The Snoring Center Pink Jacket Creative for Integrated Advertising, Promotion & Marketing Communications 7e Clow & Baack 1

BackgroundBackground Physician had office in Dallas (ENT Practice) Wanted to treat only snoring and sleep apnea 2

Pink Jacket Creative Full-service marketing agency Founded in 2005 Elena BacaBill Breedlove 3

Pink Jacket Creative Elena and Bill explaining the campaign. Elena Baca Bill Breedlove 4

The Right Size Idea “Big Idea – how many times have you heard these words thrown around by ad agencies? Since when do ideas have to be super-sized or complicated? At Pink Jacket Creative, we have a different idea – the right size idea. The right size idea fits perfectly. It speaks to your audience, reaches your goals and overcomes your obstacles. And it takes many different forms.” - Pink Jacket Creative 5

Creating the Right Idea Teams assigned by Elena Over several days: - Paired off - Went to separate corners - Came up with ideas Reconvened to pitch ideas Three ideas were chosen - Massaged to present to client 6

Snoring Snoring creates relationship problems 46% of adults snore 25% snore habitually 23% of married couples sleep apart due to snoring 7

Snoring Make jokes about snoring Laugh about snoring With a couple – when one snores – not funny! “Very dramatic” “Destroying our marriage” 8

The idea Snoring Kills __________ ? 9

The Challenge Turn billboards into a direct response vehicle 10

The Strategy 26-week outdoor campaign - “Snoring Kills ______” - Rotate what snoring kills every Monday - Only had to change the snipe each week Lichtenstein-type drama billboards Magazine ads - In middle and back of magazines, near content - Purchase 1/3 vertical spread on each side of an article - No other ads on the page - Costs are less - More effective - When reading this article, will be exposed to ad for 2-3 minutes 11

The Billboards 12

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Billboard Impact After 6 weeks, phones started ringing Patients made appointments People would watch billboards for the next “What snoring kills…” “We would have people call and say, ‘I’m going to be on vacation next week, and I can’t stand it. Can you tell me what snoring is going to kill this week?’ It was just a really simple but fun campaign. We like breaking rules and making billboards lead to phone calls…” – Bill Breedlove, Pink Jacket Creative 20

The Billboards: Lichtenstein 21

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The Magazine Ads 24

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Campaign Results Physician shut down ENT practice within 1.5 years Now two locations of The Snoring Center Within 24 months, became world’s leading provider of minimally invasive treatments Do more procedures than any place in the world Patients now from all over the world 28