By Paul Springer
The second one variation of advertisements to Icons examines present and destiny traits in ads. via 50 overseas case reports of latest and iconic ads campaigns, writer Paul Springer identifies why those campaigns have been profitable and analyzes their contribution to the ongoing improvement of advertisements.
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Extra info for Ads to Icons: How Advertising Succeeds in a Multimedia Age
2. To make the illusion work, the copy and image needed to be extremely well crafted, otherwise the almost too real message would have been undermined. 3. The advertisements contain a clear call to action by pointing readers to follow up interest on the 100% Hot Wheels website. com. 42 Ads to icons Cadbury’s Coronation Street Idents Product: Cadbury’s Confectionery Range Target market: Agency/city: Planning/production time: Reach: 1 million television viewers, ITV1 (repeated ITV2) Triangle Communications, London 6 months UK mass audience (terrestrial, cable and satellite broadcast) 10 seconds: 4 programmed around each 25-minute episode, 3 evenings a week to reinforce chocolate as a comfort break, like watching TV initially £200,000: 2006–08 deal estimated to be worth £20m started 1996, to 2008 (under 2006 agreement) programme sponsorship idents Length of customer engagement: Brief: Budget: Lifespan: Benchmark: The front-end frame of Cadbury’s idents, which featured at the beginning and end of each segment of the television soap opera Coronation Street.
This made it ripe for its strategic positioning in commercials as the snack to have with beer. An agreement had already been reached to make it available in Russian bars. The campaign’s hook line Beerka. Delivering to beer! reflected the product’s positioning and reinforced it. Men were targeted as the main consumers of beer and beer snacks in a bar environment, so the campaign aimed to convey that drinking beer was a better experience with beer snacks – after a sip of beer you want to have a snack, and after having a snack you want another sip of beer… Rethinking mass media 29 Profile: campaign strategy Snack food producers Sibirsky Bereg were keen to establish their snacks for a male adult audience, whereas most snacks were aimed at younger audiences.
Richard Huntington, a planning director at HHCL/Red Cell United UK, remarked that there were ‘the ostriches who bury their heads in the sand and insist nothing fundamental is going to change. Then there were the lemmings, leaping off the cliff shouting “content, content, it’s all about branded content”’ (Bannister, 2005). The latter continued to push the old media formats, in the hope that famous advertising might be confused with value for money. Some advertising groups in the UK set up their own ‘below the line’ departments.