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A compilation of research and campaign development based on work done in the Masters in Advertising program at the University of Texas at Austin

A compilation of research and campaign development based on work done in the Masters in Advertising program at the University of Texas at Austin

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Ogburn Work Samples Ogburn Work Samples Presentation Transcript

  • Claire Ogburn! M.A  in  Adver+sing  2012   University  of  Texas  at  Aus+n  
  • Case Studies !•  Mini  Cooper  ……………………………………….  3-­‐10    •  Professional  Report:    “Drink  Water,  Last  Longer”  ………………..…11-­‐19  
  • Campaign  Objec.ves  •  Get  “buFs  in  seats”    •  Promote  test  driving  of  the  new  Mini  Cooper  Countryman  Coupe  around  the   launch  of  the  new  model  among  the  Aus+n  minority  market,  aged  18-­‐54    •  Develop  tac+cs  that  can  be  applied  to  a  na+onal  market    •  Develop  tac+cs  that  promote  the  brand  personality,  rather  than  par+cular   aFributes   View slide
  • Research   Compe..ve  Analysis  •  VW  Golf   –  The  original  VW  Golf  was  first  introduced  in  1974  and  has  been  available  under  different  models   since.  Un+l  recently,  it  was  called  the  Rabbit  in  North  America.  In  2010  VW  introduced  the  Golf   TDI,  which  runs  on  diesel.  It  is  currently  the  only  available  diesel  hatchback.  Although  the  car   itself,  as  well  as  diesel  fuel,  is  more  expensive,  it  is  significantly  more  fuel  efficient  than  the   original  model.      •  Ford  Focus   –  The  Ford  Focus  was  introduced  in  1998  and  vastly  revamped  in  2008.  It  was  again  completely   redesigned  for  the  2012  model.  A  key  change  in  the  2012  model  was  a  redesign  of  the  interior  to   improve  quality  and  perceived  luxury.  One  of  the  key  changes  to  the  interior  was  the  inclusion  of   two  standard  features,  MyKey  and  MyFord.  MyFord  integrates  naviga+on,  entertainment,  and   communica+on  on  a  central  touch  screen  console.  MyKey  is  a  program  to  restrict  speed  and   stereo  level  for  teen  drivers.  In  addi+on  to  MyKey  and  MyFord,  the  2012  model  features  torque   vectoring  control.  This  Focus  is  the  first  car  in  its  class  to  offer  this  feature,  which  works  by   applying  brake  pressure  to  one  side  of  the  wheels  during  turning.      •  Fiat  500   –  The  Fiat  500  is  an  Italian  made  car,  first  introduced  in  Europe  in  2007  and  introduced  in  North   American  in  2011.  The  car  had  not  been  sold  in  the  U.S  since  1957,  when  it  was  perceived  as  a   poorly  made  car  with  liFle  value.  The  Fiat  500  comes  in  two  versions-­‐  the  original  500  and  the   Abarth.  the  Abarth  model  offers  more  high  end  features  and  is  faster  than  the  original  version.   The  Abarth  model  is  predictably  more  expensive  than  the  original  version.  It  begins  at  $22,000   MSRP.  This  is  mainly  due  to  the  1.4  liter  turbocharged  160  horsepower  engine.       View slide
  • Research   Marke.ng  to  Minori.es  •  Sensi.ve  to  minority  marke.ng  tac.cs   –  Ten  Mini  Cooper  test  drives  were  conducted  with  poten+al  minority  buyers  in  the  target  age  range.   This  primary  research,  as  well  as  contribu+ng  secondary  research,  indicated  that  minori+es  do  not   appreciate  adver+sing  that  is  blatant  about  its  aFempt  to  reach  a  minority  market.  Furthermore,  it   is  important  to  consider  cultural  differences  within  a  minority  market;  it  is  not  acceptable  to  merely   use  a  Hispanic  actor  to  reach  the  en+re    La+no  market  because  there  are  considerable  differences   among  individual  Hispanic  communi+es.      •  Tremendous  buying  power   –   The  percentage  gains  in  buying  power  over  the  past  decade  have  varied  considerably  by  race  and   ethnicity:  108  percent  for  Hispanics;  98  percent  for  Asians;  69  percent  for  Na+ve  Americans;  and  60   percent  for  African  Americans.  The  buying  power  of  minority  groups  is  expected  to  con+nue   growing  at  a  faster  pace  than  that  of  the  general  popula+on.  It  is  projected    that  the  combined   buying  power  of  racial  minori+es  (African  Americans,  Asians  and  Na+ve  Americans)  will  rise  from   $1.6  trillion  in  2010  to  $2.1  trillion  in  2015,  accoun+ng  for  15  percent  of  the  na+on’s  total  buying   power.  The  buying  power  of  Hispanics  will  rise  from  $1  trillion  in  2010  to  $1.5  trillion  in  2015,   accoun+ng  for  nearly  11  percent  of  the  na+on’s  total  buying  power.          
  • Crea.ve  Brief  What  are  we  adver.sing?  The  Mini  Cooper  Countryman  Coupe    Why  are  we  adver.sing?  To  increase  brand  awareness  among  a  mul+cultural  market    Who  are  we  talking  to?  The  18-­‐54  year  old  mul+cultural  segment  (Asian,  African  American,  Hispanic,  LGBT)    What  do  they  currently  think?  While  they  think  the  car  is  cool  or  cute,  they  rarely  consider  it  as  a  purchase  op+on.  It  is  stereotypically  perceived  as  a  “white  person”  car  and  there  are  concerns  about  how  small  it  is.  Not  only  for  cargo  space,  but  because  it  makes  the  car  look  “too  cute”    What  do  we  want  them  to  think?  The  Mini  Cooper  is  a  fun  car.  It’s  a  hip  urban  op+on  for  the  younger  single  or  married  couple,  and  as  a  second  car  for  older  couples.    SMIT                  The  beFer  small  car                                                            Why  should  they  believe  it?  The  Mini  Cooper  has  superior  handling  and  performance  which  makes  it  a  much  more  fun  car  to  drive  than  its  compe+tors.  Its  high  fuel  efficiency  and  compact  size  makes  it  easy  and  affordable  to  drive  around  down.    What  is  the  tone  of  the  campaign?  Fun  and  sexy  
  • Campaign  Strategy  •  “Grown  up  toys”   –  Primary  research  indicated  that  minori+es  view  the  Mini  as  a  fun  car,   even  if  they  do  not  think  of  it  as  an  appropriate  op+on  for  themselves.   The  strategy  builds  on  Mini’s  fun  personality  by  integra+ng  it  with   ac+vi+es  the  target  market  already  enjoys.  The  target  market  was   segmented  into  three  groups  in  order  to  develop  tac+cs  that  appealed  to   the  wide  age  range.    
  • Tac.cs   “Me,  Myself,  and  Mini”:  Targe.ng  Mini-­‐gling  Singles    •  Speedster  Da+ng   –  Speedster  da+ng  will  take  place  at  a  number  of  popular  bars  downtown  to  target  the  younger,   single  demographic.  While  some  of  the  dates  will  be  conducted  at  tables  and  chairs,  every  few   dates  will  take  place  in  a  Mini  Cooper.  This  will  not  only  increase  the  fun  appeal  of  speed  da+ng,   but  will  get  “buFs  in  seats.”    We  will  track  contact  info  from  RSVPs  as  an  evalua+on  method.    •  Mini  Photo  Booth   –  The  Mini  Cooper  photo  booth  will  be  placed  at  the  speedster  da+ng  events.  Employees  will  be  on   hand  to  record  email  addresses  or  phone  numbers  and  the  photos  will  be  sent  directly  to   par+cipants.  This  is  also  an  evalua+on  technique,  as  contact  info  can  be  recorded  for  future  use   and  can  be  cross  referenced  with  contact  info  from  RSVP  data.    •  Coaster  Test  Drive  Coupon   –  At  each  event,  par+cipants  will  be  able  to  collect  Mini  branded  coasters.  If  these  coasters  are  taken   to  a  dealer  and  the  par+cipants  test  drive  a  Mini,  the  dealer  will  stamp  the  coaster,  making  it  good   for  a  free  drink  at  the  da+ng  event  bar..  This  will  drive  traffic  to  the  dealerships  and  establish  a   collabora+ve  rela+onship  between  Mini  dealers  and  local  bars.  
  • Tac.cs   “Mini  Couples”:  Targe.ng  Young  Couples  Without  Kids        •  Test  Drive  Date  Night   –  This  event  will  target  the  young  married  couples  without  children.  Couples  can  sign  up  to  test   drive  a  Mini  for  their  date  night  on  Mini  Cooper’s  website.  They  will  drop  off  their  car  at  the   dealership  at  night  and  pick  it  up  when  they  return  the  Mini  the  next  morning.  This  will  get   poten+al  buyers  in  the  car  while  simultaneously  playing  to  the  “grown  up  toy  theme.    •  Online  Reserva+ons   –  In  order  to  increase  the  likelihood  that  par+cipants  will  actually  use  the  Mini  for  a  date  night,   rather  than  park  it  in  their  garage,  when  consumers  register  for  a  Mini  date  night  test  drive,   they  will  also  be  able  to  make  reserva+ons  on  the  site  for  dinner.  Mini  will  then  issue  a  gil   card  to  the  restaurant  of  the  consumer’s  choice.    •  Print  Event  Promo+on  Postcards   –  In  order  to  promote  the  test  drive  date  night,  Mini  will  send  out  a  direct  mailer  featuring  a   mocked  up  holiday  card.  The  holiday  card  will  feature  a  young  couple  posed  with  a  Mini   Cooper  as  their  “baby”  or  “child.”  This  plays  on  the  tradi+onal  holiday  card  idea  and  highlights   the  idea  that  for  a  young  couple  not  yet  ready  to  have  children,  a  car  might  take  that  place.    
  • Tac.cs   “Married  with  Minis”:  Targe.ng  Second  Car  Families    •  “Dad’s  Toy  Making  the  Big  Play”               –  This  idea  will  be  executed  in  the  form  of  a  television  commercial  and  print  ads.  The  ini+al   commercial  will  feature  a  father  driving  his  Mini  rushing  from  work  to  his  son’s  football   game.  The  narra+ve  will  alternate  between  the  father  switching  lanes  and  the  son,  as  a   running  back,  dodging  defenders.  As  the  father  pulls  into  the  parking  lot,  fran+cally   looking  for  a  spot,  he  is  forced  to  park  in  a  small  space  between  two  trucks,  highligh+ng   the  Mini’s  agility  and  convenience.  The  commercial  is  easily  transferable  to  mothers  and   same  sex  partners,  as  well  as  different  school  ac+vi+es  such  as  winter  and  spring  sports,   as  well  as  recitals.      •  Test  Driving  Fundraising   –  The  commercials  will  be  part  of  a  larger  campaign  to  drive  traffic  to  the  dealership.   Consumers  will  be  able  to  bring  their  +ckets  from  spor+ng  or  other  school  events,  such   as  football  games  or  music  concerts,  to  Mini  dealerships.  Aler  they  test  drive,  Mini  will   donate  a  dollar  amount  to  the  specific  school.  
  • Professional  Report:   “Drink  Water,  Last  Longer”  The  Applica9on  and  Development  of  a  Campus-­‐Wide  Hydra9on  Campaign   using  Second  Screen  Marke9ng  Tac9cs      This  paper  outlines  the  development  of  a  second  screen  marke+ng  campaign  aimed  at  raising  awareness  of  the  importance  of  hydra+on  among  male  students  at  The  University  of  Texas  at  Aus+n.  Exis+ng  literature,  communica+on  theories,  and  current  second  screen  campaigns  are  used  to  inform  campaign  development.  The  development  process  and  key  recommenda+ons  for  this,  and  future  second  screen  marke+ng  campaigns,  is  then  discussed.    
  • Research:   Second  Screen  Marke.ng  Today,  as  many  as  77%  of  TV  watchers  use  a  smart  device-­‐  whether  it  be  a  smartphone,  tablet,  or  laptop,  while  watching  TV.  There  are  two  major  reasons  for  this  trend.  First,  TV  programs  are  loaded  with  adver+sing  messages,  leading  viewers  to  disregard  adver+sements  and  instead  focus  on  mobile  devices.  Second,  the  availability  of  mobile  Internet  connec+ons  has  led  to  an  increase  in  mul+-­‐tasking,  meaning  that  TV  watching  no  longer  holds  our  full  aFen+on.  It  is  important  to  note,  however,  that  a  quarter  of  the  respondents  who  use  a  mobile  device  while  watching  TV  use  that  device  to  browse  content  related  to  what  they’re  watching.  That  fact  has  led  marketers  to  pursue  a  rela+vely  new  avenue  of  adver+sing:  second  screen  marke+ng.    Second  screen  marke+ng  aims  to  drive  higher  engagement  among  consumers  by  encouraging  further  interac+on  with  TV  program  or  adver+sement  the  consumer  is  watching.  The  goal  of  second  screen  marke+ng  for  TV  programs  is  to  create  a  richer  experience  for  viewers  by  providing  on  the  second  screen  addi+onal  content  and  informa+on  about  the  TV  program.  This  is  done  mainly  through  smartphone  and  tablet  apps,  created  by  either  a  third  party  or  the  network  itself.  Second  screen  marke+ng  for  consumer  brands  is  designed  to  generate  sales.  Because  consumers  now  have  access  to  the  Internet  while  watching  TV,  brands  are  able  to  expand  effec+vely  on  the  informa+on  provided  in  a  commercial.      
  • Research:   College  Men’s  AStudes  Towards  Healthy  Living    In  the  adult  popula+on  in  general,  there  are  a  number  of  factors  that  affect  healthy  ea+ng  choices:  taste,  cost,  nutri+on,  convenience,  pleasure,  and  weight  control.  Among  college  students,  men  are  more  likely  to  consider  cost,  taste,  and  quality  of  food  over  nutri+on,  convenience  and  weight  control.  This  may  help  explain  the  fact  that  while  up  to  80%  of  students  realize  certain  foods  and  beverages  provide  nutri+onal  benefits,  men  showed  liFle  to  no  propensity  to  actually  consume  those  foods.  Despite  these  facts,  men  generally  consider  their  personal  ea+ng  habits  to  be  healthier  than  they  are,  and  also  healthier  than  the  average  college  student.  While  this  may  indicate  that  men  pay  less  aFen+on  to  body  image  than  women,  it  also  highlights  the  compe++ve  nature  of  many  college  males.    
  • Campaign  Development  •  The  basis  of  campaign  development  was  drawn  from  insights  based  on   secondary  research:  First,  based  on  college  males’  antudes  towards   healthy  living,  a  campaign  directed  at  their  sense  of  compe++veness  will  be   most  persuasive.  Second,  an  effec+ve  use  of  second  screen  marke+ng   enhances  a  consumer’s  experience.      •  Campaign  development  was  also  driven  by  insights  into  the  importance  of   staying  hydrated.  Water  is  the  major  component  of  the  body’s  cells,  which   means  it  aids  in  many  bodily  func+ons,  such  as  lubrica+ng  the  brain  and   regula+ng  body  temperature.  Dehydra+on  causes  these  func+ons  to   operate  less  effec+vely,  which  results  in  a  deple+on  in  energy  levels.      •  A  campaign  tagline  was  developed  that  drove  the  subsequent  campaign   tac+cs.  “Drink  Water,  Last  Longer”  was  chosen  in  order  to  appeal  to  college   males  who  are  more  concerned  with  the  effects  dehydra+on  can  have  on   their  ability  to  perform  daily  ac+vi+es  than  the  health  effects.  The  tac+cs   that  support  this  message  inform  students  that  with  proper  hydra+on  they   will  have  more  energy  to  perform  ac+vi+es  effec+vely  and  efficiently.    
  • Tac.cs:     Part  1-­‐  “You  can  hear  it  on  the  radio”  The  first  part  of  the  campaign  will  target  students  during  +mes  at  which  mental  and  physical  energy  levels  are  high  and  body  temperature  can  fluctuate:  while  exercising,  studying,  par+cipa+ng  in  outdoor  ac+vi+es,  and  during  meals.  First,  messages  will  be  distributed  that  state  the  benefits  of  hydra+on  in  regards  to  performing  a  specific  ac+on,  such  as  exercising.  Second,  University  Health  Services  will  disseminate  messages  asking  students  to  subscribe  to  any  or  all  of  the  four  playlists-­‐  one  for  each  area  of  hydra+on-­‐  hosted  on  the  music  streaming  service  Spo+fy  and  created  by  UHS.  The  playlists  will  feature  appropriate  selec+ons  based  on  the  designated  ac+vity  and  will  also  intermiFently  offer  +ps  for  staying  hydra+ng  and  the  benefits  of  doing  so.  Messages  adver+sing  these  playlists  will  be  targeted  according  to  loca+on  on  the  UT  campus.  By  developing  playlists,  UHS  will  appeal  to  students  by  engaging  with  tasks  they  are  already  performing-­‐  listening  to  music-­‐  and  will  also  reach  students  during  the  +mes  at  which  it  is  important  to  hydrate.  
  • Tac.cs:   Part  2-­‐  “A  Facebook  film”  Part  two  of  the  campaign  will  focus  on  appealing  to  college  males’  compe++ve  nature.  UHS  will  sponsor  a  contest  with  two  parts.  First,  UHS  will  draw  on  the  campaign  tagline,  “Drink  Water.  Last  Longer,”  to  create  a  video  contest  hosted  on  its  Facebook  page.  The  contest  will  ask  students  to  demonstrate  in  a  thirty  -­‐second  video  how  they  use  the  extra  energy  gained  from  staying  properly  hydrated.  The  submissions  will  be  posted  on  the  UHS  Facebook  page  and  any  Facebook  user  may  vote  on  a  video  by  clicking  the  “like”  buFon  underneath  the  submission.  The  video  with  the  most  “likes”  will  be  deemed  the  winner.  Because  students  value  their  peers’  opinions,  and  because  most  students  spend  large  amounts  of  +me  interac+ng  with  these  friends  on  social  networking  sites  like  Facebook,  they  will  have  a  strong  incen+ve  to  publicize  the  campaign  in  order  to  receive  the  most  “likes.”    
  • Addi.onal  Adver.sing  Applica.ons:   The  United  States  Air  Force  •  Currently,  the  USAF  uses  a  number  of  videos  depic+ng  different  scenarios   which  might  occur  over  the  course  of  an  airman’s  career  in  its  television   commercials.  These  videos  could  be  made  more  compelling  by  increasing   the  interac+vity,  as  well  as  the  las+ng  values  of  each  experience.    •  Users  will  be  able  to  download  a  mobile  game  based  on  the  scenarios  in   the  television  commercials.  The  games  will  allow  users  to  affect  the   outcome  of  each  mission  by  choosing  various  op+ons  at  different  points  in   the  video.  At  the  conclusion,  the  game  will  prompt  users  to  check  their   score  on  the  USAF  website  by  entering  their  email  addresses.  This  will   unlock  addi+onal  content  and  will  allow  the  USAF  to  compile  contact   informa+on  for  future  use.  
  • Addi.onal  Adver.sing  Applica.ons:   Shiner  Beer  •  Shiner  can  capitalize  on  their  image  as  a  friendly,  small  town  brand  by  using   second  screen  marke+ng  tac+cs  to  interact  on  a  one-­‐on-­‐one  basis  with  their   consumers.      •  Shiner  will  create  a  thirty-­‐  minute  documentary  examining  the  brewery,  the   town  of  Shiner,  and  the  people  who  live  and  work  there.  The  documentary   will  be  segmented  into  five  minute  videos  which  can  be  accessed  on   Shiner’s  website  or  on  their  YouTube  channel.  Shiner  will  use  television   commercials  to  prompt  consumers  to  watch  these  videos  on  their  mobile   devices  or  desktops.  In  order  to  further  immerse  consumers  in  the  Shiner   brand,  the  television  commercials  and  the  video  segments  will  ask   consumers  to  tweet  their  ques+ons  and  comments  to  Shiner   representa+ves.  These  TwiFer  conversa+ons  will  be  incorporated  into   Shiner’s  website  so  that  consumers  may  follow  the  conversa+ons.  If  Shiner   con+nues  to  engage  with  these  consumers,  as  well  as  other  consumers  who   ac+vely  tweet  about  Shiner,  they  will  be  able  to  deepen  their  brand   personality  as  a  beer  company  especially  concerned  with  community.    
  • Addi.onal  Adver.sing  Applica.ons:   Chase  Sapphire  Credit  Cards  •  Chase  Sapphire  gives  users  two  +mes  the  reward  points  if  they  use  their   cards  at  restaurants  or  for  travel  purposes.  In  order  to  promote  this  feature,   Chase  Sapphire  can  use  the  increasing  popularity  among  older  demographics   of  the  social  bookmarking  site  Pinterest  to  their  advantage.    •  Chase  will  create  boards  related  to  dining  and  travel.  Chase  cardholders  can   repin  the  content  on  each  board  according  to  their  interests.  Chase  will  also   develop  an  app  for  card  holders  that  will  link  to  their  Pinterest  accounts.  Like   the  Pinterest  boards,  the  app  will  be  divided  between  dining  and  travel   features.  The  dining  feature  of  the  app  will  sync  to  Pinterest  and  will  record   the  dining  pins  Chase  cardholders  have  repinned.  The  app  will  use  GPS   capabili+es  to  sense  when  users  are  near  a  restaurant  featuring  the  cuisine   correla+ng  with  the  pins  on  their  Pinterest  boards.  The  travel  feature  of  the   app  will  act  as  an  aggregate  of  per+nent  informa+on  for  each  des+na+on  in   which  the  user  has  iden+fied  interest  through  repinning.  Once  a  user  does   this,  the  app  will  establish  a  page  for  that  des+na+on  and  will  track  the   number  of  rewards  points  needed  in  order  to  redeem  the  Chase  Sapphire   getaway  deal  for  that  loca+on.    
  • Contact!•  Phone:  410-­‐913-­‐5938    •  Email:  ceogburn1@gmail.com    •  Twier:  @CEO1020    •  LinkedIn:  hFp://www.linkedin.com/pub/claire-­‐ogburn/15/849/185  
  • Thank You!