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Cases of Creative Leverage

Cases of Creative Leverage. Rolling Stone. Advertising problem: Young planners wanted to buy the magazine, but their older bosses associated it with hippie counterculture. Effectiveness depends entirely on the support. BMW.

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Cases of Creative Leverage

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  1. Cases of Creative Leverage

  2. Rolling Stone • Advertising problem: Young planners wanted to buy the magazine, but their older bosses associated it with hippie counterculture.

  3. Effectiveness depends entirely on the support

  4. BMW • Advertising Problems: Low share of voice and imitation by higher priced competitors

  5. Insight • Consumers flocking to the Internet, but marketers way behind consumers. • Opportunity: First mover

  6. Strategy

  7. Results • “Brand minute” cost 44% less • Long tail 80% of film views happened after the campaign period (all through 2003 and 2004) • Sales in 2003 and 2004 grew 20% • Others followed and wasted their money: first mover was the only mover (at least for 8-minute films).

  8. Bahamas • What was the advertising problem? • What was the solution?

  9. The cost of a singular image

  10. The value of diversity

  11. One leads to more interesting stories

  12. Island Hopping made easy

  13. The power of a logo

  14. What imagery do you think of?

  15. Challenge • Advertising problem: PAYGO was a a purely rational approach (and a good one), but a rational position alone is rarely sustainable. • Solution: Virgin mobile is the perfect way for young people to express their feelings toward each other during the holidays.

  16. Warning

  17. Tone and Authenticity

  18. One way to do this well (when you are old farts)

  19. Big Idea of the Day

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