a brand through movies.

In India it has caught recently in a big way with Om Shanthi Om ,no one can ignore the Nokia phone which was used by Sharuk khan nor the car he has used in the movie when compared to the ten second advertisement which appears in between a cricket match or a soap operas when we conveniently try to snap channels or sms to our friends or move to a the next room or flip through a newspaper..We consider that as a break on the other hand tie-ins strategy is all about picking the right partner and letting them have their own unique message and voice.

I actually wanted to look at the product placement in a Global movie and considering that in 2007 the total value of onscreen product placement jumped to US $342 trillion, the practice appears poised for continued, if not exponential, growth. ‘B’ is a powerful word in the celebrity list, not just in India but also in USA. *B- In India is Big B-Amithab. *B- In USA and other part of the universe is Bond James Bond. The sixth and the latest James Bond – Daniel Craig is not just shooting and kissing in bond movies but also attracted marketers to the movie franchise well known for product placements and tie-ins.

Marketers believe James bond (Craig) can inspire and appeal across generations (6 year and 60 years) gender (male, female, triangle) and geography (New York, Delhi, Chennai, Chicago, Shanghai, Hong Kong, London, Parris, Frankfurt, Amsterdam, Egypt, Dubai, Sri Lanka, Bangkok) in the same manner. Statistics supports the reasoning; world wide box office for casino royal was $ 594.2 million, the highest among the bond films.

This info has attracted lot of marketers of younger, hipper product to associate with the latest film – quantum of solace, among them: COKE : with its first brand Promotion, for coke zero. Coke believes the tie-in would be appropriate for two irreverent and global personalities (coke zero and bond). SONY: After a tie in with casino royal Sony film studio is stepping up its bond ties for quantum of solace. James bond will appear in TV, print and digital ads to promote Sony’s Bravia flat-panel TVs, Blue-ray Disc players and Vaio computers. Also available will be a limited edition 007 Vaio that includes a Bond-like brief case. SWATCH : The “007 Villain Collection” has 22 watches based on the chief bad guys in each of the movies. Priced at $60 to $245, the faces incorporate villain features such as “danger level” for the Dr. No watch or a skull face for voodoo character baron Samedi in Live & Let Die. AVON : The cosmetics and fragrance maker, in its first Bond affiliation, will sell Bond Girl 007 Fragrance for $30.Gemma Arterton, who plays Agent Fields, a sexy, young, fellow Brit, will appear in print and TV ads in North America, Europe and Latin America. The films is a “great platform to develop a beautiful fragrance an connect with women worldwide,”

TOYS:- Hoping Bond’s appeal can be extended to kids, toy licensee PopCo will have Bond collectible die – cast cars, action figures and toys, such as the Crypto Decoder, with a suggested retail price of $19.99, and GPS Hideout Tracker, sold at mainstream outlets including Toys R Us. FORD : Ford of Europe’s redesigned ka mini-car, being launched now, is driven by Ukrainian actress and new Bond love interest Olga Kurylenko. The automaker and the film’s designers created a metallic gold model, and Ford of Europe will launch the special-edition Solace Ka for sale around the movie’s release.

The design of Kurylenko’s ride was aimed specifically to reach women in the audience. Other Ford brands are expected to show up in the film, and Bond again will drive former Ford brand Aston Martian , Bond films and ford motors have long and strong ties. Back-to-back wins in 2005 and 2006 make Ford the of the product-placement world. After appearing in 18 of 41 Number Ones in 2005, Ford finished with 17 appearances in 2006’s 41 Number One films. And this year’s win in which Ford, and its brand stable, all had major roles. It has been a Ford decade, with the brand appearing in 19 Number Ones in 2001 and 14 Number Ones in 2002. Through 2003 and 2004, Ford appearances decreased slightly, though the brand came back strong in 2005 and 2006. Ford has appeared in over 35 percent of all Number One films in the last six years (82 of 231 films).

The next closest brand is Coca-Cola, having appeared in 20 percent fewer Number One films over that same period. Ford might even be the film product of the century. In the early 1900s Ford sponsored films such as Keystone Coupe, naturally featuring Fords. To maintain its strength in the next century, Ford has created the Ford Global Brand Entertainment Group, charged with making sure we continue to see onscreen dominance by the auto brand.

Folks next time when you watch a movie remember the star holds a mobile phone or drives a car or drinking a label in a pub does it with a purpose..yep he or she is trying to seek your attention to a particular brand.

Tags: BRAND, BRANDING, brandthink, drkkr, MARKETING, movie, think

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drkkr

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