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.