Subaru's obvious superiority in terms of handling and maneuvrability was something that the common man was unaware of. We created a set of ads that would very clearly differentiate Subaru cars' AWD technology from most of the competition.
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Toyota wanted to establish the fact that it was the industry leader and that it was the region's most reliable, safe and technology-driven car manufacturer. This series of ads, combined with three 30-sec films, each one emphasizing one particular aspect, The technology film started with a close-up of a car key (with Toyota keychain) starting up a car - instead of the car engine starting up you hear the sound of a aeroplane engine. Similarly for the safety, when the key turns, you hear the sounds of a baby cooing.
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Nissan Primera, a brand that was doing extremely well in the U.K. had not really captured the imagination of the public in Oman. Two ads were created highlighting the superb performance of the vehicle, in terms of features and reliability.
The next move in focus, came from the fact that the Primera was available in several 'girl' colours like pink, champagne, light green and other pastel colours. THis time we targetted the young women with a series of ads that appeared on glossy women's magazines. The main visuals were items of fashion, like a red lipstick, a yellow handbag, a green compact set. Each of them had the Primera brand name. The leading line "It says a lot about you..." was to appeal to them in their confident sassy selves. The campaign projected the Primera to the top three in women's cars.
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