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Teen ads analysis Teen ads analysis Presentation Transcript

  • Teen Ads Analysis 31 January 2009
  • StyleOf Communication to Teens The Strategy Support Function
  • Edgy The Strategy Support Function
  • Modern/ Trendy The Strategy Support Function
  • Dynamic The Strategy Support Function
  • Aspirational (specially in terms of attitudes or personalities portrayed) The Strategy Support Function
  • Humorous The Strategy Support Function
  • AdsE v a lu a t io n The Strategy Support Function
  • Brand fit Clear Brand BenefitsConsumer insightsSensitivitiesCool & Edgy Entertaining Emotional Leaves an impression Crates a reaction New ideas that is unseen before (at least regionally) The Strategy Support Function
  • Parameters The Strategy Support Function
  • Order of Difficulty The Strategy Support Function
  • C ARSC A TE G O R Y The Strategy Support Function
  • Competitive Review – Dodge What are the communication objectives ? •Communicate the Cool external and internal look of the car 1 • Entice potential sports car fan buyers What is the consumer benefit ? 2 Cool options & cool feel What is the brand personality ? 3 young, cool, funky What is the big idea ? 4 The perfect sporty SUV The Strategy Support Function
  • Competitive Review – Ford Edge What are the communication objectives ? •Communicate the edgy spirit of car 1 • Build an emotional bond with consumers • to portray the car as the “teen” car What is the consumer benefit ? 2 Cool ride & cool moments What is the brand personality ? 3 young, cool, edgy, unique, influencer What is the big idea ? 4 shake your world with Ford Edge The Strategy Support Function
  • Competitive Review – Toyota Yaris What are the communication objectives ? • Portray the flexibility abilities of the car 1 • Talk driver’s language by portraying situations that happen in real life with a small twist What is the consumer benefit ? 2 Smooth Driving and being In Control What is the brand personality ? 3 young, cool, witty, What is the big idea ? 4 Amazing driving flexibility The Strategy Support Function
  • Competitive Review – Ford Focus What are the communication objectives ? •Communicate the cool look and features of 1 the car • Emphasize the edgy yet in control driving that this car provides What is the consumer benefit ? 2 Edgy and challenging ride experience What is the brand personality ? 3 young, cool, edgy, in control, achiever What is the big idea ? 4 Raise your driving game The Strategy Support Function
  • Competitive Review – Nissan Tilda What are the communication objectives ? •Communicate the new most sold Nissan model around the world 1 • Emphasize the external cool look and the vast interior • Position it as unique compared to other compact cars What is the consumer benefit ? 2 Modern look, vast interior, economical What is the brand personality ? 3 young, cool, trendy What is the big idea ? 4 Higher your Expectations The Strategy Support Function
  • Competitive Review – Nissan Ex Terra What are the communication objectives ? •Communicate the strong performance of 1 the car • Emphasize excitement and edgy moments What is the consumer benefit ? 2 Amazing performance and cool times What is the brand personality ? 3 young, cool, edgy, adventurous, sporty What is the big idea ? 4 The Sports Car of those looking for edgy & adventurous moments The Strategy Support Function
  • Competitive Review – Honda Accord Coupe What are the communication objectives ? •Communicate strong performance & the 1 sporty car design • Emphasize uniqueness of the car What is the consumer benefit ? 2 Amazing performance and cool times What is the brand personality ? 3 young, cool, edgy, What is the big idea ? 4 The new Norm for Sports Car The Strategy Support Function
  • Agency’s “CarsCategory” Pick The Strategy Support Function
  • Ford Edge Toyota YarisBoth have a clear message, novelty in their idea, andhigh on relevanceHowever Ford Edge with its dynamic setting & musicseems scoring higher on the impact parameter The Strategy Support Function
  • Media Category The Strategy Support Function
  • Competitive Review – Melody Tunes What are the communication objectives ? •Creating awareness & strong impact about the launch of the new English only station • Differentiate the station compared to other stations that 1 might run English but not exclusively •Create a strong emotional tie with potential viewers What is the consumer benefit ? 2 Latest English Hits, total Entertainment What is the brand personality ? 3 young, cool, edgy, yet also popular, down to earth What is the big idea ? 4 The English Station that will get into Everyone (All English/All The Time) The Strategy Support Function
  • Competitive Review – ART Champions League What are the communication objectives ? •Creating noise around Champions league 1 • Trigger the passion in fans • Reinforce ART ownership of the event What is the consumer benefit ? 2 Fever of the games is about to increase What is the brand personality ? 3 cool, challenging, passionate What is the big idea ? 4 Bring the Champions League Fever on The Strategy Support Function
  • Competitive Review – MTV Arabia What are the communication objectives ? •Create awareness about the launch of MTV Arabia 1 • Build on Local Teen insights and put music at the heart of them • Communicate the edgy and cool spirit of the brand What is the consumer benefit ? 2 A unique Edgy Music experience What is the brand personality ? 3 Cool, bold & edgy, outgoing , irreverent What is the big idea ? 4 Be part of the MTV Arabia Experience The Strategy Support Function
  • Competitive Review – Panorama FM What are the communication objectives ? 1 •Highlight the Panorama radio experience • Emphasize the variety of music offered What is the consumer benefit ? 2 Latest Arabic hits, wholesome entertainment experience What is the brand personality ? 3 cool, witty, Charming What is the big idea ? 4 Stay Tuned/Live the music The Strategy Support Function
  • Competitive Review – ART Saudi Club What are the communication objectives ? •Create Interest in the Saudi League 1 •Emphasize ART’s comperehensive coverage What is the consumer benefit ? 2 Pre and Post match Professional Analysis, All Matches coverage, What is the brand personality ? 3 cool, witty, Charming What is the big idea ? 4 Saudi Football the way you like it The Strategy Support Function
  • Agency’s “MediaCategory” Pick The Strategy Support Function
  • Melody Tunes Art MTV Arabia All three are clear in their message, impactful(they do create various instant emotions in us) and high on relevance ( based on very strong insights) However Melody ad was really superior on the Novelty front enable it to reap regional and international awards The Strategy Support Function
  • MacroSnacks
  • Snickers What are the communication objectives ? •Reinforce Snickers positioning as the hunger filling and energy booster snack 1 •Attract target (& potential) through communication via popular TV entertainment (Transformers) What is the consumer benefit ? 2 Hunger filling chocolate bar that will refuels your energy, fun edgy times What is the brand personality ? 3 Energetic, edgy, futuristic, Young What is the big idea ? 4 Snickers, keeps you going (Don’t Stop) The Strategy Support Function
  • M&Ms What are the communication objectives ? •Reinforce M&M’s Chocolate fun consumption 1 •Build on the fun personality of the brand characters •Create emotional connection with consumers What is the consumer benefit ? 2 Delicious chocolate taste and fun moments What is the brand personality ? 3 Young, funny, innovative, popular What is the big idea ? 4 M&Ms adds fun to your moments The Strategy Support Function
  • Cadbury What are the communication objectives ? •Introduce and create awareness on the new 1 Cadbury Dairy Milk chocolate bar size •Increase likeability of the brand through consumer related humor What is the consumer benefit ? 2 Give yourself a break and enjoy the new chocolate bar What is the brand personality ? 3 Young, funny, What is the big idea ? 4 Cadbury Dairy Milk: Lighter, and a new size The Strategy Support Function
  • Kinder Bueno What are the communication objectives ? •Relaunch Bueno with an edgier feel targeting teens 1 •Emphasize the unique energizing taste of kinder bueno •Build proper emotional link is being built with them. What is the consumer benefit ? 2 Great taste that will totally make your moments more dynamic What is the brand personality ? 3 Cool, Young, fun What is the big idea ? 4 Live your moments as you wish, with Kinder Bueno The Strategy Support Function
  • Kit Kat What are the communication objectives ? •Entrench further Kit Kat“Have A Break” message 1 •Reinforce its fun snack for your normal moments positioning What is the consumer benefit ? 2 Great tasty snack for your enjoyable break times What is the brand personality ? 3 Fun, young , modern What is the big idea ? 4 Have a Delicious break with Kit Kat The Strategy Support Function
  • Moro What are the communication objectives ? •Position the brand as an energy booster snack •Exploit need state of Teen consumers (always in need to keep 1 going) •Differentiate brand from the more active driven Snickers What is the consumer benefit ? 2 A chocolate bar that will boost your energy What is the brand personality ? 3 Energetic, young, able What is the big idea ? 4 Moro, refuels your energy The Strategy Support Function
  • Agency’s“MacroSnack” Pick The Strategy Support Function
  • Cadbury SnickersCadbury used humor into presenting the product andalong with snickers they had a very clear message.Snickers, on the other hand, was very daring anddynamic which was very relevant to the targetaudience. The Strategy Support Function
  • Beverages
  • Bison What are the communication objectives ? •Continue to build Bison as the active brand 1 that brings coolness and edginess into Youth What is the consumer benefit ? 2 Being cool and edgy What is the brand personality ? 3 Fun, cool, Young, outgoing , edgy What is the big idea ? 4 Play it your way with Bison The Strategy Support Function
  • 7 Up What are the communication objectives ? •Maintain 7 Up positioning as the refreshing beverage 1 •Reinforce the coolness nature of the brand through Fido Dido What is the consumer benefit ? 2 Cool beverage that will uplift your mood What is the brand personality ? 3 Young, cool, refreshing, What is the big idea ? 4 Cool off your moments with 7 Up The Strategy Support Function
  • 7 up What are the communication objectives ? •Maintain 7 Up positioning as the refreshing beverage 1 •Focusing on the natural part of the beverage •Reinforce the coolness nature of the brand through Fido Dido What is the consumer benefit ? 2 Cool beverage that will refresh you even in hottest days of the year What is the brand personality ? 3 Young, cool, refreshing, What is the big idea ? 4 Nature is closer than you think The Strategy Support Function
  • Barbican What are the communication objectives ? •Reinforce Barbican as a Youth brand that accompanies you while setting your own moments 1 •Build emotional link with consumers through natural and personal genuine experience What is the consumer benefit ? 2 Genuine & Natural fun moments, being one’s self What is the brand personality ? 3 Young, cool, outgoing, freedom What is the big idea ?l 4 live your life with Barbican The Strategy Support Function
  • Boom Boom What are the communication objectives ? •Establish Boom Boom as an energy drink that gives you real 1 energy •Create awareness around the brand by using celebrities What is the consumer benefit ? 2 An energy drink that will really boost your power What is the brand personality ? 3 Energetic, Young, fun, playful What is the big idea ? 4 Super Energy with Boom Boom The Strategy Support Function
  • Danao What are the communication objectives ? •Position Danao as a fun brand 1 •Emphasize the nutritional benefits of the product What is the consumer benefit ? 2 Smooth and healthy juice, changes your state into something more exciting What is the brand personality ? 3 Fun, witty What is the big idea ? 4 Danao is the juice to have The Strategy Support Function
  • Magic What are the communication objectives ? •Communicate that Magic is a boredom killer 1 brand •State that Magic is a Natural energy drink What is the consumer benefit ? 2 Long lasting natural energy drink What is the brand personality ? 3 Clever, witty, confident What is the big idea ? 4 Magic, gives you energy to go on The Strategy Support Function
  • Mirinda What are the communication objectives ? •Communicate on the fun platform 1 • emphasize the extraordinary side of Mirinda What is the consumer benefit ? 2 Great taste that takes you to another dimension of fun What is the brand personality ? 3 Young, fun, adventurous, outgoing What is the big idea ? 4 Welcome to the Mirinda world The Strategy Support Function
  • Mirinda What are the communication objectives ? •Emphasize on the fun and playful part 1 •Associate the brand with teens and their love of games What is the consumer benefit ? 2 An amazing and playful experience What is the brand personality ? 3 Young, fun, clever, sporty What is the big idea ? 4 Taste the thrill The Strategy Support Function
  • Moosy What are the communication objectives ? •Establish Moosy as a fun and cool brand for 1 the Young •Create awareness around the brand What is the consumer benefit ? 2 Coo times, great taste What is the brand personality ? 3 Cool, fun, witty What is the big idea ? 4 Be cool with Moosy The Strategy Support Function
  • Mountain Dew What are the communication objectives ? •Maintain Mountain Dew’s positioning as the brand that pushes you to the extreme and gets the best out of you. 1 •Reinforce the link between Mountain Dew and Young extreme sports What is the consumer benefit ? 2 Feel self confident and strong with Mountain Dew What is the brand personality ? 3 Challenging, extreme, edgy What is the big idea ? 4 Dare with Mountain Dew The Strategy Support Function
  • Power Horse What are the communication objectives ? •Build more awareness around the brand 1 •Position Power Horse the brand that will give you energy which will let you face challenges with confidence What is the consumer benefit ? 2 unmatched energy, bold character What is the brand personality ? 3 Energetic, challenging, confident, charismatic What is the big idea ? 4 Be ready and have the power of a horse The Strategy Support Function
  • Rani What are the communication objectives ? •Keep on communicating the dynamic aspect of the 1 brand •Communicate vitality and challenging spirit What is the consumer benefit ? 2 Amazing taste, energetic & Exciting experience What is the brand personality ? 3 Young, fun, clever, sporty What is the big idea ? 4 A great taste that you can not escape The Strategy Support Function
  • Red Bull What are the communication objectives ? •Maintain Red Bull positioning as the energy drink 1 brand that affects your mind and body •Reinforce relationship with consumers through the same direction of ads What is the consumer benefit ? 2 A drink that will refresh your mind and gives your body energy What is the brand personality ? 3 Energetic, witty, fun What is the big idea ? 4 Red Bull gives you wings The Strategy Support Function
  • Sprite What are the communication objectives ? •Maintain Sprite positioning as the cool refreshing drink •Entrench the link between the target group (Young) and the 1 brand through teen insights •Create aspiration by making everything possible What is the consumer benefit ? 2 Great taste, lots of possible fun options What is the brand personality ? 3 Young, fun, witty, clever/resourceful, cool What is the big idea ? 4 I do things my way with Sprite The Strategy Support Function
  • Coca Cola What are the communication objectives ? •Continue to build their Coke Side of life campaign 1 •Create menmonics that will exclusively relate to the brand and become potential trends among consumers What is the consumer benefit ? 2 Coca Cola will change the mood What is the brand personality ? 3 Fun, lively, amusing What is the big idea ? 4 Everything is better with Coca Cola The Strategy Support Function
  • Pepsi What are the communication objectives ? •Continue to own the football platform 1 •Engage consumers and get them closer to the football celebrities and make them crate by making them crate their own ads. What is the consumer benefit ? 2 Great taste, fun imagination What is the brand personality ? 3 Young, sporty, fun What is the big idea ? 4 Express yourself with Pepsi The Strategy Support Function
  • Pepsi What are the communication objectives ? •Put Pepsi at the heart of Sohour Ramadan 1 • convey it in alight manner by using comedian celebrities as endorsers What is the consumer benefit ? 2 Extra Refreshment at Sohour time What is the brand personality ? 3 Fun, witty, lively What is the big idea ? 4 Enjoy your Sohour with Pepsi The Strategy Support Function
  • Pepsi Max What are the communication objectives ? •Create awareness on the new brand 1 •Build relationship with TG (Youth) by conveying the edgy/bold essence of the brand What is the consumer benefit ? 2 Same great Pepsi taste, with 0% sugar What is the brand personality ? 3 Young, healthy. fun, daring What is the big idea ? 4 Live it to the Max The Strategy Support Function
  • Pepsi What are the communication objectives ? •Put pepsi as a cool social drink that can fit any 1 mood What is the consumer benefit ? 2 Great taste, mood enhancer What is the brand personality ? 3 Fun, witty, lively What is the big idea ? 4 Express yourself The Strategy Support Function
  • Agency’s“Beverages” Pick The Strategy Support Function
  • Coca Cola Mountain DewBoth are focusing on the attitude and portraying thebrand spirit. They both used light hearted and funscenes.Coca Cola on the other hand, left an impression andcreated a good reaction towards the product. The Strategy Support Function
  • Mobiles
  • Nokia What are the communication objectives ? •Introduce and create awareness on the new N- 1 Series •Own leadership in the new era of multimedia entertainment on mobile phones What is the consumer benefit ? 2 Ultimate Video and music mobile entertainment What is the brand personality ? 3 Trendy, Multitask, able What is the big idea ? 4 The new episode of Entertainment The Strategy Support Function
  • Nokia What are the communication objectives ? •Build an emotional link between the brand and consumers 1 •Build on the equity of music players across different Nokia series What is the consumer benefit ? 2 Music at your reach with Nokia mobiles What is the brand personality ? 3 Amusing, modern. Music loving What is the big idea ? 4 Music is between your hands The Strategy Support Function
  • Sony Ericsson What are the communication objectives ? •Introduce the new generation of Sony Ericsson with shake control 1 •Build on the functional and emotional attributes that appeal to target group What is the consumer benefit ? 2 Easier control of your music in your mobile What is the brand personality ? 3 Young, fun, edgy, party-holic What is the big idea ? 4 Shake it for your music control The Strategy Support Function
  • Nokia What are the communication objectives ? •Create awareness around the new Xpress series. 1 •Try to differentiate the music software in this mobile from other mobiles, as the most advanced. What is the consumer benefit ? 2 Totally different music mobile experience What is the brand personality ? 3 Young, fun, edgy, party-holic What is the big idea ? 4 Press play and enjoy the music The Strategy Support Function
  • Mobily - Falla What are the communication objectives ? •Introducing Falla 1 • competing with STC’s Lana What is the consumer benefit ? 2 Better rates What is the brand personality ? 3 Fun, witty, lively What is the big idea ? 4 Turn everything fun The Strategy Support Function
  • Agency’s“Mobile”Pick The Strategy Support Function
  • Sony Ericson NokiaBoth emphasized on brand attribute (Music), and hadclear message on the benefitsHowever, Sony Ericsson was impactful andentertaining and very relevant to the consumer “cooland dynamic”. The Strategy Support Function
  • C O M M U N IC A T IO NM A P P IN G The Strategy Support Function
  • Parameters The Strategy Support Function
  • The Matrix Attitude Driven Root beerPersonal Fun/GoodStatement time Product Driven The Strategy Support Function
  • FemaleTeens Ads
  • An Observation on Female Ads• F u n c t i o n a l i t y of the product is an important aspect for the ad• Compared to male oriented ads, female teens ads are more p a s s i o n a t e and less e d g y .• Ads are e n t e r t a i n i n g but more focused on the b r a n d b e n e f it s . The Strategy Support Function
  • Lipton – Chai Latte What are the communication objectives ? •Launching a new product of the Lipton family. 1 • Introducing a new tea blend tea to the market to be differentiated from competitor (i.e. Rabee Tea) What is the consumer benefit ? 2 3 in 1 tea blend. (milk, sugar and Lipton tea) What is the brand personality ? 3 Young, fun, hip, energetic What is the big idea ? 4 Move it and Lipton Tea can make it The Strategy Support Function
  • Nescafe What are the communication objectives ? 1 •Building an emotional link between the brand and the consumers. What is the consumer benefit ? 2 3 in one (coffee, sugar and cream) What is the brand personality ? 3 Friendly, good companion, get together What is the big idea ? 4 Put some water and be refreshed The Strategy Support Function
  • Nestle - Coffee Mate What are the communication objectives ? •Building an emotional link between the 1 brand and the consumers. • To encourage consumers to use the brand with coffee. What is the consumer benefit ? 2 Smoother, creamier, richer tasting coffee What is the brand personality ? 3 Friends gathering, fun, exciting What is the big idea ? 4 Add a treat to your moments The Strategy Support Function
  • Clean & Clear – Clear Fairness What are the communication objectives ? 1 •Introducing clear fairness from clean & Clear • competing with Unilever’s (fair & lovely) What is the consumer benefit ? 2 Fair facial complexion, pure and no pimples in 4 weeks What is the brand personality ? 3 Fun, active and exciting What is the big idea ? 4 Fair and pure facial skin in 4 weeks The Strategy Support Function
  • Clean & Clear – Blackhead clearing Daily Scrub What are the communication objectives ? 1 •Introducing new product What is the consumer benefit ? 2 •clean up blackheads from day one What is the brand personality ? 3 •Fun, Friendly What is the big idea ? 4 •Self assurance and control The Strategy Support Function
  • Clean & Clear – Blackhead clearing Daily Scrub What are the communication objectives ? 1 •Emphasizing on the bad side of blackhead What is the consumer benefit ? 2 •clean up blackheads from day one What is the brand personality ? 3 •Fun, Friendly, funny What is the big idea ? 4 •Say goodbye to blackheads The Strategy Support Function
  • Clean & Clear – Exfoliating Daily Wash What are the communication objectives ? •Freshen up by using the product. 1 • giving reasons to use the product in a testimonial style What is the consumer benefit ? 2 •Renewing face cells, prevent pimples from appearing What is the brand personality ? 3 •Fun, Friendly What is the big idea ? 4 •Self assurance and control The Strategy Support Function
  • Clean & Clear – Exfoliating Daily Wash What are the communication objectives ? •Introducing new product 1 • to clean up the pores in efficient way. What is the consumer benefit ? 2 •A refreshing and clean facial complexion What is the brand personality ? 3 •Friendly, cheerful What is the big idea ? 4 •Self assurance and control The Strategy Support Function
  • Neutrogena What are the communication objectives ? • a product that can clean dirt, open pores and 1 remove grease from the face all that in one pack. • Doctors advice to use the brand What is the consumer benefit ? 2 •A medical treatment for acne What is the brand personality ? 3 •Friendly, mentor What is the big idea ? 4 •A product the dermatologist recommend to use The Strategy Support Function
  • Johnsons What are the communication objectives ? 1 • to show the importance of taking care of skin, and that what Johnsons provides. What is the consumer benefit ? 2 •The cream melt inside the skin What is the brand personality ? 3 •Friendly, good companion, hero What is the big idea ? 4 •The way you touch things will be different. The Strategy Support Function
  • Agency’s“FemaleTeens Ads”Pick The Strategy Support Function
  • Nescafe NuetrogenaBoth have a clear functional message of the brand.The ads were also aspirational which had a goodrelevant to the target audience.However Nescafe is more impactful in terms of theemotional link and in terms of revealing the brand asthe everyday hero. The Strategy Support Function
  • The Strategy Support Function