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CREATIVE BEST PRACTICES Examples of success / not success

CREATIVE BEST PRACTICES Examples of success / not success. Publicly presented case examples. Improved Online Creative. Needs Improvement. Strengths: Message Simple message regarding availability, includes extended cut Consistent Branding Title treatment and box art is on every frame

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CREATIVE BEST PRACTICES Examples of success / not success

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  1. CREATIVE BEST PRACTICESExamples of success / not success Publicly presented case examples

  2. Improved Online Creative Needs Improvement • Strengths: • Message • Simple message regarding availability, includes extended cut • Consistent Branding • Title treatment and box art is on every frame • Room for Improvement: • Try to remove some clutter • Real estate/word count given to Shoe promo is hefty • Iconic Imagery • Consider using talent more, rather than just talent on box art • Message • Alternate Version is the primary message point, which worked well for theatrical viewers • Too Cluttered • 4 Frames • 20+ words to read • Small mention of street date • No Persistent Iconic Imagery • Will Smith is in and out of the frames. He could be the icon • Title or Star Should be on every frame • Consistent Branding • I Am Legend currently only in the resolution frame • Title should be on every frame

  3. TDK Online Drove Purchase InterestAfter strong gains in online with SATC, TNR Banner Ads have now cracked the definite interest hurdle. Needs Improvement “Best in Class” Online Creative • Message • Alternate Version is the primary message point, which worked well for theatrical viewers; however, upside potential to influence a larger population may have been limited. • Clutter Free • 4 Frames • 20+ words to read • Small mention of street date • Iconic Imagery • Will Smith is in and out of the frames. He could be the icon • Should be on every frame • Consistent Branding • I Am Legend currently only in the resolution frame • Title should be on every frame • Message • Simple message regarding availability and various versions • Clutter Free • Few words to read • Less is More • Iconic Imagery • Talent and iconic imagery was leveraged to a better extent than with Sex and the City. • Consistent Branding • Batman and box shots on every frame • Room For Improvement: Make Date a Bigger Deal +14 pts PI Lift (Definitely intend to buy) No significant Purchase Intent lift

  4. Apply brand mark persistently • Network logo should be used on every frame of the ad • Use simple iconic messaging • The ad must convey the message simply and quickly to be seen and understood by the consumer • Consumer will not read lines of text and will be overwhelmed with too many elements • Make the star of the TV program clearly identifiable at a glance. • Examples of effective ad: • x Iconic Image • x Prominent Logo throughout Ad • x Clutter Free • Example of ad that FAILED: •  Iconic Image •  Prominent Logo throughout Ad •  Clutter Free Best Practice Not Best Practice

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