2. History of BBDO
O In 1891, George Batten, the owner of Batten Co. opened his one-room
advertising agency in New York, having no clients and one employee
O In 1894, Batten’s was the first agency to install in-house printing.
O In 1906, the agency then had 50 employees and moved to Metropolitan
Annex, occupying the entire 11th floor.
O In 1918, George Batten died at the age of 64 which is where William H.
Johns becomes president of the Batten Co.
O In 1919, The Barton & Durstine Co. agency opens and Bruce Barton is
president with Roy Durstine as secretary-treasurer. Then in august that
year Alex Osborn joins the agency so it is renamed as Barton, Durstine &
Osborn.
O In 1923, Both BDO and Batten Co. move to the Knapp Building. BDO
leased an entire floor and the Batten Co. with 246 employees takes a
floor and a half.
O In 1928, they announce there merge between BDO and Batten CO. with
branch offices in Chicago, Boston and Buffalo and over 600 employees.
Now named BBDO.
3. Operating Model
O 15,000 employees in 289 offices and 80 different
countries
O It is the second Largest Global Advertising agency
network
O Consists of Creative department, accountant services,
Media buyer, Production department, planning and
research departments.
O https://www.youtube.com/watch?v=NWF2JBb1bvM
(Sainsbury's Christmas advert)
O The Sainsbury's Christmas advert above represents
BBDO’s use of cross media platforms such as twitter
using the hashtag ‘#ChristmasIsForSharing’
4. Products
Work with companies such:
O Bayer, Mars, Starbucks, Campbell’s, HP,
Mercedes-Benz/Smart, Visa, Diageo, P&G,
Volkswagen, Johnson & Johnsons, FedEx, Wrigley
etc.
5. Market Position
O Main competitors are JWT (New York City), Leo
Burnett Worldwide (Chicago) and McCann world
group (US).
O One of three global networks along with DDB
worldwide and TBWA worldwide.
O Won every global pitch it participated in and about
two thirds of its US pitches in 2011.
O Revenue was up 15%
O Globally revenue increased 18% to an estimated
$2.4 billion.
6. Competitors
O Batten Company and BDO were both competitors
O In 1928 both companies merged
O Batten company had an $8 million billing
O BDO had a $23 million billing
O Merged due to the fact they both moved into new
office building.
BBDO’s main competitors are:
O JWT
O Leo Burnett Worldwide
O McCann Worldwide
8. Smart – Unexpected Test Drive
O https://www.youtube.com/watch?v=leLVxQyqkQ8
O Campaign is based in Moscow – ‘City of Giant
SUV’s, outrageous traffic jams and desperate for
parking solutions’
9. Web Video Advert
O https://www.youtube.com/watch?v=leLVx
QyqkQ8
O The video advert is a key part of the
campaign strategy
O It reinforce the message that the smart car
is an alternative to parking fines and traffic
issues
O Cross media campaign increases
frequency
10. Smart – Unexpected Test Drive
Purpose
O Aim was to turn reluctant consumers into
‘true believers’
O They thought the solution was to take
them for a drive, to convert them.
O 40 smarts saved 623 car-less drivers
during 3 days in 8 shopping malls
O 400 saved drivers become real believers
O Conversion rate was 70%
11. Print Ad
O Simple, fits with video component
O Due to colour scheme, smart car is red, could
represent power and energy and make it stand out.
O Colour scheme is yellow, black, red, white
O Recognizable to it’s video ad.
O Black chosen as it stands out, is bolder and easier
to read
O Titling is a different font to video, making it less
definable, but more bold
and stands out to audience.
O Advert is central, looks tidier
and simple
12. Red is a powerful colour,
Representation of energy
Colour scheme matches video
Ad (yellow, black, red, white)
Black cars to represent
Bold and big
Bold font to attract
Attention of audience
Two cars to
Represent
Russian people
Having one each
Ad is small, tidy
And simple, this
Makes it
Stand out more
Uses
established
Luxury
brand name
to help
Promote
less well
known
brand
13. Genre
O The genre of the Smart campaign is a Car
Ad
O In comparison to the new 2015 Lexus NX
commercial
(https://www.youtube.com/watch?v=Ky_8p
3VWSDI) the Smart video is more of a
news article, trying to persuade people to
buy it by giving people test drives,
whereas the Lexus is more to show off the
car and show every aspect of it, including
celebrity appearances of Will.i.am who
designed it.
14. Form/Style
O Smart: Unexpected Test Drive is a video and print based
campaign with an integrated multi channel approach
O It has a campaign stunt to increase interactivity
O Video: https://www.youtube.com/watch?v=leLVxQyqkQ8
O Print Ad:
O The video campaign gives very much a news article feel
rather than an advertisement, this is due to the stat’s and
the information it’s giving about the situation in big cities
where theirs big cars causing all sorts of traffic issues.
15. Content/Meaning
O Filmed across 3 different days and the
shooting was at 8 shopping malls
O 40 smart cars, saving 623 car-less drivers
due to their cars being towed away
O 400 of the saved drivers became real
believers
O Earned $150,000 in earned media
16. Frequency
O The Smart campaign has both a print campaign
and visual campaign and both these products
compliment one another.
O The video campaign can be sent worldwide around
the web and the print can be shown on social
media as well as in public.
O The idea of effect frequency works for this
campaign as it can be shown in such a wide
variety of places.
O Effect frequency is the idea of number of times a
person must be exposed to an advertising
message before a response is made and before
exposure is considered wasteful.
17. Target Market
O The target market for the campaign ‘Smart
– Unexpected test drive’ is those who
drive big cars and live in big cities such as
Moscow.
18. Target Market
O Core buyers are strongly emerging middle
class most likely B demographic
O Both Male and Female
O Preferring big expensive cars to show off
success. This is why it’s important they
mention Smart is made by Mercedes name
O Don’t believe Smart is a ‘real car’
O Mercedes are aware that this group have
no interest in smart cars
O Russian’s with second cars within their
household and have high disposable income
20. Audience Research (Cont.)
Looking at both Smart UK and Smart Russia websites, you can see both
countries have different aims. The Russian site are trying to make it a
‘must have’ buy stating the colour is exclusive however the UK are
more promoting the price trying to state it is cheap.
Smart Russia Smart UK
21. Distribution and Promotion
OSmart Unexpected Test Drive
was a multi -media based
promotion
ODistributed in Moscow. Russia
being the audience
OIs on Youtube with 15,000+
views
ONews ads
OPromoted on social
23. Distribution and Promotion
O Although there is no evidence, it is likely
the Smart campaign was advertised on:
O Billboards
O Leaflets
O Posters
O News articles
24. Russian Regulations
O Advertisements are checked by ASA in
UK however in Russian they’re checked
by AKA
O AKA is one of the main industrial
regulatory institutions in Russia
O It was founded to implement rules of
professional advertising
25. ASA – Legal and Ethical Issues
Adverts impact and effect on audience:
O Campaign has made its audience more aware of
the issue that big cars make in cities such as
Moscow
O How beneficial a Smart Car would be in the cities
O As they’re small and easier to park in comparison
to big cars
O Very efficient and economical
O Many of the audience feel Smart Cars are too
small as they can’t accoodate for families with
more than 2 people
26. ASA – Legal and Ethical Issues
Relevant issues of representation
O Representational issues is parking in large cities
O Due to congestion and everyone's big cars taking
up more space
O Issues surrounding parking are costs, parking itself
and lack of car parks.
O Cars being towed away for not being in a specific
parking space
O Different audience’s will interpret this advert in
same way
27. ASA – Legal and Ethical Issues
Relevant legal and/or ethical issues
O No current relevant legal or ethical issues
O Potential issue is from the feedback used from ‘converter
true believers’
O Shows status’ on social networking sites suggesting the
campaign was spread on the sites
O Only issue is the scientific evidence.
O They used scientific evidence with 70% conversion rate
O The evidence behind social networking comments could
cause problems within the campaign
O As a legal issue, Smart would need release forms for each
person involved in the video, if they have no consent from
them then this could cause an issue if they didn’t want to be
in it when it’s posted online
28. ASA –Legal and Ethical Issues
Role of relevant regulatory bodies
O ASA stands for Advertising standards Authority
O It regulates the advertising industry in the UK
O Non-statutory organisation so they can’t interpret of enforce
legislation
O Advertising is affected by the change concerns of society
O Works with multimedia platforms (Computers, print, TV, radio)
O Sophisticated and visually literate audience
Adverts have to be:
O Legal
O Honest
O Decent
O Truthful
O Have to ensure consumers are not misled, harmed or offended
by ads.
Editor's Notes
The agency began in 1891 with George Batten’s ‘Batten Company’ who was managed by William H. Johns, then later in 1928, they merged with a company called BDO (Barton, Durstine & Osborn) and the founders of that are Bruce Fairchild Barton, Roy Sarles Durstine and Alex Faickney Osborn.
Reference: http://en.wikipedia.org/wiki/BBDO
BBDO now currently has 15,000 employees, 289 offices in 80 countries. It is the second largest global advertising agency network. The different departments consist of the creative department who create the agency's Ad, the accountant services who have to be aware of their clients needs that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients. They have the Media Buyer, this is a department of employee's who have contacts with the suppliers of various creative media. The production department who ensure that the TV commercial or print ad etc. gets produced. They also have planning and research departments, these are to help with the creation of ad's, researching target audiences etc.
The Sainsbury’s advert represents BBDO's used of cross media platforms, at the end of the video it has '#ChristmasIsForSharing' this is a hashtag which are often used on twitter, this is a way of advertising because it highlights topics which people can tweet about, often having the involvement with celebrities.
BBDO are working with world leading brands and in their portfolio are companies such as Bayer, Mars, Starbucks, Campbell's, HP, Mercedes-Benz/Smart, Visa, Diageo, P&G, Volkswagen, Johnson & Johnson, Fedex, Wrigley and many more. They specialise in creating advertising campaigns with tell stories, especially ones that move consumers emotionally and to change the way they think, feel or act towards a brand, then take into consideration where they distribute the stories.
Clients of BBDO that sell similar products are Mercedes Benz and Volkswagen as they both sell cars. P&G and Johnson and Johnson both sell health care products. Mars and Wrigley are both sweet treat related products.
Reference: http://www.bbdo.com/#!/page/59
BBDO's main 3 competitors are JWT (New York City), Leo Burnett Worldwide (Chicago) and McCann world group (US). It is a worldwide company and named Global Agency of the Year by Adweek in 2011. It is one of three global networks along with DDB worldwide and TBWA worldwide. In 2011, BBDO won every global pitch it participated in and about two thirds of its U.S pitches. Revenue was up by 15%, while globally, revenue increased 18% to an estimated $2.4 billion.
In 1928, George Batten's Batten Company merged with BDO (Barton, Durstine & Osborn) making it BBDO. Both these companies were advertising company's. Batten Company had an $8 million-billing and BDO had a $23 million billing, the merge was down to the fact they both moved into new office building. BBDO's main 3 competitors, JWT, Leo Burnett Worldwide and McCann World group all cover similar sort of work as BBDO.
Reference: http://www.hoovers.com/company-information/cs/competition.BBDO_WORLDWIDE_INC.0ef33e59de189683.html
The Smart Car unexpected test drive campaign is based in Moscow, 'the city of giant SUV's, outrageous traffic jams and desperate for parking solutions'. They feared an issue that there core buyers which are the strongly emerging middle class, still preferred big expensive cars to show off their success. When the Russians need another car, they opt for another big car, rather than a Smart since it's 'not a real car'. Mercedes were aware that this group of people had no interest in their Smart Cars so the aim of their campaign was very daring however they wanted to turn reluctant consumers into 'true believers'. They feel the solution is that once people have taken it for a ride, they will fall in love with it. They thought their biggest opportunity was to focus on their audiences weakest point which is their big cars and the problems they bring along, when drivers go shopping at the weekend, they will park it where ever it will fit. However illegally parked cars are promptly removed without notice so when the drivers notice they are issued a big fine and the place they are towed to is an hour from Moscow's Centre. This is where the Smart team jumped in, offering a free unique opportunity to test drive a Smart Car in the worlds worst traffic jams giving them a 100% realistic experience in the car that could save them from all the hassle their big cars cause them.
This print advertisement is very simple however it fits well with its video component. This firstly due to the colour scheme, as the animation on the video has a yellow background with a red Smart Car and the opposing cars are black. The Smart Car could potentially be red rather than black because red is a powerful colour with lots of energy, this is how they're trying to represent the car and also make it stand out than the rest as it is also a very bright colour. Then the other cars are much bigger than the Smart Car and they're black, this could be a representation of them being bolder and bigger than the red however not as exciting. A lot of the text in the video campaign is in white and the odd bit in red, although on this print ad is in black, this is probably down to the fact that the colour scheme is mainly black, yellow, red, white which make it very recognizable to it's video ad, they most likely chose black for the print advertisement because it stands out, so it's bolder and easier to be read. The titling on the print ad hasn't got the same font as the one in the video, and it isn't the same as it's default font for the Smart logo, this means it's less definable to it's regular font however it's much bolder and stands out so the audience are aware of what it's about. This advert is very central to the middle of the page, this is potentially to make it look tidier and simple, getting to the point.
This adverts target audience is drivers who don't just own one big car, but own two, it's trying to make a point that instead of having two big cars, why not one Smart Car? which links to its video ad as they're offering people of Moscow an unexpected test drive to make them true believers, and get a Smart car rather than a big 4x4 because they're much easier in big cities with traffic jams and parking etc. To make this campaign work, they're best putting it in large cities with traffic issues and in car parks, this would make it most relevant as the point of the ad is to get people to buy smarts for reasons such as traffic jams and parking due to it's eco option and there size. It will need to be put quite frequently for its audience to get the point of it and realise they're much better.
The campaign stunt involves the company (Smart) picking up potential customers who need to pick up their car which has been towed away.
The results were 40 smarts saved 623 car-less drivers during 3 days in 8 shopping malls. Earning $150,000 in earned media. 400 saved drivers become real believers.
From looking at the images on the print advertisement, it appears that the target market are both male and females of about mid 20’s and up, who have a high disposable income, drive big car’s and have an interest in social media, to promote the campaign. Reading the text, It shows they’re targeting those who already have a big car, and are looking for a second car along with those who have trouble parking with their big cars, which end up getting towed away.
Mercedes say that the conversion rate was 70% and they received countless positive emotions from the car-less drivers. The test drives increased 10 fold and sales increased by 300% in the two weeks after the event. The importance of using Mercedes brand is appealing to new buyers.
These are the responses from a UK audience and their response of Smart UK, which you can see are different from the aims of Smart Russia. (Next Slide)
http://www.pixelonomics.com/mercedes-smart-unexpected-test-drive/ - This link shows it's media based as it's been shared, and people are talking about it, which is Smart's intentions.
http://www.thedrum.com/news/2013/05/15/mercedes-unveils-campaign-let-drivers-test-out-smart-car-after-their-own-was-towed - Here is a news article on the campaign, this is a way of promoting as they're talking about the aspects of the product as well as showing the product in a video. The benefits of it being on 'The Drum' is that it is the UK's largest marketing website.
Although there no evidence, it is likely Smart put their advertising ad on a Billboard in Moscow, Russia. Also known as outdoor advertising. The average price of advertising on a billboard is around £3500.
The campaign was very much based on Moscow and it's traffic jams and parking issues, however since it's a media based campaign it's international, because it will be shared worldwide on the cross media. Trying to reach all countries with big cities that experience the same problems.
It was also promoted on social networking sites such as Facebook and twitter, which people tweeted links.
Association of Russian Communication Agencies (AKAR - http://www.akarussia.ru) is one of the main industrial regulatory institutions of advertising business. The body was founded to consolidate members of the Association including advertising market participants, to determine interests of the industry, to develop and to implement rules of professional advertising and commercial communication activity, to establish ethic advertising requirements within ordinary practice of the members of the Association and to control their fulfillment, to control professional staff training as well as to analyze from expert point of view state and activities of advertising market and commercial communication development.
The Russian Federation guarantee the freedom of thought and speech, ensure the right to freely look for, receive, transmit, produce and distribute information by any legal way constitute the foundation of advertising business regulation in the country.
The competition body as a state authority controls ex officio the execution of the legislation of the Russian Federation on advertising and particularly:
Prevents, reveals and precludes violation of Russian Legislation on advertising by individuals and legal entities.
Initiates and holds proceedings on violation of Russian Legislation on advertising.
The competition body is entitled to:
issue binding directions to advertisers, advertising producers, advertising distributors aimed at stopping violating Russian legislation on advertising;
issue binding directions to federal executive bodies of state authority, executive bodies of all of the subjects of the Russian Federation, local self-government bodies aimed at repeal or amendment of acts adopted by them which are contrary to Russian legislation on advertising;
sue an action before courts and commercial courts on prohibition of advertising distribution where such a distribution violates Russian legislation on advertising;
sue an action before courts and commercial courts on public disclaimer of unreliable advertisement (counter-advertising) in case of section 38 para. 3 of the Law on Advertising;
apply to the commercial court to hold invalid in full or in part non-regulatory legal acts of federal executive bodies of state authority, non-regulatory legal acts of executive bodies of all of the subjects of the Russian Federation and non-regulatory legal acts of local self-government bodies that contradict to Russian legislation on advertising;
apply to the commercial court to hold invalid in full or in part regulatory legal acts of federal executive bodies of state authority, regulatory legal acts of executive bodies of all of the subjects of the Russian Federation and regulatory legal acts of local self-government bodies that contradict to Russian legislation on advertising;
Reference: http://adconsul.org/en/articles/21
The research that I carried out suggests that the campaign has made its audience more aware of the issue that big cars make in cities such as Moscow in Russia and how beneficial a smart car would be in cities with bad traffic jams. This is due to the fact they're small and can easily be parked in comparison to a 4x4, they are very efficient and economical. On the other hand, many of the audience feel they would be unlikely to buy a Smart due to it's size, not being able to accommodate for families with more than 2 people and as well the boot space. If this research was carried out in a larger city then it may be of more interest to those who are constantly stuck in traffic jams.
Research online show's people find them easy to park, cheap to run and like their distinctive looks, however their are cons about its lack of seats and it's poor performance out of town, suggesting it is only good for cities.
The representational issues that this advert has is parking in large cities, stating that it's difficult to park in cities such as Moscow, because it's so congested and everyone drives 4x4's which take up more space, in comparison to a Smart Car. The issues surrounding parking are the costs, the parking itself as lack of car parks in comparison to population and them being towed away from not being in a specified parking space. The different audience's will see this advert all in the same way, that you'll face consequences if you fail to park in designated spots and that all big cities face the same situation of parking issues.
There is no current relevant legal or ethical issues within this campaign. The only potential issue is the feedback used from 'converted true believers', this is because in the advert, after people have test driven the car, it shows status' written on social networking sites such as Facebook, suggesting the campaign has been spread on these sorts of sites. The video tells us that they created $150,00 of earned media. The feedback given on Facebook are from the test drivers supposedly saying how satisfied they were and about the experience in general. The only issue behind this is of whether they were true opinions or not, they may well have been prompted by BBDO for good reviews, this is so they could back up their campaign. When a campaign is made, they should legally used scientific evidence as you can't mislead the audience. Scientific evidence is used with the 70% conversion rate. However their is no scientific evidence behind the social networking comments, this could potentially cause problems within the campaign.
The ASA (Advertising Standards Authority) regulates the advertising industry in the UK. They are a non-statutory organisation meaning they can't interpret of enforce legislation. However, it's code of advertising practice broadly reflects legislation in many cases. The ASA is not funded by the British government, but by a demand on the advertising industry.
ASA
Advertising is affected by the change concerns of society
Work with multimedia platforms (computers, print, tv, radio etc.)
Have a sophisticated and visually literate audience
Their adverts have to be:
Legal
Honest
Decent
Truthful
The ASA have to ensure that consumers are not misled, harmed or offended by ads so they can maintain consumer confidence in advertising. They have to maintain a level playing field amongst businesses, it is important for fair competition so all adverts have to go by the same rules.
Reference: http://asa.org.uk
