The saturated world of cell phone market is filled with different brands and their multiple confusing ads that merely introduce more or less the features symmetric among different cell phones and present them in rather monotonous way. Most of these ads lack on the creativity part and focus only on delivering the information about the product which is why they fail to grasp the attention of the target market. Voice, a new name in the cell phone market has launched a brilliant campaign to promote its range of cell phones in the market.
The ad of Voice V610 features a young couple starting their day using the smart Voice V610 cell phone that allows them the ease of typing in their touch system phones. The copy of the ad and the creative theme describes the product story in the most effective manner. In the creative, the male model rides bicycle to commute to his office and his wife sees him off by taking his pictures from the Voice cell phone. The product is aptly placed in the ad and its features are effectively communicated through out the ad. The theme used in the ad delivers the message of saving energy and reducing carbon footprint. The creative is commendable for its novelty as it stands out from the clutter and will boost the brand image at the launch stage.
The copy used in the ad ‘Her ek purani kahani se agey nikal, khuch naya ker’ is in complete sync with the creative theme and the product attributes highlighted in the ad. The tagline ‘Khuch Naya Ker’ blends in with the product image by complementing the unique features this particular cell phone is offering. Most of the touch phones do not offer typing facility but Voice facilitated the prospective customers with the launch of an attachable typing pad. The brand holds a competitive edge over other cell phone brands with this unique feature and also went a step ahead with the creative theme embedded in it.
Other ads used in the launch campaign of Voice have also used some brilliant themes that distinguish this brand from other competitive cell phone brands existing in the market. In another ad of Voice V400 and V600, a group of youngsters take up the responsibility to lift the garbage from a park which sends a strong message to the public that we should keep our surroundings clean.
By integrating such ads in its campaign, Voice has broken away from the clutter and will generate favourable response and high brand recall among the minds of potential consumers. Another attention grabbing ad of Voice shows a man taking snaps of common people doing extra ordinary and inspiring deeds. A young waiter at a small tea café studying books during his free time at work, a traffic police officer signaling a VIP car to stop to let an ambulance go and a man riding a bicycle in suit. Inclusion of such ads setting inspiring examples before the target audience is likely to induce them to buy the Voice cell phones.