Greatest Marketing Campaign Analysis – Outdoor Advertising

Built Out Billboard – Atlanta Hawks -Kickin’ Off the Upcoming Season with Millsap

The Atlanta Hawks wanted to create something unique to impact the city at the start of their upcoming season. A firm created a 700-pound, 3D billboard showcasing Paul Millsap dunking a basketball. The effect was designed to look as if the billboard is tilting from the player’s weight and encouraged fan interaction with prizes. One of the prized featured a trip to hang out with the basketball Player in Las Vegas, to work out and play video games with him. The billboard generated buzz in Atlanta and across the country in the national media.

Mobile Billboard – Lance Burton, Master Magician at The Monte Carlo Resort

This mobile billboard is advertising an upcoming magic show and is being used to reach motorists and pedestrians near the venue. Mobile billboards can be used geographically to provide coverage to specific venues such as schools, convention centers and sporting events. While folks are visiting Las Vegas, they are always searching for entertaining shows. This ad campaign not only drove around town to attract tourist, it also parked at the venue at night, passing out trinkets and had loud speakers for music and announcements. This type of advertising tends to be effective in tourist destinations.

Digital Billboard – Virgin America

Digital Billboards have revolutionized the advertising industry with their ability to change messages instantly and roll many companies depending on the time-of-site for each location. Red lights and highways with long-range site views have the highest ROI (return on investment). In this campaign, Virgin America launched a digital campaign to promote its new non-stop service from Los Angeles and San Francisco to Newark. The slogan was “Fly Like a Boss” and all entrants received 25% off a future flight and those who used the Twitter hash tag #flylikeaboss saw their tweets on the digital billboards! By using Digital OOH (out of home, meaning reaching consumers while they are outside their home), the airline connected with consumers and also found out makes a comfortable plane ride. What was the biggest surprise to customers? When they mentioned specific amenities in their tweets, those amenities were waiting for them on their discounted flight – talk about a double bonus (Wi-Fi, power outlets, touch screen personal entertainment)!

Bus Shelter Projection – Netflix

Companies that want to stand out on the busy streets have a new media advertising form – Shelter Projection. With this new format, a simple eye-catching ad can be projected to both vehicular and pedestrian traffic, offering tremendous visibility. Netflix is looking to project to a captive audience; ones waiting on a bus or sitting at a red light. Imagine the projection, “You could be watching a movie or You could be watching Nexflix.” Shelter Projection is perfect for out-of-the-box creative, adding a social media element to your ad and sparking curiosity among your target audience. Other shelter formats include vinyl wrap, 3-D build-out embellishments, and digital that can include audio & Smartphone interactions with video and coupons. Many companies can even add ‘smell’ to digital posters – nothing like the smell of popcorn, hotdogs or cinnamon to make you crave your favorite snack!

4D Holographic Water Projection – Jordan Melo M8

The concept from the client was to highlight Carmelo Anthony and his explosive game and align it with the Jordan brand in a larger than life campaign. W+K, a marketing firm from NY stated they “…we wanted to do something more authentic.” Art Director West and copywriter Steele came up with the idea of holograms on water and that was the team’s “a-ha!” moment.

The team also aspired to take the campaign beyond the people who experienced it first-hand stating, “…we had to treat the event as one and make the web experience just as dynamic as what was happening on the pier.” This product launch happened back in 2011 and was written about in all kinds of marketing magazines from all over the world. Today’s projects are in color and have many more modalities involved in a show.

 

Greatest Marketing Campaign Analysis – Magazine Ads

InStyle Magazine April 2017 – Loreal & Garnier Ads
This magazine had two product placement/trail size inclusions in this month’s edition. The ads are designed to introduce and let potential customers try the product before they purchase and entice them further by offering a discount coupon. Most ads like these are top heavy with ingredient lists and how the product is healthy for you and the environment. If the customer feels like the product is a better deal and performed just as good if not better than what they already use, there is potential that they may win over a new client.

 

 

 

 

 

 

 

 

 

Departures Magazine – The Fashion Issue March/April 2017
The Ermenegildo Zegna “Defining Moments” ad does not have a product focus but instead uses famous personalities, one older and one younger, in a tropical setting to intrigue the reader to go and explore the website to see what this ad is all about. The landing page immediately has a call to action to join the email list, review products and with continued scrolling, you finally come to our two characters to click and view more of the story. Since this is the fashion issue, the ad does a good job of introducing a story and getting potential customers to engage with the website and to eventually explore more with our debonair gentlemen.

Go Magazine March/April 2017 – Bryson City, NC
Go Magazine is a publication for AAA Carolina club members of which there are close to 2 million members. I am showcasing an ad for Bryson City, NC as I am familiar with destination marketing and how towns are trying to differentiate their uniqueness and lure you to book a vacation. The ad uses the image of the steam train (new attraction for their 2017 travel season) and reference to the Smoky Mountains, a top destination for city slickers to get away from the hustle and bustle and relax. Their tagline “Have A Big Vacation in a Small Town” really radiates with most travelers. As a side note, this small ad runs between $6400 – $7000 per issue!!!

 

 

 

 

 

 

Marco Review Season 2017 – Thunderbird Sailing
My family traveled to Marco Island in the middle of April for our spring break holiday. We used this travel magazine for setting up all of our trip excursions and for most of our meals. Our last day, we sailed with Thunderbird Sailing, and during our conversations with them, we learned this was the largest ad they had to date in the travel magazine (last season was year 3, and they were starting their 4th year sailing with the public). This year, they have started rebooking previous customers and have begun to reap a harvest from word of mouth advertising; being speakers at local events, doing welcome talks at time share meet and greets, rack cards at local restaurants and their local friends recommending them to tourists visiting the area. The ad is trying to get vacationers to book a trip with them. They are using professional photography to paint the picture of beauty and adventure, what you will experience while on your journey. Believe it or not, they have many requests for their dog to be onboard for their trips!

VisitNC Travel Magazine 2017 – Bryson City, NC
The Visit NC Travel Magazine comes out once per year and is delivered to all 13 visitor centers in the state and most travel and tourism offices in all 100 counties in the state of NC. Requests for copies also come from hotel/motel, attractions and retailers to have at their establishments. This Bryson City ad is featured on the inside the front cover of the magazine and costs a cool $37,000 per year. The magazine is featured in print, digital online copy and VisitNC travel app. The ad is appealing to folks looking to vacation in North Carolina and who want to do lot of stuff yet feel like they are in a charming small town. This ad is designed to mostly engage with the adventurous family demographic.

Greatest Marketing Campaign Analysis – Newsprint

There are various forms of advertising in newspapers; classifieds, teasers, display or print ads, and ads with coupons or urls for extra information. Newspaper advertising is less expensive compared to advertising in other media, but there is no guarantee that the advertisement will be seen and read. Newspaper readers usually look to the paper for deals and coupons so placing your ad in a newspaper doesn’t guarantee that users will notice it, but readers are looking for deals are likely to see your ad and possibly act on a sale or offer. Small-business owners can capitalize on print advertisements to help increase brand recognition, create new foot traffic and repeat business.

Lane Bryant
The marketing team at Lane Bryant first coined the term “Chubbies” in their 1950s advertisements. This advertisement could have been to introduce the idea that there is a clothing line for overweight teens and young women. Surprisingly, the use of the term “chubby” was created to foster a sense of community among the younger customers at Lane Bryant (there was actually a fashion club).

http://hiddenfashionhistory.com/tag/lane-bryant/

Chubbettes
This advertisement for Chubbettes appeared in the August 20, 1956, issue of LIFE. To differentiate itself from the mall stores, Hamrah’s (a local department store) developed a niche in children’s clothing that included a department specializing in what was then called “Chubbies” – dresses for little girls who hadn’t yet outgrown their baby fat. With a request for catalog, the company included a parenting guide called “Pounds and Personality” which gave advice “about nicknames, her place in the home, active play, diet, appearance, etc.” Based on my research, I’m not sure if the “Chubette” line stuck around but the store did until 2012.
http://archive.northjersey.com/news/hamrah-s-in-cresskill-is-closing-after-surviving-55-years-1.1220305

Star Wars
I remember grabbing a copy of the local paper and flipping to the movie section trying to plan what movie and at what location we were going to visit that weekend. This was long before movie apps and website – there were entire pages of newspapers dedicated to this feature. They would have the splashy photo feature ad with theater and show times listed underneath. Most newspapers have eliminated the show times in their papers. Movie ads, of course, want you to purchase a ticket to their show. Star Wars particular ad is capitalizing on the damsel in distress and the intrigue of space. Star Wars captured the world and remains popular today!

Skype
Moma Propaganda, a Brazilian Ad agency from Sao Paulo in 2010 created a series of retro future ads for Facebook, Twitter, YouTube and Skype as part of an“Everything Ages Fast” advertising campaign for Maximidia Seminars. The throw-back vibe captured the essence of old school American advertising and were meant to have a fun feel with introducing these social media giants to Brazil.

 

 

Pacific Southwest Airlines
Pacific Southwest Airlines (PSA) was an American airline headquartered in San Diego, California, that operated from 1949 to 1988 and was the first large discount airline in the United States. PSA called itself “The World’s Friendliest Airline” and painted a smile on the nose of its airplanes and was one of the four airlines that formed US Airways. PSA’s stewardesses were legendary and were a major part of the airline’s success. In this ad, the company uses the infamy of the stewardesses and their high-end planes in a male-chauvinist, cheeky way to increase commuter airline ticket sales.

 

Lard
This ad is promoting the goodness of cooking with lard. The image invokes our desire to be healthy with its visual of an American family at the beach donning their 1950’s bathing suits. But is the ad real or is it a spoof? This ad is not a real advertisement and is a spoof from the British satirical comic Viz, from issue 52, February / March 1992, on page 21. Just like ‘fake news’ some ads are in disguise to make us laugh with ‘fake advertising!’

http://msgboard.snopes.com/cgi-bin/ultimatebb.cgi?ubb=get_topic;f=108;t=000833;p=1

Greatest Marketing Campaign Analysis – Television Ads

Original Budweiser Clydesdale Commercial – “Here Comes The King”

The first Budweiser Clydesdales commercial aired in 1967 – and it is still one of the best. The jingle has stayed in the minds of Americans for decades: “Here comes the King, here comes the Big Number One.” The commercial is still played for fans at Busch Stadium in St. Louis. The objective of the ad back during the time could have been to introduce a beer drinker to the brand and persuade purchasers to choose this brand of beer because of their claim of being number one. The ad screams the adjectives; big, American company, we’re number one which is pleasing to current customers of the brand and makes them proud to be associated with the name.

The iconic Budweiser Clydesdales are a multi-million dollar operation, and all the horses are born and bred in-house. The animals represent the quality, heritage, and tradition of the company. The company’s horse farms take care of the needs of 175 horses around the country, and they breed about 40 horses per year. Not all of the horses are eligible to make the team. All teams horses are male and must meet stringent marking standards; white blaze, black mane and tail,  dark bay in color and four white stocking feet. Those that do not make the team are sold for about $5000 while some of the females are kept for breeding stock. The Clydesdale connection dates back to 1933 when August Busch Jr surprised his father by having the horses parade down a St. Louis street carrying beer to celebrate the end of prohibition. They have been breeding the animals since 1940.

Football – 1996 (2 Clydesdale teams playing football)

The Budweiser Clydesdales have been a part of the big game since the 1986 Super Bowl, when the Clydesdales tromped through the snow while a chorus chirped “when you say, Bud, you’ve said it all.” The Clydesdales appeared during the 1991, ’92 and ’95 Super Bowls. But the 1996 ad set a new standard by featuring the horses playing football in a snow-covered mountain meadow. Jeff Knapper, Anheuser-Busch’s general manager for Clydesdale operations, said a team of Clydesdales trained near Jackson Hole, Wyoming, for several months to prepare for the commercial shoot. The horses were trained individually to make specific moves and then in groups. “I’d say 95 percent of the stuff you see is real stuff, real horses doing it,” Knapper said. The only exception was the football being kicked by a fake hoof. “They can kick with their back legs, but that action isn’t natural.” The emotional response elicited from this ad is that of disbelief that horses are playing football until our two cowboys speak in monotone voices and that they act as if it is not that bit of a deal. And as a matter of fact, from a football fan perspective, they messed up the play and usually go for two points, not just one. The popularity of the company’s commercials was bound to solidify its customer base.

Rocky 2008

Flashback to gym class at your elementary school – everyone else has been chosen for the team. Thunder makes the team, and there stands Hank, and he’s told by one of the trainers, “Maybe next year Hank.” Dalmatian dog, the horse’s friend, enters the scene and decides to help train the horse for next year’s team. The marketing team elicits the emotions of overcoming and becoming a winner by playing the music from the movie “Rocky.” The horse is pictured in some of the most iconic training scenes; running and lifting weight together, working out in the rain, pulling large objects leading to larger objects, storytelling magic! Guess who overcomes and makes the team? Hank! And he gets a big, high-five from his friend Dalmatian dog!

Puppy Love 2013

Anheuser-Busch’s marketing team carved out their slice of the commercial arena by using storytelling in their ad development. Instead of making us laugh, they tried to make us cry happy tears without any focus on their main product – beer. Instead, the ad focuses on a heart-warming relationship between our characters the puppy, horse, and trainer. Human beings, in general, are emotional and can be led to purchase items based on those emotions, whether subconsciously or consciously. One might think that the puppy love ad is targeting women, but there are masculine undertones in the commercial with its massive Clydesdales and rugged trainer making it appealing to both genders.

 

Lost Dog 2015

The marketing team continued story telling another year, trying to build on previous years successes. In this story, we see the unity and protectiveness of the horses with the puppy. I know why people like this commercial – the warm fuzzies. I get that Budweiser was telling a ‘buds’ story utilizing their iconic Clydesdales. But the horses became secondary in the story to the cute puppy. Not until the end of the commercial does it appear they are trying to sell beer – in the closing, they show their logo, their hashtag message and their PSA “drink responsibly.” The ad continues to draw in customers who love traditional Americana, drinking beer to socialize and relax.

I’m a Miller Lite fan myself, but when that choice is not available, I will choose a Bud Light because of all their cute commercials over the years – yep, I’m a sucker!!

Greatest Marketing Campaign Analysis – Radio

I have had the best time with this assignment! I reached out to my parents, and we had a good time discussing old radio ads and their take on effectiveness and what they liked and disliked about certain ads. As far as radio and radio commercials, I haven’t listened to radio in I can’t tell you how many years (well maybe local radio with tire shop ads)!! For the past 16 years, I have lived in the western mountains of North Carolina. I live in a small town with the closest ‘city’ being 45 minutes away. FM station radio signals from the city only come in late at night (memories of being a teenager, coming to visit on vacation and thinking I was going to die without my music – thank goodness for cassette tapes!). For the most part, we use commercial free radio apps, so I have not listened to a radio commercial in forever. I hope you enjoy walking down memory lane as much as we did!!

Ovaltine – 1931 – 1940
The voiceover is a young to middle-aged man pitching Ovaltine to the young fans of the children’s radio series Little Orphan Annie. Ovaltine sponsored a few radio shows and eventually a TV series as well. The pitch would make all fans of Little Orphan Annie believe if they are fans, they are drinking Ovaltine, and they need to get one of the Shaker/drink mugs because it is ‘swell’ and convenient. Towards the end of the commercial, the pitch turns to the mothers of the household. The pitch evokes the pride emotion because when you are a good mom to your children, you want to give them something healthy and delicious. The objective of the radio ad was to sell more Ovaltine and to participate in the promotions campaign by sending in proofs of purchase. The silvered foil lids from the Ovaltine jars were proofs-of-purchase, and a user could obtain what was referred to as radio premiums, such as “secret decoder ring” badges, or pins that could be used to decode messages in the radio program.  Click on the link below to listen to the old commercial radio spot.
http://www.oldtimeradiofans.com/old_radio_commercials/Ovaltine.mp3

Armour Hotdogs – Radio and TV commercial’s mid-1960’s
This radio and TV ad is what is now known as a Jingle. Jingles were a popular form of advertising with commercial radio starting as early as 1923 with the Wheaties commercial. Jingles remained popular until the mid-1990’s. In 2011, there were only eight jingles out of 306 commercials. Jingles are catchy, and the song sticks in your head and you catch yourself singing it all throughout the day. Jingles evoke a happy response, and this pied piper of hot dogs leads the kids in song (and in the TV commercial, stomping through the hillside singing and eating hot dogs). This advertising art

Click to watch the commercial!

form is all about name recognition. When the family went grocery shopping, the kids would grab the Armour hot dogs and start singing! I am sure they sold a lot of hot dogs despite the despicable conditions and corporate culture at the meat packing plants! No one knew what was going on back then, but nowadays, it would be plastered all over social media.
http://www.oldtimeradiofans.com/old_radio_commercials/Armour_Hot_Dogs.mp3

Winston Cigarettes – brought to you by The Flintstones
In 1970, Congress passed an Act banning the advertisements of cigarettes on television and radio. But before that, the Flintstone’s pitched many products to the American public; cigarettes, beer, jelly, vitamins and shampoo, just to name a few. The following link was used in both radio and television advertising of Winston Cigarettes. Both Barney and Fred were hard working, blue collar men. And when they were not at work, they were relaxing and living the good life. That was the pitch in this ad; to appeal to the working man and their desire to kick back, relax and enjoy a Winston cigarette. Even though most of us would think about this being a weird target market, cartoon/younger kids, the Flintstones was a night time show on ABC and ran for six years (see newspaper promotion ad).
http://www.oldtimeradiofans.com/old_radio_commercials/Winston_Cigarettes_Flinstones_2.mp3  ( Another radio commercial )

Mr. Clean – late 1958
“In 1946 Advertising Age estimated that more than 200 companies were competing in the cleaning business, of which 125 advertised, 85 using national magazines and 14 using network radio.”*  In this radio spot, Mr. Clean, an all-purpose cleanser, is hailed for its ability to clean anything and its ability to do it quickly. This informative ad gave many examples of what all Mr. Clean can clean. The commercial appealed to the housewife because she wanted to get her job done quickly.

Click on the cartoon to link to the ad!

 

* The Advertising Age Encyclopedia of Advertising by John McDonough & Karen Egolf Routledge, Jun 18, 2015

Alka-Seltzer – 1950’s
Alka-Seltzer was launched in 1931 and began with print advertising immediately and sponsorship radio in 1932 with the radio show ‘Alka-Seltzer Comedy Star of Hollywood’ and ‘National Barn Dance’ in 1933 and many others until the last show ‘Alka-Seltzer Time’ in the 1950’s. Alka-Seltzer then started using its popular jingle slogan ‘plop plop fizz fizz, oh what a relief it is’ and the company still uses it to this day! The product  has always had high name recognition and who doesn’t start to sing the song when your stomach hurts, and you are walking to the medicine cabinet?

Click on this photo to listen to Radio Ad!

 

Tomorrow

The Future, our ‘Tomorrow,’ rather than ‘projecting’ the future, the author Robert Heilbroner challenges us to question is something ‘imaginable.’

Robert believes there will still be an uneasiness when it comes to science and technology. Some of the examples he shares are things already happening in our present day; our possibility to create weapons, products, or industrial processes that will threaten the fabric of our existence. Will the human race press the issue and create an environmental Hiroshimas? Or interfere with nature by cloning geniuses or participate in the chemical fashioning of our personality? Who will stop the ones who cross the line? Will the business communities monitor themselves with governmental agencies or professional self-monitoring? Is it imaginable that when it comes to an effective response to dangers, can an international cooperative come together to handle the situation?

When is comes to capitalism, commodification is a necessity for a system that must expand to survive. These days you can buy almost anything. Universities are even promoting education as a product and students as consumers. There are fewer and fewer realms of life in which the language of money does not speak powerfully. As we continue into the time period of Tomorrow, the world will experience both normal and transformational economic growth. Machines have replaced humans in the industries of agriculture and manufacturing. What will be the next industry for game-changing, transformational growth?

How do you see yourself being part of the time period of “Tomorrow?”

Today

We are moving into the time referred to as Today (1950s – 1995). We continue to have the presence of 3 forces; empowering gift of science, relentless dynamics of capitalist economics, and spirit of mass politics. These forces will continue to lead us into the future but Today’s mood is definitely somber but not black. The real difference from Yesterday to Today is the degree of trust and extent of hope the people feel in their everyday lives.

From the earliest point of this time period, the view of Scientific Technology took a downward turn because of the growing unease with regard to the application of science to technology. During World War II, the world shuttered at an altered view of science with the destructive force of the atomic bomb while others touted it as an instrument of progress. Also scientist move from studying theological implications to the application of their discoveries.

We also have a mixed bag of emotions when it comes to politics and capitalism. You need to remember, in the mid-1800’s, capitalism did not even exist. During the Great Depression (mid-1920’s to mid-1930’s) fears from the instability of this system caused slumps and insight panics. The National Output plunged and unemployment skyrocketed (GNP fell almost 50% and unemployment up 28%). The Communism conflict ended in the mid-1980’s. And in the mid-1990’s, the buying power of the American family falls 15% below the buying power of the early 1980’s. We begin to see that National outcomes remain largely beyond government control and depend on individual enterprise. Globalization due to advances in communication, transportation, and computerization allow entrepreneuners to be a continent away and run a business in another country. Many businesses that were once geographically bound can now be competitive due to the internet. Some third and fourth world countries are still considered depressed, non-capitalistic and are referred to as “Zones of Turmoil” by the NY Times.

Up next, the vision of “Tomorrow.”

Yesterday

In Visions Of The Future, the author Robert Heilbroner explains why the time period of “Yesterday” (1750-1950) is so sharply different than what is being referred to as “Distant Past.” He believes three historic forces are what set this time period apart from the previous period. Those forces are being referred to as technology and science, capitalism, and political will. These forces are said to drive what we now call “Progress.” He also explains that these “changes that now emerge are not once-and-for-all, but continuous, so the the social structure is never again stationary, its tasks constantly altering…”

These dynamics were not just playing their hand in America but all over the world; revolutionary inventions, scientific discoveries that “reveal a hidden design behind its apparent accidental order,” the law of supply and demand, transportation improvements (steam engine, canalization), the different forms of political movements; democracy, communism, socialism and Marxism.

This period of time was one of optimism, and the people were excited about their future. Lives were perceived as better; vibrant cities, longer lives thanks to medicines, widening access to education and the “gradual acceptance, even embrace of political democracy all seemed to embody a profound, unique, and irreversible change in the human condition.

What type of view do you have about your future? Believe it or not, in the subsequent chapter, the author, and other researchers label our outlook as pessimistic. I am a pretty optimistic individual, but with the country so divided, I believe I align more with the author’s perspective!

Mid-book break – Futurist

Exactly what is a Futurist? A Futurist is the professional combination of Mathematician, Scientist, and Fortune Teller who offers predictions of what the future holds. To be considered successful, an individual needs to be able to project five years into the future and predict behavior and trends within an industry.

According to my research, there are three ways to become a Futurist. There is an informal self-taught way – as a professional in a field of study you begin pursuing what is to come in the future, you read, go to conferences, join professional groups such as the World Future Society http://www.wfs.org/ with 40,000 members strong and 1200 professional members who make an active living as futurist (also Association of Professional Futurists, the World Future Society and the World Future Council). The second way is with education, and there are undergraduate and graduate studies in this field; Future Studies at the University of Houston and Hawaii Research Center on Future Studies. And the third path is one of mentorship without a formal degree.

At the time of my research, there were 142 jobs on the job posting site Indeed for Futurist. The job descriptions listed come from a myriad of industries with a variety of skill sets that are needed. https://www.indeed.com/q-Futurist-jobs.html

The Future – Are You Ready?

Click on the photo’s to link to the articles!

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Sony – Contact Records Video
Patent Approved for Gene Editing – Crispr
Click here for the story History of Wearable Tech
Oldest Wearable Technology – History of Wearable

Sources