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
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.
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.