Part 2 of Integrated Advertising Campaign Assignment

1. Awesome
Integrated Campaign
#2
AD 216: Class 10, 10/28/14
Gina Collura, Creative Director

2. Background
+
Challenges
In 2007:
- There were 261 beer brands
advertising on TV in the US
- The combined media spend in the
US $1 billion+
- A little known Mexican beer brand
called Dos Equis almost no
brand equity
- They needed to outwit the
competition, not outspend them
- It tasted like all the other beers

3. The
Strategy
+
Insight
Looking at the broad swathe of beer
commercials, it became apparent that
many advertisers believe that images of
buxom ladies, tailgating and foaming,
frosted glasses are the best way to sell.
Even premium brands assumed a fairly
low degree of intelligence among their
audience.

4. Consumers were more than a little irked at
the clichés and potty humor that are a
staple of the category. They felt
misrepresented and misunderstood.
Probing further, [the agency]
discovered 2 important truths:
1. What guys wanted more than anything,
was more than hot girls + designer toys.
2. They wanted to be seen as interesting.
They were terrified of being seen as
boring.
That was the white space for Dos
Equis.
The
Strategy
+
Insight

5. The
Big Idea
The Most Interesting Man in the World

6. The
Big Idea
The Most Interesting Man in the World

7. Integrated
Campaign
Campaign launched in local
markets in 2007 + nationally
in 2009
TV was the main media
channel to bring his
personality to life
(30 TV spots)
Agency: Euro RSCG
(now called HAVAS)

8. A distinct
brand
voice
He once had an awkward
moment. Just to see how it feels.
He lives vicariously through
himself.
The police often question him
just because they find him
interesting.
His organ donation card also lists
his beard.

9. He is an older gray-bearded man
actively engaged in a variety of exotic,
adventurous, and dangerous pursuits:
• running with the bulls
• ski jumping
• arm wrestling the police
• releasing a grizzly bear from a trap
• piloting a motorboat full of beauty-pageant
winners
This is
how a
brand
Zags

10. A distinct
brand
voice
https://www.youtube.com/watch?v=8Bc0WjTT0Ps

11. A character
that Zags
His actions + personality:
He hangs out with pygmies.
He’s a teacher.
He’s a sage.
He’s a shaman.
He’s a fantasy.
He’s an illusion of things past.

12. http://current.effie.org/winners/sh
owcase/2009/3496#
An example
of humor +
exaggeration

13. Call the Most Interesting
Voicemail in the World
“For my easy, low-fat blueberry
muffin recipe, please press 5.”
“That was a test. You have failed.
Please try again.”
[Return to main menu]
“Interesting”
Campaign
Extension

14. Fun

15. Print

16. Print

17. Print

18. Print

19. Web

20. Web

21. Web

22. Event

23. He
joined
FB in
2008

24. FB

25. FB

26. Digital

27. Digital

28. Digital

29. Results:
Did it
work?
• Dos Equis has become the
#6 imported beer in US
• Since campaign started, sales
have increased by nearly 30%
• Dos Equis is the first beer in the
world to reach 1 million “likes” on
Facebook
• Won Gold Effie, 2009 + 2013

30. Behind
the
campaign
• http://adcglobal.org/the-most-interesting-
man-in-the-world/

31. When an
idea is big,
it lasts
https://www.youtube.com/user/dosequisbeer

32. He’s
part
of
pop
culture

33. He’s
part
of
pop
culture

34. He’s
part
of
pop
culture

35. He’s
part
of
pop
culture
https://screen.yahoo.com/tres-equis-ii-000000238.html

36. Re-Cap
Integrated Campaigns rely on a Big Idea
- If you create a unique personality + voice for a brand,
it can stand the test of time
- It can win industry awards
- It becomes part of pop culture
- A Big Idea can start with TV and extend into other media
channels (print, Web, events, PR, etc)
- When a category is cluttered with a lot of competition,
you must ZAG!

37. Next Week: 11/4
Class 11
Using your product from Quirky.com and part of your
Integrated Campaign:
Create 3 TV Story Boards for 15 second (:15)
TV Spots:
- Based on your Big Idea, bring it to life with 3 scripts
- Include descriptions of visuals and write the dialogue