This season of the Big Bash League is the first year Zooper Dooper have become a sponsor of the series, presenting a perfectly timed opportunity to reach a wide audience. Zooper Dooper have curated an arrangement of match-day signage, including umpires shirts and boundary ropes.
The opportunity to sponsor such an event is perfectly timed for Zooper Dooper as the series begins in December and concludes in January. Zooper Dooper struggle to achieve top-of-mind awareness due to the seasonal nature of their products. However with a low price point, they are accessible to all. The games are affordable to attend resulting in sell out crowds and wide television audiences, and consequently wide reach of the sponsorship.
Such sponsorship is exceptional in raising awareness, especially when coupled with in-store promotions. Zooper Dooper have done this exceptionally well with specialty Big Bash packaging in Coles and Zooper Dooper holders in Woolworths, along with in-store displays and price promotions. These increase the purchase propensity as the consumer finds it easier to recognise the brand in-store.
As 2015 comes to a close, I thought I would share what I consider to be the best campaign of 2015; Showpony Advertising ‘s “Keep your hands off our Ambos!” campaign. The very confronting, raw video translated into incredible results for SA Health; resulting in a very successful campaign.
The campaign focused on raising awareness for the violence Ambo’s face when performing their duties. Showpony were dutifully recognised for the campaign, rewarded with a elusive Gold Effie.
Utilising social media, the video went viral. Mass reach was achieved through unpaid organic reach, resulting in a cost effective campaign. The video was also shared by many paramedic pages on Facebook, along with being broadcasted by news and current affairs programs.
“Reaching over 2.3 million people across 13 different countries, our video has been viewed more than 800,000 times. With over 70,000 likes, comments and shares, the public has engaged with the video, not as an ad, but as a social issue.” (Jamie Scott, September 17 2015)
The campaign was incredibly effective, resulting in a 37% reduction in incidence of violence against Ambos, demonstrating changes in behaviour as a result of the campaign.
This article is part three of a three part series.
In the last two articles we have spoken about a few things that it takes to make advertising that works – well branded, effective advertising. This knowledge is based on research conducted by academics around the world (including at the Ehrenberg-Bass Institute for Marketing Science in Adelaide, Australia). So if this knowledge is available, when will we see it put into practice?
Creative agencies can have a reputation for creating advertising that is artistically beautiful and consequently wins industry awards (the majority of advertising awards being directed towards artistic and production talent, excluding the Effies). However these campaigns aren’t necessarily effective when it comes to changing the behaviour of the consumer.
In order for creative agencies to create effective advertising, two things need to occur: 1) the client needs to want it and 2) the agency needs to want to do it. I’ll now address these points independently.
Firstly, the client signs off on every campaign; at the end of the day they are the ones who pay for it and therefore must be happy with it. If the client appoints a new marketing manager and decides they need to change an existing distinctive asset, there is little the agency can do about it. The client needs to be educated on how to make advertising effective. But don’t forget the customer is always right! Brands often forget how little attention is paid to their advertising and don’t like to accept that, given how much they are investing. There is a level of education that needs to occur here and the agency isn’t always in the place to provide it.
Secondly, the agency needs to have a culture that stands by creating effective advertising. In a smaller agency (without a strategy team) this needs to come right from management at the top and down to the account management team writing the briefs. If the culture fosters effective advertising, effective advertising will be created.
Hopefully we see more effective advertising in the future.
This is part two of a three part series on effective advertising.
So from part one we know for advertising to be effective, it has to be well branded so we, the audience, knows who is advertising. But what is the best way to make an advertisement ‘well branded’?
In order for an advertisement to be well branded it must have both audible and visual branding or distinctive assets (assets that the consumer will subconsciously associate with your brand – think Nike and the tick). Audible and visual branding ensures those who are passively avoiding your advertisement may be accessed through the audible branding. Those who are muting the television can also be accessed through visual branding.
It must also be remembered in more cases than not, the consumer will not watch the entire advertisement with 100% attention. Therefore, branding needs to be in all thirds of the advertisement in order to reach as many people as possible.
Myer’s more recent 15 second commercials demonstrate better branding than their initial 60 second spot. Although this is a slightly longer advertisement, Coles have used both audible and visual branding exceptionally well.
This is part one of a three part series on effective advertising.
Obviously spend on advertising increases in the lead up the Christmas as brands compete for precious consumer spending. However, are brands really getting their ROI?
Along with this increase in advertising, there is also an increase in wasted spending. If an ad is aired and the consumer doesn’t know who or even worse, what it is for, the spend it wasted.
Brands must take into consideration that consumers don’t like advertising, with one third of television viewers avoiding advertising through switching channels, playing with children and pets and going into another room. Another third are passively avoiding advertising through muting the television and directing attention towards other mediums such as social media. Therefore a brand must do all it can to access the two thirds of the audience that don’t want to know about them through having a likeable, well branded (audible and visual branding) advertisement.
An example of a poorly branded advertisement is Myer’s “Find Christmas at Myer” TVC that has been airing for the last three weeks. Not only does it require the viewer to watch the very last 8 seconds of the 60-second commercial to know whom the advertisement is for, it also does not show any products and lacks audible branding. Consequently, a large proportion of the audience is a missed opportunity.
Stay tuned for part two…
Last weekend was a battle of the codes for social media engagement during the biggest games of the year.
AFL: Along with Twitter, Facebook and Instagram being active, the AFL partnered with Snapchat to record the day with an official Snapchat Story, available to nearly 100 million daily active users for a 24-hour period. This medium allowed the sport to expose itself to Snapchat users worldwide who had little to no exposure to game.
NRL: The NRL opted for a more traditional social media strategy with Facebook, Twitter and Instagram all active during the game. With such an exciting game, it can be anticipated engagement would have been high, however it is doubtful reach would have been the same as the AFL Snapchat story.
McDonald’s released its ‘Create Your Taste’ menu with obvious anti-branding – how very un McDonald’s. Anti-branding is a marketing concept whereby a brand will “play dress up” to attract consumer’s who are not necessarily attracted to the brand. In this instance, McDonald’s can be seen to be jumping on the bandwagon of the burger craze – think Grill’d and the like. There is however considerable risk with anti-branding. Continue reading
By now, I’m surprised if you haven’t seen this post by Bugaboo or the social commentary surrounding it. Long story short, a proportion of mothers can be seen to be vocalising how unrealistic it is for a mother to be running in a bikini with a figure such as Ymre Stiekema, pictured. Continue reading
The Curious Cat has recently expanded to include Social Media Consultancy Services. Please contact Courtney (firstname.lastname@example.org) if you are interested in expanding you business into the digital world, need advice on managing your Facebook page or want to know more about social media advertising!
When a consumer enters a store, they entre a new environment. This can be a calming or highly stimulating environment. They may entre with ambition to make a particular purchase, or idly wonder and browse; we have all been in both these positions at one time or another. A stores environment is intrinsically associated with their brand and it is therefore essential to create the right atmosphere and ambience to create a welcoming environment to foster sales; the essential purpose of a store.
Many factors contribute to a store environment including: the music played, the layout of inventory, the use of technology and personality of employees to name a few. Any changes in these elements will influence the store environment, and consequently the brand. Visitors need time to adjust to the store environment upon entry and don’t want to be bombarded by store personnel or stock. These experiences can make a consumer feel very uncomfortable within the space of the store. Store personnel are required to read visitors to the store to assess if they want assistance, are idle shoppers or are on a mission. The wrong classification of any of these visitors to a store can create the wrong ambience. A store that has the right environment will encourage repeat purchasers and sales. Continue reading