Roadblock advertising is a clutter breaking, eyeball catching sales idea. But the catch lies in proper execution
T he roadblock for Fastrack that we did in 2009, is yet another innovation from Zoom to rise above the marketing clutter and do something innovative and unique. The Fastrack Roadblock was not a pre-conceived idea that we sold. It was, in fact, a response to Fastrack’s need for a solution that was clutter busting and delivered a huge impact with a sufficient number of eyeballs.
Roadblock was one of the many suggestions that we generated and ultimately executed. Fastrack had six new commercials, which debuted on Zoom on one particular day. All the ads were set up in a very unique video-chat setting.
What we had suggested was a 100% devotion of the channel to provide an engaging platform for viewers. In fact, we took it one step further and created our own promos for Zoom, in the same format as the Fastrack ads. This gave the entire exercise of roadblock, a fabulous seamless feel.
The roadblock as a generic tool is one of the most impact-oriented, clutter busters available. However, if it is not properly executed to wear the skin of the channel, this can result in viewer irritation. As such, we would never propose such an option in isolation and would rather insist that there is a primary resonance between the channel’s DNA and the brand’s imagery. Once these two are successfully balanced, this media innovation called a roadblock, becomes an eyeball grabber that works for the entire brand, the channel and the viewers.
T he roadblock for Fastrack that we did in 2009, is yet another innovation from Zoom to rise above the marketing clutter and do something innovative and unique. The Fastrack Roadblock was not a pre-conceived idea that we sold. It was, in fact, a response to Fastrack’s need for a solution that was clutter busting and delivered a huge impact with a sufficient number of eyeballs.
Roadblock was one of the many suggestions that we generated and ultimately executed. Fastrack had six new commercials, which debuted on Zoom on one particular day. All the ads were set up in a very unique video-chat setting.
What we had suggested was a 100% devotion of the channel to provide an engaging platform for viewers. In fact, we took it one step further and created our own promos for Zoom, in the same format as the Fastrack ads. This gave the entire exercise of roadblock, a fabulous seamless feel.
The roadblock as a generic tool is one of the most impact-oriented, clutter busters available. However, if it is not properly executed to wear the skin of the channel, this can result in viewer irritation. As such, we would never propose such an option in isolation and would rather insist that there is a primary resonance between the channel’s DNA and the brand’s imagery. Once these two are successfully balanced, this media innovation called a roadblock, becomes an eyeball grabber that works for the entire brand, the channel and the viewers.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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