Here are the slides to recap our lecture. Please use the YouTube urls to see the video content. Cheers Jon & Justin

1. S T R AT E G Y
A WA R D S C H O O L 2 0 1 4 . B R I S B A N E .

2. W H A T J U S T I N D O E S

3. W H A T J O N D O E S

4. prep some questions for the end
(we’ll ask everyone)

5. S O M E M A I N P O I N T S
• The difference between ‘strategy’ and ‘idea’
• Great ideas start with great strategy
• Question the strategy - interrogate the brief
• How do you know if your work is ‘on strategy’

6. O V E R V I E W / D E F I N E

7. Strategy without tactics is the slowest route to victory.
Tactics without strategy is the noise before defeat.
- Sun Tzu

8. Strategy is
“The purposeful direction of the campaign”.
!
Distilled from:
!
• Business goals.
• Audience and stakeholder research.
• Current and required behaviours.
• Barriers or connection challenges.
• Critical communications tasks.
• Brand identity and competitive positioning.
• Value proposition(s).

9. The Strategist’s Task
Strategy
-­‐
convergent
Idea
generation
-­‐
divergent
Strategy is convergent thinking
to provide Insight, Inspiration,
Direction

10. S U N S E X A M P L E

11. Gold Coast Suns
Marketing goal:
Increase game attendance and membership numbers in 2014.

12. Gold Coast Suns
Marketing goal:
Increase game attendance and membership numbers in 2014.
Connection challenge:
Get casual fans more emotionally engaged with the Club, the games and the
stadium.

13. Gold Coast Suns
Brand insight:
We are the young
Challenger, entertaining
fans and members with
our bold and exciting
style.
Audience insight:
We all use rituals to
transition and prepare.
In sport, they identify and
galvanise us, and build
up our confidence, pride
and passion.
Connectionopportunity
Marketing goal:
Increase game attendance and membership numbers in 2014.
Connection challenge:
Get casual fans more emotionally engaged with the Club, the games and the
stadium.

14. Strategy
(“Organising Idea”)
Ignite the rituals of challenge

15. Strategy
(“Organising Idea”)
Ignite the rituals of challenge
Test:
If we accomplish that, will we overcome the
connection challenge and achieve the marketing goal?

16. “Get…to…by…” formula
Get casual, disengaged football fans and their families
!
To engage with the Club spirit and experiences
!
By igniting distinctive Suns rituals of challenge in the
stadium, the media and the minds of the fans.

17. execution
The creative idea

19. S O M E B R I L L I A N T W O R K
N I K E I N D I A
https://www.youtube.com/watch?v=JtxLmInvFcw

20. L E T ’ S R E V E R S E E N G I N E E R T H E B R I E F

21. S O M E B R I L L I A N T W O R K
T O N T I N E P I L L O W S
https://www.youtube.com/watch?v=JG6LU_cgqwA

22. S O M E B R I L L I A N T W O R K
B R I T I S H A I R WAY S
https://www.youtube.com/watch?v=GtJx_pZjvzc

23. S O M E B R I L L I A N T W O R K
D I E T C O K E
https://www.youtube.com/watch?v=wyYuXxccTWU

24. S O M E B R I L L I A N T W O R K
Y W C A
https://www.youtube.com/watch?v=-Hh4VO7xRsc

25. S O M E B R I L L I A N T W O R K
T H AT D I D N ’ T W O R K
https://www.youtube.com/watch?v=c_JbjUecAPI
(This is the ad that caused a 20% dip in sales every time it flighted on TV. Apparently.)

26. L E T ’ S C R E AT E A
S T R AT E G Y

27. Client: CUB
Product: Peroni
Business Goal: Make Peroni more popular at the after
work drinks occasion
Target Audience: ?
Insight: ?
Single-minded Proposition: ?
Media: ?

28. D I S C U S S I O N / Q U E S T I O N S