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1. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The Snoring Center
Pink Jacket Creative
for Integrated Advertising, Promotion & Marketing Communications (6e)
Clow & Baack
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2. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Background • Physician had office in Dallas (ENT Practice)
• Wanted to treat only snoring and sleep apnea
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3. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Pink Jacket Creative
Full-service marketing agency
Founded in 2005
Elena Baca Bill Breedlove
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4. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Pink Jacket Creative
Elena and Bill explaining the campaign.
Elena Baca Bill Breedlove
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5. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The Right Size Idea
“Big Idea – how many times have you heard these words
thrown around by ad agencies? Since when do ideas have
to be super-sized or complicated? At Pink Jacket Creative,
we have a different idea – the right size idea. The right size
idea fits perfectly. It speaks to your audience, reaches your
goals and overcomes your obstacles. And it takes many
different forms.”
- Pink Jacket Creative
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6. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Creating the Right Idea
• Teams assigned by Elena
• Over several days:
- Paired off
- Went to separate corners
- Came up with ideas
• Reconvened to pitch ideas
• Three ideas were chosen
- Massaged to present to client
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7. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Snoring
• Snoring creates relationship problems
• 46% of adults snore
• 25% snore habitually
• 23% of married couples sleep apart due to snoring
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8. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Snoring
• Make jokes about snoring
• Laugh about snoring
• With a couple – when one snores – not funny!
• “Very dramatic”
• “Destroying our marriage”
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9. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The idea
Snoring Kills __________?
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10. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The Challenge
Turn billboards into a direct response vehicle
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11. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The Strategy
• 26-week outdoor campaign - “Snoring Kills ______”
- Rotate what snoring kills every Monday
- Only had to change the snipe each week
• Lichtenstein-type drama billboards
• Magazine ads
- In middle and back of magazines, near content
- Purchase 1/3 vertical spread on each side of an article
- No other ads on the page
- Costs are less
- More effective
- When reading this article, will be exposed to ad for 2-3 minutes
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12. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The Billboards
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13. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 13

14. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 14

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18. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 18

19. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 19

20. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Billboard Impact
• After 6 weeks, phones started ringing
• Patients made appointments
• People would watch billboards for the next “What snoring kills…”
“We would have people call and say, ‘I’m going to be on vacation next
week, and I can’t stand it. Can you tell me what snoring is going to kill
this week?’ It was just a really simple but fun campaign. We like
breaking rules and making billboards lead to phone calls…”
– Bill Breedlove, Pink Jacket Creative
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21. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The Billboards: Lichtenstein
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22. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 22

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24. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
The Magazine Ads
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28. ClowBaack – Integrated Campaigns in Action Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results
• Physician shut down ENT practice within 1.5 years
• Now two locations of The Snoring Center
• Within 24 months, became world’s leading provider
of minimally invasive treatments
• Do more procedures than any place in the world
• Patients now from all over the world
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