Transcript PULLING IT ALL TOGETHER The Integrated Campaign

PULLING IT ALL TOGETHER
The Integrated Campaign
The bull’s-eye
of the
advertising
business.
THREE QUESTIONS
 Why is it important?
 What constitutes an integrated campaign?
 How do we create one?
An integrated campaign extends
a brand idea across multiple
media or forms of
communication.
1985
print/outdoor/TV/radio/direct
mail/PR/trade show tchotchkes
 2010
plus interactive and digital media, buzz
marketing, ambient/guerilla events,
viral, interactive TV, mobile apps,
blogs, coffee cup sleeves, bar mats,
magazine bellybands, banners, incinema, product placement, posters, CD
cases, point of purchase displays, live
events, every consumer touchpoint,
company publications, annual reports,
employee handbooks, etc.
A small idea CAN’T
POSSIBLY
ENERGIZE THIS
ENORMOUS
MEDIA
SPECTRUM.
A BIG IDEA
THAT’S
BRANDED
Before executing an integrated
campaign,
you need a branded advertising
idea.
Branded advertising creates a strong
association between an idea, symbol,
object, emotion, icon, attitude
or perception and a
particular
product or company.
Successfully branded
advertising uses BRAND
CUES to connect the
advertiser to the message
 images and icons, logos, labels
 “created” characters
 spokespeople
 signature music, filmic styles,
voiceovers
 taglines, brand name, product
 colors
 attitude, point-of-view
You might think branding the adv
is the creative dept’s job, not the
strategist’s.
You’d be wrong
In many ways, the strategist
provides the raw materials for the
branding of the advertising
 sifting through the brand’s history and
iconography
 establishing its point-of-view, its voice
 defining the world(s) it will live in
 Its signature images, settings, moments
Creating an integrated advertising
campaign is a team sport.
 Acct mgt/planning curate strategic integration
 Creative dept. curates creative integration
Half-a-Virgin Cola
 you’ve got a big idea
 you’ve created some branded advertising
based on it
 which media options do you employ in this
integrated campaign?
THINK LIKE A
MERCHANT
Merchants were the first
advertisers.
 promoting their storefronts: sold hats, shoes,
hardware…butchers, bakers, candlestick
makers.
 intensely local - their market was on foot and
nearby.
 created the first logos: dentist/tooth,
blacksmith/horseshoe, bars/beer mug.
A “Merchant Mentality” is a
mind-set absolutely
obsessed with the customer.
• wants and needs
• aspirations
• buying habits, the transaction
• levels of satisfaction, loyalty
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Sam Walton
RH Macy
Tom Carvel
Howard Schultz, Starbucks
Steve Jobs, Apple
CONSIDER THE
TRANSACTION
 The who, where, when, and why of the
actual sale
 consider the product in use