lecture 1: radio + billboards

Big Ideas Radio + Billboards

AD 382: Class 1, 1/28/15

Gina Collura, Creative Director

- Writing Radio: one of the original

storytelling art forms

- Writing Billboards: short + sweet,

and sometimes purely visual

But…they both start with a Big Idea

“Radio is visual.”

– Luke Sullivan

Culture

Company

Consumer

Category/Competition

Big Idea Case Study: RADIO

Anheuser-Busch

BUD LIGHT

Insight/T

ruth

Big Idea

Company: Anheuser –Busch (Topline)

The #1 Beer Company in the world.

Makers of:

- Budweiser

- Bud Lite

- Etc

Bud Light

Category/Competition: (Topline)

- There are hundreds of beer brands in category.

- In late 90’s/early 00’s, media spending neared

the billion$.

Consumer:

In the late 1990’s, they targeted 21- to 27-year-old

drinkers, a segment of the population that

consumed more beer per capita than other age

groups and had not formed brand loyalty.

Culture:

DDB’s creative team singled out ‘‘regular guys’’

in overlooked jobs or with comical foibles,

‘‘people who just need to be called out to take

a bow for whatever reason.’’

Culture

Company

Consumer

Category/Competition

Insight/T

ruth

“Real American Heroes”

(re-named “Real Men of Genius”)

Campaign Details:

DDB Worldwide, Chicago was the ad agency.

‘‘Real American Heroes,’’ parodied beer ads of

previous decades.

‘‘Real American Heroes’’ made a bigger splash than

many believed possible for a radio effort.

Over 100 radio spots were written.

Campaign Details:

Renamed ‘‘Real Men of Genius’’ after

September 11, 2001, the campaign ran for years,

earning dozens of ad industry awards, while building

a dedicated base of fans.

‘‘Real Men of Genius’’ made the rare leap from radio

to TV in 2003. Though the television commercials

were well regarded, campaign returned exclusively to

radio in 2004.

https://www.youtube.com/watch?v=wkPhSbMJxy8

Listen to

more awesome

Radio Spots

http://heywhipple.com/my-favorite-radio-campaign/

http://heywhipple.com/radio/

Great radio can be/should be:

- Entertaining

- Funny

- Interesting

- Whipsmart

Cut through the bad radio

“An idea is big when it’s

portable + can work on any

media channel.”

–– me

Conceptual

Billboards

Project 1: Radio + Billboard

Sports/Recreation/Leisure

The Brands

The Brief:

Create awareness for JackRabbit Sports Store, a NYC-based sporting

goods store. With 4 locations around the city, JackRabbit appeals to a a

range of athletes—from the devoted CrossFitter to the 1st time

marathoner.

How can radio get the attention of a 1st time marathoner to get their

marathon sneakers at JackRabbit? How can a billboard persuade them?

Store

The Brief:Create awareness for ClassPass, a two-year old reservation-based “gym

membership.” For $99/month, you can take 30-31 classes at various

gyms around major cities (that’s 1 class every day).

Most ClassPass members are young professionals, digital natives, who

are cash-strapped andlooking to mix up their workout routine and try new

things: like Bootcamp and Parkour.

How can radio get the attention to attract new members to sign up?

How can a billboard persuade them to try ClassPass?

Membership Web site

The Brief:

Create awareness for ToughMudder, a 10-12 mile muddy obstacle course

challenge. With events taking place in 3 continents, and 50+ worldwide,

TM appeals to different levels of athletes and novices. How can we appeal

to those who have never done a ToughMudder (TM)?

How can radio get the attention of a potential 1st timer to sign up for TM?

How can a billboard persuade them to take the TM challenge?

Fitness Event/Obstacle

The Brief:

Product

Create awareness for the new fitness brand, KT Tape, an elastic tape

designed for muscle, ligament and tendon pain relief and support.

KT Tape is used by a variety of athletes and everyday people who like to

stay fit.

How can radio get the attention of the “every day athlete” who is trying to

stay fit, by fighting through pain? How can a billboard persuade them to

try KT Tape?

The Brief:

Company

Create awareness for SpaceX, a company that designs, manufactures,

and launches advanced rockets and spacecraft. They work with NASA

and their ultimate goal is to enable people to live on other planets.

How can radio get the

? How can a billboard?

The Brief:

Women’s Fitness

Clothing

Create awareness for the new SweatyBetty store in NYC. Born in the

heart of London's Notting Hill, Sweaty Betty has been ensuring style

meets performance in women's fitness clothing for over 15 years.

But SweatBetty is different than LuLuLemon and Athleta.

How can radio get upper west side fitness mommies to come check out

the SweatyBetty store and shop? How can a billboard persuade them?

www.jackrabbitsports.comwww.toughmudder.com

www.classpass.com

www.kttape.com

www.sweatybetty.comwww.kttape.com

Due Next Week:

Class 2

Team up, pick your brand (see handout for details): - Research! Research! Research!

- Answer the brief/What’s the insight/truth for your brand?

- Write 50 taglines for your Big Idea

Each team will be presenting to the class.