Message Execution &Creative Insights

MKT 846

Professor West

Agenda

Continuation with Message Execution Turning a strategic plan into a creative campaign

Where do break-through ideas come from?Approaches for creative inspiration:

Unique Selling PropositionBrand Image Inherent Drama

Lessons Learned Through Copy Testing – Purvis Test your skills at identifying effective advertising

The Execution

How do you transform a message strategy into an exciting, attention getting, and memorable idea?

What words, sounds and music, images, setting, and lighting will best convey the message?

Where do break-through ideas come from?

Uncovering Valuable Insights

“Got Milk” Story (circa 1993) Facing declining sales, particularly in CA CA Milk processors formed a board and

hired Jeff Manning Manning hired Goodby, Silverstein & Partners

Objective: Increase sales, not image enhancement Target Market: People who already drink milk,

rather than nonusers

“Got Milk” Story

Results: In the first year sales rose 1.8 percent, an

increase of 13.5 million gallons, or $34 million in retail sales.

The ads win almost every major prize on the ad circuit including the coveted Cannes in 1996, 1997, 2003

“Got Milk” Story

How do you keep a good thing going? 2001 Contest to produce your

own “Got Milk” commercial 2002 Peanut butter sandwich

contest 2003 Commercial

Milk Story Continues

How does the mustache fit in? National Fluid Milk

Processors (Milk Pep) hired Bozell to change the image of milk in 1995.

Research showed that milk was viewed as unhealthy due to cholesterol and fat

Target Market: 25-44 year old women

Milk Story Continues

The two campaigns were merged Web Sites: www.whymilk.com Grassroots: SHAKE STUFF UP

TOUR, themed in conjunction with television advertising campaign encourages teens to Shake Stuff Up by drinking flavored milk.

Sources of Creative Inspiration

Using a unique selling proposition (USP) Rosser Reeves “Buy this product and you will get this benefit” The proposition must be one that the competition

doesn’t offer The proposition must be strong (relevant) enough to

pull new customers

Sources of Creative Inspiration

Creating a brand image David Ogilvy “Every advertisement should be thought of as a

contribution to the complex symbols which is the brand image”

The image or personality of the brand is particularly important when brands are similar

This approach has become the mainstay in for selling soft drinks, liquor, cars, perfume/colognes, and clothing.

Your target market must identify with the brand personality

Nike Goddess

Nike has become one of the world’s greatest brand names. The Nike ethos is captured in the “Just Do It” slogan The largest seller of athletic footwear and

apparel with sales of nearly $10 billion in 2002 While a leader in the $15.6 billion athletic market

it looked for new growth opportunities by targeting women

Women’s footwear accounts for one-third of total industry, and over fifty percent for apparel but only 20 percent of Nike’s revenue.

Nike Goddess

In 2001 Nike launched a new strategic initiative termed “Nike Goddess” with the goal of changing how the company does business with women.

Objective: To double Nike’s sales to women by 2005

Learning how women conceive of sport Spent time scouring trendy workout locations and

listening to women talk about how fitness fit into their lifestyle

Nike Goddess

Insights: For most women, high performance isn’t about

sports, it’s about fitness fitting in with their active lifestyles.

The difference between women and men is that women don’t treat athletes like heroes.

Sources of Creative Inspiration

Finding inherent drama Leo Burnett Advertising should be based on a foundation of

consumer benefits with an emphasis on the dramatic element in expressing those benefits

Using Romance to Sell Coffee

Taster’s Choice “Brewing Romance” Campaign (circa 1990) Product positioned as “tasting closest to fresh brewed” McCann-Erickson was hired to kick up the emotional

connection to the brand Research revealed that Taster’s Choice drinkers were

discriminating, self-assured, and sophisticated. A spin-off of a British soap-opera style campaign

(introduced in 1987) featuring two flirtatious neighbors, Tony and Sharon, was adopted.

“Brewing Romance” Campaign

UK Campaign quickly adopted an avid following British tabloids chronicled the series Viewers wrote in for autographs and sent script

suggestions Campaign lasted for six years and 12 episodes Sales of Gold Blend soared by 40 percent. Ended with Sharon and Tony wedding and driving

happily off into the sunset The campaign was expanded to the US, Canada, Chile,

Australia, New Zealand, and Japan

“Brewing Romance” Campaign

US Campaign launched in 1991 Generated a reaction similar to the UK The debut of each new “episode” became a major

media event, often premiering on network shows such as “Good Morning America.”

In February 1998, Taster's Choice ran a contest. The results were announced in Soap Opera Digest

Advertising Effectiveness

Just because an ad is creative or popular does not mean it will increase sales or revive a declining brand

Alka-Seltzer’s agencies developed ads believed to be some of the best of all time… “I can’t believe I ate the whole thing” “Mama Mia! That’s a spicy meatball”

However they lost the account because sales continued to decline

Advertising Effectiveness

Brand managers tend to be risk averse and want more conservative commercials than the creative people they work with, who want to maximize message impact

A major determinant of success in changing brand preferences is “likeability” or the viewer’s overall reaction to the message. Ads that are well executed and generate emotional

responses can create positive feelings that are transferred to the brand

Lessons Learned Through Copy Testing

Offer a major benefit Make it easy to followEstablish audience identityAttract by being newBe believableStress what is uniqueBe freshReward the viewer/reader for his or her time

Next Time…

Turn in Project 2 by Friday afternoon If you are interested in knowing more about

using the Digital Union… Friday, 2/6 at 10:30 in Gerlach 355