case_studies, advertising, planning

1. “In the beginner’s mind
there are many
Imagination…
possibilities, but in the
expert’s mind there are
few”
- Shunryu Suzuki,
Japanese Zen priest
Creativity…
Dreams…
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DennisDemori@Gmail.com http://dennisdemori.com/

2. Dennis Demori Communications Strategist 24 Haven Avenue South, Ronkonkoma, NY 11779
Slideshow presentations are available at:
http://www.slideshare.net/DennisDemori
About Me
Case Study– Ad Council
Case Study – MTN DEW
Case Study –
NYTimes.com
Resume
Let’s explore more possibilities…
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DennisDemori@Gmail.com Cell: 617-513-9013 Twitter: @DennisDemori Blog: http://dennisdemori.com/

3. The Possibility of… A Fresh Perspective
ABOUT ME
This is me during my Black Belt
Think Outside The Box
test
I think we can learn a lot
from other industries and
cultures, so I’m always
looking at outside sources
My Interests
for relevance and ideas.
Courtesy http://www.wordle.net/
When you get your Black
Belt, you also receive a title:
Sensei
Sensei is the Japanese word
for instructor. Ironically, the
best instructors are usually
the best students.
Past
Work As a new Planner, I believe
my dedication to constantly
Mutual funds, real learning, questioning and
estate, sales, mortgages, reevaluating will be a huge
asset.
bartending, recruiting, trai
ning, business
development
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DennisDemori@Gmail.com Blog http://dennisdemori.com/

4. Case Study
UNDERAGE DRINKING PREVENTION
The Possibility of… Putting Family First
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5. The Disruptive Idea
Background
Despite modest declines, underage drinking (among
teens 11-17 yrs old) remains at alarming levels
The Issue
Parents know underage drinking has a myriad of negative
effects, yet haven’t been more proactive in stopping it
Audience Analysis: Parents
Parents Are NOT a Homogeneous Bunch
• ENABLERS think it’s safer if their kids drink at home
• FATALISTS think there isn’t anything they can do Parents have HEARD these messages (scare tactics)
• DENIALISTS don’t think their kids drinks for years – we need to move past INFORMING
• ANTI ROLE MODELS have alcohol issues parents to giving them ACTIONABLE behaviors.
The Key Insight: Spending more TIME with your kids is the best thing you can do
We talked about how European attitudes towards alcohol consumption. They
don’t stigmatize alcohol – it’s just a part of life . We compared this cultural
The Thinking
observation to our own immigrant families’ feelings about drinking. Our
Behind
research helped us confirm that kids who spend more time with their parents
This Strategy
are considerably less likely to use alcohol.
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DennisDemori@Gmail.com Blog http://dennisdemori.com/

6. Underage Drinking Prevention
- CREATIVE BRIEF -
WHAT IS THE PROBLEM?
Parents have repeatedly heard the “underage drinking is bad for your kids” message, but haven’t gotten more involved.
WHAT ARE WE TRYING TO ACHIEVE?
Change the current dialogue with parents to give them tools to positively reduce underage drinking among 11-17 teens.
TO WHOM ARE WE SPEAKING?
We’re speaking to parents of 11-17 yr old teens who are already aware of the fact that underage drinking is negative, but feel helpless.
WHAT DO THEY CURRENTLY THINK?
“I know this is a problem but there’s very little I can do…they’re going to do it anyway.”
WHAT DO WE WANT THEM TO THINK?
“There IS something I can do about it, and it’s a lot simpler than I would have ever thought.
It just makes sense.”
WHAT IS THE SINGLE MOST PERSUASIVE IDEA WE CAN CONVEY?
Stop Making Excuses – Spend More Time With Your
Kids
WHY SHOULD THEY BELIEVE IT?
The single most effective thing a parent can do to prevent underage drinking is spend more time with their kids.
• Teens who have dinner with their families frequently are less likely to use alcohol than teens that don’t
• Additional benefits include improved academic performance and reduced drug/tobacco abuse
• Contrary to popular belief, an overwhelming majority of teens would prefer having dinner w/ their families than eating
alone
WHAT ARE THE GUIDELINES?
• Ad Council (www.adcouncil.org) operates w/ a limited budget & mostly donated media
• What can we do to cause a real impact & empower parents? Perhaps it doesn’t stop w/ the message & goes into giving tools
to influence the ACTION we expect them to take
Tone: positive, empowering 6
DennisDemori@Gmail.com Blog http://dennisdemori.com/

7. CAMPAIGN - MakeTime.com
“Teen Drinking Stops With Parents”
PRINT WEB
The website
was created to
give parents a
forum to
communicate
OUTDOOR
with one
These billboards would be reserved for large spaces in
another and as
areas of transit.
a source of
Inside the “Make Time” headline are excuses parents
ideas/activities
make for not spending time with their kids. These ads
for parents to
were also designed to increase web traffic.
get more
involved with
their kids.
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8. Case Study – MTN DEW
Mtn Dew is no different than any of these other
companies. They all have a history of innovation – of
being bold and unafraid to shake up the status quo.
Great brands realize that being innovative isn’t about
taking an occasional risk –it’s about ingraining change
in your culture from the very beginning.
The Possibility of… Innovation
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9. The Opportunity
Background
The CSD category has been slowly declining while
enhanced water and energy drinks have been
growing at a fast rate.
Business Analysis The Problem
Energy drinks (like Red Bull) are eroding the CSD
segment and the genre (extreme sports & gaming) that
MTN DEW has stood for. Competing only in the extreme
arena is not sustainable for MTN DEW in the long run.
Through our research we found that Mtn Dew has always
had a rebellious brand that didn’t follow conventions – it
Audience Analysis
established them. They have a heritage of supporting
The young guys who have been fans of MTN DEW are
emerging trends in the youth demographic, from Xtreme
thrill-seekers who believe In brands that support their
sports to gaming.
interests. Our target will follow MTN DEW’s new
direction if it feels the brand supporting an emerging
By analyzing our target’s media habits, we know that they
trend that’s a natural extension of the brand.
love watching/sharing/creating videos. We can build on
this with MTN DEW supporting up-and-coming comedians
on YouTube. This makes sense because MTN DEW’s
recently expanded their support to emerging artists and
musicians.
THE KEY INSIGHT: MTN DEW is the FUEL in the quest for what’s next
The Thinking MTN DEW has a history of innovation. We can position the brand
Behind to emerge as the leader in an untapped territory for young males.
This Strategy 9
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10. - CREATIVE BRIEF -
WHAT IS THE PROBLEM?
Mountain Dew (MTN DEW)’s been bullied out of extreme genre by newer/bolder energy drinks; struggling to figure out what to align w/ next.
WHAT ARE WE TRYING TO ACHIEVE?
Increase consumption of MTN DEW by broadening its appeal & making it stand for something its target can get behind.
TO WHOM ARE WE SPEAKING?
18-24 yr old guys who can embrace a new genre we support. They’re on a never-ending quest to find the next thrill.
WHAT DO THEY CURRENTLY THINK?
“I know Mountain Dew has supported extreme sports and gaming in the PAST , but I don’t know what they stand for TODAY.”
WHAT DO WE WANT THEM TO THINK?
“It’s really cool what MTN DEW is doing right now. I like the fact that they support something I’m already into.”
WHAT IS THE SINGLE MOST IMPORTANT IDEA WE CAN CONVEY?
MTN DEW is the FUEL in my quest for what’s next
WHY SHOULD THEY BELIEVE IT?
• Fans are extremely loyal & involved; there’s even online petitions to bring back discontinued flavors
• MTN DEW has always been about innovation: extreme sports, gaming (Game Fuel for Halo 3), flavors, etc
• Expanded past the extreme genre into emerging music (Green Label Sound) & underground art (Green Label Art limited edition bottles)
WHAT ARE THE GUIDELINES?
MTN DEW is the #1 selling “single serve” soft drink – think vending machines, etc.
• Our guys buy products from companies that sponsor things they believe in (like sports teams, games)
• They’re constantly connected (mobile, online) & enjoy creating, consuming & sharing content
• They notice out of home & transit advertising a lot
• They don’t rely on TV to stay informed & don’t consider TV their main source of entertainment
Brand personality: Non-conformist, innovative, leads the pack, in tune with youth culture 10
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11. CAMPAIGN: “Fuel The Funny”
Web
There is a HUGE underground movement of
emerging, young comedians on YouTube who post hundreds
of videos on their own. MTN DEW has a tremendous
opportunity to get into this category at an early stage like
their did with extreme sports and latch onto an audience that
already has many engaged fans.
We’re using the character of Dwight Schrute from “The
Office” TV Show as the new face of MTN DEW because
he’s funny & easily recognized by our target. Using him as a
spokesperson also gives us many cross-promotional
opportunities.
Interactive – Billboard & Vending Machine
The executions were highly
interactive and used
advanced technology such
as billboards with motion
sensors & touch screen
vending machines.
We knew from our research
that highly interactive ads
would increase user
engagement, resulting in 11
increased sales.
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12. Case Study – NYTimes.com
The possibility of… a new identity
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13. The Opportunity
The Assignment: Change Perception
NYTimes.com is perceived to be simply “the
newspaper on the web” when in fact it’s a fully
interactive news & information platform.
Business Problem
Let’s be honest – a simple ad campaign will not solve the NYTimes
business woes. They’re operating on a broken business model just like
the music and auto industries. They deserve to fail because they did not
innovate years ago.
They SHOULD have created Craigslist and Yelp, but they didn’t. They
don’t have to worry about online competitors – their biggest competition
is the NYTimes itself and its inability to break away from tradition.
Audience Analysis The NYTimes has made significant strides to expand beyond
print: web, Kindle, multimedia, mobile, iPhone, opening the
Our target is content users who are quot;grazersquot; that consume large Archives, etc.
amounts of information via web, mobile, etc.
If we play on readers’ emotional & psychological needs to be
They want to be informed and entertained, but more
connected and relevant people, we can create an effective
importantly, they want to share information to be seen as
awareness campaign that helps readers see the NYTimes.com
information portals themselves.
in a different light.
THE KEY INSIGHT: NYTimes.com gives me the tools for smarter conversations.
Most people see the NYTimes as a reputable, legitimate news source. One of the
The Thinking reasons people read the NYTimes.com is that they themselves want to be seen by
Behind others as reputable, knowledgeable and newsworthy. The brand is an extension of
This Strategy how many readers want to be perceived. This is a insight I read about in “The
Culting of Brands.” 13
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14. - CREATIVE BRIEF -
WHAT IS THE PROBLEM?
People see the NYTimes.com as a repackaged version of the newspaper when in fact it’s a much richer source of news & multimedia.
WHAT ARE WE TRYING TO ACHIEVE?
Increase traffic to NYTimes.com.
TO WHOM ARE WE SPEAKING?
NYTimes-minded readers in their 20’s & 30’s who are active web participants and more likely to share content. These content users
are “grazers” who consume large amounts of info via web, mobile, etc. They enjoy being informed, but more importantly, they want
to be seen as information portals themselves.
WHAT DO THEY CURRENTLY THINK?
“There’s no difference between what the NYT print & online versions offer readers.”
WHAT DO WE WANT THEM TO THINK?
“The depth of the NYTimes.com keeps me ahead of the curve in a way the newspaper can’t.”
WHAT IS THE SINGLE MOST IMPORTANT IDEA WE CAN CONVEY?
NYTimes.com gives me the tools for smarter conversations.
WHY SHOULD THEY BELIEVE IT?
• History of quality journalism
• Website offers blogs, videos, visualization charts, slideshows, archives, etc.
• Facebook Fan page, YouTube channel, Twitter content, iPhone app, Kindle , Times Reader
WHAT ARE THE GUIDELINES?
• NYTimes is having serious financial problems – we need to use a VERY economic campaign
• Think of web content that is “sticky”: slideshows, videos, visualizations, etc.
• Executions need to be RELEVANT to audience – think geo-utility
• TONE: Intelligent, forward-thinking
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15. CAMPAIGN: “It’s Not A Newspaper”
Web
Print campaign: The
idea is to illustrate things
people associate with
newspapers, like getting
ink smudge on your
hands, and drawing a
clear line between the
newspaper and website.
Print
GPS
Web campaign: Video sites like Hulu provide an excellent
opportunity during commercial breaks to engage an audience.
Using targeted ads with NYTimes related content, like
crossword puzzles or current events where people can voice
their opinions, we could drive more traffic to NYTimes.com.
GPS: We thought one of the major benefits of the
NYTimes.com was the Archives. We combined this idea with
cell phone GPS to provide geographically relevant news.
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Example: Grand Canyon.
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