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Transport Accident Commission
Date: newest first
Date: oldest first
Randal Glennon, Admap, September 2011, pp. 36-38
Australia's Transport Action Commission used the 40th anniversary of seatbelts being made compulsory in the state of Victoria to target its 'Belt up' integrated campaign at those who refused to comply with the law.
Australia's Transport Action Commission used the 40th anniversary of seatbelts being made compulsory in the state of Victoria to target its 'Belt up' integrated campaign at those who refused to comply with the law. The primary audience was the 4% of non-wearers of seatbelts - a group disproportionately over-represented in road trauma statistics. One of the major passions of this group of mainly male, 30-year olds is football. A tie-in with the Australian Rules national league team Essendon became the galvanising focal point for the campaign. For the third year in a row, the death toll on Victoria's roads was down to a record low.
Old Spice: 2010's Standout Campaign Under the Microscope
Geoffrey Precourt, Event Reports, ANA Creativity, December 2010
At the ANA Creativity conference, a presentation examining the Old Spice campaign for 2010 was given by James G.
At the ANA Creativity conference, a presentation examining the Old Spice campaign for 2010 was given by James G. Moorhead, Procter & Gamble's North America marketing/brand manager. Within six months after the campaign launch, Old Spice sales increased 27% year-to-year, with massive increases in social media followers and Google searches. The message was delivered across multiple platforms including television, internet and outdoor. This article covers Old Spice's Super Bowl strategy, creative progression and social media strategy, including the YouTube responses to Twitter followers, both celebrity and everyday consumers. Moorhead closed with a brief list 10 lessons learnt from the Old Spice campaign.
How Philips used emotion to change the perception of electric razors
Andreas Moellmann, Sarah Carter, Les Binet, Gary Raucher, Admap, November 2009, pp. 23-25
Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response.
Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing share to blade razors, preferred by young men. Philips and DDB relaunched the Moisturising Shaving System (MSS) with the ‘Feel different’ campaign, intended to appeal emotionally to young men. A commercial featured a sexy, caring female robot, personifying MSS, who shaves a young man in the shower. Online pull marketing supported the campaign. Within five months, market share for MSS had more than doubled in four key markets.
Pringles - The Pringles Dream Team and www.pringleskeepyuppy.com
Sponsorship Works, 2007, pp. 73-81
This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com.
This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of official sponsorship, it was decided instead that the brand would adopt an on-pack promotion that would offer a range of prizes, and tie up with eleven well-known footballers, including Roberto Carlos, Steven Gerrard, Freddie Ljungberg, Arjen Robben and Francesco Totti. Both the Pringles Dream Team and the viral online campaign were key components of a well-integrated through-the-line campaign, which differentiated and energised the Pringles value proposition by providing an opportunity to share common values and communicate with a well-defined audience. Most importantly, the campaign connected with consumers in a fun and dynamic way, and ensured that Pringles was viewed as making everyday life more interesting, dynamic and fun.
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