Designed presentation for final internship project as a Summer Intern at Ogilvy & Mather in New York City (2012). Challenged with developing a digitally-focused advertising campaign for client Castrol EDGE.
For everyone here at Castrol, oil is more INSIGHTS & STRATEGY than just oil.
WHERE WE LOOKEDPRIMARY RESEARCHONE-ON-ONE INTERVIEWSCOLD CALLING spoke to auto repair techniciansONLINE SURVEY and oil change associatesSECONDARY RESEARCH in 35 statesPROPRIETARY RESOURCES(MINTEL, WARC, ETC.)
THE EXPERIENCER COMPETITIVE ADVENTUROUS PASSIONATE MALE 18-54
74% + 20 + 32 of target was hours spent in hours spent onlineunable to identify their car per week per month Castrol EDGE as asynthetic motor oil Online Survey Conducted by PROTEGE, Arbitron National In-Car Study, 2009 Go-Gulf.com, How People Spend Their June 2012 Time Online, 2012
RAISE REACH AWARENESS THEM WHERE THEY ARESPARK interest in Castrol EDGE by bringing the brand to the consumer
men want men are “I love my car… to learn + competitive + my engine, not so much.” how to do more and choose to play Harrison,things and how to games that utilize age 24 do them better their knowledge and skills The Futures Company, Slate, Are Men More Competitive Than One-on-One Interview Conducted by Yankelovich Monitor, 2008 Women?, 2009 PROTEGE, June 2012
KEEP IT INFORM SIMPLEARM our target with an understanding of the effects Castrol EDGE has on their driving experience
“A typical “I have never “I don’t know football Sundaythought about [how to describewhich brand I + the drive]. It’s + involves me, my son, my 50-inch and choose…” just awesome.” America’s team.” Mark, Jeremy, Steve, age 47 age 28 age 53 One-on-One Interview Conducted by One-on-One Interview Conducted by One-on-One Interview Conducted by PROTEGE, June 2012 PROTEGE, June 2012 PROTEGE, June 2012
FOSTER PLAY UP CONNECTION WITH THE THEIR BRAND PASSIONENGAGE consumers with the brand through their passion points
LAUNCH PLAN |------2012---------|-------------------2013-------------------------|-----------------2014------------------------|---2015-----|NFL KICKOFF SUPER BOWL DRAFT CAMP SUPER BOWL DRAFT CAMP SUPER BOWLMONTH S O N D J F M A M J J A S O N D J F M A M J J A S O N D J FMICROSITEOOHBANNERMOBILE APPSMARTGLASSSOCIAL MEDIASEOPR/INFLUENCER
IMPLICATIONS: BRAND & BUSINESS 950,000 Billboards Online Ads Marketing Tactics = impressions x Xbox SmartGlass Campaign Microsite Avg. Click Through = 10% Mobile App x In-Store AR Click Through to Customer Purchase = 5% Retention 4,750 Customer Loyalty = new customers Internet World States; Mashable, Google Click- per month Through Rates, 2011
KEY METRICS BANNER AD interaction rate, open rate, CTR BILLBOARD cost vs. sales volume ratio, engagement visits to site, time spent on site, fan MICROSITE uploads, social engagement MOBILE APP download of app, in-store sales volume downloads of game, frequency of use, XBOX SMARTGLASS engagement with friends
TACTICS + SEGMENTS TACTIC MILLENNIALS GEN X BABY BOOMERS 53% of Gen X Men notice large billboards (Mintel Marketing to Gen X, 2011). By providing Gen Xers with news or information BILLBOARDS via advertisements during their “wasted” commute time, the may feel that they’ve gained knowledge and beneﬁtted from their commute time. Interactivity increases brand recall 63% more than non interactive ads (Barnum Sulley Reesearch 2010) BANNER ADS Display ads do more than look pretty. “When Internet users were surveyed to ﬁnd out what actions they took when viewing a display ad on an ad-supported Website, nearly 1/3rd said they clicked on the ad” (eMarketer, Banner Ads: Beyond the Click, 2009). 71% of Boomers say they will still buy in stores MICROSITE after getting information from the web (Bazaar Voice, Talking to Strangers, 2012). Eighty-four percent of Millennials report Over half (51%) of Americans trust UGC more than other that UGC on company websites has at information on a company website (16%) or news articles about least some inﬂuence on what they buy the company (14%) when looking for information about a UGC VIDEO (Bazaar Voice, Talking to Strangers, brand, product, or service (Bazaar Voice, Talking to Strangers, 2012). 2012).
TACTICS + SEGMENTS TACTIC MILLENNIALS GEN X BABY BOOMERS 38% of Millennials are driven to choose a 74% of male U.S. smartphone users have downloaded mobile IN-STORE brand based on signs or displays in store apps (2010, eMarketer.com) (AdAge “How Millennials Are Spending AUGMENTED Their Precious Dollars on CPGs,” 2012). REALITY Millennials are 262% more likely to be 49% of men own a smartphone (Pew Internet, inﬂuenced by smartphone apps than the February 2012), an increase of 10% from May general population (AdAge “How 2011 MOBILE APP Millennials Are Spending Their Precious Dollars on CPGs,” 2012). 60% of mobile internet users multitasked 30% of Gen X men play video games (Mintel, Marketing to Gen XBOX while watching sports (Sports Fans X – US, 2011) Online, eMarketer.com, 2011) SMARTGLASS
SEGMENTATION More millennials than non-millennials described themselves as adventurous (69%) and expressedMILLENNIALS ADVENTUROUS a desire to be considered a “done-it-all” (46%) (Barkley Millennials Study, 2011). Effectively using nostalgia in advertising can be a challenge (Advertising Age, 2010), but it may help a GEN X NOSTALGIC brand stand out in the mind of Gen Xers (Mintel Marketing to Gen X, 2011). Boomers have been noted as being concerned BOOMERS YOUTHFULNESS with staying youthful and active (Mintel Lifestyles of Baby Boomers, 2011).