l200 triton – ad campaign launch
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L200 Triton – Ad Campaign Launch. Africa and Mitsubishi. CP– Spring 2011 – New products & Service Development. Africa Agency. Is the top of mind agency in Brazil Is recognized as the toughest agency to work in Brazil. Is a agency that is forecasting new ways of advertising. - PowerPoint PPT PresentationTRANSCRIPT
L200 Triton – Ad Campaign LaunchAfrica and Mitsubishi
CP– Spring 2011 – New products & Service Development
Africa Agency
• Is the top of mind agency in Brazil
• Is recognized as the toughest agency to work in Brazil.
• Is a agency that is forecasting new ways of advertising.
Mitsubishi Motors Brazil
• Is a total independent organization
• Is a family organization
• The organization trusts a lot on the agency
New Ad Campaign to launch L200 Triton
Client’s Briefing• It’s a new car in Brazil• It’s more sophisticated than L200 Outdoor• It’s a 4X4 and is a city car • It’s a pick-up but is not a rough car• It’s a mans car• It’s an expensive car, so you won’t use it for heavy work• It has a totally different design (is a pretty pick up) • We have 3MM• We must have at least TV and magazine ads• We and something huge if less costs
Organization Goals: • Launch a good Ad campaign for L200 Triton
Business unit Goals: • Sell the 200 stocks car in 2 months.
Strategic Direction: • One month work to launch the campaign.
Mitsubishi Team at Africa
CEO
Account team
Planner team
Media team
Creators team
Digital team
Funnel Development tool Useful for mitigating risks.
Activity 1: Ideation
Ideation• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is going to happen
next month and Mitsubishi has a stand.• Make a PR campaign• Only make a TV campaign• Only make a internet campaign• Only make a magazine campaign • Only make a retail campaign on newspaper• Make only a direct marketing campaign• Have a famous endorsement (national or international)• Make a campaign focusing the size of the car (Bucket) and how It can be used• Make a campaign focusing the 4X4
Activity 2: Elimination
Ideation ScreenBased on the client’s briefing:• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is going to happen
next month and Mitsubishi has a stand.• Make a PR campaign• Only make a TV campaign• Only make a internet campaign• Only make a magazine campaign • Only make a retail campaign on newspaper• Make only a direct marketing campaign• Have a famous endorsement (national or international)• Make a campaign focusing the size of the car (Bucket) and how It can be used• Make a campaign focusing the 4X4
Surface Evaluation – Explore the remain ideas
• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is
going to happen next month and Mitsubishi has a stand.
Surface Evaluation Screen
Based on research (focus group and competitors) :• Make an emotional campaign• Make an rational campaign• Make a campaign focused on the young people• Make a campaign focused on the middle age people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is
going to happen next month and Mitsubishi has a stand.• Make a campaign focused on the wealthy people
Detailed Evaluation
• Make an emotional campaign• Make a campaign focused on the young people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is
going to happen next month and Mitsubishi has a stand.• Make a campaign focused on the wealthy people
Detailed Evaluation Screen
• Discuss the remain ideas with the CEO of Africa and decide the best one.
Activity 3: Development
Development
• Cross-functional development: share the idea with the creators, media and digital teams.
• Cross-functional Development Gate: Make a presentation of the idea with the insights of the others teams.
Development
• Testing: Share this presentation with Mitsubishi.
• Testing gate: get Mitsubishi feedback about the idea.
Development
• Deployment: Share Mitsubishi’s feedback inside Africa (CEO, planners, creators, media, digital)
• Deployment gate: make sure everybody is aware of everything and the dead line.
Development
• Launch: We have a product! It’s the account’s briefing.
• Post launch review: check if all teams understood the product and need any help.
The Product: Account’s Briefing
• Make an emotional campaign• Make a campaign focused on the young people• Make a regular campaign (TV and Magazines)• Make a totally different campaign using the Auto Show that is
going to happen next month and Mitsubishi has a stand.• Make a campaign focused on the wealthy people
NEW Funnel Development tool
Activity 1: Ideation
Ideation
• Creators thinks 100 different ideas.
• This phase take around 3 days.
Activity 2: Elimination
Ideation Screen
• Creators present those 100 ideas to the account team and the Creator CEO.
• Criteria: 1) Are the ideas ok with the Account’s Briefing?2) Those ideas are really different and will make a good
buzz on the ad marketing for the agency? (WSI)
Surface Evaluation – Explore the remain ideas
• Share and discuss the 15 bests ideas with planners, media and digital team.
Surface Evaluation Screen
• Criteria:1) Are the ideas ok with the media budget? 2) Are the ideas unfeasible, especially in digital?3) Are the ideas ok with the brand images in a 50,000
foot view?4) Can we produce it in 4 weeks?
Detailed Evaluation
• Make a draft of the best 7 ideas and make a presentation of those to Mitsubishi.
Detailed Evaluation Screen
• Mitsubishi’s Team choose the best idea.
Activity 3: Development
Development
• Cross-functional development: make an estimate cost for the film, the photo for magazine and the art matchbox car (especial idea)
• Cross-functional Development Gate: Approve the budget of the film, the photo for magazine and the art matchbox car
Development
• Testing: share the storyboard film, the draft of the photo and the draft of the art matchbox car with Africa and Mitsubishi.
• Testing gate: approval of the drafts and storyboard by Africa and Mitsubishi.
Development
• Deployment: Present the semi-final final, photo and art matchbox car to Africa and after Mitsubishi. Make the final adjustments and finalize the material.
• Deployment gate: Approval by Africa and later by Mitsubishi.
Development
• Launch: Campaign is on air!
• Post launch review: check the sales numbers of the car.
• Post launch review gate: should we make a new campaign or order more cars?
Results
• We built a car made by matchbox cars and exposed it in the Sao Paulo Auto Show
• We used this matchbox car in the film, to refer the target audience of their childhood
• We made a emotional campaign, exploring the outside of the car
• We made something totally new
The commercial
Imagine everything you’ve ever dreamed about a car, now on a bucket.
Mitsubishi L200 Triton. The 4X4 you’ve always dreamed.
Thank you.