Unexpected but Relevant Selling Messages

 About the brand  Consumers  How the two interact

And ends with a solution for consumers

 A brand dating back to 1938, Old Spice traditionally targeted male users.  New research revealed that women buy the bulk of men’s toiletries.  Advertising agency Wieden + Kennedy created the “Your Man Could Smell Like Me” commercial

 The commercial became a social media sensation.  The agency set up a social media monitoring center to respond to bloggers and followers.  Their creative team uploaded 186 personalized YouTube messages in two days.

 40 million views  One billion PR impressions  Named one of Top 10 Viral Campaigns of 2010 and 2011 by Advertising Age  Sales doubled from the previous year

Example: Old Spice ®

Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.

 Relevant  Persuasive  Unexpected Courtesy of Stren Fishing Line.

 Avoid jokes (punch lines wear out too fast)  Relate to the human experience  Make the humor central to product message  Understand your audience’s sense of humor  Avoid humor that’s at the expense of others  Have fun with product, but don’t make fun of it

 Have stopping power  Are idolized by fans  Social media makes them seem accessible  People are fascinated by their stories  Unique characteristics can help communicate the selling idea  Perceived as experts in their fields

 Expensive  Often a quick fix, not a long-term strategy  May lack credibility  May endorse too many products  Can overshadow the product  May disparage the brand  Bad press about celebrity can hurt the sponsor

 Doesn’t show original thinking  Unlikely that they will have that type of budget on first account

 Communicate a selling feature  Appeal to different generations  Reinforce a brand name  Advertiser has control over them  Make a company seem more approachable

 Should profit or prudence prevail as surveys indicate women and minorities are prime targets for cigarettes and alcohol?

 Should the manufacturer of a pain reliever reveal the reason “more hospitals choose our brand” is that it is supplied at a reduced price?

 Should consumers who have no medical background be told to ask their doctors about specific brands of prescription drugs?

 Should an ad show a sports car outracing a jet plane when speeding motorists are killed daily?

 Is violence appropriate in ads?

 What about sexual innuendo? If sex sells, should there be limits?

 ADDY Awards  Andy Student Awards  Art Directors Club Annual Awards Competition  Clio Student Awards  D&AD Student Awards  One Show  Young Guns Courtesy of the American Advertising Federation.

Meet Kevin Butler, VP of Right Message at the Right Time

 People thought the new PlayStation 3 was too expensive  Didn’t understand everything the PS3 could do

 Reach an audience beyond hardcore gamers  Communicate that the PS3 could play Blu-ray discs, download movies and TV shows, browse the web, and more  Re-establish the humorous and fun personality that once defined the PlayStation brand

Kevin Butler

 VP of Enough is Enough  VP of Fanboy Relations  VP of Family Funterventions  Boombassador of Deals

 Presents key selling points with a blend of irreverent humor and approachable personality  The tagline, “It only does everything,” sums up the PS3’s versatility  P2nQ P2nQ

 More than 125,000 fans follow  The “Kevin Butler Returns to PlayStation” YouTube video has been viewed nearly 1.6 million times  Another video, “Kevin’s Latest Gaming Innovation, SimulView™,” has been viewed more than 1.7 million times

 Kevin Butler has helped reestablish PlayStation’s mojo with gamers and attract a whole new market to the PlayStation nation  PS3 saw a significant increase in sales  The campaign won a 2011 Silver Effie Award  And that’s why Kevin Butler deserves to be VP of Right Message at the Right Time