Show And Tell

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5 minutes each for "Show & Tell" to discuss engaging advertising, brand guardian,
measure-ability, and arguments to convince the board.

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Show And Tell

  1. 1. SHOW AND TELL Compiled and Presented by Mitesh Solanki (AFA, Advance Strategic Planning, Adschool, Sept 09)
  2. 2. THE BRIEF Show & Tell: 5 minutes each <ul><ul><li>Pick an advertisement / campaign of choice </li></ul></ul><ul><ul><li>Explain why do you find it engaging? </li></ul></ul><ul><ul><li>Explain why it is the ‘right’ thing to do for the brand? </li></ul></ul><ul><ul><li>How would you measure it? </li></ul></ul><ul><ul><li>What were the arguments you think they used to convince the board? </li></ul></ul>
  3. 3. CAMPAIGN CHOICE
  4. 4. THE GRUEN TRANSFER LAUNCH CAMPAIGN ON ABC (MAY 08) <ul><li>1 ST ROUND TEASERS (CLICHÉS) 3X 30SEC TVC </li></ul><ul><ul><li>http://www.youtube.com/watch?v=b8Ovalkeo5k </li></ul></ul><ul><ul><li>HTTP://WWW.YOUTUBE.COM/WATCH?V=DTBTSI2JU-A&FEATURE=RELATED </li></ul></ul><ul><li>2 ND ROUND TEASERS (PARODY) 3X 30SEC TVC </li></ul><ul><ul><li>http://www.youtube.com/watch?v=K7ijijXTt9A </li></ul></ul><ul><li>3 RD ROUND (EXPOSED) 3X 30SEC TVC </li></ul><ul><ul><li> http://www.youtube.com/watch?v=uyL01PSsRCE </li></ul></ul><ul><li>Source: Best Ads On TV http://www.campaignbrief.com/2008/05/three-drunk-monkeys-create-an.html </li></ul><ul><li>username: [email_address] </li></ul><ul><li>password: wretrusu </li></ul>
  5. 5. CLICK HERE TO SEE ONE 1X TVC <ul><li>http://www.youtube.com/watch?v=b8Ovalkeo5k </li></ul>
  6. 6. WHY IS IT ENGAGING? <ul><li>HOW ADS WORK </li></ul><ul><li>OUTRAGEOUS. PROVOCATIVE. CONTROVERSIAL. </li></ul><ul><li>FELT LIKE AN AD ON THE ABC. </li></ul><ul><li>(BEHIND THE SCENES) </li></ul>RIGHT FOR THE BRAND? <ul><li>? </li></ul><ul><li>? </li></ul><ul><li>? </li></ul>
  7. 7. WHY IS IT ENGAGING? <ul><li>HOW ADS WORK </li></ul><ul><li>OUTRAGEOUS. PROVOCATIVE. CONTROVERSIAL. </li></ul><ul><li>FELT LIKE AN AD ON THE ABC. </li></ul><ul><li>(BEHIND THE SCENES) </li></ul>RIGHT FOR THE BRAND? <ul><li>COMMUNICATES BRAND ESSENCE. </li></ul><ul><li>OUTRAGE ABC VIEWERS TO SPEAK OUT & SPREAD WORD. </li></ul><ul><li>ABC VIEWERS LIKE BEHIND THE SCENES. TARGET AUDIENCE. CORE FAN BASE. </li></ul>
  8. 8. HOW WOULD I MEASURE IT? <ul><li>COMPLAINTS </li></ul><ul><ul><li>Total Complaints by day (during campaign) - Online vs Phone Calls </li></ul></ul><ul><li>MEDIA </li></ul><ul><ul><li>ATL Press mentions (Radio, TV, Newspapers) </li></ul></ul><ul><ul><li>Incidence of Gruen Transfer as subject in Social Media </li></ul></ul><ul><li>ONLINE </li></ul><ul><ul><li>D/W/M Online Activity - IMPs, UVs, AVG Duration, Referees, Clicks, Exits </li></ul></ul><ul><ul><li>D/W/M Number of Entries (to create your own Greun Ad) </li></ul></ul><ul><li>TV Viewers </li></ul><ul><ul><li>Total Audience Viewers (Opening Show) </li></ul></ul><ul><ul><li>Average Audience Viewers per Show (Throughout Season) </li></ul></ul><ul><ul><li>Total TV Viewers Split by Channel and Show (9pm to 9:30pm) – verses previous week averages </li></ul></ul>
  9. 9. ARGUMENTS TO CONVINCE THE BOARD? <ul><ul><li>Conduct qualitative group testing with ABC loyal fans </li></ul></ul><ul><ul><li>Present a counter strategy if complaints go nuts </li></ul></ul>
  10. 10. <ul><li>thanks </li></ul>

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