Bm512 b525 topic 1 seminar

1. School of Business, Creative Campaigns, Topic 1 – Seminar
Creative Campaigns
Introduction to Creative Campaigns –
Seminar

2. School of Business, Creative Campaigns, Topic 1 – Seminar
As covered in the opening lecture, today’s seminar will be focused around:
•Cross-functional relationships existing within organisations
•Role of internal communications
•Methods for communicating internally
•Relationship between collaborative working and meeting customer needs
Introduction

3. School of Business, Creative Campaigns, Topic 1 – Seminar
In groups of 2-3, spend 25 minutes conducting research into a recent creative
campaign.
Exercise 1

4. School of Business, Creative Campaigns, Topic 1 – Seminar
Choosing a Creative Campaign
When choosing a recent creative campaign, consider the following:
•Think of an advert or campaign that has caught your attention – maybe it’s
particularly imaginative or innovative in its approach.
•Discuss why it has been effective at capturing your attention and whether this
has changed your perception of the brand/product (or altered your behaviour).

5. School of Business, Creative Campaigns, Topic 1 – Seminar
• Pictionary’s ‘Cloud Sketch’ campaign was
an innovative idea by Saatchi & Saatchi
that organically led to thousands of people
talking about the game on Twitter.
• They did this by building giant empty
Pictionary frames and hanging them in the
sky at prominent positions across
Guatemala – the result being that people
looked at the cloud formations and let
their imagination take hold.
For example…

6. School of Business, Creative Campaigns, Topic 1 – Seminar
Cloud Sketch
• To make it go social, they involved Twitter by asking people to take a photo
and tweet what they see in the clouds using the hashtag #ISEE
• This led to #ISEE becoming a trending topic in Guatemala through the
generation of >25,000 conversations
• This gave great publicity to the game and cost the company a few dollars to
implement!
• https://www.youtube.com/watch?t=20&v=1kE59AHlrJk

7. School of Business, Creative Campaigns, Topic 1 – Seminar
Exercise 2
For the company behind this campaign, spend 25 minutes identifying and
discussing the following:
1.The cross-functional relationships in place to deliver the creative campaign
2.The existing stakeholder groups

8. School of Business, Creative Campaigns, Topic 1 – Seminar
E.g. Making ‘Cloud Sketch’ Possible
• In order to make Pictionary’s cloud sketch campaign possible, it would have
been important for a group of employees (with different functional expertise
from across the business) to work together towards a common goal.
• For instance, a coordinated marketing effort would have been needed both
before, during and after the campaign was run to maximise its
effectiveness.
◦ Including an integrated omni-channel approach to raising awareness of
the campaign, focused on targeting and engaging Guatemalans
◦ Using the #ISEE on marketing materials/packaging/limited edition game

9. School of Business, Creative Campaigns, Topic 1 – Seminar
E.g. Making ‘Cloud Sketch’ Possible
• The sales team and client managers would
need to:
1. Inform key retailers of Pictionary
about the campaign
2. Create a strategy around the role of
retailers in promoting the campaign
to engage customers in a compelling
way
• The logistics would also have been a key
consideration - Where would the frames be
placed? How will they be implemented?
For how long?

10. School of Business, Creative Campaigns, Topic 1 – Seminar
Exercise 3
Discuss the various tools and approaches that you would recommend using to
communicate the campaign internally to employees. Ensure that you consider
the following:
•What channels of communication will you use?
•How will you motivate and engage employees with the campaign?
•How may you want to tailor your internal communications strategy for
different internal stakeholders (as previously identified)?

11. School of Business, Creative Campaigns, Topic 1 – Seminar
Channels of Communication
• Internal communication across the entire business is absolutely key for a
campaign to be successful, however this can often be neglected.
• There are a number of different channels for internal communication which
you should have considered, such as:
◦ Intranet & internal social media tools
◦ Emails/desktop alerts
◦ Marketing materials for the campaign (e.g. stickers, notebooks, pens)
◦ Employee champions/campaign ambassadors
◦ Lunch & Learns
◦ Internal videos
◦ Dynamic screen savers
◦ Internal newsletter

12. School of Business, Creative Campaigns, Topic 1 – Seminar
Motivating and Engaging Employees
There are lots of ways that you can look to engage
and motivate employees with a creative campaign,
such as:
•Ask employees for their input (e.g. intranet
suggestion box) and test ideas by asking for
feedback from employees at different stages
•Create a buzz around the launch of the event –
lead up to the launch with update communications
and mark the launch in some way (e.g. hosting a
launch party)

13. School of Business, Creative Campaigns, Topic 1 – Seminar
Motivating and Engaging Employees
• Allow your employees to preview/test the creative campaign before it’s
released to the public – this is a great way to engage employees and gather
feedback.
• Encourage employees to take part in the campaign and promote it with
their friends.
◦ E.g. Pictionary may have encouraged their employees to take part in the
campaign and use the #ISEE hashtag on Twitter
◦ You could reward employees for taking part and spreading the word
amongst their friends and family – this could tie-in with gamification
initiatives

14. School of Business, Creative Campaigns, Topic 1 – Seminar
End of presentation