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A Sampling of Non-Traditional and Creative Media Campaigns
A Study of Creative Communication
By: Steve-OH-MG.Com
Campaign: Beneficiary
Challenge:Consumers don’t realize
proceeds from playing the lottery have a direct benefit
for the environment
Connection:Use the environment literally
to convey the message.
Campaign: Powerball
Challenge:Encourage more consistent Powerball play during non-peak periods (Sweetspot $60-$80 million) - Introduce new people to Powerball, Re-invigorate brand
Connection:Connect with “fun and surprise” of lottery play by creating a visceral
connection with consumers.
Online “Crush” unit
3D Board Downtown Mpls
“Crushed” Cars
“Crush” Car Mobile Truck
Challenge:Drive incremental sales of lottery tickets as gifts during the holiday
season.
Creative FoundationThe creative utilized a world-class
photographer to highlight larger than life surprised faces of winning ticket recipients. “We wanted the ads to be
large and visually arresting, as well as fun."
Connection:Shopping Occasion Strategy: Connect
messaging where consumers are shopping or in a shopping mindset.
Surprise and engage people by placing them in unexpected places leading in to
retailers.
Placement in Mpls/St. Paul skyway systems
Wild Postings and Projection Media during Holidazzle Parade
Campaign: Gopher 5
Challenge:Revitalize Gopher 5, a unique MN only game which has not actively
been marketed in many years.
Creative FoundationGopher teeth became the foundation
for the creative elements, visually showing people with their teeth and
results of their winnings.
Connection:Create buzz tactics to revitalize the game by integrating an audio thread
throughout all elements using the unique gopher audio
Gopher 5 “Gopherizer” Microsite
Newspaper ad and Polybag “Gopher teeth” insert
Halosonic “Talking” Audio Shelter
AM Transmitter “Talking” Billboard
Campaign: Grand Opening-Texas
Challenge:Overcome low brand awareness
– consumer perceptions that NT+E is for “contractors only”
Drive traffic during store opening and beyond
Connection:Use micro-targeted tactics and promotional messaging around
immediate radius of store.Make NT&E more approachable via
brand ambassadors and neighborhood door hangers
Client: Schell’s BreweryBrand Re-Launch
Challenge:Independent brewery Schell’s
was an also ran with distributors – it’s legacy had aged and it’s
iconic standing waned
Connection:Reconnect with consumers and
influence distribution by stimulating demand. “Own the Night” by targeting
nightlife hot spots using irreverent urban messaging creating an exclusive
underground concert series at area hipster dive bars.
Challenge:
Find a way to connect with young men conditioned by the dominant market leader, Beats
headphones that outspends Skullcandy 100-1.
Connection:
Connect “urban cool” with Skullcandy – create “visceral” connections. Cover unusual
visual urban outdoor settings to pique curiosity and youth appeal. Using the sports celebrities urban
appeal, saturate key distributor home markets. Engage audiences with non-traditional out-of-home,
sampling and experiential elements.
Campaign: Holiday 2013