Thursday, June 26, 2014

Final Campaign - Narcos

Chelsea Gray, Jessie Bonham, Sydney Crumley, Sarah Klein, Grace Greenblat, and Mary-Sanford Anheuser        
Narcos, a show centered around the life of Columbian drug lord Pablo Escobar, is now premiering as a Netflix original series. Through this launch, Netflix is aiming to increase subscriptions by at least 10% by the end of 2015. Our campaign for the show attempts to engage audiences mainly in South America as well the US.

            In addition to setting South America and the United States as our target regions for the campaign, we are also channeling our media towards certain age groups. In the United States there is an aging baby boomer population numbering about 6 million people. This makes for a great target audience for our campaign considering they are at retirement age and are in need of shows to watch. In addition to baby boomers, our campaign will also target men age 18-34. Aiming our campaign at these audiences, especially South America with its growing Internet usage, will surely increase Netflix subscription by 10%.

            Our advertising campaign to spread awareness of both the show and Netflix will begin with a viral internet video, commercial trailer, and a mobile Narcos app. We will then expand to print, outdoor, and television advertisement. Merchandise will be sold online as well as at our booth at the Comic Con in San Diego. Finally we believe that a great way to connect with our audience, especially those aged 18-34, is on social media. We will launch a social media campaign tying in Netflix with the #howdoyouNetflix. Leading up to the full release of the season we will release a pilot on Youtube so viewers can get a taste of our show free of charge.
            We are confident that because of our target regions and audiences as well as our advertising campaign Netflix will achieve its goal of increased subscription through a successful first season of Narcos.

Tuesday, June 24, 2014

A Trip Out to Sea - Health Campaign

             The innovative TEDMED seminar inspired us to look at a campaign that effectively uses innovation to promote safety awareness. We chose the campaign launched by CLM BBDO and Guy Cotton that focused on emphasizing the importance of wearing a life jacket while at sea. They manufactured a mobile app that simulated first person drowning. In order to prevent your character from drowning one must swipe or click repeatedly. The app shows that any repetitive action whether it be clicking or swimming creates exhaustion.

            The app is a prime example of the extended parallel process model. This model uses a level of fear to engrain the product/message in the viewers’ mind. The campaign is also an example of the reactants theory. Instead of simply telling viewers to wear a life jacket, people experienced why they should wear one. This app finally exemplifies narrative theory because it personally involves the user in a story, making them feel as if they were a part of the narrative. With the underlying message being “if one does not wear a life jack one will drown” the app is a loss frame.

            This app received a Gold Lion in the User Experience Category.  There were one million unique visitors to the website in the first 48 hours across 220 countries. Traffic to the Guy Cotton Facebook page increased 2,150%. “Best of all thousands of users said that they would never neglect wearing their life jacket anymore,” proving the overall effectiveness of the campaign.

TED Med - Creative Innovation at Health Lions

       The seminar that we attended was called “The Creative Ideas and Innovators Disrupting Healthcare” led by TEDMED and TBWA World Health. James Cheung the global creative director introduced the seminar by giving a brief summary of the importance of innovation in Healthcare. This was an important point to make considering this is the first year of Health Lions, and healthcare professionals really seemed to stress that creativity is so integral in their industry.

            The first product presented was Maji by Fosmo Med. CEO Ben Park spoke about how this product was created to combat serious problems of dehydration due to unclean water. Shipping IVs from the US to underprivileged countries usually costs $645,000 but with Maji the price is reduced significantly to $175,000. The reason for this significant decrease in cost is the bags can be shipped without water and they do not need power. It uses forward osmosis to filter the water riding it of substances such as metals, pesticides, and arsenic. Fosmo Med aims to work with the military, disaster relief, and public health efforts all over the world. The company is searching for funding and corporate help. They can only receive both through advertising,, so through the aid of professionals at the conference the company can aid in the efforts to save millions of lives.

            The second product presented was Liftware by Liftlabs. Dr. John Redmond explained the lack of independence felt by those experiencing tremors on a regular basis. Liftware helps restore their independence by allowing them to eat by themselves without making a mess. This encourages these individuals to also eat in restaurants. Dr. Redmond was a great storyteller showing videos about individuals who purchased Liftware and can now enjoy meals with their family and friends.

            In experiencing these seminars our group was amazed by all of the incredible innovations presented at the Healthcare Lions Festival. However, as beneficial as these innovations are, they cannot be promoted without advertising.  Advertising and healthcare are more intertwined than ever as exemplified by the inventors of these products being so passionate about promoting their products as well.

Awards Ceremony Critique - PR Lions

For the first time in Cannes Lion history, a PR agency has won the Grad Prix! For the category of fast causal dining, Edelman and the Creative Artists Agency in Los Angles received two gold lions and the grand prix in PR for “Scarecrow.” This short animation, set to the song “Pure Imagination,” depicts a scarecrow as a worker for a larger food processing company. He quickly realizes that the company uses hormones and animal cruelty to make it’s products, so he ventures out on his own to make fresh food alternative: Chipotle Mexican food. This animation short exploded earlier this year on the Internet as well as the app store for their informative, interactive Iphone game. Players who completed the game were awarded Chipotle coupons.

According to the Cannes Lion website, the Scarecrow franchise has created a conversation about food in popular culture generating over 614 million media impressions. There have also been hundreds of stories including The New York Times and USA Today. “Columns in The New Yorker, LA Times, and others featured educated arguments about food issues by influential farmers, sustainability advocates, and consumers.” (Cannes Lion)  Since its launch, the film has generated over 12.5 million YouTube views. Over 650,000 have downloaded the game, playing an average session of 5 minutes. The song debuted #32 on Billboard’s Streaming Songs chart and has been purchased over 13,000 times on iTunes. “In its first month, The Scarecrow franchise sparked 18.4 million conversations across 17 social platforms with a 92.7 social sentiment score and, for the first time, made Chipotle the top social brand, replacing Taco Bell, on the Restaurant Social Media Index Top 250 list. Twitter impressions totaled 126,782,322 in the two months following the launch.” (Cannes Lion)

But what about this campaign made it the first grand prix won by a PR agency? Because it was first launched and solely promoted through PR. The animation was uploaded to YouTube and pushed across social media platforms. Only later on was a digital campaign added to promote the game because of the wide success the video had through PR. The campaign wanted people to think about where their food comes from, and through storytelling, they were able to accomplish this without putting the chipotle “name” on everything. The creative team brought the brand a cause and a pledge to have unprocessed foods. 
There were so many creative and heartwarming PR gold lions. Some more influential like the Sweetie campaign, where professional created a computer generated little girl to track down online sex predators. Another being The Fading News, where a Turkish website simulated what the Internet would be like if government officials censored it in response to the growing government rebellion.  After four hours, the website began to disappear, creating an uproar and awareness that forced the Turkish government to not pass the censorship law.
However, each campaign was extremely different when it came to the cause. Whether it was to promote a TV show, or stand up for women’s rights, these campaigns stood out because they made a radical change in awareness for their clients. Sometimes this awareness went from zero to a million like Rice Code. In a small village in Japan, rice farmers were having a hard time keeping their village in business after a drop in rice sales and an aging population. So in order to increase tourism, Hakuhodo Tokyo came up with the idea of rice art. They planted different colored rice to make pictures large enough to be photographed. Tourists could then scan the pictures with their phones and automatically be sent to a website wear they could order that rice. “Visitors actively took photos and shared it by themselves. And by doing so, the selling place of rice also spread. As a result, with mostly 0 budget, the project successfully attracted 251,320 visitors, about 30 times the population of the village.” (Cannes Lion)
This project was so inspiring to me because it dramatically helped a village no one had even heard about with almost not marketing budget, but a wonderfully creative idea. With so much media exposure and increasing rice sales, this village was changed forever with a new landmark in Japan. Wonderful PR is long lasting and increases the reputation of the organization. Each campaign gained dramatic attention to the products and a long lasting message.

The following are the grad prix and gold winners for the Public Relations category:

Grand Prix
The Scarecrow
Chipotle Mexican Grill
Fast Casual Dining
Edelman New York, USA
Creative Artists Agency Los Angeles, USA

Gold Lions
Food & Nutrition
This is Wholesome
Honey Maid Snacks
Droga5 New York, USA
Weber Shandwick Chicago, USA

Other Consumer Goods
Tui Catch a Million
Heineken New Zealand “Tui Beer”
Saatchi&Saatchi Auckland, New Zealand
Apollonation Auckland, New Zealand

Media, Arts & Entertainment
The Fading News
Radikal Newspaper
TBWA\ Istanbul, Turkey

Retail & Restaurants
The Scarecrow
Chipotle Mexican Grill
Fast Casual Dining
Edelman New York, USA
Creative Artists Agency Los Angeles, USA

Charity & not for Profit
Terre Des Hommes Netherlands
International Children’s Aid Organization
LEMZ Amsterdam, The Netherlands

Charity & not for Profit
The Autocomplete Truth
UN Women Gender Equality
Memac Ogilvy Dubai United Arab Emirates

Public Sector
Rice Code
Inakadate Village
Hakuhodo Tokyo, Japan

Corporate Reputation & Communication
Samsung Maestros Academy
Samsung Electronics Italy
Samsung Consumer Electronics
Leo Burnett Milan, Italy

Public Affairs & Lobbying
The Fading News
Radikal Newspaper
TBWA\ Istanbul, Turkey

Launch or Re-launch
Dallas Gas Station
TNT Dallas
Grey New York, USA

Brand voice (incl. strategic storytelling)
The Scarecrow
Chipotle Mexican Grill
Fast Casual Dining
Edelman New York, USA
Creative Artists Agency Los Angeles, USA

Influencer Communications
Bald Cartoons
Ogilvy Brazil São Paulo, Brazil

Integrated Campaign led by PR
Live Test Series
Volvo Trucks
The New Volvo FMX, FL, FM – Integrated Campaign
Forsman & Bodenfors Gothenburg, Sweden
Volvo Trucks Public Relations Sweden

Monday, June 23, 2014

Commercial 3 - HBO GO

"This classic family dynamic inspired our seven Awkward Family Moments films. The perfect reason to use HBOGO and dive into a stream of unadulterated content, far far away from the parents. In this one, Happily Married, Mom uses the words “make” and “love” in that order.",married

For a network that has made it its niche of selling sex, drugs and violence, it was refreshing to see a humorous, witty commercial series from HBO. This campaign of awkward interactions between teenagers and their parents are priceless and entertaining. 

In one of the commercials titled "Happily Married," the scene depicts the family watching an HBO show where the characters were threatening divorce to each other. This commercial, as well as campaign, did such a good job capturing a real family. Unlike it's previous commercials for HBO Go that made light of the "pornish" side of HBO, these commercials take the simple problem teens have when trying to watch controversial scene in front of their parents. What made it so compelling was the actors and the script. HBO really did it's research when it came to who was watching the network because I found myself in the shoes of those teenagers. 

The parents immediately go into a lengthy, unneeded discussion related to the HBO show the family was watching detouring from the show. The angle of the camera was almost comical because it was like HBO itself was watching the awkwardness coming from this family and wanted to fix the problem. What really sold the commercials were the surprised, exasperated expressions by the teens. The audience can feel their discomfort and laugh along with the shared experience. By being witty and comical, this commercial resonates with the audience and invokes action for the user. 

According to CEO of HBO Richard Plepler has said doesn't care if young people share passwords only that millennials start watching HBO. Even though HBO hasn't released the numbers for HBO Go, the service has crashed multiple times due to many people trying to stream at once. I'd say the service is a success and these extremely funny commercials contributed. 

Client: HBO Go
Product: HBO Go
Entrant: O Positive Films New York, USA
Advertising Agency: SS+K New York, USA

Lions Won
Film - Sliver (Internet Film)
Film Craft - Gold (Casting), Sliver (Script), Sliver (Direction)

Commercial 2 - Blazed

"Children playfully mock their parents behavior while waiting for them in the car, knowing they are inside the house smoking weed - highlighting this behavior raised the question of morality of driving stoned."

With a humorous approach to approach "driving while stoned," the message of BBDO Wellington's Blazed once again makes a huge impact. The commercial is shot in black and white and even though at first this seems ironic since the children are mocking and playing around, it serves its purpose as the last shot shows one kid reflecting on what they had just made fun of. 

So... sad. 

The jump shots showing the kids explaining the different positions and activities their parents do while high was entertaining, drawing the audience in. This video makes it seem like a "funny internet video" instead of a safe driving ad, which really shows the reach and impact it had on many people. Approaching this problem from the children's point of view helps to cushion the blow to family members and people who smoke around children, giving awareness where it's needed. This commercial draws you in instead of talking at the audience. 

This was important message because most people, like tipsy drunk drivers, think that it's ok to drive while stoned, but results of a study (carried out by the Institute of Environmental Science and Research Ltd over 2004-2009) of the blood of deceased drivers show 30 percent of drivers had used cannabis with or without alcohol or other drugs. They figured out that nine out of ten crashes were due to mixing cannabis and alcohol and more drivers use cannabis and marijuana while driving than ever. Thanks to this commercial, the reach was beyond the client's expectations. 

Client: New Zealand Transport Agency 
Product: Drug Driving
Entrant & Advertising Agency: Clemenger BBDO Wellington, New Zealand

Lions Won
Film Craft - Gold (Script), Gold (Casting), Silver (Direction)

Commercial 1 - Mistakes


"In the moment before a car crash, time pauses and allows two drivers to have a conversation. It becomes clear that speed will determine the outcome."

In order to solve the speeding problem in New Zealand, BBDO Wellington created a powerful film with a message most "skilled" drivers need to hear. The two drivers in the commercial share a brief moment of conversation before their cars collide. No matter how much one father pleads, they can do nothing but wait as in real life there is no moment of slowing down before a car crash. At first glance, it seems to be using a humorous technique with the computer effects of slowing down the cars and landscape, but it quickly goes dark. Even though the commercial uses a fear tactic to get people to slow down, it uses it efficiently by showing the anguish and helplessness of the actors. It was very real, showing the human side behind our mistakes on the road. What really caught my attention was the message at the end of the commercial: "Other people make mistakes. Slow down." It wasn't "Stop Driving Fast" or "Don't Wait Till the Last Second," it acknowledges that people make mistakes but people can avoid them by slowing down.

This commercial and campaign won a few lions, so it's hard to point out things it could improve/add on to improve production. The message was strong and when the landscape froze except for the actors, it allowed the message of "being aware of the environment around you" to come through. Also, the impact of only seeing the crash from the inside of the car is effective because it allows the audience to see from the child's point of view - which is depressing.

There was no music in this commercial and that was a smart technique. Instead of using sad welling music to invoke emotion, the way the actors portray their helplessness and how they wished they could change the situation gave more of a powerful message. Unlike most car crash commercials where they show blood and the aftermath, this film cuts straight to black after the defining moment to show the message. This gives strong motivation for the audience after that burst of adrenaline. 

Client: New Zealand Traffic Authority 
Product: Speed
Entrant Company: Finch Sydney, Australia
Advertising Agency: Clemenger BBDO Wellington, New Zealand

Lions Won
Film - Gold (Public Health & Safety)
Film Craft - Silver (Direction), Bronze (Script)