The case “The Message Strategy Behind CEAT’s ‘Be Idiot Safe’ Campaign” talks about the creative strategy behind Cavi Elettrci Affini Torino Limited (CEAT) Ltd.’s successful ‘Be Idiot Safe’ (Idiots Campaign) ad campaign, which went on to have several re-launches in later years. The case starts out by mentioning how the ‘Big Idea’ for the ‘Idiots Campaign’ was arrived at in 2010. It then describes the ads that were launched as part of the ‘Idiots Campaign’ and their impact on CEAT’s brand value. Details are also provided about how the campaign was revisited in 2011 and 2014, and how this too turned out to be successful. The case ends with the latest re-launch of the ‘Idiots Campaign’, under the name ‘Meet the ‘Mahapurush’ (Mahapurush campaign), in 2017. .

Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies

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Issues

The case is structured to achieve the following teaching objectives:

	Understand the marketing communication objectives behind an ad campaign
	Analyze the creative strategy for a marketing communications campaign
	Develop a successful and long lasting ad campaign around a ‘Big Idea’
	Create an appropriate media mix for an ad campaign

Contents

INTRODUCTION

ABOUT THE COMPANY

THE LAUNCH OF THE CAMPAIGN - 2010

BUILDING THE CAMPAIGN – 2011 AND 2014

TAKING THE POSITIONING TO THE NEXT LEVEL -- 2017

THE FUTURE OF THE CAMPAIGN

EXHIBITS

Keywords

CEAT,Message Strategy,Integrated Marketing Communications,Creative strategy,360 Degree Campaign,Cause-based Marketing,Big Idea,Unique Selling Proposition (USP),Brand Positioning,Long lasting Ad Campaign,Out-of-home (OOH) media,Digital media,Print media,Television Commercials (TVCs),Target Market,Marketing communication objectives,Communication Triangle,Teaser campaign,Revealer campaign,Media mix,Clutter-breaking,Differentiation,Marketing Tie-ups,Role of Advertising agency

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