5 replies
I need some advice. What do you think of the copy for this newspaper ad?


"BEAUTY IS DEAD

Ms. Revo 2012: It's not a beauty pageant, it's gladiator fight for actors. Last actress standing gets a starring role in a Bollywood film.

Msrevo.com"

I'm an American working for a startup film production and media company in Mumbai, India. The ad is for an beauty pageant/acting and talent competition we're holding in August. The goal of the ad is to build hype and attract contestants. I wrote it this way because I want to shock people into paying attention, and to get them curious enough to visit the website. What do you think?
#beauty #dead #event #india #mumbai
  • Assuming this is real I suggest you expand your media mix for this campaign. Less than 1/3 of your target audience ever reads a newspaper:
    Newspapers: By the Numbers | State of the Media

    You can call the Bombay Samachar and other newspapers for a media kit--my guess is their data will confirm this. I'd get the website up as soon as possible, capture leads, drive interest and buzz with online campaigns on Youtube, Facebook and other social media, then add paid media with television, radio, and print as the budget permits.
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
    {{ DiscussionBoard.errors[6345236].message }}
    • Profile picture of the author OwenSanders
      Thanks for the advice Joe! What do you think of the specific wording of the copy though? I know it's kind of ridiculous, but on the other hand, that's the point...people are so inundated with messages everyday that they tune almost all of them. The only messages that get through people's attention filters these days are those that are entertaining or somehow confusing, weird, or incongruent. That's my logic behind writing something so hyperbolic and unnecessarily strange and dramatic. But I'm just a beginner. What do you think?


      Also, here is my current draft of the marketing plan. If you find a minute to read it over I'd greatly appreciate the feedback.

      1. Complete the website as soon as possible. For now, put front and center the same artwork from the ad and the headline "Is Beauty Dead?" below which will be an article written by us about the event but written in a grabbing journalistic style. The first paragraph of the article will establish the author as someone who has seen the ads and heard mixed reactions from friends about them (some found them creepy, offensive, confusing, etc). The article quickly and smoothly transitions into what the author has discovered after calling the company putting on the event, which will include all relevant information that various stakeholders will need to know about the event before participating in or promoting it, including contestants, sponsors, journalists, bloggers, and fans, while simultaneously emphasizing the key selling points of the event from the perspective of different stakeholders, including:
      a. The fact that all contestants, regardless of whether they win, will receive extensive coaching from dieticians, an acting coach, a choreographer, a singing and diction coach, etc. Frame it as an inexpensive crash course in acting and modeling ideally suited for newcomers and those who simply want to hone their craft. And that's just if you don't win. If you do win, you'll be starring in a Bollywood film, and second and third place contestants will also receive parts in commercials or smaller roles in films.
      b. Guest star celebrities will attend and judge the event.
      c. The media and blogosphere will be attending, giving sponsors ample opportunity to build brand awareness.
      Below that will be a link to the application form and a way to contact us.
      2. Make a web miniseries out of the auditions and post it on youtube, facebook, twitter, stumbleupon, reddit, and our website. Give the girls honest feedback, as if it were American idol. Do interviews with people around the office about what good acting means to them, how to identify charisma and star power, their reactions to certain contestants that they didn't want to share in the room, etc. to intersperse between the audition segments. Core people to sit as judges in the auditions, who should be there for every single audition: Karishma, Krishna, Owen (as these are the three people in the office with the most experience with the creative side of acting). Allow anyone to be in the room and comment and vote who wants to though. Judge the contestants based on acting ability, looks, dress sense, articulateness, and charisma (i.e. star power, the "it" factor). Have the judges comment on these factors during the auditions and post audition interviews.
      3. In general maintain the Ms Revo and Revovision facebook pages, facebook accounts, and twitter feeds with whatever updates are interesting and available. Include articles on what is beauty, star power, charisma, good acting, etc.
      4. Use aliases in various forums related to India, Mumbai, fashion, acting, and Bollywood to create hype.
      5. Contact bloggers and request they post the miniseries and/or our article, a modified version of it, or their own article on their blog in exchange for us plugging their blog on our site and free admission to the event. Target all blogs having to do with Indian fashion, Bollywood, Mumbai, photography, etc.
      6. Once we have 40 contestants and we can start practices, film the practices. Use this footage to create behind the scenes videos and one or two trailers, which again should be posted everywhere.
      7. Contact old media columnists and journalists about the event. Invite them to come to a practice, the final event, even auditions if they want.
      8. Add paid media with television, radio, and print as the budget permits.
      9. Invite celebrities to the event.
      {{ DiscussionBoard.errors[6347089].message }}
  • Profile picture of the author Rezbi
    Originally Posted by OwenSanders View Post

    BEAUTY IS DEAD
    It's a lie!

    I'm still here.
    {{ DiscussionBoard.errors[6348497].message }}
  • Profile picture of the author Dan Curtis
    I don't like it because I don't understand it. It also has a negative connotation.

    I can't see from your copy what it is you are trying to promote.

    It wouldn't attract my interest. It would only make me annoyed.

    This is better. It satisfies the who, what, when, where and why, and it has a positive message:

    "Last Actress Standing...

    ...gets a starring role in a Bollywood film.

    Competition starts August 2012. Beauty is not dead.

    Complete info at msrevo.com "
    {{ DiscussionBoard.errors[6349362].message }}
    • Profile picture of the author OwenSanders
      Originally Posted by Dan Curtis View Post

      I don't like it because I don't understand it. It also has a negative connotation.

      I can't see from your copy what it is you are trying to promote.

      It wouldn't attract my interest. It would only make me annoyed.

      This is better. It satisfies the who, what, when, where and why, and it has a positive message:

      "Last Actress Standing...

      ...gets a starring role in a Bollywood film.

      Competition starts August 2012. Beauty is not dead.

      Complete info at msrevo.com "
      I like your version. I also still like my version too though haha...I'll show both to my colleagues today and get their opinions as well. Thanks.
      {{ DiscussionBoard.errors[6350850].message }}

Trending Topics