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Ads to Icons introduces new approaches to advertising that go beyond traditional TVpressbillboard communications. It argues that in an age of media saturation and far better customer information, advertising no longer needs to push information at customers. Instead, the book features cases of pull advertising digital, live events and social networks formed as a response to an advertising brief. Paul Springer shows how advertising can still rise above the noise and clutter of mass communication to make people take notice.+++++Gửi tin nhắn tên sách tiếng Anh muốn mua với giá rẻ+++++CAM KẾT BẢN ĐẸP.
i ii More praise for Ads to Icons “A very timely and important contribution as the communications industry and all those within it face up to the challenges of the multimedia, digital age which is most certainly now upon us.” John Bartle, Co-founder, Bartle Bogle Hegarty “The concept of ‘pulling’ versus ‘pushing’ communications is a revelation And like most great concepts, I’ll be using it over and over again.” Steve Stretton, Co-founder and Creative Head, Archibald Ingall Stretton “Advertising is no longer the complacent, formulaic industry it once was Creatively, it has become a wild frontier and Ads to Icons is its first guidebook.” Shaun McIlrath, Creative Director, Hurrell and Dawson “How brands continue to build equity in a world where there’s a global case of attention deficit disorder? This book provides inspiration by telling stories of what the brand leaders are doing as changes in the media landscape become ever more relentless.” Ajaz Ahmed, Co-founder, AKQA “Paul Springer’s book is that rare thing – an informative book that is a delight to read and has practical use A must for all those lost admen looking for direction.” Andy Law, Founder of St Luke’s and Chairman of The Law Firm Group “While the press is talking constantly about the death of advertising, here is a book that will help students and practitioners alike realize it is far from true Indeed, advertising is in rude health The opportunities that modern technology affords agencies and clients are making creative possibilities endless and commercial success reachable If you need great examples of how direct, digital, events, product, TV, print and mobile campaigns have worked to help clients grow their businesses, then Ads to Icons is a reference book you should have close to hand.” Elliot Moss, Managing Director, Leagas Delaney London “We all know about the perspiration needed to achieve success, but inspiration and creative brilliance in advertising can transform a brand This book illustrates some brilliant examples of this inspiration across a whole range of different media.” Miles Templeman, Director General, The Institute of Directors iii How advertising succeeds in a multimedia age 2nd edition Paul Springer London and Philadelphia iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author First published in Great Britain and the United States in 2007 by Kogan Page Limited Second edition 2009 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.koganpage.com 525 South 4th Street, #241 Philadelphia PA 19147 USA © Paul Springer, 2007, 2009 The right of Paul Springer to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988 ISBN 978 7494 5647 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Springer, Paul Ads to icons : how advertising succeeds in a multimedia age / Paul Springer 2nd ed p cm Includes bibliographical references and index ISBN 978-0-7494-5647-4 Advertising—Case Studies Advertising campaigns—Case studies I Title HF5823.S76 2009 659.1913 dc22 2009012338 Typeset by Saxon Graphics Ltd, Derby Printed and bound in India by Replika Press Pvt Ltd v Dedicated to Doreen R Springer … with thanks to Andrea Springer for supporting me throughout vi THIS PAGE HAS BEEN INTENTIONALLY LEFT BLANK vii Contents Acknowledgements What Ads to Icons is about How to use this book Introduction xi xiii xvii Part Cases 23 25 27 27 31 35 39 43 46 48 50 52 54 56 57 59 60 61 62 64 65 66 Rethinking mass media Rethinking mass media 1: rethinking old formats Sibirsky Bereg Beerka ‘buffer’ commercials Ford Mondeo interactive commercial Mattel 100% Hot Wheels classified small ads Cadbury’s Coronation Street idents Lego posterscapes Rethinking mass media 2: imagining new formats Social network Video platform Video distribution Ad links Tracking effectiveness Viral distributors Rethinking mass media 3: thresholds and guidelines Better Business Bureau JARO ( Japan Advertising Review Organization Inc) Ofcom, UK China Advertising Association European Advertising Standards Alliance (EASA) Summary viii Contents Widening formats Médicos sin Fronteras multifaceted posters Land Rover Adventures scheme Cadbury SMS TXT ’n’ WIN Carling Live Underground Music Lips Enterprise Zippo cab roof mounts Nike 90 Swift football vending machines First National Bank cooling towers mural Levi’s Sta-Prest Flat Eric 67 69 73 77 81 85 88 92 96 Events-driven Orange Playlist IKEA Everyday Fabulous street exhibits Marlboro Motel COMME des GARÇONS Guerrilla Stores Lance Foundation/Nike LIVESTRONG Britart.com re-appropriations Singapore Cancer Society ashtray adidas vertical football 101 103 107 111 115 119 123 126 130 Shaping product experiences Nike Run London Polska Telefonia Cyfrowa Heyah launch For Him Magazine street projections Siemens cab drivers Skoda business-to-customer mailer Sony Ericsson seconds of fame O2 customer retention scheme Crystal Romance communications mix 135 137 142 146 150 154 157 161 165 Digital persuasion DTM TVC in-game advertising Jeep Wrangler Rubicon Trial of Life Burger King Subservient Chicken Verizon The Beatbox Mixer Mastercard Priceless Sega ESPN NFL Football 2K4 game launch ‘Beta-7’ Audi Art of the H3ist Marc Ecko Enterprises Still Free 169 171 175 179 183 187 190 195 199 Online spaces Emirates Non Stop Fernando Volvo Life on Board Axe Lynx interactive fun 203 205 209 213 Contents ix Super Bonder live website Hasbro Monopoly Live Apple/Nike’s Nike+ Sony Ericsson K750 photographic site Dove Campaign For Real Beauty 217 220 224 228 232 Part Context 237 The new media landscape A profile of digital advertising platforms 239 239 The new job landscape Job profiles 245 245 Closer Getting closer to customers Closing in on customers, in five phases What can go wrong: problems with getting closer Issues to with getting closer The ideal: why it’s good to get closer Summary 269 269 273 286 290 296 298 10 Where advertising stops… and marketing begins From agencies to consultancies (and other big shifts) An overview of key changes Convergence – all that is selling melts into advertising How advertising has changed since the 1990s How far advertising will extend The scope for advertising to grow Summary 299 300 301 306 308 309 311 316 Glossary of terms Bibliography Index 317 325 331 336 Index direct selling 253, 254 disruptive advertising 319 Dove 203, 271, 280–81, 292 Campaign for Real Beauty 232, 232–35, 392 creative direction 234 integrated mix 235 profile 233–34 project background 233 review 234–35 Doyle Dane Bernach 247 Droga, David 201, 299 Droga5 199, 201, Dru, Jean-Marie 241, 297 DTM Race Driver 20, 171 Du Gay, Paul 312 Dunlop 307 Dunn Humby 274 early adopters 49, 117, 118, 215, 253, 264, 269, 319 eBay 46, 253, 271 Ecko, Marc 199, 200 Ecko Unlimited 169, 199–202 Edleman 234 EHS Brann 209 Elston, Craig 280 e-mail 4, 18 eMarketer 46, 239 e-messaging 18 Emirates 203 Non Stop Fernando 205, 205–08 creative direction 206–07 integrated mix 208 project background 206 review 207 endline 319 Energy Source Communications (China) Ltd 171, 172 entertainment formats 287 branded 290 ethics 17–18 Euro RSCG 4D 209 European Advertising Standards Alliance (EASA) 26, 65 Evans Hunt Scott 274, 304 events-driven advertising 101–34 experiential marketing 14, 319 Facebook 295 Faceparty 295 Fallon 154, 155 fast-moving consumer goods (FMCG) 14, 182, 319 FCB 361-degrees 92, 93 FHM magazine 135 street projections 146, 146–49 creative direction 148 integrated mix 149 profile 147–48 project background 147 review 148–49 film 263 filter advertising 196, 319 First National Bank 67 cooling towers mural case study 92, 92–95 creative direction 94 integrated mix 95 profile 93 project background 92 review 94–95 Fisher, Andrew flash ads 319 flash mob 118, 131 flash stores 116, 117, 319 Flat Eric 9, 12, 96, 96–99, 303, 304 Flickr 295 footfall 319 Ford Mondeo 25, 26, 31 case study 31–34, 273, 274 creative direction 33 integrated mix 34 profile 33 project background 32 review 33–34 French Connection 19 Index 337 Friendster 295 Friends Rennited 295 Fuel 209 full service agency 319 gaming 319 Gap 19 Getty Images 252 Gillette 271 glocal advertising campaigns 289, 319 Google 25, 139, 242, 271, 286, 295, 297, 311, 31 Adsense 26, 47, 54–55 Greenberg, Bob 262 Grey Worldwide 17 guerrilla advertising methods 306, 319 guerrilla stores 115–18, 319 Handy, Charles 282 Hanson 271 Hasbro see Monopoly Live! Hashimoto, Shintaro 309 hatched brand 320 Havas 16 Hegarty, John 278 Heinz 270, 301, 305 Hewlett Packard 276, 279 HHCL+ Partners 300 hi5 295 Holt, Morgan 104, 105, 240 hooks 320 Hoover 289 Hopkins, Anthony 288 Huntington, Richard 16 Hurley, Chad 50 idents 39, 40, 320 IDEO 14 IKEA 101, 107 street exhibits 107–110 creative direction 109 integrated mix 110 project background 108–09 review 109 Imagination 14 IMC 316 Impact FCA 150–53 individual selling proposition (ISP) 303, 304 infomercial 263, 320 Information Age 320 Ingall, Jon 19 in-game 320 in-game advertising see advergaming Initial 103, 105 Innocent 292, 294 Insight team, role of 252, 253, 267, 302–03 interactive TV 320 commercials 33, 34, 273, 274 see also Ford Mondeo case study internet, the 2, 291–92 interactive virals 57–58, 200–01, 274, 287, 311, 323 see also online spaces, social networking sites, virals irrational selling proposition (ISP) 303, 304 J Sainsbury 276, 297 J Walter Thompson 247 JARO (Japan Advertising Review Organization Inc) 26, 61 Jeep 169, 175–78 Wrangler Rubicon Trial of Life game 175, 175–78, 280 creative direction 177 integrated mix 178 project background 176–77 review 177 jobs/roles in advertising 245–69 account handler 260, 267 account producer 260, 267 brand consultant 267 brand guardian 266, 267 338 Index brand planner 267 business to consumer (B2C) promoter consumer planner 267 data planners 258, 267 digital creatives 267 digital media planner/buyer 258 digital producer 264 digital technical director 259–60, 267 film content providers 267 flash developer 260 flash operator 267 HTML programmer 260, 267 information architect 258, 267 interactive strategist 259 media planner 267 new business manager 248–50, 251, 267 overview of 245 producer 267 product placement 267 search marketing 262, 267 viral seeders 264, 267 web researcher 267 Johannesburg Metropolitan Council 93, 94 Jordan, Michael junk mail 2, 320 Karim, Jawed 50 Kaye, Tony 307 Kenneth, Praveen 255 Kinetic 81, 82, 88, 89 Kirkby, Justin 265 Kryn/Starcom 27 Lance Armstrong Foundation 119, 120 Land Rover 67 Adventures scheme 73–76, 74, 305 creative direction 75 integrated mix 76 membership scheme 74 review 75–76 Law & Kenneth 254–55 Law, Andy 255 Law, Matt 223 Leadbetter, Charles 313 Lean Machine Fighting 205–08, 261, 279 Lego 25, 26 Posterscapes case study 43, 43–45 creative direction 44 integrated mix 45 project background 44 review 45 Leverhulme, Lord Levi Strauss 67 Sta Prest Flat Eric 96, 96–99, 303, 304 creative direction 98 integrated mix 99 project background 96–97 profile 97–98 review 98–99 ‘line, the’ 15–17, 22 ‘above-the-line’ 15, 22 ‘below-the-line’ 15, 16, 317 ‘thru-the-line’ 15, 22, 323 Lips Enterprise 67 Zippo Cab Roof Mounts 85, 85–87 creative direction 86 project background 86 review 87 LiveJournal 295 Livestrong see Nike Loctite Super Bonder super glue 203, live website 217, 217–19 creative direction 218–19 integrated mix 219 project background 218 review 219 London Underground, Transport for London 81–84 Lowe Direct 16 Lowe Howard Spink 16 Index 339 Lowe Direct 16 loyalty scheme 74, 162 see also membership scheme Luckett, Oliver 52 M & C Saatchi 17, 292 magazines 243 Marlboro 101, 270 Motel 111–14 creative direction 112–13 integrated mix 113 profile 112 project background 111–12 review 113 Marc Ecko Enterprises 199–202 Still Free 199, 199–202 creative direction 200–01 integrated mix 201 project background 200 review 201 marketing 2, 22, 299–316 relationship 321 search 322 Marlboro 101, 301 Motel 111, 111–14 creative direction 112–13 integrated mix 113 profile 112 project background 111–12 review 113 Mars 288–89 Marsden, Andrew 266 mashing 58, 135 mash-ups 52–53, 58, 222, 283, 295, 320 mass media 3, 16, 22, 25–26 Mastercard 169, 271 Priceless 187, 187–89, 278–79 creative direction 188 project background 188 review 188–89 Mattel 25 100% Hot Wheels case study 26, 35, 35–38 creative direction 36 integrated mix 37 project background 36 review 37 strategic insight 36 McCann Erickson 69, 70, 85, 87, 187, 300 McCormack, Mark 316 McDonalds 271 McIlrath, Shaun 152, 292 McKinney + Silver 195, 196 media advertising 16–17, 320 myths 2–4 media planning 256–59 Médicos Sin Fronteras 67, 69, 69–72 creative direction 71 integrated mix 72 project background 70 review 71 membership schemes 74 Mentos see Diet Coke Merrifield, John 131, 132, 309–10 Microsoft 25, 56, 57, 297 AdCenter 26, 47, 56–57 million dollar homepage, the 315 mind messages 14 MMS 320 mobile phones 77 ringtone market 104 TV 243 Monopoly Live! 20, 203, 220, 220–23 creative direction 222–23 how to play 221–22 integrated mix 223 profile 222 project background 221 mood marketing 6, 14 Morley-Brown, Matt 156 Mother 123, 124 multichannel 320 multimedia campaigns xiv Musante, Jason 197 340 Index MySpace 25, 26, 47, 55, 243, 271, 293, 295, 297 case study 48–49 Nakajima, Hirofumi 132, 309 Naked Communications 13, 254 ‘4d model’ 13 Naked Inside 14, 254 Four Circles Process 14–15 narrowcasting 62, 237, 320 negative messaging 194 Nescafé 302 new media 320 News International Corporation 48 newspapers 243 niche timeslots 25, 57 Nike 3, 67, 119–22, 135, 203, 270, 271, 272, 297, 300, 305, 309 corporate social responsibility 138 Festival of Air promotion 28, 283 football vending machines 88, 88–90 creative direction 90 integrated mix 91 profile 89–90 project background 89 review 90 LIVESTRONG wristbands 101, 119, 119–22 creative direction 121 integrated mix 122 profile 120–21 project background 120 review 121–22 Nike+ 224, 224–27, 285 creative direction 226 how it works 225–26 project background 225 review 226–27 Run London 137, 137–41, 279–82, 281, 309 creative direction 139–40 customer insight 138–39 integrated mix 140 project background 138 review 140 Ogilvy UK 232 Ogilvy & Mather 16, 31, 32, 43, 269, 270 Ogilvy Direct 16 Ofcom 26, 62–63 OMK London 220 Omnicrom 16 one-to-one 320 online advertising 203–35, 320 see advertising webisodes online community 139, 320 see also social networking sites online spaces 203–35 online video sharing see YouTube opticals 320 Orange 101, 103 Playlist 101, 103, 103–06 creative direction 104 profile 104–05 project background 103–04 review 105 Orkut 295 Osbourne, Ozzy 104 O2 135 customer retention scheme 161, 161–64, 164, 313 creative direction 162 integrated mix 163 project background 161 review 163 strategy 162 OXO 302 Palmer, Arnold 316 Panek, Victor 307 Parr, Martin 228–31 P (permission) marketing peer-to-peer 321 Pepsi 296 58, 321 Index 341 personal webspace 293 see also blog sites, MySpace, social networking sites Philips 14 Ping Cheng Advertising 165 Pirouet, Kate 263 pitch 321 Pitt, Brad platform 314, 321 podcast 242, 321 Pollitt, Stanley 247 Polska and OMD 142 Polska Telefonia Cyfrowa 135, 142 Heyah mobile network 142, 142–44 analysis 144 creative direction 143–44 integrated mix 145 project background 143 review 144 pop-ups 277, 279, 321 Porter, Gail 146, 146–49 posters 43–45, 69–72 fly–posting 125 street re–appropriations 123–26 Poulter, Simon 314 Poynton, Malc 234 pre-game 321 Presley, Nick 79 press 21 Proctor & Gamble 33 product demonstration strategy 218 product packaging 292 product placement 265–66, 311, 321 product testimony 5, 321 promiscuous consumers 321 prospects 6, 32, 155, 252, 271, 272, 321 Publicis 16 Publicis Dialog 16 pull 321 see also advertising push 321 see also advertising Quiet Storm Films 263–64 Rabenschlag, Oliver 215 reality advertising 219, 321 regulation 18, 25, 59–66 China 64 Europe 65 Japan 61 UK 62–63 US 60 relationship marketing 321 repertoire buying 321 Restrictive Trades Act 1979 16 return on investment (ROI) 321 Revver.com 25, 26, 47, 290, 295, 297 case study 52–53 Diet Coke/Mentos Experiment 282, 284, 296 Reeves, Rosser 307 reward card schemes 301–02 R/GA interactive 183, 224, 262, 285 Robinson, Trevor 263, 264 ROI (‘Return on Investment’) 321 roll-out 321 roster 321 Run DMC 313 sample mounts 322 Saatchi, Maurice 291–92 Saatchi & Saatchi 16 Saatchi Direct 16 scamps 322 search engines, branded 274 search listing 25 search marketing 262, 322 Sega 169, 301 ESPN NFL Football 2K4 ‘Beta–7’ 190, 190–94, 198 creative direction 191–92 integrated mix 194 profile 193 project background 191 review 193 selectors 305, 322 self-liquidating promotion 322 Shore, Suzie 252 342 Index Sibirsky Bereg 25, 26, 27 bar snack (beerka) case study 27–30 campaign strategy 28–29 creative direction 29 integrated mix 30 review 30 Siemens 135 executive mobile phones (S10) 150–53 cab drivers and 150, 150–52 creative direction 152 insight 152 integrated mix 153 project background 151 review 152 Singapore Cancer Society 101 lung ashtray 126, 126–29 creative direction 127–28 integrated mix 128 project background 127 review 128 Skoda 135 business-to-customer (B2C) mailer 154, 154–56 creative direction 155–56 integrated mix 156 project background 154–55 review 156 skyscrapers 322 Smith, Gillian 181 SMS text messaging 67, 322 snacking 52, 241, 282, 287, 290, 322 Snoop Doggy Dogg 313 Snorestop 3, social awareness campaign 121 social networking sites 4, 25, 46, 48–49, 235, 239–40, 244, 281–82, 287, 293, 322 most popular 294 Sohu 166 Sony Ericsson 14, 135, 272, 295, 300 D750i mobile phone 157, 157–60 creative direction 158–59 integrated mix 159 project background 158 review 159 strategy 158 K750 camera phone 203, 228–31, 229 creative direction 230 integrated mix 231 profile 230 project background 228–30 Sorrell, Sir Martin 273 spam filter 322 spamdexing 322 Starr, Steven 52 strap line 322 strategic communications 22 subcultural capital 322 subviral 322 Sunderland, John 79 Super Bowl 3, superbrands 297 tagging 322 TBWA 130, 131, 297, 309 teasers 125, 145, 211, 290, 322 television (TV) 21, 243, 287 commercials 2–4, 273, 301 digital 240 high definition (HD) programming 243 interactive 273, 274 mobile 243 ten-minute break-time 323 Tequila 111 Tesco Clubcard 274, 303, 304, 305 text/SMS messages 2, 4, 77–80 third party association 82–83, 139, 224, 265, 323 three hundred and sixty degree promotion 14, 323 through-the-line 323 Tims, Adam 314 traditional media 323 Index 343 traffic 323 transvisuals 323 Triangle Communications Tribal DDB 220, 223 39, 77 Unilever 214, 232, 236, 285 see also Axe Lynx, Dove unique selling propositions (USPs) 193, 302 user-generated content 200, 253, 283–84, 287, 288, 295, 311, 313, 323 video 274 Van Heusen 19 Verizon broadband 169 Beatbox mixer 183, 183–86, 282–83 creative direction 184–85 integrated mix 185 project background 184 review 185 Vidavee 58 video distribution 52–53 video-on-demand (VOD) 240, 243, 290, 323 video platform 50–51 video sharing 25 Vinton, Marcus 266 virals 57–58, 200–01, 274, 311, 323 seeding 49, 264–65 sub-virals 58 Virgin 270 Vizeum 81, 82 Volkswagen 280, 305 Volvo 203, 280 Life on Board 209, 209–12 creative direction 211 project background 210 review 211–12 Walls, Steven 259 webisode 323 Weldon, Fay 312, 312 white goods 323 Wieden + Kennedy 190, 193 Williamson D Aho 49 Windows Live Spaces 295 wobblers 323 Wong, Rex 59 Woods, Tiger word-of-mouth 160, 163, 193, 264, 265, 287, 323 world advertising xiv WPP 16 WWAV Rapp Collins 247, 250 X–Factor franchise Xanga 295 Xiaobo, Wu 299 241 Y&R 126 Yahoo! 242, 286, 295, 311 YouTube 25, 26, 47, 242, 243, 283, 290, 311 case study 50–51 ZenithOptimedia 311 Zippo Windproof Lighter Zyman, Sergio 14 85, 85–87 344 THIS PAGE HAS BEEN INTENTIONALLY LEFT BLANK 345 Don’t let anyone tell you that the world is flat www.koganpage.com Fresh thinking for business today You’re reading one of the thousands of books published by Kogan Page, Europe’s largest independent business publisher We publish a range of books and electronic products covering business, management, marketing, logistics, HR, careers and education Visit our website today and sharpen your mind with some of the world’s finest thinking ALSO AVAILABLE FROM KOGAN PAGE ISBN: 978 7494 4837 Hardback 2007 Order online now at www.koganpage.com Sign up for regular e-mail updates on new Kogan Page books in 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