A compilation of research and campaign development based on work done in the Masters in Advertising program at the University of Texas at Austin

1. Claire Ogburn!
M.A
in
Adver+sing
2012
University
of
Texas
at
Aus+n

2. Case Studies !
• Mini
Cooper
……………………………………….
3-­‐10
• Professional
Report:
“Drink
Water,
Last
Longer”
………………..…11-­‐19

3. Campaign
Objec.ves
• Get
“buFs
in
seats”
• Promote
test
driving
of
the
new
Mini
Cooper
Countryman
Coupe
around
the
launch
of
the
new
model
among
the
Aus+n
minority
market,
aged
18-­‐54
• Develop
tac+cs
that
can
be
applied
to
a
na+onal
market
• Develop
tac+cs
that
promote
the
brand
personality,
rather
than
par+cular
aFributes

4. Research
Compe..ve
Analysis
• VW
Golf
– The
original
VW
Golf
was
first
introduced
in
1974
and
has
been
available
under
different
models
since.
Un+l
recently,
it
was
called
the
Rabbit
in
North
America.
In
2010
VW
introduced
the
Golf
TDI,
which
runs
on
diesel.
It
is
currently
the
only
available
diesel
hatchback.
Although
the
car
itself,
as
well
as
diesel
fuel,
is
more
expensive,
it
is
significantly
more
fuel
efficient
than
the
original
model.
• Ford
Focus
– The
Ford
Focus
was
introduced
in
1998
and
vastly
revamped
in
2008.
It
was
again
completely
redesigned
for
the
2012
model.
A
key
change
in
the
2012
model
was
a
redesign
of
the
interior
to
improve
quality
and
perceived
luxury.
One
of
the
key
changes
to
the
interior
was
the
inclusion
of
two
standard
features,
MyKey
and
MyFord.
MyFord
integrates
naviga+on,
entertainment,
and
communica+on
on
a
central
touch
screen
console.
MyKey
is
a
program
to
restrict
speed
and
stereo
level
for
teen
drivers.
In
addi+on
to
MyKey
and
MyFord,
the
2012
model
features
torque
vectoring
control.
This
Focus
is
the
first
car
in
its
class
to
offer
this
feature,
which
works
by
applying
brake
pressure
to
one
side
of
the
wheels
during
turning.
• Fiat
500
– The
Fiat
500
is
an
Italian
made
car,
first
introduced
in
Europe
in
2007
and
introduced
in
North
American
in
2011.
The
car
had
not
been
sold
in
the
U.S
since
1957,
when
it
was
perceived
as
a
poorly
made
car
with
liFle
value.
The
Fiat
500
comes
in
two
versions-­‐
the
original
500
and
the
Abarth.
the
Abarth
model
offers
more
high
end
features
and
is
faster
than
the
original
version.
The
Abarth
model
is
predictably
more
expensive
than
the
original
version.
It
begins
at
$22,000
MSRP.
This
is
mainly
due
to
the
1.4
liter
turbocharged
160
horsepower
engine.

5. Research
Marke.ng
to
Minori.es
• Sensi.ve
to
minority
marke.ng
tac.cs
– Ten
Mini
Cooper
test
drives
were
conducted
with
poten+al
minority
buyers
in
the
target
age
range.
This
primary
research,
as
well
as
contribu+ng
secondary
research,
indicated
that
minori+es
do
not
appreciate
adver+sing
that
is
blatant
about
its
aFempt
to
reach
a
minority
market.
Furthermore,
it
is
important
to
consider
cultural
differences
within
a
minority
market;
it
is
not
acceptable
to
merely
use
a
Hispanic
actor
to
reach
the
en+re
La+no
market
because
there
are
considerable
differences
among
individual
Hispanic
communi+es.
• Tremendous
buying
power
–
The
percentage
gains
in
buying
power
over
the
past
decade
have
varied
considerably
by
race
and
ethnicity:
108
percent
for
Hispanics;
98
percent
for
Asians;
69
percent
for
Na+ve
Americans;
and
60
percent
for
African
Americans.
The
buying
power
of
minority
groups
is
expected
to
con+nue
growing
at
a
faster
pace
than
that
of
the
general
popula+on.
It
is
projected
that
the
combined
buying
power
of
racial
minori+es
(African
Americans,
Asians
and
Na+ve
Americans)
will
rise
from
$1.6
trillion
in
2010
to
$2.1
trillion
in
2015,
accoun+ng
for
15
percent
of
the
na+on’s
total
buying
power.
The
buying
power
of
Hispanics
will
rise
from
$1
trillion
in
2010
to
$1.5
trillion
in
2015,
accoun+ng
for
nearly
11
percent
of
the
na+on’s
total
buying
power.

6. Crea.ve
Brief
What
are
we
adver.sing?
The
Mini
Cooper
Countryman
Coupe
Why
are
we
adver.sing?
To
increase
brand
awareness
among
a
mul+cultural
market
Who
are
we
talking
to?
The
18-­‐54
year
old
mul+cultural
segment
(Asian,
African
American,
Hispanic,
LGBT)
What
do
they
currently
think?
While
they
think
the
car
is
cool
or
cute,
they
rarely
consider
it
as
a
purchase
op+on.
It
is
stereotypically
perceived
as
a
“white
person”
car
and
there
are
concerns
about
how
small
it
is.
Not
only
for
cargo
space,
but
because
it
makes
the
car
look
“too
cute”
What
do
we
want
them
to
think?
The
Mini
Cooper
is
a
fun
car.
It’s
a
hip
urban
op+on
for
the
younger
single
or
married
couple,
and
as
a
second
car
for
older
couples.
SMIT
The
beFer
small
car
Why
should
they
believe
it?
The
Mini
Cooper
has
superior
handling
and
performance
which
makes
it
a
much
more
fun
car
to
drive
than
its
compe+tors.
Its
high
fuel
efficiency
and
compact
size
makes
it
easy
and
affordable
to
drive
around
down.
What
is
the
tone
of
the
campaign?
Fun
and
sexy

7. Campaign
Strategy
• “Grown
up
toys”
– Primary
research
indicated
that
minori+es
view
the
Mini
as
a
fun
car,
even
if
they
do
not
think
of
it
as
an
appropriate
op+on
for
themselves.
The
strategy
builds
on
Mini’s
fun
personality
by
integra+ng
it
with
ac+vi+es
the
target
market
already
enjoys.
The
target
market
was
segmented
into
three
groups
in
order
to
develop
tac+cs
that
appealed
to
the
wide
age
range.

8. Tac.cs
“Me,
Myself,
and
Mini”:
Targe.ng
Mini-­‐gling
Singles
• Speedster
Da+ng
– Speedster
da+ng
will
take
place
at
a
number
of
popular
bars
downtown
to
target
the
younger,
single
demographic.
While
some
of
the
dates
will
be
conducted
at
tables
and
chairs,
every
few
dates
will
take
place
in
a
Mini
Cooper.
This
will
not
only
increase
the
fun
appeal
of
speed
da+ng,
but
will
get
“buFs
in
seats.”
We
will
track
contact
info
from
RSVPs
as
an
evalua+on
method.
• Mini
Photo
Booth
– The
Mini
Cooper
photo
booth
will
be
placed
at
the
speedster
da+ng
events.
Employees
will
be
on
hand
to
record
email
addresses
or
phone
numbers
and
the
photos
will
be
sent
directly
to
par+cipants.
This
is
also
an
evalua+on
technique,
as
contact
info
can
be
recorded
for
future
use
and
can
be
cross
referenced
with
contact
info
from
RSVP
data.
• Coaster
Test
Drive
Coupon
– At
each
event,
par+cipants
will
be
able
to
collect
Mini
branded
coasters.
If
these
coasters
are
taken
to
a
dealer
and
the
par+cipants
test
drive
a
Mini,
the
dealer
will
stamp
the
coaster,
making
it
good
for
a
free
drink
at
the
da+ng
event
bar..
This
will
drive
traffic
to
the
dealerships
and
establish
a
collabora+ve
rela+onship
between
Mini
dealers
and
local
bars.

9. Tac.cs
“Mini
Couples”:
Targe.ng
Young
Couples
Without
Kids
• Test
Drive
Date
Night
– This
event
will
target
the
young
married
couples
without
children.
Couples
can
sign
up
to
test
drive
a
Mini
for
their
date
night
on
Mini
Cooper’s
website.
They
will
drop
off
their
car
at
the
dealership
at
night
and
pick
it
up
when
they
return
the
Mini
the
next
morning.
This
will
get
poten+al
buyers
in
the
car
while
simultaneously
playing
to
the
“grown
up
toy
theme.
• Online
Reserva+ons
– In
order
to
increase
the
likelihood
that
par+cipants
will
actually
use
the
Mini
for
a
date
night,
rather
than
park
it
in
their
garage,
when
consumers
register
for
a
Mini
date
night
test
drive,
they
will
also
be
able
to
make
reserva+ons
on
the
site
for
dinner.
Mini
will
then
issue
a
gil
card
to
the
restaurant
of
the
consumer’s
choice.
• Print
Event
Promo+on
Postcards
– In
order
to
promote
the
test
drive
date
night,
Mini
will
send
out
a
direct
mailer
featuring
a
mocked
up
holiday
card.
The
holiday
card
will
feature
a
young
couple
posed
with
a
Mini
Cooper
as
their
“baby”
or
“child.”
This
plays
on
the
tradi+onal
holiday
card
idea
and
highlights
the
idea
that
for
a
young
couple
not
yet
ready
to
have
children,
a
car
might
take
that
place.

10. Tac.cs
“Married
with
Minis”:
Targe.ng
Second
Car
Families
• “Dad’s
Toy
Making
the
Big
Play”
– This
idea
will
be
executed
in
the
form
of
a
television
commercial
and
print
ads.
The
ini+al
commercial
will
feature
a
father
driving
his
Mini
rushing
from
work
to
his
son’s
football
game.
The
narra+ve
will
alternate
between
the
father
switching
lanes
and
the
son,
as
a
running
back,
dodging
defenders.
As
the
father
pulls
into
the
parking
lot,
fran+cally
looking
for
a
spot,
he
is
forced
to
park
in
a
small
space
between
two
trucks,
highligh+ng
the
Mini’s
agility
and
convenience.
The
commercial
is
easily
transferable
to
mothers
and
same
sex
partners,
as
well
as
different
school
ac+vi+es
such
as
winter
and
spring
sports,
as
well
as
recitals.
• Test
Driving
Fundraising
– The
commercials
will
be
part
of
a
larger
campaign
to
drive
traffic
to
the
dealership.
Consumers
will
be
able
to
bring
their
+ckets
from
spor+ng
or
other
school
events,
such
as
football
games
or
music
concerts,
to
Mini
dealerships.
Aler
they
test
drive,
Mini
will
donate
a
dollar
amount
to
the
specific
school.

11. Professional
Report:
“Drink
Water,
Last
Longer”
The
Applica9on
and
Development
of
a
Campus-­‐Wide
Hydra9on
Campaign
using
Second
Screen
Marke9ng
Tac9cs
This
paper
outlines
the
development
of
a
second
screen
marke+ng
campaign
aimed
at
raising
awareness
of
the
importance
of
hydra+on
among
male
students
at
The
University
of
Texas
at
Aus+n.
Exis+ng
literature,
communica+on
theories,
and
current
second
screen
campaigns
are
used
to
inform
campaign
development.
The
development
process
and
key
recommenda+ons
for
this,
and
future
second
screen
marke+ng
campaigns,
is
then
discussed.

12. Research:
Second
Screen
Marke.ng
Today,
as
many
as
77%
of
TV
watchers
use
a
smart
device-­‐
whether
it
be
a
smartphone,
tablet,
or
laptop,
while
watching
TV.
There
are
two
major
reasons
for
this
trend.
First,
TV
programs
are
loaded
with
adver+sing
messages,
leading
viewers
to
disregard
adver+sements
and
instead
focus
on
mobile
devices.
Second,
the
availability
of
mobile
Internet
connec+ons
has
led
to
an
increase
in
mul+-­‐tasking,
meaning
that
TV
watching
no
longer
holds
our
full
aFen+on.
It
is
important
to
note,
however,
that
a
quarter
of
the
respondents
who
use
a
mobile
device
while
watching
TV
use
that
device
to
browse
content
related
to
what
they’re
watching.
That
fact
has
led
marketers
to
pursue
a
rela+vely
new
avenue
of
adver+sing:
second
screen
marke+ng.
Second
screen
marke+ng
aims
to
drive
higher
engagement
among
consumers
by
encouraging
further
interac+on
with
TV
program
or
adver+sement
the
consumer
is
watching.
The
goal
of
second
screen
marke+ng
for
TV
programs
is
to
create
a
richer
experience
for
viewers
by
providing
on
the
second
screen
addi+onal
content
and
informa+on
about
the
TV
program.
This
is
done
mainly
through
smartphone
and
tablet
apps,
created
by
either
a
third
party
or
the
network
itself.
Second
screen
marke+ng
for
consumer
brands
is
designed
to
generate
sales.
Because
consumers
now
have
access
to
the
Internet
while
watching
TV,
brands
are
able
to
expand
effec+vely
on
the
informa+on
provided
in
a
commercial.

13. Research:
College
Men’s
AStudes
Towards
Healthy
Living
In
the
adult
popula+on
in
general,
there
are
a
number
of
factors
that
affect
healthy
ea+ng
choices:
taste,
cost,
nutri+on,
convenience,
pleasure,
and
weight
control.
Among
college
students,
men
are
more
likely
to
consider
cost,
taste,
and
quality
of
food
over
nutri+on,
convenience
and
weight
control.
This
may
help
explain
the
fact
that
while
up
to
80%
of
students
realize
certain
foods
and
beverages
provide
nutri+onal
benefits,
men
showed
liFle
to
no
propensity
to
actually
consume
those
foods.
Despite
these
facts,
men
generally
consider
their
personal
ea+ng
habits
to
be
healthier
than
they
are,
and
also
healthier
than
the
average
college
student.
While
this
may
indicate
that
men
pay
less
aFen+on
to
body
image
than
women,
it
also
highlights
the
compe++ve
nature
of
many
college
males.

14. Campaign
Development
• The
basis
of
campaign
development
was
drawn
from
insights
based
on
secondary
research:
First,
based
on
college
males’
antudes
towards
healthy
living,
a
campaign
directed
at
their
sense
of
compe++veness
will
be
most
persuasive.
Second,
an
effec+ve
use
of
second
screen
marke+ng
enhances
a
consumer’s
experience.
• Campaign
development
was
also
driven
by
insights
into
the
importance
of
staying
hydrated.
Water
is
the
major
component
of
the
body’s
cells,
which
means
it
aids
in
many
bodily
func+ons,
such
as
lubrica+ng
the
brain
and
regula+ng
body
temperature.
Dehydra+on
causes
these
func+ons
to
operate
less
effec+vely,
which
results
in
a
deple+on
in
energy
levels.
• A
campaign
tagline
was
developed
that
drove
the
subsequent
campaign
tac+cs.
“Drink
Water,
Last
Longer”
was
chosen
in
order
to
appeal
to
college
males
who
are
more
concerned
with
the
effects
dehydra+on
can
have
on
their
ability
to
perform
daily
ac+vi+es
than
the
health
effects.
The
tac+cs
that
support
this
message
inform
students
that
with
proper
hydra+on
they
will
have
more
energy
to
perform
ac+vi+es
effec+vely
and
efficiently.

15. Tac.cs:
Part
1-­‐
“You
can
hear
it
on
the
radio”
The
first
part
of
the
campaign
will
target
students
during
+mes
at
which
mental
and
physical
energy
levels
are
high
and
body
temperature
can
fluctuate:
while
exercising,
studying,
par+cipa+ng
in
outdoor
ac+vi+es,
and
during
meals.
First,
messages
will
be
distributed
that
state
the
benefits
of
hydra+on
in
regards
to
performing
a
specific
ac+on,
such
as
exercising.
Second,
University
Health
Services
will
disseminate
messages
asking
students
to
subscribe
to
any
or
all
of
the
four
playlists-­‐
one
for
each
area
of
hydra+on-­‐
hosted
on
the
music
streaming
service
Spo+fy
and
created
by
UHS.
The
playlists
will
feature
appropriate
selec+ons
based
on
the
designated
ac+vity
and
will
also
intermiFently
offer
+ps
for
staying
hydra+ng
and
the
benefits
of
doing
so.
Messages
adver+sing
these
playlists
will
be
targeted
according
to
loca+on
on
the
UT
campus.
By
developing
playlists,
UHS
will
appeal
to
students
by
engaging
with
tasks
they
are
already
performing-­‐
listening
to
music-­‐
and
will
also
reach
students
during
the
+mes
at
which
it
is
important
to
hydrate.

16. Tac.cs:
Part
2-­‐
“A
Facebook
film”
Part
two
of
the
campaign
will
focus
on
appealing
to
college
males’
compe++ve
nature.
UHS
will
sponsor
a
contest
with
two
parts.
First,
UHS
will
draw
on
the
campaign
tagline,
“Drink
Water.
Last
Longer,”
to
create
a
video
contest
hosted
on
its
Facebook
page.
The
contest
will
ask
students
to
demonstrate
in
a
thirty
-­‐second
video
how
they
use
the
extra
energy
gained
from
staying
properly
hydrated.
The
submissions
will
be
posted
on
the
UHS
Facebook
page
and
any
Facebook
user
may
vote
on
a
video
by
clicking
the
“like”
buFon
underneath
the
submission.
The
video
with
the
most
“likes”
will
be
deemed
the
winner.
Because
students
value
their
peers’
opinions,
and
because
most
students
spend
large
amounts
of
+me
interac+ng
with
these
friends
on
social
networking
sites
like
Facebook,
they
will
have
a
strong
incen+ve
to
publicize
the
campaign
in
order
to
receive
the
most
“likes.”

17. Addi.onal
Adver.sing
Applica.ons:
The
United
States
Air
Force
• Currently,
the
USAF
uses
a
number
of
videos
depic+ng
different
scenarios
which
might
occur
over
the
course
of
an
airman’s
career
in
its
television
commercials.
These
videos
could
be
made
more
compelling
by
increasing
the
interac+vity,
as
well
as
the
las+ng
values
of
each
experience.
• Users
will
be
able
to
download
a
mobile
game
based
on
the
scenarios
in
the
television
commercials.
The
games
will
allow
users
to
affect
the
outcome
of
each
mission
by
choosing
various
op+ons
at
different
points
in
the
video.
At
the
conclusion,
the
game
will
prompt
users
to
check
their
score
on
the
USAF
website
by
entering
their
email
addresses.
This
will
unlock
addi+onal
content
and
will
allow
the
USAF
to
compile
contact
informa+on
for
future
use.

18. Addi.onal
Adver.sing
Applica.ons:
Shiner
Beer
• Shiner
can
capitalize
on
their
image
as
a
friendly,
small
town
brand
by
using
second
screen
marke+ng
tac+cs
to
interact
on
a
one-­‐on-­‐one
basis
with
their
consumers.
• Shiner
will
create
a
thirty-­‐
minute
documentary
examining
the
brewery,
the
town
of
Shiner,
and
the
people
who
live
and
work
there.
The
documentary
will
be
segmented
into
five
minute
videos
which
can
be
accessed
on
Shiner’s
website
or
on
their
YouTube
channel.
Shiner
will
use
television
commercials
to
prompt
consumers
to
watch
these
videos
on
their
mobile
devices
or
desktops.
In
order
to
further
immerse
consumers
in
the
Shiner
brand,
the
television
commercials
and
the
video
segments
will
ask
consumers
to
tweet
their
ques+ons
and
comments
to
Shiner
representa+ves.
These
TwiFer
conversa+ons
will
be
incorporated
into
Shiner’s
website
so
that
consumers
may
follow
the
conversa+ons.
If
Shiner
con+nues
to
engage
with
these
consumers,
as
well
as
other
consumers
who
ac+vely
tweet
about
Shiner,
they
will
be
able
to
deepen
their
brand
personality
as
a
beer
company
especially
concerned
with
community.

19. Addi.onal
Adver.sing
Applica.ons:
Chase
Sapphire
Credit
Cards
• Chase
Sapphire
gives
users
two
+mes
the
reward
points
if
they
use
their
cards
at
restaurants
or
for
travel
purposes.
In
order
to
promote
this
feature,
Chase
Sapphire
can
use
the
increasing
popularity
among
older
demographics
of
the
social
bookmarking
site
Pinterest
to
their
advantage.
• Chase
will
create
boards
related
to
dining
and
travel.
Chase
cardholders
can
repin
the
content
on
each
board
according
to
their
interests.
Chase
will
also
develop
an
app
for
card
holders
that
will
link
to
their
Pinterest
accounts.
Like
the
Pinterest
boards,
the
app
will
be
divided
between
dining
and
travel
features.
The
dining
feature
of
the
app
will
sync
to
Pinterest
and
will
record
the
dining
pins
Chase
cardholders
have
repinned.
The
app
will
use
GPS
capabili+es
to
sense
when
users
are
near
a
restaurant
featuring
the
cuisine
correla+ng
with
the
pins
on
their
Pinterest
boards.
The
travel
feature
of
the
app
will
act
as
an
aggregate
of
per+nent
informa+on
for
each
des+na+on
in
which
the
user
has
iden+fied
interest
through
repinning.
Once
a
user
does
this,
the
app
will
establish
a
page
for
that
des+na+on
and
will
track
the
number
of
rewards
points
needed
in
order
to
redeem
the
Chase
Sapphire
getaway
deal
for
that
loca+on.

20. Contact!
• Phone:
410-­‐913-­‐5938
• Email:
ceogburn1@gmail.com
• Twier:
@CEO1020
• LinkedIn:
hFp://www.linkedin.com/pub/claire-­‐ogburn/15/849/185

21. Thank You!