Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
Rolling Stone • Advertising problem: Young planners wanted to buy the magazine, but their older bosses associated it with hippie counterculture.
BMW • Advertising Problems: Low share of voice and imitation by higher priced competitors
Insight • Consumers flocking to the Internet, but marketers way behind consumers. • Opportunity: First mover
Results • “Brand minute” cost 44% less • Long tail 80% of film views happened after the campaign period (all through 2003 and 2004) • Sales in 2003 and 2004 grew 20% • Others followed and wasted their money: first mover was the only mover (at least for 8-minute films).
Bahamas • What was the advertising problem? • What was the solution?
Challenge • Advertising problem: PAYGO was a a purely rational approach (and a good one), but a rational position alone is rarely sustainable. • Solution: Virgin mobile is the perfect way for young people to express their feelings toward each other during the holidays.