Message Execution

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Message Execution Creative Insights

• MKT 846
• Professor West

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Agenda

• Continuation with Message Execution
• Turning a strategic plan into a creative campaign
  
• Where do break-through ideas come from?
• Approaches for creative inspiration
• Unique Selling Proposition
• Brand Image
• Inherent Drama
• Lessons Learned Through Copy Testing Purvis
• Test your skills at identifying effective
  advertising

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The Execution

• How do you transform a message strategy into an
  exciting, attention getting, and memorable idea?
• What words, sounds and music, images, setting,
  and lighting will best convey the message?
• Where do break-through ideas come from?

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Uncovering Valuable Insights

• Got Milk Story (circa 1993)
• Facing declining sales, particularly in CA
• CA Milk processors formed a board and hired Jeff
  Manning
• Manning hired Goodby, Silverstein Partners
• Objective Increase sales, not image enhancement
• Target Market People who already drink milk,
  rather than nonusers

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Got Milk Story

• Results
• In the first year sales rose 1.8 percent, an
  increase of 13.5 million gallons, or 34 million
  in retail sales.
• The ads win almost every major prize on the ad
  circuit including the coveted Cannes in 1996,
  1997, 2003

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Got Milk Story

• How do you keep a good thing going?
• 2001 Contest to produce your own Got Milk
  commercial
• 2002 Peanut butter sandwich contest
• 2003 Commercial

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Milk Story Continues

• How does the mustache fit in?
• National Fluid Milk
• Processors (Milk Pep) hired Bozell to change the
  image of milk in 1995.
• Research showed that milk was viewed as unhealthy
  due to cholesterol and fat
• Target Market 25-44 year old women

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Milk Story Continues

• The two campaigns were merged
• Web Sites www.whymilk.com
• Grassroots SHAKE STUFF UP TOUR, themed in
  conjunction with television advertising campaign
  encourages teens to Shake Stuff Up by drinking
  flavored milk.

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Sources of Creative Inspiration

• Using a unique selling proposition (USP) Rosser
  Reeves
• Buy this product and you will get this benefit
• The proposition must be one that the competition
  doesnt offer
• The proposition must be strong (relevant) enough
  to pull new customers

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Sources of Creative Inspiration

• Creating a brand image David Ogilvy
• Every advertisement should be thought of as a
  contribution to the complex symbols which is the
  brand image
• The image or personality of the brand is
  particularly important when brands are similar
• This approach has become the mainstay in for
  selling soft drinks, liquor, cars,
  perfume/colognes, and clothing.
• Your target market must identify with the brand
  personality

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Nike Goddess

• Nike has become one of the worlds greatest brand
  names. The Nike ethos is captured in the Just Do
  It slogan
• The largest seller of athletic footwear and
  apparel with sales of nearly 10 billion in 2002
• While a leader in the 15.6 billion athletic
  market it looked for new growth opportunities by
  targeting women
• Womens footwear accounts for one-third of total
  industry, and over fifty percent for apparel but
  only 20 percent of Nikes revenue.

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Nike Goddess

• In 2001 Nike launched a new strategic initiative
  termed Nike Goddess with the goal of changing
  how the company does business with women.
• Objective To double Nikes sales to women by
  2005
• Learning how women conceive of sport
• Spent time scouring trendy workout locations and
  listening to women talk about how fitness fit
  into their lifestyle

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Nike Goddess

• Insights
• For most women, high performance isnt about
  sports, its about fitness fitting in with their
  active lifestyles.
• The difference between women and men is that
  women dont treat athletes like heroes.

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Sources of Creative Inspiration

• Finding inherent drama Leo Burnett
• Advertising should be based on a foundation of
  consumer benefits with an emphasis on the
  dramatic element in expressing those benefits

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Using Romance to Sell Coffee

• Tasters Choice Brewing Romance Campaign (circa
  1990)
• Product positioned as tasting closest to fresh
  brewed
• McCann-Erickson was hired to kick up the
  emotional connection to the brand
• Research revealed that Tasters Choice drinkers
  were discriminating, self-assured, and
  sophisticated.
• A spin-off of a British soap-opera style campaign
  (introduced in 1987) featuring two flirtatious
  neighbors, Tony and Sharon, was adopted.

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Brewing Romance Campaign

• UK Campaign quickly adopted an avid following
• British tabloids chronicled the series
• Viewers wrote in for autographs and sent script
  suggestions
• Campaign lasted for six years and 12 episodes
• Sales of Gold Blend soared by 40 percent.
• Ended with Sharon and Tony wedding and driving
  happily off into the sunset
• The campaign was expanded to the US, Canada,
  Chile, Australia, New Zealand, and Japan

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Brewing Romance Campaign

• US Campaign launched in 1991
• Generated a reaction similar to the UK
• The debut of each new episode became a major
  media event, often premiering on network shows
  such as Good Morning America.
• In February 1998, Taster's Choice ran a contest.
  The results were announced in Soap Opera Digest

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Advertising Effectiveness

• Just because an ad is creative or popular does
  not mean it will increase sales or revive a
  declining brand
• Alka-Seltzers agencies developed ads believed to
  be some of the best of all time
• I cant believe I ate the whole thing
• Mama Mia! Thats a spicy meatball
• However they lost the account because sales
  continued to decline

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Advertising Effectiveness

• Brand managers tend to be risk averse and want
  more conservative commercials than the creative
  people they work with, who want to maximize
  message impact
• A major determinant of success in changing brand
  preferences is likeability or the viewers
  overall reaction to the message.
• Ads that are well executed and generate emotional
  responses can create positive feelings that are
  transferred to the brand

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Lessons Learned Through Copy Testing

• Offer a major benefit
• Make it easy to follow
• Establish audience identity
• Attract by being new
• Be believable
• Stress what is unique
• Be fresh
• Reward the viewer/reader for his or her time

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Next Time

• Turn in Project 2 by Friday afternoon
• If you are interested in knowing more about
  using the Digital Union
• Friday, 2/6 at 1030 in Gerlach 355