DDB Singapore Assignment

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DDB Singapore Assignment

  1. 1. AN ASSIGNMENTFOR by Jasmine Liao
  2. 2. WHOPPERSACRIFICECAMPAIGN BY CP+B
  3. 3. G IHT NIS A?HT IS G ERN IDE I O SUM R THE E NSUM O CON D T TC A VE LE H A W HMIGHT
  4. 4. TO A BK FAN... > A WHOPPER IS WORTH MORE THAN 10 FACEBOOK FRIENDS
  5. 5. IT WORKS BECAUSE, FACEBOOK FRIENDS are increasingly losing their worth.
  6. 6. “ Facebook is an amazing way to keep current with your friends, but it’s becoming more of a popularity contest with how many friends you have as the barometer,” -- Bryan Gies, Burger King VP Marketing
  7. 7. To the point that they may only be worth 37C ERE E TH AL O S LLHE
  8. 8. WHAT WAS THE BIGG IDEA BI IDEA TO THIS CAMPAIGN?
  9. 9. AGGRESSIVE AND BOLD REQUEST TO GET CONSUMERS TO REMOVETHEIR FACEBOOK FRIENDS, juxtaposed against the intial intention of Facebook
  10. 10. COMPANIES ARE ALWAYS ASKING CONSUMERS TO + add AND NOT, - delete
  11. 11. BURGER KING TELLS YOU OTHERWISE.
  12. 12. WHY IT WORKS ? WORKS
  13. 13. AMOUNT OF TIME AMOUNT OF TIMETHINKING ABOUT WHO TO DELETE = THINKING ABOUT BURGER KING
  14. 14. It takes effort on their part to thinkhard about who to delete and at the same time, they are thinking about the Whopper they will be getting out of deleting friends. Giving the brand the exclusive airtime.
  15. 15. TENTH OF A WHOPPERNOT EVEN WORTH ONE- WHY?
  16. 16. TENTH OF A WHOPPERNOT EVEN WORTH ONE- WHAT IS THIS BURGER THAT IS WORTH 10X MORE THAN THE VALUE OF OUR FRIENDSHIP?
  17. 17. If they have yet to try Whopper, they will. If they want to take revenge, theycan go ahead and delete 10 friends using the Whopper Sacrifice app.
  18. 18. YOU’RE NO LONGER WANTED NUMBER OF FRIENDS DELETEDSHOWS HOW POWERFUL THE WHOPPER IS
  19. 19. COUNTERINTUITIVE PROPOSITION = CONTROVERSY
  20. 20. FREEPUBLICITY
  21. 21. NO FRIENDS TO DELETE?
  22. 22. NO FRIENDS TO DELETE?SACRIFICE A STRANGER.
  23. 23. Even if the people re-friended their friends or added new friends todelete them off, their efforts still did result in the intended effect of exposing consumers to the Whopper.
  24. 24. Overall... A WIN-WIN SITUATION Consumers are paying for their Whoppers in time currency.
  25. 25. State a campaign which you felt had a weak consumer proposition and WHY?
  26. 26. CLIENTPlaystation PSPAGENCYTBWA, SpainRELEASEDSeptember 2011MEDIAPrint
  27. 27. THE INTENDED PROPOSITIONWHEN YOU’RE ON THE PSP,NOTHING ELSE MATTERS.
  28. 28. WHO ARE THE TARGETAUDIENCE OF THIS AD? Children? Parents?
  29. 29. WHO ARE THE TARGETAUDIENCE OF THIS AD? Children? Parents? Maybe.
  30. 30. WHAT THE AD SAYS TO CHILDREN It is so fun and addictive that theboy doesn’t even feel the pain when he falls down.
  31. 31. WHAT THE AD SAYS TO PARENTSIt is so fun and addictive that your child might not even focus on the road and ends up falling down.
  32. 32. WHO ARE THE PURCHASE DECISION MAKERS? Children? Parents?
  33. 33. WHO ARE THE PURCHASE DECISION MAKERS? Children? Parents? You tell me.
  34. 34. Given how protective parents are, the proposition that when their childrenare on the PSP, they forget everything else is pretty weak proposition.
  35. 35. However, this creative ad may be targeted at adults who may only wished they had something asinsatiable as the PSP to distract them from any pain when they were young.
  36. 36. What consumer insightand proposition do you think it should have taken on to be more effective?
  37. 37. It should have taken into accountwhat parents would make out of thisprint ad since they are ultimately the purchase decision makers for PSP. The message needs to appeal to them as well.
  38. 38. Its proposition could possibly include a parent with the child when someone was attending to the “injury” and the parent is“dangling” the PSP to take his focus off any pains.
  39. 39. THANK YOU!

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