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Ge 2011 ooh campaign proposal


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Ge 2011 ooh campaign proposal

  1. 2. GE Brand Truths <ul><li>Insight gathered from consumers relating to GE’s past advertising campaigns tells us that : </li></ul><ul><li>GE’s target audience feel that for the most part, GE adverts lack strong memorability </li></ul><ul><li>Consumers have difficulty in linking GE to their ‘imagination at work’ slogan </li></ul><ul><li>Consumers who are aware of GE’s work primarily link the brand with financial services </li></ul><ul><li>There is widespread confusion over GE’s services and offerings – the “GE stands for Generally Everything” dilemma </li></ul><ul><li>There is a lack of interface between users of GE products and the manufacturer/brand themselves </li></ul>                                                     
  2. 3. <ul><li>Therefore, Our Challenges For 2011 Are: </li></ul><ul><li>How do we grow awareness of GE’s and </li></ul><ul><li>initiatives? </li></ul><ul><li>How do we differentiate GE via market leading media executions? </li></ul><ul><li>We Can Overcome These By..... </li></ul><ul><li>Focusing on consumer centric planning and insight </li></ul><ul><li>Achieving stand-out innovation and media firsts </li></ul><ul><li>Being unique and memorable vs GE’s competitors </li></ul>Advertising Challenges for 2011 The following proposal has been developed with a focus on the UK, French and German markets, with the flexibility to transfer these concepts on a pan-global scale.
  3. 4. Consumer Insight
  4. 5. GE Consumer Truths <ul><li>GE currently focuses on x3 target audiences: </li></ul><ul><li>1) International C Suites, Top Level Execs </li></ul><ul><li>2) Government Employees and Policy Makers </li></ul><ul><li>3) Mainstream Consumer Audience (AB Profile, Middle-Management) </li></ul><ul><li>These three categories present an advertising challenge in themselves as they span a broad group of individuals with varied interests and habits </li></ul><ul><li>Government employees and policy makers are a particular anomaly as this group of consumers either fall into the C Suite or the Mainstream audiences, depending on their level of employment </li></ul><ul><li>Whilst GE’s three target audiences cover a broad spectrum of consumers, one thing unites them all… they are increasingly out and about, travelling and socialising ; industry estimates suggest by as much as 53% </li></ul><ul><li>We are also seeing increased global mobility, by both land and air: </li></ul><ul><ul><li>50%+ of global citizens already live in cities... by 2030 this will rise to 60% (source: UN Habitat – State Of The World’s Cities – Aug 2000) </li></ul></ul><ul><ul><li>G lobal airport traffic will rise from 4.8bn in 2008, to 9.1bn by 2025 (source: ACI Global Traffic Forecast 2006-2025, Edition 2007). </li></ul></ul>
  5. 6. Incorporating Global Audience Understanding Understanding where they are Understanding how they’re feeling Understanding what they’re thinking <ul><li>We use our industry-leading insight and research to plan the most relevant formats, in the most relevant environments, to reach the right consumers, at the right time. </li></ul><ul><li>OCS was the first International OOH consumer planning tool and has 100,000 respondents globally, and growing: </li></ul><ul><li>Allowing central target profiling on a cross-market basis, plus optimisation at a market level </li></ul><ul><li>Allowing detailed OOH insight across Travel, Activities, Environments and Mindsets </li></ul><ul><li>Helping us master the OOH landscape – but, more importantly, understand how consumers behave </li></ul><ul><li>Therefore putting insight at the heart of our media planning . </li></ul>
  6. 7. International C-Suites - Who are they? Eric is a 47 year old business man He works as a Director on the board of a company that has around 50 employees, in Paris Eric is married with 2 children Eric’s Opinions - Environment ‘ I disagree that there is little I can do to change my life’ : 54% ‘ I am worried about global warming’ : 66% ‘ I do everything I can to protect the environment’: 40% ‘ I would consider giving to An Environmental Cause Charity’ (index: 130) Eric’s Opinions – Health ‘ I generally discuss health’ : 45% ‘ Smoking should be banned from public places’ : 55% ‘ It is the role of the government to try and make people have a healthy lifestyle’ : 34% ‘ I look out for healthy products’ : 48% Eric: Eric was educated to University / Post Graduate level. Work is important to Eric, he is ambitious and he is happy there but feels it interferes with his social life. He is a frequent business traveller (up to 15+ times per annum). He enjoys products of a high quality and doesn’t mind paying for it. He considers himself a leader and as having more ability than most. Eric prefers communicating with people face to face (81%). 82/18 Male Female 62.5% married 70% children in HH 48% 2 cars in HH 94% work full time Eric Base: GE Intl C suites (355 unwgt) Source: Intl CCS Survey 2007 – Outdoor – All countries
  7. 8. Notice-ability of OOH advertising channels (any agree) % Index GE Intl C Suite Audience Base: GE Intl C suites (355 unwgt) Source: Intl CCS Survey 2007 – Outdoor – All countries
  8. 9. Targeting the C-Suite Airport Passenger <ul><li>THE INTERNATIONAL BUSINESS TRAVELLER (IBT) </li></ul><ul><li>Business travel set to increase 17% by 2015 ² </li></ul><ul><li>77% of business travellers intend to travel same or more on business this year ² </li></ul><ul><li>Premium Air Travel recorded an 18.7% increase in May this year, compared with the same month last year 4 </li></ul><ul><li>23% more passengers have flown first or business class this year compared with 2009, with these numbers driven by increased business travel 4 </li></ul><ul><li>73% of IBTs see flying on business for face-to-face meetings as most important ³ </li></ul><ul><li>Almost two-thirds (64%) of business travellers have flown for business in the last 12 months, 12% have flown more than 11 times ² </li></ul><ul><li>61% have flown First/Business, 47% of whom will continue to do so³ </li></ul><ul><li>88% of frequent IBTs believe brand visibility for companies is still important in a downturn ³ </li></ul><ul><li>62% considered advertising increasingly important in a downturn ³ </li></ul>Sources: ¹ Global Insights; ² Barclaycard Business Travel Survey; ³ JCDA Business Travel Survey 2008, 4 IATA May 2010 Despite current market conditions, the long term trend for business travel remains favourable and especially within the Premium Air Travel sector:
  9. 10. Mainstream Consumers - Who are they? Matthias is 38 years old He works in a middle management role within a large corporation in Frankfurt (over 500 employees) Matthias is married with 1 child Matthias’ Opinions ‘ My family comes before anything else’ : 83% ‘ It is important to be an individual and not just part of a crowd’ : 80% ‘ I don’t like to feel manipulated or rushed into a purchase decision’ : 87% Matthias’ Opinions – Health & Environment ‘ I am worried about global warming’ : 70% ‘ Smoking should be banned from public places’ : 56% ‘ I look out for healthy products’ : 52% ‘ I do everything I can to protect the environment’ : 47% Matthias: Matthias is a family man, he puts them before anything else, although he enjoys his work life. He rarely travels for business but enjoys at least one holiday a year. Once he finds a brand he likes, he sticks with it although he will shop around for the best value for money. Matthias is concerned about global warming and likes to keep up to date with news in his local area. He thinks advertising should be entertaining but also provide factual information. 70/30 Male Female 70% married 77% children in HH 51% 2 cars in HH 100% work full time Matthias Base: GE Main Consumer (2717 unwgt) Source: Intl CCS Survey 2007 – Outdoor – All countries
  10. 11. Notice-ability of OOH advertising channels (any agree) % Index GE Mainstream Consumer Audience Base: GE Main Consumer (2717 unwgt) Source: Intl CCS Survey 2007 – Outdoor – All countries
  11. 12. Consumers Are Challenging Brands To Face Up To Climate Change..... Global Climate Change ‘08 Study* * Havas Media Global Climate Change Stidy 2008. Claimed to be the largest survey yet of consumer response to climate change. Over 11,000 respondents were interviewed in Brazil, China, France, Germany, India, Mexico, Spain, UK and the US 79% of consumers would rather buy from companies doing their best to reduce their impact on the environment A further 89% are likely to buy more ‘green’ goods in the next 12 months and 35% are willing to pay a premium for those goods In two thirds of the markets researched (UK, US, Mexico, Brazil, Germany and France) people felt more strongly that companies and their brands should be finding solutions compared to the government When it comes to actually buying ‘green’ 80% of respondents said they would buy more if more were on offer All of the markets expressed a clear desire to see more ecologically responsible brands and believe multinationals can, and should, make a positive impact on the issue
  12. 13. Health High On The Agenda <ul><li>Despite the tougher economic climate, health remains high on the agenda for the majority of consumers. Today, more than two-thirds of consumers have mainly positive attitudes towards their diet and health 1 </li></ul><ul><li>With consumers across the world embracing a healthier lifestyle, Organic produce / food retail has become more important than ever. </li></ul><ul><li>According to the Organic Trade Association, organic food sales grew by 20% reaching approx. $17 billion in consumer sales in 2006 – with this figure continuing to grow year on year 2 </li></ul><ul><li>Several European markets are said to be struggling to cope with the high consumer demand for organically produced food products 3 </li></ul><ul><li>Consumers will pay for expensive things because of the great health benefits they offer 4 . Based on a survey conducted by The Organic Trade Association ‘ 63% of respondents believed that organic food and beverages were more healthy than their traditional counterparts’ </li></ul>1: Mintel, 2: US OTA Manufacturer Survey 2007, 3:, 4: Franchise Focus
  13. 14. Health High On The Agenda <ul><li>Data has also recently shown that almost 4.5 million UK adults (15+) have a private gym membership, an increase of 1 million since 2000 5 </li></ul><ul><li>This gym audience are over 60% more likely than the average adult to access health-related websites 5 </li></ul><ul><li>During the past 5 years, the gym market has grown by nearly another quarter, this is on the back of new club openings and an increase in proportion of adults joining 6 </li></ul><ul><li>Smoking fell to it’s lowest recorded level in 2007 7 </li></ul><ul><li>Between 2004 – 2008 there was approximately a 30% increase in usage of the Internet in relation to health 8 </li></ul>5: TGI, 6: Mintel, 7: Governments National Statistics, 8: The State of eHealth: Trends of Today’s eHealth Consumer 2008
  14. 15. Innovative Competitor Activity
  15. 16. Iconic Large Formats Paris CDG Marseille Munich Manchester Toulouse Shanghai Frankfurt London Gatwick Marseille
  16. 17. Creative & Digital Innovation Paris CDG Marseille Munich Munich London City Airport Netherlands Netherlands JFK Airport JFK Airport
  17. 18. Digital IBM - Live Interactive Feeds <ul><li>The IBM interactive screens worked like a knowledge data base providing facts and statistics to passengers and lounge members on the Wimbledon Tennis tournament </li></ul><ul><li>Campaign Strategy: To create awareness of IBM being the provider of the STATS & Facts on Wimbledon thought developed and technology created and customised for Wimbledon. IBM is the preferred partner for Wimbledon </li></ul><ul><li>The camping was running for 2 weeks prior, during and two week post the Wimbledon Tournament. We supported the Campaign with Strawberries & Cream plus Pimms, and featured the matches on the main screen in the TV sitting Area. </li></ul><ul><li>IBM used supporting Print and TV media to enhance the reach and increase the recall with the passengers of the experience in the lounge </li></ul>
  18. 19. Experiential Activity Paris Orly Paris Orly Paris Orly Munich Paris Orly Frankfurt Frankfurt
  19. 20. Eco-Friendly Innovation – Our Media Platform For GE
  20. 21. Strategy – “Education Through Interaction” <ul><li>“ The essence of strategy is choosing to perform activities differently than rivals do” </li></ul><ul><li>Objective = How do we grow awareness of GE’s Ecomagination and Healthymagination initiatives? </li></ul><ul><li>Response = Education of GE’s target audience is imperative to increase awareness. Interaction via multi-faceted experiential areas in selected areas based on the target audience will allow GE to inform and their consumers and stimulate dialogue around the Eco and Healthy –magination initiatives </li></ul><ul><li>Objective = How do we differentiate GE via market leading media executions? </li></ul><ul><li>Response = Create a fully eco-friendly, carbon neutral campaign across a wide range of OOH formats . Every possible feature of the campaign will have an ‘eco-innovative’ element, which will generate PR coverage, talkability and real buzz around this stand-out, media first campaign </li></ul>
  21. 22. Bringing This To Life.... The GE Experiential Roadshow <ul><li>GE branded pop-up experiential area that tours cherry picked locations to suit each audience category in each airport/city, giving consumers advice and facts about their health and eco ‘fitness’ </li></ul><ul><li>Promotional campaigns can provide a high profile showcase to achieve a range of objectives… </li></ul><ul><li>Communicate with a relevant audience whilst they are out and about </li></ul><ul><li>Stimulate usage/knowledge of a brand or products </li></ul><ul><li>Create touch points between the consumer and the brand </li></ul><ul><li>Reinforce the brand image & ultimately bring the campaign to life </li></ul>Please Find Video Attached This stand has been mocked up using GE’s current creative for the London Heathrow Terminal 5 Global Gateways. In reality the stand would also incorporate Healthymagination branding to drive awareness of both initiatives
  22. 23. Possible Experiential Stand Activities <ul><li>Digital screens providing live updates and details on GE Eco and Healthy –magination projects and achievements around the globe </li></ul><ul><li>Health consultants could hold daily surgeries and give consumers a one on one ‘Better Health Conversation’ as well as assessing lifestyle changes such as diet, smoking, drinking alcohol and exercise </li></ul><ul><li>Science museum style quizzes and questionnaires on your eco and healthy ‘fitness’ and how to improve your lifestyle to be more energy efficient and look after your body </li></ul><ul><li>The inside of the stand could display key health and eco facts from around the globe with explanations and clarifications, similar to GE’s online ‘Visualizing Data’ and their ‘Health of the Nations Index’ initiatives </li></ul><ul><li>Challenge the consumer – similar to GE’s ‘Ecomagination Challenge’, consumers could submit ideas on how to help GE solve the world’s biggest health and environment issues with the winning idea given financial backing from GE </li></ul><ul><li>Information on healthy and eco-friendly projects and events taking place in the city of the stand’s origin </li></ul>
  23. 24. Eco-Friendly Features <ul><li>GE’s experiential stand ambassadors would be fully trained on GE’s core brand values as well as their Eco and Healthy –magination initiatives. The staff would also be fluent in English and the language of their stand’s location </li></ul><ul><li>In order to maintain the eco-friendly theme of the campaign all brand ambassadors could wear clothing made from recycled materials </li></ul><ul><li>Any leaflets handed out could also be made from recycled paper </li></ul><ul><li>All lighting on the stand would come from GE energy efficient light-bulbs </li></ul><ul><li>The electricity could be powered by GE solar energy or we could have consumers keeping the stand active by creating kinetic energy to power it through cycling to specially adapted fitness bikes </li></ul><ul><li>The trucks transporting all GE experiential stand and advertising materials could run on eco-friendly fuel (Liquified Petroleum Gas) </li></ul>
  24. 25. Delivering Maximum Impact
  25. 26. Wider Audience Reach / Teaser Activity.... Interactive Screens Roadside 6 sheets with HD LCD flatscreen monitors offer fully interactive viewing capabilities, moving video imagery and sound. The screens act as intelligent information centres where you can view video trailers, still imagery, production information and gaming interaction. Interaction can be operated either via Touchscreen or using touch sensitive press pads placed on the poster. Full stereo sound supports the screen content and can be heard via ear jack points placed on the 6 sheet. Wifi technology, regular content updates, Bluetooth and bespoke surround modelling are also available to work in conjunction with the screens. Idea – click to find new and exiting projects that GE are working on – free Light bulb could come from the bottom of the screen for those who answer environmental questions correctly. Screens will be located in all of the affluent areas of London to target your chosen audience of Senior decision makers, policy makers and mainstream consumer audience.
  26. 27. Wider Audience Reach / Teaser Activity.... Digital Screens * Source: Posterscope/Hyperspace 2008 ** Source: Mark Greenstreet, Aevolve, Digital Life Out of Home 2008 The advent of digital advertising is the most significant development in out-of-home advertising and is fast becoming the media of choice for consumer savvy organisations. The ability to stream context-sensitive, dynamic content offers advertisers far greater creative potential and flexibility than traditional media ever could. The market has recognised the potential of digital, which can be seen by the 48% year on year growth in digital inventory since Q3 2007*. <ul><li>Why Digital Works: </li></ul><ul><li>On a mean score of 10, positive attitudes towards OOH screens scored 8.5 </li></ul><ul><li>Research found that screens improve the atmosphere of an environment , and are considered entertaining and informative </li></ul><ul><li>Screens offer greater stand out than static media </li></ul><ul><li>82% of audiences recalled adverts on scrolling media, compared to a 49% recall of static media </li></ul><ul><li>Eye-tracking research has revealed that movement is more likely to attract attention ** </li></ul>Total Shanghai Pudong Digital Arrivals Network
  27. 28. Wider Audience Reach / Teaser Activity.... Eco Friendly Innovation Flexible LED Neon Tubes A replacement option for neon tubes based on led technology, that is safer for use on billboards and is available in red, yellow, orange, green, blue and white. The advantages over real neon are lower cost , flexibility to shape as you like and these tubes are 70% more energy efficient than real neon tubes. The following slides provide some topline details on innovative, environmentally friendly techniques that GE could adopt to ensure their campaign is as carbon neutral as possible. Whilst brands are beginning to become more ‘green’ with their advertising, there is yet to be an advertiser to create a fully eco-friendly campaign across experiential, digital and standard format signage.............
  28. 29. Wider Audience Reach / Teaser Activity.... Eco Friendly Innovation Wind Energy B&Q used a wind turbine to power the lighting of this 96 sheet Photovaltaic Panels 96-sheet with fully functional photovoltaic panels which light the billboard at night . Developing this further we could look at lighting street lamps with solar energy generated from the billboards. Interactive elements, such as bluetooth, could be added to key holdings
  29. 30. Wider Audience Reach / Teaser Activity.... Eco Friendly Innovation Recharging Light Rope Glowing strip lights that need no electricity as they only need between five and thirty minutes light to fully recharge. Once charged they burn brightly for 3 hours, gradually fading over a 12 hour period Recycled Posters Creating OOH sites which are made of natural materials all of which can be recycled
  30. 31. A Potential Partner? The London Science Museum <ul><li>What better place to educate consumers and children in the UK about GE’s Eco and Healthy –magination initiatives than London’s Science Museum – a place where people visit to learn about nature and the human body? </li></ul><ul><li>To continue the theme of ‘Education Via Interaction’, we propose GE consider investigating a partnership with this landmark institution and tourist attraction </li></ul><ul><li>Having instigated preliminary discussions with the Science Museum, we can provide the below, topline details: </li></ul><ul><ul><li>A stand location to house the GE Experiential Roadshow stand for one day would cost approximately STG 10,000 per day </li></ul></ul><ul><ul><li>If GE wished to focus on an adult only audience, the stand could be activated for the 3 hour evening slot during which children are not allowed for a cost of STG 20,000 per slot </li></ul></ul><ul><ul><li>All concepts and locations would be subject to Museum approval </li></ul></ul>
  31. 32. A Potential Partner? <ul><li>The 3 major contractors in the UK are using ‘green’ credentials to win council tenders </li></ul><ul><li>JC Decaux currently recycle 95% of all their materials and will be the first contractor to use recyclable vinyl skins (it is the ink that is toxic and currently skins have to ploughed in to landfill sites) </li></ul><ul><li>Green buses and cabs are possible, as is partnering a contractor to pioneer new ways of delivering low carbon emissions or more energy friendly options </li></ul><ul><li>GE could also consider sponsoring recycling week in each market with strategically placed skips in order to encourage consumers to recycle and to raise awareness GE initiatives </li></ul>