Transcript Campaigns - Juliet Davis

Campaigns
How It All Comes Together
Definitions
• Campaign
A connected series of activities designed to bring about
a particular result.
www.tolerance.org/pt/votequest/vq_dictionary.html
• Advertising Campaign
The 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 CAMPAIGN
Repeating Element: Gecko
Changing: Story

GEICO CAVEMAN
CAMPAIGN
Repeating Elements:
Characters and Story

GEICO “I just saved
a bundle on my car
insurance.” CAMPAIGN
Repeating: Tag Line
Changing: Story / Characters

ALL PART OF LARGER
Integrated Marketing
Campaign
Integrated Marketing Campaign
Integrated
Marketing
Campaign
Product
Development
Branding
Package
Design
Point of
Purchase
Advertising
Public
Relations
Web /
Wireless
Promotions
The Power of a Series
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
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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 concept
2 Print ad concepts
1 Promotion Idea