Blog 9: Absolut-ly Unique

          

  In chapter six, Ten Housewives in Des Moines: The Perils of Researching Rough

Creative Ideas, Steel re-emphasizes the fact that the only opinion that matters is the opinion of the consumer, while he suggests that the most important factor is that whatever form the stimulus material takes, it should be capable of communicating the idea. In chapter ten, Bruce discusses writing strategy and the formats that can be used.

            In chapter 10, Bruce introduces the readers to the BBDO System which consists of: 1. Know your prime prospect, 2. Know your prime prospect’s problem and 4. Break the boredom barrier. Although an emphasis is always placed on obtaining and maintaining the attention of the consumer, I found it interesting that BBDO actually has a step titled, “Break the boredom.” By including this in one of the strategy models, BBDO allows the account planners to be creative and create an idea that could ‘break boredom.’ Therefore I decided to focus my example on this particular part of the BBDO system.

            An interesting ‘boredom-breaking’ strategy I found was that done by the strategists for Absolut Unique Vodka. Bruce mentions that BBDO calls this approach, “imagery that works” and Absolut took this to heart. The account planners/strategists found a “loose-end” and decided to close it. In the alcohol industry every bottle created within that year is exactly the same as the one next to it, it takes years, sometimes decades to do a bottle redesign, well the account planners found this as an opportunity to appeal more to their target audience. They came up with the idea to create a unique pattern to every single bottle produced for the rest of the year, beginning in September.  The idea became that having the same bottle as the guy next door is boring, and having a one-of-kind is fun and refreshing. By introducing the idea that every single bottle is like a fingerprint, none are the same, the planners hoped would appeal to the need of being independent and the feeling of buying a truly special bottle would thrive in the market. 

Blog 8: Cha-cha-Charmin

          

 In chapter five, The Fisherman’s Guide: the Importance of Creative Briefing, Steel describes thoroughly each question presented in the creative brief and the importance of the brief in developing advertising. In chapter nine, Bruce discusses the four basic questions of the brief and how each one relates to the whole brief regardless of the format.   

            A side-note in chapter nine of The Copy Workshop Workbook explains the process of developing the “Got Milk?” campaign by Goodby Silverstein & Partners, which Steel had previously mentioned in his book. I noticed that both mentioned that developing this campaign went from simply stating the obvious to applying it to the consumer’s life. With the principal that some items are obtain more value when we run out of them I decided to create a creative brief for Charmin Tissue Paper.

Creative Brief:                    

Why are we advertising? What do we want people to do as a result of advertising?

            Although Charmin owns about the same market share as its competitors, its share constantly varies since the toilet paper category is highly influenced by couponing and switching between brands is a common practice. With this campaign Charmin attempts to build brand loyalty among its consumers. We want the target audience to choose Charmin over any other brand.

 Who are we talking to?

The primary target audience for Charmin is males and females, ages 20-45 living in suburban and urban areas. This typical buyer is a mother of two elementary-aged children, works part-time, and is on the go. She wants the best for her family and looks for the items within her budget. This buyer is looking at the toilet market to provide her with a long-lasting, soft tissue paper for her family.

What is the key response we want from the advertising?

Get the target audience to think of Charmin when they think of long-lasting, soft toilet paper.

What info might help produce this response?

            Give them information about other consumers utilizing the product and how long-lasting it is.        

                                            

What aspect of the Brand Personality should the advertising express?

  Charmin’s personality is durable, confident, comforting, efficient and strong.  

                                                                                       

What is the key insight?

                                                                                                   

Charmin gives you the durability and comfort your family needs.      

Blog 7: Predators

 

In chapter six, Bruce describes various conceptual models that can be useful in thinking, developing, and evaluating different advertising ideas.  While in chapter eight, he goes on to thoroughly dissect the process of strategy and ways to create it.

            During my reading of chapter six, a conceptual model that Bruce described was marketing warfare. Within marketing warfare there are four different types of principles that were borrowed by Trout and Ries from Von Clausewitz, a military strategist. My personal favorite is guerilla, because although all the others principles require creativity, I love the fact that with guerilla the marketer or advertiser has to thinking with higher blend of strategy, intelligence, and creativity in order to really create a battlefield for the consumer’s mind.

            A great example that I found was the guerilla campaign for Discovery Channel’s Shark Week special in Australia. Therefore, I decided to create a ‘mini’ creative brief for this specific guerilla tactic.

Creative Brief:                                                                          

Why are we advertising? What do we want people to do as a result of advertising?

            Part of playing in the guerilla warfare is competing with big players that have deep pockets. This is true for Shark Week because although Discovery Channel has millions of viewers, during this week they would be competing with primetime broadcast television and they would be the small guy competing for viewership. We want the audience to watch Shark Week all week versus their normal primetime shows.

 Who are we talking to?

The primary target audience for this Shark Week tactic is males and females, ages 17-35 living near the beaches of Australia. This typical viewer has most likely seen a real shark before and is interested by the uniqueness of the creature. They are adventurous people who are not afraid to ride the waves with Great Whites and comprehend that people should be informed about these predators.

What is the key response we want from the advertising?

                   Get people talking about Shark Week and create a buzz in the media.

What info might help produce this response?

            Give them information about which of their friends are currently excited about Shark Week and tell them how special it is, since it only comes once a year.

                                            

What aspect of the Brand Personality should the advertising express?

            Shark Week’s personality is unique, adventurous, exciting, informing, and interesting.  

                                                                                       

What is the key insight?

Merge the adventurous side of Shark Week with spontaneity and ingenuity.