We just got a ton of creative from a new Royal Enfield campaign in
Delhi. It's called "Trip" -- not to be confused with what happens when
you ingest too many of the wrong kind of mushrooms.
Pretty standard profile-of-a-user stuff. Each one has a picture of a
dude, his name and his motorcycle, followed by a brief timeline of
"whoa!" and "damn!" activities. Each timeline ends with "Tripping ever
since," which refers to when they started riding Royal Enfields.
Profile campaigns are sort of like the Zodiac. If you add enough
variation and disseminate the ads across enough media, you're bound to
trigger an irrational "Hey, that's TOTALLY ME!" in anybody curious
enough to linger on the copy.
We just wonder if the product comes second to the self-fellating that
follows when somebody "connects" with their John Doe of choice.
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