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MUMBAI: The launch of the most awaited sporting event - IPL 3. What should be the print ad on the day of the opening ceremony? How could we create a buzz?
Yes, it doesn‘t get bigger than the front cover. But could we top that too? Was it possible to stand out by idea and not just on big spends?
A simple idea was created by Ogilvy. Have eight different front page versions of the same newspaper, on the same day, across India. On each front page, a different captain. So if you got Dhoni on your newspaper‘s front page, your neighbour woke up to Sachin on his front page. Making each front page a collector‘s item. And the buzz it has created is evident. If your favourite IPL team is not on your front cover, go out and find a front cover that has it.
This print campaign has been released in Hindustan Times (all editions), Mid-Day (Mumbai), the very idea created by Ogilvy was a media innovation in itself.
"This job, from brief, to idea, to execution, felt like an IPL match. The team was all charged and excited from word go. They played together and slammed all doubts out of the stadium, making this idea come alive, ? says Satish deSa, Associate Creative Director, Ogilvy & Mather, Mumbai.
