One Country Painted Red

With the rapid growth of new products, brand extensions and the blurring of traditional and new age advertising, marketing and advertising to target audiences has reached a new level of competitiveness. Brands now must adapt to this changing environment and contest with competitors to stay at the top of their market and target to audiences in creative, attention-grabbing tactics.

The most iconic brand in the soda market, and throughout the world, is undoubtedly that of Coca-Cola. In the summer of 2011, Coke created an original marketing strategy to run a campaign that would inspire people to connect with the brand both online and offline in order to acclimate to the changing marketing environment. The campaign’s prime objective was to increase consumption of Coke over the summer season and to get people to fall in love with the iconic brand again. Particularly, in Australia, at the time nearly 50% of teens and young adults had never tasted a Coke and this drove the brand to reconnect with the country.

Established in Australia, the ‘Share a Coke’ campaign immediately received positive media attention and consumer responsiveness. The idea of the ‘Share a Coke’ campaign was to place Australia’s 150 most popular names on the front of millions of Coca-Cola bottles, simple right? This was the first time in 125 years that Coke had made such a paramount transformation to it packaging, and it was revolutionary.

“We used publicly available data to review the most popular names in Australia and ethnic representation in Australia to ensure the diversity of our multi-cultural nation was represented appropriately.”

- Coca-Cola Spokesperson.

The Coca-Cola brand wanted to initiate conversations by putting Australians front and center and inspire them to connect with people and ‘Share a Coke’. The central theme that gave ‘Share a Coke’ its power was the way a brand so universal could replace its logo with individual names by reaching out to consumers and personalizing its brand to individuals.

“We are using the power of the first name in a playful and social way to remind people of those in their lives they may have lost touch with, or have yet to connect with”

-Lucie Austin, Marketing Director for Coca-Cola South Pacific.

The ‘Share a Coke’ campaign strategically exhibited that when personalization in advertising is done the right way, it can be highly appealing and extremely effective. While Coke got personal, media was buzzing with talk over what the brand was implementing behind the personalization. Coke remained silent until Australia’s highest rated media weekend. The campaign was revealed to the public and aired across the biggest weekend in Australian sport, during the AFL (Australian Football League) and NRL (National Rugby League) grand finals which reached over 30% of the population.

Succeeding the campaign launch, requests for more names were coming in the thousands. Coke was prepared for this boom of requests by setting up kiosks that toured 18 Westfield shopping centers attracting consumers to personalize any name on a Coca-Cola bottle.

Coke wanted to especially reach out to the 50% of young adults that had never tasted a Coke in Australia, and there was no better way to reach this target market than online. Participation and mass allocation was achieved through Facebook by providing consumers with the resources to connect and ‘Share a Coke’ by creating a personalized virtual Coke bottle to share with a Facebook friend. Consumers were tagging friends in pictures with personalized Coke bottles and sharing stories on social media platforms like Twitter, Facebook and YouTube. Coke consumers also could create their own commercials! With the abundance of requests still pouring in, Coke told consumers to put in a vote of “who do you want to share a Coke with the most?” via Facebook. After 65,000 people voted, Coke bottles with 50 new names were released. “Consumers were invited to SMS a friend’s name, which was projected live onto the iconic ‘Coca-Cola’ sign at Sydney’s King’s Cross. They then received an MMS enabling them to share their friend’s name up in lights, via Facebook and email.”

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The multi-platform communications strategy was implemented to ‘Share a Coke’ with someone you know, or want to know and ultimately gave people the resources to find, connect and share. After 3 short months of running the campaign, young adult Coca-Cola consumption increased significantly in Australia by up to 7%, making 2011 Coke’s most fruitful summer season in history. The ‘Share a Coke’ campaign resulted in 76,000 virtual coke cans shared, 378,000 extra coke cans printed at kiosks, and 5% more people were drinking coke. Coca-Cola had successfully won over Australia and became a part of popular culture again.

-Briana McWhirter

See the USA in Your Chevrolet, or See China in Your Buick

Baseball, hot dogs, apple pie and Chevrolet. That line from this 1970s ad for Chevrolet exhibits the brand’s position as an American icon.

Fast-forward several decades, and General Motors’ Chevy is still an iconic American brand. Meanwhile, in China, the Chevrolet brand is still young. Chevy is China’s seventh-best selling brand, although two models, the Cruze (sold in North America) and the Sail are strong sellers.

While Chevy is still catching on in China, another longtime GM brand from the United States holds popular: Buick.

lugzaoaf2otau1jrolprYou may be asking yourself: Buick? Isn’t that the car for old people? Not so the case in China! In 2013, four times as many Buicks were sold in China than in the U.S.  Nearly 810,000 Buicks were sold in China, compared to over 205,000 stateside.

What explains Buick’s popularity in China? The answer is rooted in the early 20th century when important Chinese government figures such as president Dr. Sun Yat-sen, premier Zhou Enlai, and emperor Pu Yi either owned, drove, or were driven around in Buicks. This historical background adds to Buick’s image of upper class and prestige. Their advertising uses images of success to propel Buick to a high-end brand, such as in this Buick Excelle ad from the 2000s.

Establishing global brand coherence has its difficulties. To contrast, in the United States, Buick is having trouble shaking off the “55-to-dead” demographic, and they tackle that problem in this new ad that features the demographic commonly associated with the brand in the U.S. with the desired target demographic in the driver’s seat of the brand-new 2014 Buicks:

GM isn’t the only American automaker popular with the Chinese. Ford’s sales in China rose 49 percent in 2013, and the Ford Focus was China’s best-selling car that year. NPR interviewed 32-year-old Li Ning, who said he bought a Focus because he likes its muscular American style. In China, Ford is establishing its image as young and trendy.

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Auto China 2014, the Beijing International Automotive Exhibition, kicked off on April 20th and runs until April 29th. At Auto China, Ford is introducing a luxury brand familiar to Americans—Lincoln.

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Lincoln’s model of selling cars in China is called “The Lincoln Way” and features luxurious showrooms that feel like a five-star hotel. Lincoln plans to focus on building customer relationships by understanding and fulfilling their needs. Lincoln may bring this style of personal selling to the U.S. based on how it works in China.

Only time will tell if Ford’s effort to introduce the Lincoln brand to China will be a success. Will it become a competitor to Buick, which is already established as a strong luxury brand in China? Are there other ways in which this is an example of globalization?

-Nathan Evers

We Love Our Moms (And So Do Advertisers!)

With just a couple weeks until another one of the biggest card holidays, Mother’s Day, card companies are gearing up their promotions. Last week, American Greetings released their new ad, “The World’s Toughest Job” and with over 14 million views in just one week, it’s safe to say the video has gone viral. This call to action is sure to have you considering whether or not to switch from Hallmark to American Greetings this year.

Prior to this advertisement, American Greetings ads consisted of mainly cute animals – much like the ones you can find on their actual greeting cards. What these ads were missing were what this recent ad captured – emotion evoking concepts – something competitors such as Hallmark have been relying on and capturing for years. See Hallmark’s “Proud Mom” ad below:

Yet, it seems that even Hallmark couldn’t capture the raw emotions that the Mullen Agency was able to evoke from the interviewees – simply starting with a job posting and 24 interview candidates. The finished piece was a compilation of honest reactions that left viewer’s hearts melting.

The American Greetings’ spot isn’t the only ad that has played on the love and appreciation of our mothers this year. Proctor and Gamble’s “Thank You, Mom” series showed the mother as much a part of the Olympics as the athletes themselves. Several other companies including British Airways and General Electric have recently produced ads centered on mothers.

So what do these “tribute to mom” ads tell us and why do our hearts warm when we watch them? Understanding how advertising works tells us the answer. Ads tell us what is virtuous and what is our ideal world. These “shout out to moms” tell us what we virtue – the compassion mothers have and the love families have for their mother. In the ideal world, that appreciation would be shown by a card everyday, but since this isn’t the ideal world we hope to make it up on Mother’s Day.

So what do you think about all these ads centered on Mothers? Is it ethical to exploit this relationship that our society holds so valuable? Will you turn to buying an American Greetings card this holiday or stick with Hallmark?

- Caroline Robinson, Elizabeth Harrington

So You Want To Be A Media Planner?

Everyday a city dweller is exposed to 5,000 advertisements. With this many advertisements it is amazing that we actually remember some of them. Part of the remembrance is due to the work of media planners.

Media planning is the science of message dissemination. It specifically “refers to the process of selecting media time and space to disseminate advertising messages”. In order to find out more about this division and the work they do our blog group reached out to Zimmerman Advertising Assistant Media Planner Mariel Oweida.

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Oweida, a May 2013 graduate of the UNCW Cameron School of Business, began working for Zimmerman Advertising in December of 2013. She referred to media planning as,

“…finding appropriate media platforms for a client’s brand/product to use by determining the best combination of media to achieve the client’s marketing objective; media could include print, TV, radio, digital, OOH (out of home advertising- billboards, bus wraps, etc.)”

 Media planning begins with a Media Action Request (MAR) and ends with a media buy. Although the media planning division doesn’t actually negotiate the buying, they do work closely with buyers and account executives to make sure the plan is well executed.

Media planning is fast paced. Owieda explains she was surprised at the quick turn around. Having concentrated in marketing as an undergraduate, media planning was a new career path for her. Usually you need specific degree for advertising or experience from another ad agency but, she says, ad agencies look for candidates that are willing to learn and grow with the company.

Specifically, Zimmerman Advertising is a full-service agency that focuses on building national retail brands. Over the past 30 years it has become 14th largest advertising agency in the world and they currently bring in revenue of $100 million a year.

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Recently they moved their headquarters to Ft. Lauderdale, FL. Their brand new office is beautifully constructed to promote a more casual, creative, and collaborative environment. Although this brand new building seems friendly and relaxed, it is full of hardworking individuals who go above and beyond to help clients meet their advertising objectives. In a previous interview with Elizabeth Harrington, Oweida described her typical workday as untypical. “You should never expect to go in at 8 a.m. or leave at 5 p.m. [You] almost always end up going in early and leaving later- that extra dedication is unpaid.”

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During her day Oweida works on budgeting clients money, conducting market research, and media placement. Already she has worked on accounts for Ashley Furniture, Boston Market and AC Moore. “The most challenging part of being an assistant media planner is paying attention to detail, executing the plan we provide, and dealing with clients,” Oweida says. “As a media planner it is your job to let clients know why they are spending their money the way you are telling them. It is important to keep up with research from Nielsen ratings, to demographics, income, and even how long people have owned homes. They all help you plan the media and explain the why to the clients.”

So as soon to be graduates we asked for the inside scoop on what to do if you want a career as a media planner. She said work on knowing Excel and basic Excel math, but most importantly have great communication skills. She also told us to be up to date on the newest and important trends in the field, which as of right now are social and digital media.

We would like to thank Ms. Oweida for taking the time to speak with us. If you have any questions or advice about media planning comment below!

- Caroline Robinson, Elizabeth Harrington , Savannah Valade

A Very Perry Spring

We are now in the transitional time of year when all the bitterness of the cold winter is transferring into the sunny, light-hearted feel that spring brings. One particular brand that has always been known for its spring-like characteristics is easily that of Perry Ellis and they are bringing forth their positively electric style to match the approaching season. For the upcoming spring/summer 2014 campaign, Perry Ellis is delivering a new, creative way to show men that style can be a fun experience. The campaign was released back in the month of January which was titled, “A Very Perry Spring: We’ll Put a Spring in your Step”. The foundational idea for this campaign is to assist men on the breakdown of fashion (patterns, prints, how to dress in suits and even undress) and to extend the message that men’s fashion does not have to be too serious and that style can be unpretentious and fun.

Perry Ellis launched his first line back in the year 1976 with the philosophy of levity being his legacy. The company is a distributor of a broad line of high quality men’s and women’s apparel, accessories, and children’s apparel. He believed that clothing should not be taken too seriously and should be fun. Perry Ellis redefined the fashion industry. Perry Ellis has coined the term that one could be labeled as, “very Perry Ellis”. This means customers of this brand are innovating their own unique style, instead of going with the fashion flow, and still looking chic.

For the Very Perry Spring 2014 campaign, Perry Ellis reunited with photographer Daniel Jackson and the label top models, Jason Cameron and Albert Reed. The advertisements incorporated the foundation of levity in the brand by fashioning vibrantly colored imagery showing the models in various confident and playful poses. Showing that style can be a fun experience, the images seem to leap out of the frame. Whether it is a hand or a hat, the meaning of this photographic placement is meant to contrast with the brand’s iconic “time to defy convention” attitude.

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Not only has the campaign mastered the traditional advertisements representing the brand’s legacy, but has also incorporated a new media strategy to reach consumers in the digital world. Matt Cronin, Vice President of marketing at Perry Ellis discusses the new media tactics will include “a series of engaging and witty videos which will bring the Very Perry attitude to life”. These videos consist of style tutorials for men and how to dress modernly. The style tutorials are entertaining, easy-going, and show men that dressing up is a lesson in laid-back attitude and breaking the rules.

Perry Ellis utilizes these media channels to promote its brand and for users to stay connected:

Facebook

Perry Ellis’ spring campaign is also holding a “March to a Million Facebook Fans” with incentives for contenders to win prizes by helping the company reach 1,000,000 fans.

Instagram

Pinterest

Twitter

And the brands new style blog

Brand tagline: “Very Perry”

The Very Perry Spring 2014 platform delivers a fundamental point of view from which the brand operates and incorporates everything the company is built off of into this new direction of marketing.The campaign will include digital campaigns featuring both still and video assets advertising the versatility of outlets the line is offering.

-Briana McWhirter

Banking on Bracketology

Even if you’re not a fan of college basketball, you’ve likely heard friends and colleagues exclaim about their “busted brackets” as of late. The NCAA Division I men’s basketball tournament, billed as “March Madness” runs throughout the month of March and is one of the most popular spring sporting events. The tournament begins with 64 teams and ends with the championship game in April. Part of the fun of March Madness, is Bracketology, the science of pitting teams against each other to predict the outcome of the tournament. It gets pretty serious–billionaire Warren Buffett of Berkshire Hathaway even offered $1 billion to whoever fills out the perfect bracket.

Where does Bracketology intersect with IMC? The answer lies in the “good hands” of Allstate. 2014 is the insurance company’s third year as official sponsor of the NCAA tournament. This year, Allstate’s antagonistic character, Mayhem, is breaking brackets in a series of Tweets, Facebook updates, and Vines. While Mayhem is infamously known for causing car wrecks and burglaries, the Leo Burnett-created “March Mayhem” campaign makes light of Bracketology. Watch as Mayhem breaks, bends, and even blends busted brackets.

March is Mayhem

“March Mayhem” is Allstate’s social media component of its NCAA tournament campaign. During TV coverage of the tournament, the company sponsors the “Good Hands Play of the Game” and is rolling out increased advertising for its homeowners insurance. Pam Hollander, Allstate’s senior IMC director, points out that the campaign goes on as the tournament progresses, taking into account how different teams perform in the tournament. She says the campaign features direct engagement with fans. Mayhem acts as a direct engagement tool to connect and learn more about Allstate’s social media-savvy audience. With Mayhem, interpersonal communication takes place in an ad campaign, personifying the brand’s relationship with the consumer.

Mayhem isn’t the only insurance character with social media presence. Representing insurance companies big and small: the Gecko, Flo, Jake, and J.J. Hightail each interact with their Twitter followers. One of the strong points of the March Mayhem campaign is how it takes advantage of the Bracketology phenomenon to establish a connection with the consumer. Using a popular social trend in a social media campaign exemplifies the personification of brands.

Do you believe using Bracketology in advertising is effective? How have you seen other brands use social phenomena in their advertising?

-Nathan Evers

The “Instructional” Campaign

According to the calendar, Spring has officially sprung. And while we are still experiencing some chilly days, it’s undeniable most of us are ready to shed our winter gear for shorts and sandals. As with all season changes, clothing companies are eager to help you exchange your wardrobe.

Recently, clothing company Lands’ End launched their new “How to Spring” advertising campaign, showcasing, “How fun and fashionable it is to add bright colors, graphic prints and floral patterns with a few perfect pieces from the women’s spring collection”. It could be argued that every spring campaign that will launch this season will have a similar goal; however, Lands’ End decided to do something a little different this season by adding a sweepstake to its promotional and marketing strategy.

The sweepstakes works by first connecting with Facebook or entering your email. Once you’ve connected, you are asked to fill out your name, email, and zip code. Filling out this information unlocks the game. The rules are simple, select an outfit and click “spin”. If the outfit that the player selected matches the three tumblers, the player automatically wins a gift card with a balance of $25, $50, or $1,000. That’s it! Simple right? Not to mention, everyone is eligible to enter every day for the grand prize of $1,000 shopping spree. You can view the official rules of the sweepstakes here.

While we like to think that games, contests, and sweepstakes’ only motives are for fun and entertainment, they are actually a smart marketing move – encouraging consumption of the product by creating consumer involvement. This involvement builds fan base, engages the audience, and enables consumers to do your marketing for you. Not to mention, user generated content often provides quality, innovative, and creative ads for free.

In addition to promoting brand visibility, contest and sweepstakes are strategies that provide valuable quantifiable benefits for companies as well. They are cost effective, they help build search engine optimization (SEO), and increasingly important, they provide a rich source of consumer data for the company about existing and potential customers – emails, product preferences, location, etc.

With every click essentially producing some sort of user information, online contests are growing in use on websites and especially on social media. The most popular initiatives include: photo and video contests, tagging contest, hashtag giveaways, and website raffles.

Top Rank, an online marketing blog, named some of their picks of the best contest use on social media.
Facebook: When Frito-Lay began their campaign for searching for new potato chips flavors, the company bypassed focus groups and turned to Facebook to connect directly with the customers who would be eating them.
Pinterest: AMC Theaters have an entire Pinterest board, AMC Giveaways, where all users have to do is follow the board to stay up to date on the latest AMC contests. The basics are simple, when users see a prize they want, clicking on the image takes them to a landing page that collects their information.
Twitter: In a “retweet to win” twitter contest, Doritos tweeted a message that simply asked followers to retweet for a chance to win. The tweet was retweeted over 500 times in a day with winners snagging products that ranged from Doritos to widescreen tvs.
Instagram: As many clothing company are starting to do, Vera Bradely’s instagram contest asked users to post pictures of them and their favorite Vera Bradley bag using the hashtag #VBStyleShare. At the end of the contest, winners received a wrislet, followers of the hashtag could receive fashion inspiration, and staff could see how consumers were pairing their products.

The benefits contests can provide seem like an almost no-brainer for companies to increase brand awareness while also gaining consumer data, but as they start to trend they are also subject to overuse. To combat becoming another form of clutter, companies will have to make sure their contest are increasingly interactive, engaging, creative, or lucrative.

Have you ever participated in an online contest? Did you win? Did it make you feel more favorable towards the brand? Scrolling through your social media feeds have you seen brands using contests similar to the ones above? What are some of the best/most creative ones you have seen?

- Elizabeth Harrington, Caroline Robinson, Savannah Valade