advertising works
TRANSCRIPT
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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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La Rive Gauche (The Left Bank)
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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La Rive Gauche (The Left Bank)
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