Creative StrategyWeek 6

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Creative Strategy Week 6
Turn in homework Pick up your work
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Remember Jon Steel?

• The two main tasks of a creative brief are
• Inform and inspire
• If its not what to the consumer, its not
  what to the brief?
• Relevant relevant
• What constitutes a great briefing?
• A single word or sentence that stimulates an
  idea
• How does Steel equate Joe Montana to writing a
  creative brief?
• Simplicity is genius

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Last Weeks Homework
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Why Were Doing This 1 Corona Extra

• Stimulate desired behaviors Drinking Corona
  Extra is like relaxing in an island paradise. Or
  at least that is what their ads try to do.
  Relaxing is what Corona can help their customers
  do, responsibly. Connecting the feel of
  relaxation to the feel of a vacation in an island
  paradise is how Corona has tried to stimulate
  desired behaviors. Our demographic needs to feel
  this connection in order to recognize it as a
  Corona ad.

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Why Were Doing This 1 Corona Extra

• Stimulate desired behaviors Drinking Corona
  Extra is like relaxing in an island paradise. Or
  at least that is what their ads try to do.
  Relaxing is what Corona can help their customers
  do, responsibly. Connecting the feel of
  relaxation to the feel of a vacation in an island
  paradise is how Corona has tried to stimulate
  desired behaviors. Our demographic needs to feel
  this connection in order to recognize it as a
  Corona ad.

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Why Were Doing This 1 Corona Extra

• Could be
• After reading this ad we want our audience to
  _________?_________.

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Why Were Doing This 2 Dodge Journey

• We introduce the new mid-size crossover (SUV
  minivan) from Dodge for increasing knowledge
  (awareness). The all-new Dodge Journey can
  provide spacious interior with Flip n Stow under
  seat storage. It is better than any other cars
  from its competitors.

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Why Were Doing This 2 Dodge Journey

• We introduce the new mid-size crossover (SUV
  minivan) from Dodge for increasing knowledge
  (awareness). The all-new Dodge Journey can
  provide spacious interior with Flip n Stow under
  seat storage. It is better than any other cars
  from its competitors.

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Why Were Doing This 2 Dodge Journey

• Could be
• This ad is to build awareness of the Journey, the
  all-new mid-size crossover vehicle from Dodge.

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Why Were Doing This 3 General Mills Chex Mix

• The ad is being done for General Mills, the
  product is Chex Mix. The objective of the ad is
  to stimulate desired behaviors of purchasing the
  product, positioning it against the competition
  (other snack foods such as potato chips) and
  demonstrating the benefit of choosing Chex Mix
  over other snacks. The benefit is less fat than
  the competition.

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Why Were Doing This 3 General Mills Chex Mix

• The ad is being done for General Mills, the
  product is Chex Mix. The objective of the ad is
  to stimulate desired behaviors of purchasing the
  product, positioning it against the competition
  (other snack foods such as potato chips) and
  demonstrating the benefit of choosing Chex Mix
  over other snacks. The benefit is less fat than
  the competition.

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Why Were Doing This 3 General Mills Chex Mix

• Could be
• We want more people to buy Chex Mix.

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Why Were Doing This 4 Americas Milk Processors

• To change behavior by encouraging middle age
  women to purchase and drink 3 glasses of milk per
  day while using nutrients and body weight as
  motivators.

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Why Were Doing This 4 Americas Milk Processors

• To change behavior by encouraging middle age
  women to purchase and drink 3 glasses of milk per
  day while using nutrients and body weight as
  motivators.

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Why Were Doing This 4 Americas Milk Processors

• Could be
• This ad (campaign) is to get middle-age women to
  drink three glasses of milk a day.

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Why Were Doing This 5 Under Armour

• We are producing this ad for Under Armour to
  respond to Nikes latest ad campaign which states
  My better is better than your better. This ad
  is being produced to stimulate desired behaviors
  from athletic consumers for Under Armours sports
  gear within the athletic environment.

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Why Were Doing This 5 Under Armour

• We are producing this ad for Under Armour to
  respond to Nikes latest ad campaign which states
  My better is better than your better. This ad
  is being produced to stimulate desired behaviors
  from athletic consumers for Under Armours sports
  gear within the athletic environment.

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Why Were Doing This 5 Under Armour

• Could be
• After reading this ad (experiencing this
  campaign) we want our target audience to
  ______________________.

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Why Were Doing This 6 Samsung HDTVs

• To change the attitude of the target audience
  from Samsung HDTVs are just any other expensive
  HDTV to Samsung HDTVs are sleek, stylish, and
  are of high quality.

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Why Were Doing This 6 Samsung HDTVs

• To change the attitude of the target audience
  from Samsung HDTVs are just any other expensive
  HDTV to Samsung HDTVs are sleek, stylish, and
  are of high quality.

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Why Were Doing This 6 Samsung HDTVs

• Could be
• This ad (campaign) is to convince our audience
  that Samsung HDTVs are sleek, stylish, of high
  quality, and worth the price.

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Why Were Doing This 7 Glaceaus Smart Water

• We want to create an ad that will increase
  consumer knowledge about the benefits and
  uniqueness of Glaceaus Smart Water bottled
  water.
• We are advertising this product to shed light on
  this very fragmented industry. Bottled water can
  be found in every store refrigerator across the
  world. There are literally hundreds of thousands
  of different producers of bottled water. Not to
  mention there are millions of variations of water
  that can be bought.
• We want consumers to see Smart Water for what it
  is smart. It is not fancy. It does not have a
  billion flavors for you to choose from until you
  find one you like. It does not come in a
  container that will cost consumers 5.00 to buy.
  We want to amplify and enhance peoples awareness
  of Smart Water through smart and effective
  advertising.

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Why Were Doing This 7 Glaceaus Smart Water

• We want to create an ad that will increase
  consumer knowledge about the benefits and
  uniqueness of Glaceaus Smart Water bottled
  water.
• We are advertising this product to shed light on
  this very fragmented industry. Bottled water can
  be found in every store refrigerator across the
  world. There are literally hundreds of thousands
  of different producers of bottled water. Not to
  mention there are millions of variations of water
  that can be bought.
• We want consumers to see Smart Water for what it
  is smart. It is not fancy. It does not have a
  billion flavors for you to choose from until you
  find one you like. It does not come in a
  container that will cost consumers 5.00 to buy.
  We want to amplify and enhance peoples awareness
  of Smart Water through smart and effective
  advertising.

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Why Were Doing This 8 Intelligent Drive i81x
Series

• The purpose is to stimulate the desired behavior.
  Intelligent Drive i810, i810plus, and i815 are
  the smallest USB flash drive in the world. This
  tiny USB is designed as a mobile decoration, and
  people can easily carry it. This USB also stores
  and transports data, music, pictures, and videos
  like a conventional USB flash drive. Through this
  ad, we are going to stimulate the desired
  behavior of carrying the smallest and cutest USB
  flash drive, which has the same practical
  function with a conventional USB, as a mobile
  decoration. Also, we will encourage people to
  visit .pqis website and check various different
  designs of USB.

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Why Were Doing This 8 Intelligent Drive i81x
Series

• The purpose is to stimulate the desired behavior.
  Intelligent Drive i810, i810plus, and i815 are
  the smallest USB flash drive in the world. This
  tiny USB is designed as a mobile decoration, and
  people can easily carry it. This USB also stores
  and transports data, music, pictures, and videos
  like a conventional USB flash drive. Through this
  ad, we are going to stimulate the desired
  behavior of carrying the smallest and cutest USB
  flash drive, which has the same practical
  function with a conventional USB, as a mobile
  decoration. Also, we will encourage people to
  visit .pqis website and check various different
  designs of USB.

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Why Were Doing This 8 Intelligent Drive i81x
Series

• Could be
• This ad is to get our audience to go to our web
  site and purchase any one of the i81x USB drives.

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Why Were Doing This 9 Tropicana Orange Juice

• Increase knowledge of Tropicana Orange Juice by
  making consumers aware of the fact that each
  carton contains 18 fresh oranges. Ad should
  engage the visual senses, compelling the consumer
  to want to reach out and touch, smell, and taste
  the freshness of the product.

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Why Were Doing This 9 Tropicana Orange Juice

• Increase knowledge of Tropicana Orange Juice by
  making consumers aware of the fact that each
  carton contains 18 fresh oranges. Ad should
  engage the visual senses, compelling the consumer
  to want to reach out and touch, smell, and taste
  the freshness of the product.

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Why Were Doing This 9 Tropicana Orange Juice

• Could be
• This ad (campaign) is to get our audience to
  understand there are 18 fresh oranges in every
  carton of Tropicana Orange Juice.

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Why Were Doing This 10 Starbucks Specialty
Coffee

• Increase Knowledge
• Quality of the product
• Quality of the service
• Change Attitude
• Identity loss
• Convenience
• Consumer perceptions
• Stimulate Desired Behaviors
• Sales Increase
• Increase customers
• Expansion

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Why Were Doing This 10 Starbucks Specialty
Coffee

• Increase Knowledge
• Quality of the product
• Quality of the service
• Change Attitude
• Identity loss
• Convenience
• Consumer perceptions
• Stimulate Desired Behaviors
• Sales Increase
• Increase customers
• Expansion

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Why Were Doing This 10 Starbucks Specialty
Coffee

• Could be
• This ad (campaign) is to get our audience to
  understand the quality of Starbucks Specialty
  Coffee,
• or
• This ad (campaign) is to change the perceptions
  of the convenience of Starbucks Specialty Coffee,
• or
• This ad (campaign) is to get more customers and
  sell more Starbucks Specialty Coffee.

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Why Were Doing This 11 Olay Body Thermal
Pedicure

• We are doing this ad to increase knowledge about
  Olay Body Thermal Pedicure among women ages 25-34
  from the four month period of March through June.

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Why Were Doing This 11 Olay Body Thermal
Pedicure

• We are doing this ad to increase knowledge about
  Olay Body Thermal Pedicure among women ages 25-34
  from the four month period of March through June.

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Why Summary

• The purpose of this section is to tell the
  creative team why were creating advertising it
  is one of the shortest sections of the brief
• Purposes of Advertising (increase knowledge
  change attitude stimulate desired behaviors)
• Its less about the literal statement than the
  relevance
• Focus and clarity are imperative

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Audience Insights 1 Corona Extra

• Julie is 29 years old and a secretary at a busy
  doctors office in San Jose. Its Friday, and
  Julie just got off of work. She is extremely
  worn out from the work week and ready to relax.
  Her boyfriend calls her on her way home from work
  and asks her to pick up some beer because a
  couple of their friends are coming over to
  hangout. He tells her to pick up some beer
  everyone will like. As she walks through the beer
  aisle at the grocery store, she passes by all of
  the cheap domestic beer because it reminds her of
  what her dad use to drink. She notices all of the
  expensive microbrews, but doesnt like the heavy
  flavor. Then she notices Corona Extra. She has
  had it at a party before and liked it because it
  wasnt overpowering and it had a lime in it. The
  lime made it much easier for her to drink and
  made it look very pretty. She picks up a case
  of Corona Extra and heads over to the produce
  department.
• Of those who primarily imbibe a super-premium
  beer, 12 percent are under the age of 25, and 41
  percent are younger than 35. Corona was placed
  in this list of super-premium beer by the New
  York City-based market research firm Mediamark
  Research, Inc (MRI).

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Audience Insights 1 Corona Extra

• Julie is 29 years old and a secretary at a busy
  doctors office in San Jose. Its Friday, and
  Julie just got off of work. She is extremely
  worn out from the work week and ready to relax.
  Her boyfriend calls her on her way home from work
  and asks her to pick up some beer because a
  couple of their friends are coming over to
  hangout. He tells her to pick up some beer
  everyone will like. As she walks through the beer
  aisle at the grocery store, she passes by all of
  the cheap domestic beer because it reminds her of
  what her dad used to drink. She notices all of
  the expensive microbrews, but doesnt like the
  heavy flavor. Then she notices Corona Extra. She
  has had it at a party before and liked it because
  it wasnt overpowering and it had a lime in it.
  The lime made it much easier for her to drink and
  made it look very pretty. She picks up a case
  of Corona Extra and heads over to the produce
  department.
• Of those who primarily imbibe a super-premium
  beer, 12 percent are under the age of 25, and 41
  percent are younger than 35. Corona was placed
  in this list of super-premium beer by the New
  York City-based market research firm Mediamark
  Research, Inc (MRI).

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Audience Insights 1 Corona Extra

• Takeaways
• Were developing creative for a single, employed
  female whose idea of relaxing is hanging out with
  her boyfriend and their friends
• She has some very specific beliefs about flavors
  and types of beer
• Shes tried Corona Extra before, liked it for a
  number of reasons, and believes her boyfriend and
  their friends will also like it
• A lime with this beer is cool/fun

After reading this ad we want our audience to
_________.
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Audience Insights 2 Dodge Journey

• This ad is found in The New Yorker magazine. The
  magazines subscribers are mainly from New York
  and California whose average income (81,000 in
  2005) is higher than the average of the U.S.
  household income (51,000). The average age of
  its subscribers is 48 years old in 2005.
• Some of the subscribers could afford choosing
  upper class vehicle such as Mercedes and BMW. On
  the other hand, for the others who are family
  oriented and think usefulness is more important
  over luxurious would consider domestic makers
  like Dodge. The target audience would be
  middle-class families with one or more children
  who sometimes go to outdoor activities. Moreover,
  consumers who are looking for smaller minivans
  could consider the Journey as a substitution.
• The brand image of Dodge is perhaps mostly from
  its pickup trucks. Compare to Chrysler and Jeep
  brands, Dodge provides low-end to middle-end
  vehicles and some sporty models to make the brand
  image as more active and young.

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Audience Insights 2 Dodge Journey

• The emotional and psychological barriers are the
  quality and gas mileage. Chrysler group vehicles
  give some people an impression of low quality
  interior. The interior tends to have cheap
  feeling, cheap looking, and less integration. Due
  to increasing gasoline price, the share of larger
  vehicles is dropping. More people are shifting to
  smaller and fuel efficient cars nowadays.
• Chrysler now offers lifetime power warranty for
  Dodge and Jeep to enhance reliability, value, and
  support. The company also works on more fuel
  efficiency and better quality of interiors due to
  the consumer demand.
• For the price range of Dodge Journey, its
  competitors will be Saturn Outlook, Pontiac
  Torrent, Ford Edge, and Nissan Murano, and Mazda
  CX-7. However, the Journey is a crossover which
  does not have direct competitors. On the other
  words, the uniqueness of the Journey could have
  advantage over other automakers.

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Audience Insights 2 Dodge Journey

• This ad is found in The New Yorker magazine. The
  magazines subscribers are mainly from New York
  and California whose average income (81,000 in
  2005) is higher than the average of the U.S.
  household income (51,000). The average age of
  its subscribers is 48 years old in 2005.
• Some of the subscribers could afford choosing
  upper class vehicle such as Mercedes and BMW. On
  the other hand, for the others who are family
  oriented and think usefulness is more important
  over luxurious would consider domestic makers
  like Dodge. The target audience would be
  middle-class families with one or more children
  who sometimes go to outdoor activities. Moreover,
  consumers who are looking for smaller minivans
  could consider the Journey as a substitution.
• The brand image of Dodge is perhaps mostly from
  its pickup trucks. Compare to Chrysler and Jeep
  brands, Dodge provides low-end to middle-end
  vehicles and some sporty models to make the brand
  image as more active and young.

42
Audience Insights 2 Dodge Journey

• The emotional and psychological barriers are the
  quality and gas mileage. Chrysler group vehicles
  give some people an impression of low quality
  interior. The interior tends to have cheap
  feeling, cheap looking, and less integration. Due
  to increasing gasoline price, the share of larger
  vehicles is dropping. More people are shifting to
  smaller and fuel efficient cars nowadays.
• Chrysler now offers lifetime power warranty for
  Dodge and Jeep to enhance reliability, value, and
  support. The company also works on more fuel
  efficiency and better quality of interiors due to
  the consumer demand.
• For the price range of Dodge Journey, its
  competitors will be Saturn Outlook, Pontiac
  Torrent, Ford Edge, and Nissan Murano, and Mazda
  CX-7. However, the Journey is a crossover which
  does not have direct competitors. On the other
  words, the uniqueness of the Journey could have
  advantage over other automakers.

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Audience Insights 2 Dodge Journey

• Takeaway
• Higher than average income (heads of?) active
  families who are less concerned with luxury than
  practicality and utility

This ad is to build awareness of the Journey,the
all-new mid-size crossover vehicle from Dodge
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Audience Insights 3 General Mills Chex Mix

• The target audience is women between the ages of
  21- 45 who are conscious about their physical
  appearance and health. They are women who enjoy
  snacking and eating but would like a healthy
  alternative to the traditional snacks that are
  usually high in fat and calories. These women may
  be in all different life stages single,
  married, mothers considering women do most of
  the grocery shopping in households, their
  perception of Chex Mix is important because it
  also influences the households perceptions. For
  example, if the wife/mother buys Chex Mix instead
  of competing snacks other people in the
  household are also being exposed to the product
  and will develop their perceptions of the
  product. The husband or child who would have
  never chose to purchase Chex Mix on their own
  have now been exposed, in other words, it induces
  trial among people other than the target
  audience. Household income is above 30,000 and
  these women are college educated and are career
  driven although some may be stay-at-home
  wives/moms. The target audience is located in
  urban/suburban areas most likely in medium to
  heavy populated areas. They are women who are
  interested in beauty, fashion, trends, but are
  also interested in the community and their
  families.

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Audience Insights 3 General Mills Chex Mix

• Audience Description Mary is a 32 year old
  married woman who has two children. Among these
  two aspects of her busy life, she also works
  part-time. She is health conscious for both
  herself and her family, but still wants to meet
  her own fitness goals. She wants to be able to
  enjoy a snack without feeling the guilt. While
  grocery shopping she tries to choose healthy
  items that aide in helping her and her family
  stay healthy. However, taste should not be
  sacrificed for the sake of health therefore she
  is constantly looking for healthy alternatives
  that both her picky husband and children will
  also enjoy. Although she may splurge or choose
  unhealthy items every now and then to satisfy her
  family, she tries to keep a balance. Some staple
  items that she may consume are whole wheat
  products, such as whole wheat bread, brown rice,
  and whole wheat pasta along with natural peanut
  butter and meats that are low in saturated fat,
  such as ground chicken or turkey. Everyone in the
  family likes to snack, whether itd be the
  husband during game time, Mary during work or
  part of the childrens lunch box. Mary is
  searching for a healthy alternative for snacking
  that she and her whole family will enjoy. She
  also recognizes that getting the rest of her
  family to snack healthy will help her to meet her
  desired fitness goals by not having as many
  unhealthy foods in the house. She has tried other
  brands of snacks but has been dissatisfied with
  the taste she is looking for a happy medium,
  relatively low fat and calories but great
  tasting. Growing up, Mary was exposed to Chex
  cereal and Chex Mix at get togethers but has
  never considered Chex Mix as a healthy
  alternative. Considering Mary ate Chex cereal as
  a child gives her a sense of nostalgia with the
  brand, therefore her perceptions of the brand are
  rather favorable.

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Audience Insights 3 General Mills Chex Mix

• The target audience is women between the ages of
  21- 45 who are conscious about their physical
  appearance and health. They are women who enjoy
  snacking and eating but would like a healthy
  alternative to the traditional snacks that are
  usually high in fat and calories. These women may
  be in all different life stages single,
  married, mothers considering women do most of
  the grocery shopping in households, their
  perception of Chex Mix is important because it
  also influences the households perceptions. For
  example, if the wife/mother buys Chex Mix instead
  of competing snacks other people in the
  household are also being exposed to the product
  and will develop their perceptions of the
  product. The husband or child who would have
  never chose to purchase Chex Mix on their own
  have now been exposed, in other words, it induces
  trial among people other than the target
  audience. Household income is above 30,000 and
  these women are college educated and are career
  driven although some may be stay-at-home
  wives/moms. The target audience is located in
  urban/suburban areas most likely in medium to
  heavy populated areas. They are women who are
  interested in beauty, fashion, trends, but are
  also interested in the community and their
  families.

47
Audience Insights 3 General Mills Chex Mix

• Audience Description Mary is a 32 year old
  married woman who has two children. Among these
  two aspects of her busy life, she also works
  part-time. She is health conscious for both
  herself and her family, but still wants to meet
  her own fitness goals. She wants to be able to
  enjoy a snack without feeling the guilt. While
  grocery shopping she tries to choose healthy
  items that aid in helping her and her family stay
  healthy. However, taste should not be sacrificed
  for the sake of health therefore she is
  constantly looking for healthy alternatives that
  both her picky husband and children will also
  enjoy. Although she may splurge or choose
  unhealthy items every now and then to satisfy her
  family, she tries to keep a balance. Some staple
  items that she may consume are whole wheat
  products, such as whole wheat bread, brown rice,
  and whole wheat pasta along with natural peanut
  butter and meats that are low in saturated fat,
  such as ground chicken or turkey. Everyone in
  the family likes to snack, whether itd be the
  husband during game time, Mary during work or
  part of the childrens lunch box. Mary is
  searching for a healthy alternative for snacking
  that she and her whole family will enjoy. She
  also recognizes that getting the rest of her
  family to snack healthy will help her to meet her
  desired fitness goals by not having as many
  unhealthy foods in the house. She has tried other
  brands of snacks but has been dissatisfied with
  the taste she is looking for a happy medium,
  relatively low fat and calories but great
  tasting. Growing up, Mary was exposed to Chex
  cereal and Chex Mix at get-togethers but has
  never considered Chex Mix as a healthy
  alternative. Considering Mary ate Chex cereal as
  a child gives her a sense of nostalgia with the
  brand, therefore her perceptions of the brand are
  rather favorable.

48
Audience Insights 3 General Mills Chex Mix

• Takeaways
• 32 year-old married woman with two kids, above
  30k/year HH, college educated and career-driven
• Husband and kids are hard to please
• Needs a healthy snack alternative that will
  please others in the house while also helping her
  meet her fitness goals
• Has tried and is unhappy with other healthy snack
  choices
• Is favorably predisposed to Chex brand name is
  not aware of Chex Mix ability to meet her needs

We want more people to buy Chex Mix.
49
Audience Insights 4 Americas Milk Processors

• Target Audience
• The target audience for this ad is women 30-55
  who are likely purchasers of milk, but do not
  necessarily consume it on a regular basis. An
  example would be a mother who purchases milk for
  her children but does not use it to contribute to
  her own health. This audience is looking for new
  and easy ways to improve their nutrition while
  maintaining a healthy weight and life style. The
  average salary varies greatly as milk is an
  inexpensive product and can be purchased by most
  consumers who take in 30,000 () per year. This
  group already has knowledge of where and how milk
  can be purchased and consumed.
• Although the target audience for this particular
  ad is women 35-50, the Got Milk campaign hosts
  a target audience which is much broader.
  According to research, healthy and fitness is
  becoming an increasing concern in todays society
  and more money is being spent on the pursuit of
  it. Thus, when the chance to use a typical
  product as an outlet for good health arises,
  people are like to take it.
• Info from http//www.mintel.com

50
Audience Insights 4 Americas Milk Processors

• Audience Description
• Jennifer is a 40-year-old mother who works while
  her two children are in school. She is very busy
  caring for her children and maintaining an income
  and household for her family. Since she does not
  always have time to go to the gym or make healthy
  lunches for herself, she is looking for an easy
  product that will contribute to her health and
  give her nutrients (without having to take
  vitamins, supplements, etc.). She already
  purchases milk for her family, but would likely
  purchase more, and consume it herself if she
  felt that it would contribute to her body in the
  way that she desires.

51
Audience Insights 4 Americas Milk Processors

• Target Audience
• The target audience for this ad is women 30-55
  who are likely purchasers of milk, but do not
  necessarily consume it on a regular basis. An
  example would be a mother who purchases milk for
  her children but does not use it to contribute to
  her own health. This audience is looking for new
  and easy ways to improve their nutrition while
  maintaining a healthy weight and life style. The
  average salary varies greatly as milk is an
  inexpensive product and can be purchased by most
  consumers who take in 30,000 () per year. This
  group already has knowledge of where and how milk
  can be purchased and consumed.
• Although the target audience for this particular
  ad is women 35-50, the Got Milk campaign hosts
  a target audience which is much broader.
  According to research, healthy and fitness is
  becoming an increasing concern in todays society
  and more money is being spent on the pursuit of
  it. Thus, when the chance to use a typical
  product as an outlet for good health arises,
  people are like to take it.
• Info from http//www.mintel.com

52
Audience Insights 4 Americas Milk Processors

• Audience Description
• Jennifer is a 40-year-old mother who works while
  her two children are in school. She is very busy
  caring for her children and maintaining an income
  and household for her family. Since she does not
  always have time to go to the gym or make healthy
  lunches for herself, she is looking for an easy
  product that will contribute to her health and
  give her nutrients (without having to take
  vitamins, supplements, etc.). She already
  purchases milk for her family, but would likely
  purchase more, and consume it herself if she
  felt that it would contribute to her body in the
  way that she desires.

53
Audience Insights 4 Americas Milk Processors

• Takeaways
• 40 year-old mother with two kids in school, with
  30K HH
• Wants an easy product to improve her health,
  without resorting to vitamins and/or supplements
• Doesnt understand the health value of milk for
  her specifically
• Already buys it should be easy to get her to
  pick up more

This ad (campaign) is to get middle-age women to
drink three glasses of milk a day.
54
Audience Insights 5 Under Armour

• Athletic Men and women, boys and girls between
  the ages of 14-40.
• Targeted geography location is the United States.
• Income of 0K-90K
• Athletes that want comfortable and breathable
  apparel during their physical activities.
• Athletes that thrive to work hard and perform on
  top of their competition.
• Consumers that want to perform like or better
  than professional athletes.
• The consumers hopes are to work hard and gain
  winning results.
• The consumers needs are to feel superior and
  that they are the best while wearing the brand.
• Consumers are buying the product because of the
  strong, buff, and hard working athletic image
  that it portrays.
• The consumers know that the brand portrays hard
  physical workouts that intend to deliver the
  desired image or performance results.
• The emotional and psychological barriers that are
  needed to be overcome are the thoughts of not
  being able to accomplish the desired performance
  or image.
• The emotional and psychological characteristics
  that can be enhanced are the images of being the
  best there is.
• Nike is the real competition because they have
  all the products under armour sells and dominates
  90 of the footwear market and is known as a
  premier sports brand.

55
Audience Insights 5 Under Armour

• Athletic Men and women, boys and girls between
  the ages of 14-40.
• Targeted geography location is the United States.
• Income of 0K-90K
• Athletes that want comfortable and breathable
  apparel during their physical activities.
• Athletes that thrive to work hard and perform on
  top of their competition.
• Consumers that want to perform like or better
  than professional athletes.
• The consumers hopes are to work hard and gain
  winning results.
• The consumers needs are to feel superior and
  that they are the best while wearing the brand.
• Consumers are buying the product because of the
  strong, buff, and hard working athletic image
  that it portrays.
• The consumers know that the brand portrays hard
  physical workouts that intend to deliver the
  desired image or performance results.
• The emotional and psychological barriers that are
  needed to be overcome are the thoughts of not
  being able to accomplish the desired performance
  or image.
• The emotional and psychological characteristics
  that can be enhanced are the images of being the
  best there is.
• Nike is the real competition because they have
  all the products under armour sells and dominates
  90 of the footwear market and is known as a
  premier sports brand.

56
Audience Insights 5 Under Armour

• Takeaways
• Were targeting essentially everyone (M/F 14--40
  090K entire U.S. athletes consumers)
• Not sure what we want them to know or do
• Evolution
• Focus on specific target, their situation, needs,
  behaviors and desires
• Use depth of data to provide the creative team
  real insight to the targets thought process and
  decision points, esp. against Nike

After reading this ad (experiencing this
campaign) we want our target audience to
_____________________.
57
Audience Insights 6 Samsung HDTVs

• The target audience is Brad, a 35 year old sports
  fanatic. Brad is a male Caucasian who works for a
  large plumbing wholesaler as an inside salesman
  and has an annual income of 55,000. Brad is up
  to date with recent times and enjoys a more
  modern, sophisticated look. Brad cares a lot
  about technology and is constantly updating his
  equipment to keep up with the ever changing
  market. Brad is familiar with all the top HDTV
  brands and has a difficult time picking one over
  the other. Samsung HDTVs are however, one of
  three brands in Brads evoked set along with
  Sony and Sharp. We will definitely be able to use
  the partnership between Samsung and the NFL to
  reach Brad and differentiate Samsung HDTVs from
  the competition.

58
Audience Insights 6 Samsung HDTVs

• The target audience is Brad, a 35 year old sports
  fanatic. Brad is a male Caucasian who works for a
  large plumbing wholesaler as an inside salesman
  and has an annual income of 55,000. Brad is up
  to date with recent times and enjoys a more
  modern, sophisticated look. Brad cares a lot
  about technology and is constantly updating his
  equipment to keep up with the ever changing
  market. Brad is familiar with all the top HDTV
  brands and has a difficult time picking one over
  the other. Samsung HDTVs are however, one of
  three brands in Brads evoked set along with
  Sony and Sharp. We will definitely be able to use
  the partnership between Samsung and the NFL to
  reach Brad and differentiate Samsung HDTVs from
  the competition.

59
Audience Insights 6 Samsung HDTVs

• Takeaways
• 35-year old sports fanatic white guy who makes
  55k/yr
• What about being a white guy is relevant to our
  story/ad?
• Likely to upgrade to our product (one of top
  three preferred brands) how do we keep him next
  year?
• What, in Brads mind, does modern and
  sophisticated mean? Examples?
• How do/can we, in Brads mind, beat Sony and
  Sharp?
• How is the tie between the NFL and Samsung
  relevant/how can we use this to add credibility
  in Brads mind?

This ad (campaign) is to convince our audience
that Samsung HDTVs are sleek, stylish, of high
quality and worth the price.
60
Audience Insights 7 Glaceaus Smart Water

• Target Audience
• The target audience for Smart Water is both men
  and womenfrom 20-35 years old. When purchasing
  bottled water, young adults (our target market)
  are more likely to be brand specific, where an
  older target market is more likely to look for a
  variety of brands. Our customers are looking
  first and foremost for anytime convenience.
  However, our target audience is also looking for
  water that is going to taste better and be
  healthier then just plain tap water.
• Our target audience is very health conscience and
  wishes to monitor their daily water intake, in
  order to make sure they are staying hydrated, and
  staying on a healthy diet. They know that
  electrolytes are beneficial to their well being,
  and enjoy drinking water that contains them. Our
  audience is not concerned with sugar filled
  flavored water, but rather simple, and pure
  tasting water. They do not want to have
  unnecessary additives in their water.
• The income of our target audience ranges from
  25,000 to 100,000. While this range is rather
  large, studies indicate that income has more to
  do with how the consumers willhandle the bottle
  after the water has been consumed. I.e. consumers
  with an above average income are more likely to
  recycle plastic bottles rather then throw it in
  the garbage.

61
Audience Insights 7 Glaceaus Smart Water

• Audience Description
• Casey is 28-year-old bartender in Los Angeles. He
  works on weekends and some weekday afternoons.
  Casey is a member of 24 Hour Fitness, and likes
  going 4-5 times a week for about 1 ½. When Casey
  doesnt work out at the gym he will go for runs
  along the beach. Casey enjoys staying healthy by
  exercising, eating right, and making sure he has
  enough of the right vitamins and minerals.
• Casey lives next to a large health food chain,
  which is where he does most of his grocery
  shopping. When he goes into the store to buy a
  bottle of water to take to the gym, to work, or
  just have at home in his refrigerator he is
  bombarded with at least 20 different kinds of
  bottled water. He is not interested in flavors,
  but he does want something to help him stay extra
  hydrated because of his busy and active life. He
  thinks water that has electrolytes, or vitamins
  in them is a great idea, and those are usually
  what he looks for first. He also looks for larger
  bottles that can support his active lifestyle.
• However, Casey findsthat most bottled waters that
  contains electrolytes or vitamins are usually
  flavored, meaning they have sugar, extra
  calories, and some even come in oddly shaped
  bottles. Casey wishes he had the option of
  simple, pure water enhanced with something to
  keep him hydrated in a simple container.
• Casey is an independent, healthy, and active
  young adult. He would gladly pay 2.00 for a
  larger bottle of water that kept him going
  through out the day, and was readily available to
  him at different stores.

62
Audience Insights 7 Glaceaus Smart Water

• Target Audience
• The target audience for Smart Water is both men
  and women from 20-35 years old. When purchasing
  bottled water, young adults (our target market)
  are more likely to be brand specific, where an
  older target market is more likely to look for a
  variety of brands. Our customers are looking
  first and foremost for anytime convenience.
  However, our target audience is also looking for
  water that is going to taste better and be
  healthier then just plain tap water.
• Our target audience is very health conscience and
  wishes to monitor their daily water intake, in
  order to make sure they are staying hydrated, and
  staying on a healthy diet. They know that
  electrolytes are beneficial to their well being,
  and enjoy drinking water that contains them. Our
  audience is not concerned with sugar filled
  flavored water, but rather simple, and pure
  tasting water. They do not want to have
  unnecessary additives in their water.
• The income of our target audience ranges from
  25,000 to 100,000. While this range is rather
  large, studies indicate that income has more to
  do with how the consumers will handle the bottle
  after the water has been consumed. I.e. consumers
  with an above average income are more likely to
  recycle plastic bottles rather then throw it in
  the garbage.

63
Audience Insights 7 Glaceaus Smart Water

• Audience Description
• Casey is 28-year-old bartender in Los Angeles. He
  works on weekends and some weekday afternoons.
  Casey is a member of 24 Hour Fitness, and likes
  going 4-5 times a week for about 1 ½. When Casey
  doesnt work out at the gym he will go for runs
  along the beach. Casey enjoys staying healthy by
  exercising, eating right, and making sure he has
  enough of the right vitamins and minerals.
• Casey lives next to a large health food chain,
  which is where he does most of his grocery
  shopping. When he goes into the store to buy a
  bottle of water to take to the gym, to work, or
  just have at home in his refrigerator he is
  bombarded with at least 20 different kinds of
  bottled water. He is not interested in flavors,
  but he does want something to help him stay extra
  hydrated because of his busy and active life. He
  thinks water that has electrolytes, or vitamins
  in them is a great idea, and those are usually
  what he looks for first. He also looks for larger
  bottles that can support his active lifestyle.
• However, Casey finds that most bottled waters
  that contains electrolytes or vitamins are
  usually flavored, meaning they have sugar, extra
  calories, and some even come in oddly shaped
  bottles. Casey wishes he had the option of
  simple, pure water enhanced with something to
  keep him hydrated in a simple container.
• Casey is an independent, healthy, and active
  young adult. He would gladly pay 2.00 for a
  larger bottle of water that kept him going
  through out the day, and was readily available to
  him at different stores.

64
Audience Insights 7 Glaceaus Smart Water

• Takeaways
• Not sure if were advertising to women 2035 or
  28 year-old men
• Health fitness are a serious endeavor for this
  group/person
• Paying a premium for the right water product is
  (apparently) not a big deal
• Not sure how 5 vs. 2 relate to the story were
  trying to tell
• What does anytime convenience mean?
• Recycling is mentioned how is this relevant to
  the ad/our story?

We want consumers to see Smart Water for what it
is smart..
65
Audience Insights 8 Intelligent Drive i81x
Series

• Target Audience
• The target audience for this advertising campaign
  of this small USB flash driver is more likely to
  be women aged 18-34 since women tend to use a
  mobile decoration and like cute and tiny things.
  However, we regard men aged 18-34 as the target
  audience as well, since men are 90 more intend
  to purchase USB flash memory drive (figure 1).
  They are from 18 to 14 years old because people
  aged 18-34 tend to have a higher percentage of
  USB ownership and a lower percentage of owning
  the product but not recently using it, than other
  age groups (figure 2 and 3). They believe that
  USB drives are a useful way to port data and are
  more convenient than external hard disc drives.
• The household income is 50K since adoption of
  technology trends upwards with income.
• The target audience is more likely to own a
  computer and be familiar with technologically
  cutting edge products. People who are attracted
  by the smallest USB drives in the world can be
  characterized as innovators and early adopters of
  new technology.
• Asians show a higher likelihood of owning and
  using flash drives and are more likely to be
  target audience (figure 5). They are more likely
  to agree with the convenience of flash memory.
• These young segments are design sensitive. They
  care how they look and how things they carry
  around look, so they want to obtain stylish
  things. They tend to use this USB drive, which
  carries cute features, for academic purposes and
  hobbies rather than professional purposes.
• Target audience tends not to have brand loyalty.
  Only a quarter of owners believe that some brands
  of USB are much more reliable than others, and a
  half of owners do not know which brand of flash
  memory they own. Therefore, they are easily to be
  appealed by a new USB drive.

66
Audience Insights 8 Intelligent Drive i81x
Series

• Audience description
• Mary is 21 years old who was raised up in a
  Chinese community. She is a college student
  majoring in Marketing and owns a laptop at home.
  She uses a computer at a school lab and her
  laptop everyday to write her paper. She has been
  using a USB flash drive to carry her data from
  home to school and vice versa, and she puts a
  value on the convenience of the USB drive.
  However, she was struggled with keeping it with
  her. She sometimes left her USB at a school lab
  and lost it. Also she left the USB drive, which
  saved her homework she finished last night, at
  home and could not turn it in.
• She does not have any favorite brands for a USB
  flash drive, because she has not found any
  functional differences. When she buys a new one,
  she chooses it depending on the design and color
  because she carefully chooses designs of things
  she carries around.
• She is familiar with a computer and interested in
  new technologies. For example, she has bought
  iPod and iPhone since they were innovated.
  Therefore, she is characterized as innovators of
  new technology. She is independent, has problem
  solving skills, and desires to keep learning
  knowledge. She believes new product with new
  technologies makes her life more interesting.

67
Audience Insights 8 Intelligent Drive i81x
Series

• Target Audience
• The target audience for this advertising campaign
  of this small USB flash driver is more likely to
  be women aged 18-34 since women tend to use a
  mobile decoration and like cute and tiny things.
  However, we regard men aged 18-34 as the target
  audience as well, since men are 90 more intend
  to purchase USB flash memory drive (figure 1).
  They are from 18 to 14 years old because people
  aged 18-34 tend to have a higher percentage of
  USB ownership and a lower percentage of owning
  the product but not recently using it, than other
  age groups (figure 2 and 3). They believe that
  USB drives are a useful way to port data and are
  more convenient than external hard disc drives.
• The household income is 50K since adoption of
  technology trends upwards with income.
• The target audience is more likely to own a
  computer and be familiar with technologically
  cutting edge products. People who are attracted
  by the smallest USB drives in the world can be
  characterized as innovators and early adopters of
  new technology.
• Asians show a higher likelihood of owning and
  using flash drives and are more likely to be
  target audience (figure 5). They are more likely
  to agree with the convenience of flash memory.
• These young segments are design sensitive. They
  care how they look and how things they carry
  around look, so they want to obtain stylish
  things. They tend to use this USB drive, which
  carries cute features, for academic purposes and
  hobbies rather than professional purposes.
• Target audience tends not to have brand loyalty.
  Only a quarter of owners believe that some brands
  of USB are much more reliable than others, and a
  half of owners do not know which brand of flash
  memory they own. Therefore, they are easily to be
  appealed by a new USB drive.

68
Audience Insights 8 Intelligent Drive i81x
Series

• Audience description
• Mary is 21 years old who was raised up in a
  Chinese community. She is a college student
  majoring in Marketing and owns a laptop at home.
  She uses a computer at a school lab and her
  laptop everyday to write her paper. She has been
  using a USB flash drive to carry her data from
  home to school and vice versa, and she puts a
  value on the convenience of the USB drive.
  However, she was struggled with keeping it with
  her. She sometimes left her USB at a school lab
  and lost it. Also she left the USB drive, which
  saved her homework she finished last night, at
  home and could not turn it in.
• She does not have any favorite brands for a USB
  flash drive, because she has not found any
  functional differences. When she buys a new one,
  she chooses it depending on the design and color
  because she carefully chooses designs of things
  she carries around.
• She is familiar with a computer and interested in
  new technologies. For example, she has bought
  iPod and iPhone since they were innovated.
  Therefore, she is characterized as innovators of
  new technology. She is independent, has problem
  solving skills, and desires to keep learning
  knowledge. She believes new product with new
  technologies makes her life more interesting.

69
Audience Insights 8 Intelligent Drive i81x
Series

• Takeaways
• Not sure who were advertising to (men 1834 men
  1814 women 1834 Chinese 21 year-old female
  50K HH college senior)
• Target audience is design sensitive (what does
  this mean? Examples?)
• Little, if any brand loyalty

This ad is to get our audience to go to our web
site and purchase any one of the i81x USB drives.
70
Audience Insights 9 Tropicana Orange Juice

• Target audience is primarily mothers 25-44 with
  young children ages 3-17. This key group
  accounts for over 90 of the household grocery
  spending. More than half of the target segment
  works full-time and time is a valuable resource.
  They are aware of the importance of the
  consumption of fresh fruits and vegetables in a
  diet but find themselves purchasing convenience
  items to save time. The target audience is
  familiar with the Tropicana Orange Juice brand.
• Karen has two young children, Seth (4) and Collin
  (7). She works full time as an executive
  assistant at a law firm. Since her husbands
  contribution to the household is limited due to
  his travel schedule, Karen is left to juggle a
  full-time job and household maintenance. Like
  many mothers, the health and nutrition of her
  family is a huge priority. However, with
  weekdays being the most chaotic, she finds it
  difficult to introduce nutrition to her young
  boys, especially fresh fruits and vegetables.

71
Audience Insights 9 Tropicana Orange Juice

• Target audience is primarily mothers 25-44 with
  young children ages 3-17. This key group
  accounts for over 90 of the household grocery
  spending. More than half of the target segment
  works full-time and time is a valuable resource.
  They are aware of the importance of the
  consumption of fresh fruits and vegetables in a
  diet but find themselves purchasing convenience
  items to save time. The target audience is
  familiar with the Tropicana Orange Juice brand.
• Karen has two young children, Seth (4) and Collin
  (7). She works full time as an executive
  assistant at a law firm. Since her husbands
  contribution to the household is limited due to
  his travel schedule, Karen is left to juggle a
  full-time job and household maintenance. Like
  many mothers, the health and nutrition of her
  family is a huge priority. However, with
  weekdays being the most chaotic, she finds it
  difficult to introduce nutrition to her young
  boys, especially fresh fruits and vegetables.

72
Audience Insights 9 Tropicana Orange Juice

• Takeaways
• Karen is 25-44 with young boys 4 7
• Husbands a slacker she has to do it alldoes
  she have any guilt or remorse about not doing
  more?
• Tropicana Orange Juice is a relevant and
  meaningful substitute for fresh fruits
  vegetables
• Is Tropicana Orange Juice a luxury item/can she
  afford it every week?
• Why wouldnt she buy V-8 or other juices?
• Why would her boys drink it (and thank her for
  it)?

This ad (campaign) is to get our audience to
understand there are 18 fresh oranges in every
carton of Tropicana Orange Juice.
73
Audience Insights 10 Starbucks Specialty Coffee

• Demographics
• 55 of coffee drinkers that visit coffeehouses
  are 18-34 years old
• Coffeehouse visits increase by 56 with HH salary
  of 100
• Middle class
• Wealthiest consumers
• Baby Boomer segment between 43-61
• Behavioristics
• Buying motivations Place, novelty, convenience,
  image, affiliation, status
• Buying styles Brand loyalty
• Willing to pay for higher quality and performance
• Economy is affecting the ability and willingness
  of the mass affluent segment to spend

74
Audience Insights 10 Starbucks Specialty Coffee

• Geographic
• Western part of the country tend to use
  coffeehouses more frequently than other parts of
  the country
• Psychographics
• Lifestyles Urban, professional, student
• Values Independence,
• Interests Travel, visiting with friends
  associates, reading, studying
• Headed for retirement
• Interested in the quality of their relationships
  and experiences
• Young customer and aspirational lifestyle
• Middle class
• Mass affluent

75
Audience Insights 10 Starbucks Specialty Coffee

• Takeaways
• Not sure who were advertising to, what they
  think, what we want them to think, or how they
  behave
• Lots of data information insights missing

This ad (campaign) is to get our audience to
understand the quality of Starbucks Specialty
Coffee, or This ad (campaign) is to change the
perceptions of the convenience of Starbucks
Specialty Coffee, or This ad (campaign) is to
get more customers and sell more Starbucks
Specialty Coffee.
76
Audience Insights 11 Olay Body Thermal Pedicure

• Adrianne is a single, 29-year-old business
  professional living in her suburban apartment.
  She would love to get married, but dates her job
  instead. She lives for work- putting in over 50
  hours per week. When she gets done with her
  work, she makes a b-line to her jacuzzi escape
  where she lights candles and unwinds after a long
  days work. Her fashionable shoes make her feet
  soar by the end of the day. While she would love
  to take a day off to pamper and get a pedicure,
  she simply does not have the time to make for the
  hour and a half venture. Most nail salons are
  closed on her one day off. She does love to
  pamper herself, but her dream of a day of
  relaxation usually succumbs to a simple bubble
  bath, aroma therapy candles, and a smooth red
  wine.
• Demo for the magazine InStyle include females
  ages 25-34 with the greatest HH income between
  30-50,000. They are graduate students or have
  attended grad school. More than half of readers
  own their own home, and are single or are now
  divorced. Source MRI Fall 2007.

77
Audience Insights 11 Olay Body Thermal Pedicure

• Adrianne is a single, 29-year-old business
  professional living in her suburban apartment.
  She would love to get married, but dates her job
  instead. She lives for work- putting in over 50
  hours per week. When she gets done with her
  work, she makes a b-line to her jacuzzi escape
  where she lights candles and unwinds after a long
  days work. Her fashionable shoes make her feet
  soar by the end of the day. While she would love
  to take a day off to pamper and get a pedicure,
  she simply does not have the time to make for the
  hour and a half venture. Most nail salons are
  closed on her one day off. She does love to
  pamper herself, but her dream of a day of
  relaxation usually succumbs to a simple bubble
  bath, aroma therapy candles, and a smooth red
  wine.
• Demo for the magazine InStyle include females
  ages 25-34 with the greatest HH income between
  30-50,000. They are graduate students or have
  attended grad school. More than half of readers
  own their own home, and are single or are now
  divorced. Source MRI Fall 2007.

78
Audience Insights 10 Starbucks Specialty Coffee

• Takeaways
• Single, 29 year-old professional living in a
  suburban apartment
• Tied up with work, often so much theres little
  time for private life and pampering herself does
  what she can at home
• Seems to be predisposed to fashion (shoes)

We are doing this ad to increase knowledge about
Olay Body Thermal Pedicure
79
Conclusions?Thoughts?
80
I saw the angel in the marbleand carved until I
set him free Michelangelo
81
AudienceDemographic Psychographicdata points
ProductFeature, Benefit, Differentiationdata
points
Variety of colors, incl. purple
Sold in big cities
Age

• What are we trying to accomplish with this
  advertising?
• Which audience points are most relevant for this
  effort? Why?
• Which product points best match up with the
  audience points? Why?
• Based on the connection between these, what
  should the ad(s) look, feel, sound like? Why?
• Based on all that, what is the focused starting
  point for connecting deeply and quickly, this
  product with this audience? Why?

Rightprice
Thinkspurpleis cool
Loves puppies
Right age
Lives in a big city
Family values company
82
AudienceDemographic Psychographicdata points
ProductFeature, Benefit, Differentiationdata
points
Variety of colors, incl. purple
Sold in big cities
Age

• What are we trying to accomplish with this
  advertising?
• Which audience points are most relevant for this
  effort? Why?
• Which product points best match up with the
  audience points? Why?
• Based on the connection between these, what
  should the ad(s) look, feel, sound like? Why?
• Based on all that, what is the focused starting
  point for connecting deeply and quickly, this
  product with this audience? Why?

Why are we doing this?
Audience Insights
Product Insights
Executional Considerations
Rightprice
Thinkspurpleis cool
Creative Strategy
Loves puppies
Right age
Lives in a big city
Family values company
83
Imagination is more important than
knowledge Albert Einstein
84
Brief Writing As a Class

• Remember that your job is to inspire a creative
  team
• Find relevant connections between audience and
  product/company/service
• Dont simply report inform