That is exactly what Fastrack wants you to do. Their latest campaign encourages the young & reckless to push boundaries, break rules and then, blame Fastrack! The campaign debuts with the ‘Blame Fastrack’ mantra video and this catches the viewer’s attention.
Their new summer bags and watches ad campaigns follow ‘close on the heels’. Both the commercials flaunt the new brand attitude and bring in the product focus cleverly. The bigger challenge for the brand is to keep the sifting audience hooked. On the flip side, while the brand mantra is engaging, the commercials needs some work. For example, their watch ad here establishes a good brand connect with the new mantra but fails to build a strong connect with the product.
A girl ‘going bananas’ after wearing the watch is a tad too familiar. While there is a clever marriage of the brand and the product somewhere in the commercial, subtler this connect stronger will be the impact. Fastrack has a diverse range of watches which could have been showcased in the commercial. On the other hand, their summer bags commercial here fares better in this context. A walk into a format store such as Central or Pantaloons shows how critical it is for brands to stand out. Most campaigns enthuse the viewer but fail to give out a clear ‘call to action’. Brands are evolving with each passing year, campaigns are getting sophisticated and newer marketing mediums are coming into being. Amidst all these marketing dynamics, the customer is increasingly playing ‘hard to get’ (unintentionally of course!). This presents marketers with a need to create campaigns that are simple, direct and most vitally, changeable. In the context of Fastrack, the good part of the campaign is that it has managed to bring in a common brand theme among its diverse range of products. What might not work is the longevity of this theme. While aiming for loyalty among this audience may not be resulting, the campaigns should surely aim to keep the customer coming in again and again.
Verdict: ‘Blame Fastrack’ is a catchy campaign. By better positioning the products in the ads and giving out a clear call to action, the campaign can result in ‘sticky customers’.