campaign plan book & creative brief for
TRANSCRIPT
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Campaign Plan Book & Creative Brief For
The Vocabulary Word, WORK, does not exist at this agency!
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Advertising & Promotion Dr. Anshu Arora
November 29, 2012
CP&B GROUP #1 J. Alvarez
M. Marshall
J. Mosha
Reginald G. Walker, Jr.
B. Young
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Table of Content
History.............................................................................................................................................3
SWOT Analysis...............................................................................................................................3
Purpose…………………………………………………………………………………………….3
Future & Strategies..........................................................................................................................4
Target Market..................................................................................................................................4
CP & B Advertising Agency...........................................................................................................4
Key Strategic Campaign Decisions.................................................................................................5
Objective ........................................................................................................................................5
Target Audience..............................................................................................................................6
Brand Position ................................................................................................................................6
Campaign Strategy..........................................................................................................................7
Media Strategy ................................................................................................................................7
Media Objective..............................................................................................................................7
Media Selection...............................................................................................................................8
Media Planning and Buying............................................................................................................8
Budget Allocation............................................................................................................................8
Scheduling.......................................................................................................................................9
Message Strategy.............................................................................................................................9
CP&B TV & Print Ads..................................................................................................................13
References………..........................................................................................................................21
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History
Established in Miami, Florida in 1988, Crispin Porter + Bogusky is a full-service, fully-
integrated advertising agency. During our over 22 years in business, we’ve grown across the
country and across the pond. They operate as one global agency with five locations: London,
UK; Sweden; Miami, FL; Boulder, CO; and Santa Monica, CA. CP&B specialize in making
brands famous, turning brands around, and generating outrageous business results for our
clients.. Our focus is on solving business challenges first, not making ads, and we have a media-
neutral creative approach with a particular strength in interactive.
Purpose
Work is a bad word to explain what we do. If what you are doing seems like work, you’re either
in the wrong industry or you’re not doing it right.
SWOT Analysis
• Strengths:
o Affordable prices
o Strong brand recognition
o High client and customer satisfaction
• Weaknesses:
o Competition with Agency
o Recession
o Technology
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o Growing Target Audience
• Opportunities:
o Expand with clients
o Expand overseas
o Become partners with technology and content providers
• Threats
o Competition with Agency
o Growing Designs
o Continuing to maximize campaign for clients
Future & Strategies
The CP & B want to provide the ultimate media planning and buying, research, and creative
services plus production for print and broadcast. To continue to serve customers in the United
States and internationally and eliminating all competitors.
Client: Burger King
Target Market
Burger King’s target market consists of adult males and females aged between18 to 34, who
enjoy fast food.
Target Audience
Males aged 18 to 34, who eat fast-food 9 to 16 times per month.
Teenagers
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Females aged 18 to 34, who prefer healthier food choices. Burger King now offers salads,
snack wraps and smoothies purposely for this audience.
Client: IKEA
Target Market
IKEA’s target market is the young, upwardly mobile global middle class who are looking for
low-priced but attractively designed furniture and household items
Target Audience
People located in urban/metropolitan areas and areas that contain universities.
First time buyers
Hospitality businesses e.g. hotels
Interior decorators
Client: AXE
Target Market
AXE’s target market consists of males aged from 18 to 24 who align themselves with the
masculine attribute.
Target Audience
Image conscious men
Socially connected and tech savvy males, aged 18-24
Males who wish to emulate the characteristic of “being cool”
Males who want to be associated with individualism
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Client: BIC (pencils)
Target Market
BIC’s target market mostly consists of young consumers who utilize functional stationery.
Target Audience
Students
Client: Coke Zero
Target Market
Coke Zero’s target market consists of mainstream males and females aged from 18 to 39.
Target Audience
Young males between the ages of 18 and 25
Individuals who are health conscious.
Females who are trendy
Brand Positioning
Company: Burger King
Burger King’s primary competitor is McDonalds, which gave Burger King the label “the #2
brand”. In 2010, a TV commercial featuring the Burger King mascot, “The King” was shown. In
the commercial, “The King” was shown breaking into McDonalds and stealing a Big Mac. Near
the end of the commercial, the Whopper and the Big Mac are placed beside each other, and a
male voice says that they are the same thing, but the Whopper is cheaper.
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McDonalds, the #1 fast food chain in the United States, appeals to the target markets of kids and
families. Burger King on the other hand, has decided to establish itself as the choice of the young
adult market. To be specific, they have chosen the market segment of teens and young men.
Most of the advertising created for Burger King features teenagers and adults. They have
recently used mainstream celebrities such as David Beckham and Mary J. Blige, to give the
Burger King brand that “edge” with the younger crowd. Previously, “The King” and the
Subservient Chicken were featured in ads which appealed mostly to an urban crowd of young
males aged from 18 to 24. As of April 2012, Burger King decided to shift its target market from
a younger generation to mothers and families. An article was written saying, “In the next 12
months, Burger King and its franchisees will spend about $750 million fixing the menu,
revamping marketing, tweaking operations and updating the look of a chunk of its 7,204 U.S.
stores.” (news10.net, 2012)
Company: IKEA
When dealing with brand positioning, IKEA focuses on three key principles. These principles
are:
1. Meeting customers’ expectations
IKEA’s staff has one goal and that is to get the customer home to easily assemble their
products. The staff is extensively trained internally to handle customer service
professionally. When a customer enters an IKEA store, the idea is that they speak with
another person and not to a representative of the company. People mostly purchase based
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on another person’s opinion and this approach attaches the approachable quality to the
brand.
2. Connecting the customer to the product
Assembling an IKEA product is fairly simple and according to one of their TV ads, “It’s
so easy a kid could do it.” It is the sense of accomplishment that a customer gains when
the job is done, it is immeasurable. IKEA creates a unique user-experience that gives
customers a story to tell and share. By getting the customer to actually interact with the
product and to not simply purchase it, this initiates a bond between the brand and
customer.
3. Shopping at IKEA is an experience
Visiting IKEA is an experience. It is a combination of the staff, the arrangement of the
store and the atmosphere. The staple furniture pieces that current and prospective IKEA
customers can relate to are the Billy-bookcase and the Lack. The on-time delivery is an
added bonus to the IKEA experience. The experience, complete with its products and
services have progressively developed a “clique” status for IKEA shoppers.
Company: Axe
The Axe brand has been given the brand labels, “cool”, “fashionable”, and “stylish”. The central
theme of all Axe ads is that the male is confident and for those who use Axe, the girl will always
make the first move or be the first to approach. The brand has gained leverage worldwide, and
has maintained using the same marketing campaigns throughout most countries. The ads
typically feature a regular male using the product as a way of attracting or even seducing women.
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It is assumed that using a regular male instead of a celebrity allows the brand to be more
accessible to the “average guy”. With the brand labels, “cool”, “fashionable”, and “stylish”, Axe
has managed to secure the market (unintentionally) of younger men aged from 13 to 17. This
new market is noted to be image conscious and keen on acknowledging a sense of masculinity.
Company: BIC (pencils)
BIC operates with the initiative of “Think globally, operate locally”. BIC has conducted its brand
positioning based on its product basket which offers products that are disposable, affordable,
universal and functional. These features appeal to a global market since “everyone needs
functional products at affordable prices”. BIC appeals to younger consumers by establishing
themselves as the students’ choice for stationery.
Company: Coke Zero
Coke Zero proves that the brand of what makes Coca Cola is not lost but simply translated to
appeal to a new generation of beverage consumers. While Coca Cola represents all that is
traditional, Coke Zero is for the young consumers who are the trendsetters and those who
redefine the status quo. Coke Zero is also targeted at those who are the “calorie-counters”, in
other words, individuals who are concerned about their health. Since a regular Coca Cola
contains a considerable amount of sugar, Coke Zero is the alternative. A more specific target
market that Coke Zero has focused on is young males aged from 20 to 30. The colours (black,
red and white) and the design of the logo were created to gain the attention of that market
segment. Also, Coke Zero was labeled as “calorie-free” rather than a “diet” drink in order to
appeal to men.
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Campaign Strategy
Television
Magazines
Radio
Newspapers
Internet and Social Media
Smartphones
Media Strategy
Reach target market
Effectively reach target market without insulting potential buyers/consumers
Media Selection
Radio
Internet
Magazine
Newspaper
Print Ads
Television
Commercial Catalogs
Media Planning and Buying
Advertising & Spending
Television $12,000,00
Magazines $750,00
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Radio $1,500,000
Newspapers $450,00
Internet and Social Media $275,000
Smartphones $250,000
Total Budget: $ 15,225,000
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Recreated Storyboard
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Recreated Storyboard
Original & Recreated Ad
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Original Storyboard
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Print Advertisement
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Print Advertisement
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Crispin Porter + Bogusky
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CP+B Creative Brief
References
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http://www.marketingyoursmallbusiness.com/MarketPositioning2.htm
http://merkelijkheid.com/2012/03/01/5-lessons-in-positioning-from-ikeas-brand-strategy-that-are-applicable-to-your-marketing-strategy/?lang=en
http://www.news10.net/news/article/187479/2/Burger-King-revamps-food-facilities-to-target-new-audience
http://www.brandchannel.com/home/post/2010/02/02/Axe-Tag-Swagger-Body-Spray-Brands-Find-Market-With-Tweens.aspx
http://www.forbes.com/sites/scottdavis/2012/04/25/burger-king-have-it-whose-way/
http://www.cpbgroup.com/
http://www.youtube.com/