THE CASE OF THE VIDEO DOOR PHONE

CLIENT: Ray Impex Trading

PRODUCT : Video Door Phone

BRIEF: To communicate the features of the Video Door Phone and its security aspect. The Video Door Phone consists of two pieces - an outside camera and an inside wall unit.

DATE: 1995

HEADLINE OPTIONS:

OPTION I

Ever heard of a "two-piece" that ensures security ?

OPTION II

To keep unwanted visitors, irritating salesmen or nosy neighbours out...

Idea Trigger :

One day, Minoo's friend Anita dropped in from Bombay. She looked swashbuckling in tight black jeans, boots, black coat, big earrings and a cigarette in her hand. She sat legs akimbo on Minoo's sofa puffing away. She was a copywriter in HTA, Bombay, I think. Minoo called us out to introduce us. Maybe Anita could help us with our work with some tips. That's when she said "A headline should contain an INTRIGUE and a PROMISE."

That's what I was trying to follow in the above line.

The layout for the above ad was done by a cut and paste artist who had started his own agency, one of Minoo's clients. The ad cut a very sorry figure too. It ran into print also, carrying the second line.

Later, Minoo me and Das were discussing the ad, how it could have been better. The discussion revolved around the sad illustration of a girl in the video screen on the visual of the Video Door Phone. We were wondering what visual would have been appropriate. "Dennis the Menace", I blurted. That seemed really apt. But would it have made the ad look as if the product was for kids ? Maybe it depends on how it is presented.

An approach Purple Patch and me liked:

Visual : A lady in a two-piece bikini using the Video Door Phone.

Headline : Ever heard of a two-piece that ensures security ?

Bodycopy :

Honest, it is a two-piece : THE VIDEO DOOR PHONE.

Now you can see and talk to visitors outside your door without opening it.

Just install the two-piece VIDEO DOOR PHONE.

This modern device comprises two pieces - one consisting of a camera, microphone and alarm which is fitted outside your door.

The other consisting of a phone handset, monitor, speaker, ringer and a door
release facility.

So you can screen your visitorsfrom wherever you are. And open the door or just bid them goodbye.

The two-piece VIDEO DOOR PHONE ensures absolute security in your home, office or factory. What's more,
it is easily installable and reasonably priced.

Now this is a two-piece you should not shy away from buying. Get in touch with us immediately :

WHAT GOT PUBLISHED:

Find Copy below this ad.

Lead in :

To keep unwanted visitors, irritating salesmen or nosy neighbours out...

Headline :

Introducing the Video Door Phone

Bodycopy :

Yes. Now you can ensure absolute security and privacy in your home, office or factory.

Just install the Video Door Phone. And see and talk to whoever is at your door...without opening it.

The Video Door Phone consists of an outdoor unit made up of a camera, a microphone and an alarm. And an indoor unit comprising a phone handset, a speaker, a ringer and a 'Door Open' button.

So you can communicate with your visitors from wherever you are and open the
door or just bid them goodbye !

So convenient. Moreover, an infrared

LED in the camera helps you to identify visitors even in poor light.

Easily installed and reasonably priced.

Get yourself a Video Door Phone today. Contact :