BRAND: Arcelor Mittal
HEADLINE: Boldness changes everything
BASELINE : Transforming Tomorrow
AGENCY : TBWA
HEADLINE: Boldness changes everything
BASELINE : Transforming Tomorrow
AGENCY : TBWA
4Ps TAKE : A
couple of issues back, when we featured Arcelor Mittal in the ads rankings section, it was busy comparing the beautifulParis with & without the Eiffel Tower. The basic idea was to depict how boldness – and, of course, steel – changes everything. Yet again, the brand’s latest ad revolves around the same concept but with different visuals. The body copy explains the visual that has a man gazing at the moon in one box (from Planet Earth!); the other box shows an astronaut, who is much closer to the moon. The ad successfully conveys the message that steel comprises a good part of the man’s mission to moon (a space shuttle, for instance, has parts of steel). The USP of the steel giant is the belief in boldness to change everything. Reward to the prospect: Mr. Lakshmi Mittal, world’s No.1 steel manufacturer’s name attached to the product (it helps that he’s of Indian origin, doesn’t it?!). Good effort Arcelor Mittal to promote the recently acquired empire – but even a better ad at that!For more articles, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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