Postmates & ubereats tv commercials comparison

COM 5401 Advertising Production and

Management Creative strategy

Semester A 2018

Fei Shen, City University of Hong Kong

Housekeeping

• Topics due today; email your TAs about your topics; multiple groups choosing the same topic is okay.

Recapitulation

• Keys to branding

• Intangible: identity, value, image

• Need hierarchy: from functional benefits to “intangible” satisfaction

• Coherence

• Long-term planning

From strategy to execution

• We are getting down from big pictures to concrete operations.

• Brand (big idea) first; creativity follows

Final project

• Erroneous tendencies: • Focusing on creative tricks • Focusing on technical details

• How to avoid it? -- image yourself to be a brand manager, not a product designer, or a short film director.

• Work flow: • Branding system: the “need triangle” of your brand (we will discuss and confirm) • Your creative: story (we will discuss and confirm) • Production

• Let me emphasize this again: do not start from story. You will get a low or even failing grade for this.

Awards

• Advertising creative awards • Clio http://www.clioawards.com/

• Cannes http://www.canneslions.com/

• New York http://www.newyorkfestivals.com/

• London http://www.liaawards.com/

• Hong Kong Kam Fan http://www.aaaa.com.hk/en/awards/creativeAwards/index2014.php

Creative Strategies? Part I

• The BASIC strategies – being employed long time ago, but still usable today, and effective, if well used.

• Two traditional routes: rational vs. emotional

• Sex

• Humor

• Fear

• Celebrity

• Three Bs – attention catcher (not Bach, Beethoven, and Brahms)

Two traditional routes to take

• Ration/functional benefits – too many examples

• Emotional • Thai insurance company

• True Move – telecommunication

• Macintosh - Crazy ones, and Apple computer advertising from 1997 to 2001

• Musashino Bank

Sex

• Gender difference: sensual and innuendo for female; graphic for male

Sex

• Wacoal

• Toyota

• Sony PS

• Fertilizer

Humor

• People react positively to humor, welcomed, get away from stress; Humor peeks up interest

• The got milk campaign

• South West: Wanna get away?

• McDonald’s

• Burger King

Fear

• Successful fear appeal relate to the severity of the problem: good match

• We have seen many examples when talking about fear appeal theory – EPPM.

Celebrity

• Be careful with celebrity endorsement: some times it backfires

• Not necessarily to use explicit endorsement Testimony is reserved for unsophisticated consumers

Beauty, beast, and baby

• Evian water

• Low fat tuna – beauty and beast?

• Benz 2009

Creative Strategies Part II

• Some popular tricks of story telling – for more sophisticated audiences

• Metaphor/Simile

• You don’t need to tell the whole story

• Unexpected/Exotic/only existing in imagination – attention catcher

• Symbol - Simple, low cost, but powerful

• Reverse thinking/going against the trend…

• Seeking resonance from pop culture / current social situation

Metaphor/Simile

• What is a metaphor/simile? • Tango

• Ford C-max

• Quit smoking

• DVD player

• Magic body control

You don’t need to tell the whole story

• Use implied meaning, let the audience to guess

• La Senza

Unexpected/Exotic/Strange

• Pepsi Monk

• Evian

• Pepsi ‘girl’

• Support Child Foundation

• Big Cat

The power of symbol

• Volkswagen –double-checked

• Audio- Identity

Reverse thinking

• Volkswagon Beetle – think small, DDB, 1959

Reverse thinking

• Avis – ‘we try harder’, DDB, 1963

Inspiration from culture/social ethos

• Apple 1984

• Budweiser: Wassup! 1999-2000, Grand Clio Award

Creative Strategies Part III

• Trendy tricks – with the development of technology • Long story - not necessarily TVC

• Less thinking, more relying upon visual impacts

• Make it eventful (related to viral marketing/interactive campaign - we will discuss this in future lectures)

• Johnnie Walker –Fishman

• “The bouncy ball ad” – San Francisco – make an event!

Long story/short film

• Lenovo – Always online, Dentsu， 2008

• 星展银行 《成就未来》， 2013

• Wechat 香港， 2013

• 益达 酸甜苦辣， 2010

Long story/short film

• 益达 酸甜苦辣， 2010

• BBDO Guangzhou

• Background:

• chewing gum declining

• “good for teeth” no longer works

• Consumer insights: food culture in China

• Emphasis on “necessity after meal”

• HTC strategy (habit+trust+care)

Three things to watch out for

• Culture

• Regulation

• Ethics

Next time

• Creative methods