Advertising Works

8/7/2019 Advertising Works

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Advertising Works


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Call for Action

Do you remember that in classical times whenCicero had finished speaking, the people said,

How well he spoke but whenDemosthenes had finished speaking, thepeople said, Let us march?

Adlai Stevenson, in introducing a candidatefor the Presidency who succeeded wherehe failed, in Los Angeles, 1960.


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Purpose of Advertising

After all advertisements are purely functionalthings, and the criterion is their success asadvertisements and not as works of art.

Commercial considerations are the judges,not a panel of any number of distinguishedgentlemen.

Duke of Edinburgh, to the jurywho selected the Layton Annual Awardsfor Advertising, in London, 1960.


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Advertising

Art of Science

Debate Continues...


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We explore the Science

The Way


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To get it Right

You need three things:

Strategy(Why?)Brief(What?)Creative(How?)


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Strategy

Inspire the creative


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Why?

Reason for brands existence.CompetitorsRivals claims?Where is our edge?


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Do we recognise our consumer?

Give soul, heart, mind and body to yourtargeted consumer.

The order is important.

What he thinks of the category?- Does coffee competes only with coffee...

Current thinking about the brand?- Put it in real, everyday street language not jargon


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Brand Print

A written expression of the uniquerelationship the brand has with its customers.

Be sure not to have- Product specification- Category association

- Customer memories

- Customer experience

The only way is to write, write it again, againtill the time you get it right.

Remember we are looking for poetry and notprose.


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Brand Idea

Idea is an unexpected combination ofdifferent and previously unconnectedobservations.

It brings the challenge to life.What we- think,- feel

- behave.


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Points of Contact

Its not just what you say, but where you sayit matters.

Take it to the world of consumer.

Intensify the involvement.


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This was Strategy.


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Brief


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Simple Rules

Brief is detailed call for actionNo more, or less, than that.Essentially work requisition.


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Who are you Talking To

Who will get excited seeing your body ofwork.

Some truths about them- Life, gender, age- Class, caste- Tastes, origin, religion


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The Button

Single brilliant, simple something that willbring the change in the consumer opinionabout your brand

It can be- rational fact- emotional cue- it could be the ad itself


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Support

Why should anybody believe you?Proof, substantialand believable.


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Timing

Never attempt to produce work in less timethan it will take to do it well

More a function of experience than anythingelse

Someone once said, commenting on thecreative standards in the advertising industry- We gave up wanting it great, and settled for

wanting it Tuesday


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Not easy,this.Sorry


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Proof of Pudding


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Generating Profits From Dreams


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In The Beginning Was A Cup ...

Brief :

Help us sella drinkin a plain white plastic cup

Take nothing and makeit something


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Why Coffee?

In 1998, President Foods had a superiorrefrigeration & distribution system for plasticcup drinks sold through convenience stores

People expect fresh drinks to be moreexpensive- the freshness perception of the plastic cup creates

perceived value

Coffee has the most premium perception ofpossible products- but as there are many ready-to-drink coffee brands,

the brand must be strongly differentiated


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Involvement Area

The desire to feellike a sophisticated, artistic,well-traveled woman of the world


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Communication Challenge

Objective ... in order to

Create a newpremium-priced,ready- to- drinkcoffee brand targetedat young women

Challenge we have to

Make the experience ofthe brand assophisticated andartistic in reallife as inthe dreams of its

customers


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EXERCISE


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Think Of A Fish

Describe the fishClose your eyesImagine you are the fishCan you experience the new world?


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Developing the Idea

Alternative concepts of where the coffee might comefrom were tested in research, resulting in the winner...

Coffee from Paris - from a caf on the left

bank of the Seine - a place full of atmosphere,a haunt of poets and philosophers


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Developing the Concept

Various concepts were tested :

e.g. Brazil, Colombia, Japanese Coffee House etc.

The winner :Coffee from Paris


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La Rive Gauche (The Left Bank)

The left bank of theSeine River in Paris.Here the river flowsroughly westwards,cutting the city into

two halves; the RightBank, to the north,and the Left Bank, tothe south.


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The Left Bank is one of the city's mostromantic districts. This is the Paris of anotherera; the Paris of Pablo Picasso, Henri Matisse,Ernest Hemingway, F. Scott Fitzgerald anddozens of other members of the great artisticcommunity at Montparnasse.


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More than simply ageographical region,the Left Bank has

become a name for aparticular style of life,fashion, or "look".

Some of its famousstreets are theBoulevard Saint-Germain, BoulevardSaint-Michel, and theRue de Rennes.


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Name

Left Bank Caf


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Brand World

The atmosphere of a caf from the Left Bank

of the Seine in Paris (Rive Gauche) a place full of romance, a haunt of poets,artists and philosophers.


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Brand Print

Left Bank Caf is where your imagination travelsto.

It is like one of your favorite books, a travel

memoir, or a small volume of poetry, which isalways kept on a nearby bookshelf, so that it can

be taken down to be enjoyed in peacefulmoments alone.

Left Bank Caf makes your mental trip easier - itsFrench serenity simply rewards you,

and renews your spirits,

any time, any place, and privately.


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PackagingCreated A Visual

Equity WhichTraded Off TheName And

Parisian Icons


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Packaging

Art event

Late night

radio

Print series

TVC

Bookstore

event

POS

Mental activities

Traveling

alone

Reading books,

arts

Murakami

HarukiLeft Bank Caf

Creating a Sensory Surround


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TVC


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World of the Caf Through Print

A series ofshort storiesabout things

that have

happened inthe caf,

through theeyes of awaiter


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Exhibition of photographs of French cafs atTaiwans most deluxe bookstore..

Open-air Left Bank Caf were set up outside


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A 15-minute Programme

Left Bank Caf Tour, introducing 20 cafs on

the left bank of the Seine

Poetic vignettes from the caf Broadcast late at night


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Around French nationalday, Left Bank Cafwas one of thesponsors of acelebratory dinner

and a French filmfestival organized bythe French Institutein Taiwan

The sponsors Renault,Peugeot, Chanel,

Christian Dior, anumber of differentwine makers, andone brand you wouldnever find in Franceitself - Left BankCaf

Sponsorship Helped the BrandBecome an Insider


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French National DayCoverage


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Results

Post-campaign research showed that the brandgave people an enjoyable feeling of solitude- when people drink Left Bank Caf products, they feel

they are rewarding themselves

Eighty percent of the people interviewedbelieved that the Left Bank Caf really exists inFrance, and that it will soon open a branch in

TaiwanOne consumer said: Does the Left Bank Caf really exist?

I prefer to believe in a world where it does.


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Results

Left Bank Caf made US$ 4 million in the firstyear, grew to US$15 million in the second,and the brand continues to grow stronger


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Anything You Can Find in aCaf

Tea, ice cream, cheese cakes...


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Post Launch-Year Three


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Objective

To enhance further the link between LeftBank Caf and France

To increase sales volume in the slack season

Left Bank Caf Airplane launch


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Press Conference


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Press Conference


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Headrest Covers


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Boarding Package


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Headrest Covers


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Meal Tray


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Cabin

Decoration ...

And a Premium ...


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Lucky Draw

Event

Announcement

Ad

Mail back cap of LeftBank Caf cup to entersweepstakes : Prize tofly to Left Bank of Seineby Left Bank CafAirplane or win anelegant Left Bank Cafsketch book


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Results

Satisfaction survey showed consumers were even moreimpressed by the Frenchness of Left Bank CafMonthly sales grew substantiallyHuge number of news reports generated by the eventOther organizations want to be associated, including

- Taiwan Railroad Co.

- Major travelagencies (launching travel packages & placingadvertisement by themselves)

- RetailStores seek sponsorship from Left B

ank

Caf for theiropenings/expansions.


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Enjoy your coffee

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