Consumer Engagement

I happened to watch ZOOM on Dec 30th, and Fastrack watches seemed to have got a bulk inventory of the adspace at Zoom. They ran a series of 45 seconds commercials in serial order, and I thought it was a fantastic idea. Here is why

Fast track stands for trendy watches for people who want to try out something wacky and cool!So they ran a series of commercials bordering on relationships and sex(what else do youths keep thinking about? ) to bring the connect to the consumer. Once the connect is estabilished, they manage to show that the advertisement talks about a urban youth who learns to move on, which is the underlying message (Moving On) that they want to show.

One of the advantages of the web is that it gives a great consumer connect and engagement opportunity as opposed to other forms of media via sms/television/radio. Users can also upload their videos of 'moving on' and connect with the theme.

The moments in the ad film that caught my mind were

a) The guy who describes his marriage proposals and how his mother rejected them. Liked his expressions in 'Idhu laan venda rajaa' and the Tamil Slang. View it here

b) The woman, who uses her middle finger as a third count, to say she slept with Bunty. View it here

c) The ad where where the young chick says " Sex on the Beach is actually a Cocktail and G-String is not the string on a guitar :-)". View it Here

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