Campaigns How It All Comes Together
Definitions • CampaignA connected series of activities designed to bring about a particular result.www.tolerance.org/pt/votequest/vq_dictionary.html • Advertising CampaignThe creation and coordination of a series of advertisements around a particular theme to promote a product www.glencoe.com/sec/busadmin/marketing/dp/ad_serv/gloss.shtml
Examples • GEICO GECKO CAMPAIGNRepeating Element: GeckoChanging: Story • GEICO CAVEMAN CAMPAIGNRepeating Elements: Characters and Story • GEICO “I just saved a bundle on my car insurance.” CAMPAIGNRepeating: Tag LineChanging: Story / Characters • ALL PART OF LARGERIntegrated Marketing Campaign
Integrated Marketing Campaign Integrated Marketing Campaign ProductDevelopment Branding Package Design Point of Purchase Advertising Public Relations Promotions Web / Wireless
Benefits of a Campaign • The series of ads shares elements/themes (“motifs”) that allow viewers to see them as part of a group. • Ability to have repetition without boring an audience, and ability to target different audiences within the repetition.
Other Creative Fields Relying on Series • Interior Design: Rooms in a house • Fashion Design: Garments in a collection
Some Repeating Elements in Ads • Visuals • Spokesperson / Character • Music • Tag Line / Slogan • Story • Colors • Etc.
Example: Vonage“We all do stupid things.” REPEATS: • Words • Color bar • Theme • Story structure • Humor • Theme song (whistle) CHANGES • Situations
Assignment: Campaign In a group, develop a campaign idea for a client of your choice and be prepared to present rough sketches and explain your ideas relative to your target audience(s). 1 TV ad concept2 Print ad concepts 1 Promotion Idea