Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning 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

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