Toblerone Campaign

Toblerone has these weird triangle shaped pieces that look funny in your mouth. So that was our instant idea. 

Our idea is to focus around the holidays and how Toblerone could be apart of your family pictures. Every time a holiday comes around theres always some kind of family picture. The idea is to feature toblerone in the picture in some creative way and #tobleroneholidays 

Pictures should be taken and uploaded to instagram and facebook. It would be a good way to send "holiday greetings" to people on facebook. You could post and share your photos on facebook or instagram and the more likes it gets will establish a winner. 

Our sample picture would be of a family mom, father, son, daughter, dog, grandparents in these ugly sweaters with pieces of toblerone sticking out of their mouths with they smile for the family picture. 

We would chose the top 10 best/most voted photos with toblerone and send the families to a dream family vacation. The message is to promote creativity and being with your family and loved ones. The idea is to get families to come together and come up with some silly idea. (they'll probably have fun with it together and laugh) 

We Chose instagram because it would make people be creative with how they feature toblerone in the photo. It would also be a sharing experience because you could see how others did it by using the hashtag. 

We also chose to use tumblr because it's a place were people reblog different types of pictures. It would allow many users to reblog the images that other users worldwide could see as well. Tumblr is a good platform where facebook and instagram come together making it a place where people who don't have an instagram be able to see photos without an account. 

AHHH COMMERCIALS

You're just in the middle of watching grey's anatomy. BAMN right in the middle of the good stuff and whose about to die, there's an commercial.... You could either watch it, change the channel, or just leave for the bathroom. I usually just watch the commercial. I'm too scared to change the channel because I don't want to miss any bits of the show.

Usually the commercials are pretty okay. I mean I'm watching ABC at 9:00, the commercial is probably paying the network a lot of money to play the advertisement. So I'm seeing tons of car commercials and commercials about alcohol. They're trying to sell to an older crowd because children don't usually stay up late watching shows about doctors sleeping with each other.

I usually see a Honda Car commercial the most and it's always the same one... It's not even memorable, no matter how often I see it. I always get bored of it and I don't care too much for it. 

Although the BMW car commercials that play every now and then I remember just because the advertisement is so slick and doesn't demand attention. it just grabs your attention slowly and pretty soon you're giving all of your attention to the ad. 

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I like advertisements that don't demand attention and give a small story. it actually makes the audience want to watch the commercial to find out the ending. Rather than a commercial that is just featuring stuff. Make the advertisement catchy with a good story, music, and quality of picture. 

volkswagen does the best story within a commercial ad! 

Music + Bathroom = Joy

How would we sell this silly ipod toilet paper dock ... as a house warming gift....? 

We thought of it as this: 

A man sets up a romantic bath for his wife to come home to. He sets up roses, bubbles, dims the lights, and brings the red wine. 

Then he realizes that there's no music. The speakers on his phone don't work well and his laptop speakers just suck. So we bring on a flash back of when him and his wife just moved into the house. Another couple gifts them a ipod toilet paper dock... He instantly gets an idea and installs the ipod dock just seconds before his wife gets home. 

The wife walks up the stairs covered in roses and hears the music playing beautifully from the bathroom and she see's the surprise. The husband kicks his toolbox to the side, hiding it from his wife and she's just outjoyed with everything and the scene cuts out with clothes dropping the floor. 

Group Radio Advertisement: 

RADIO: 

Sound Effect: faucet running in background, toilet roll, hearing noises outside (birds, wind, dogs.)

MVO: I wish there was a solution for this noise! Lets try out moms new gift!

(walks over to close, opens box, places on roll, noises getting ever louder)

MVO: this should do the trick! (turns on sooth music, all sounds cuts but music)

ahhh, relaxing!

Interactive Advertisements

I love ads that are just totally different from billboards and just plain out signs. I feel like the idea and brand really sticks in your head after seeing a great display and then you go off telling your friends about it.

The denver water advertisement is one of my favorite ads because it shows you don't need the entire bench for yourself, you can conserve. Even though this would be annoying if you had to sit with friends or something. The message is actually relevant to the advertisement and it's not some crazy eye catching thing, it's a message to the general public as well as an advertisement. 

I love this windex ad because it shows a dirty window but with a spray of windex you're just able to see through. I like this idea because it actually shows what the product can do and the product's purpose. It's very standard and not over the top but is charming in a sense of you're actually seeing what the product does and there's nothing else behind it.

Advertisements don't need to be all out and flashy they should be meaningful and tell people what the purpose is. Instead of paying celebrities to endorse the ad, the idea of the product working and the honesty of the product already sends a good message.
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This budweiser campaign just was so big out there that I don't think people actually saw this as an ad, instead they just probably saw it as just a crazy logo. 

I think the message is more memorable and useful. The windex ad is really creative even though it's simple. Advertisements that are super over the top sometimes come off as overwhelming and less focused on the product. 

I liked Typed Writers before it was cool "Type writers and Hipsters"

Reviving the type writers to be potentially used by college students sounds a bit tough. I think type writers should only tried to be sold to hipsters, (people who like to do things that aren't mainstream). Usually whatever hipsters like tend to grow quite popular fast.

My group decided to sell the type writer by the idea of having something that was so ancient it was cool. It could build up this look of being old school and "hipster". You would have an item that others didn't think was cool, it would make you really different and more of an individual  It would help you break away from the crowd and be someone completely different. Since there are always some college students trying to identify who they are we wanted to reach out with building image. We weren't able to use the nostalgia marketing strategy  because most college students weren't even around when the type writer was being used. However we could use the nostalgia concept of having an item that was part of history. 

My group came up with the idea of "clicking and ticking our way to class" 

We wanted to market the type writer through the concept of hipsters using it. Similar to the idea of Urban Outfitters, have type writers be sold their and be featured on their instagram and website. 

Sweet Nostalgia

What are some of the major advantages and disadvantages of nostalgia marketing? 

There was an episode on parks and recreation where Tom is assigned a task to remake the Parks and Recreation Logo. At first Tom wanted to have a flashy logo but then he realized that there was so much beauty in the old retro logo and that it would bring back memories for the towns people. The retro logo was a success and brought back good memories for the towns people. The episode shows the cons of nostalgic marketing because the younger kids in the show didn't get the purpose of it and there were some people who were from of state who didn't get the history at all. Nostalgia marketing only affects a certain group of people instead of the general public.  

I think nostalgia marketing works for the older crowd or for those who understand the meaning behind the retro-ness/histroy. The disadvantages are that the younger generation won't get it or won't be included. The wouldn't really understand why anything is significant unless it is completely explained. Sometimes I think that nostalgia marketing is slightly overdone. I tend to think Coca Cola uses the idea of "old times" and "old traditions" too much during the holiday time. It's no longer as significant. It's too overdone to the point I feel like people are kind of expecting that old picture of santa drinking a coke during christmas time. 

I think that company's that don't undergo change like coca cola depend too much on staying retro. They may change the can every now and then but it's never a big change, it mainly focuses on that classic logo. They'll throw in pictures every now and then but they have never changed or modernized the logo at all. 

 Are there some products or brands for which this strategy may not be successful?  Why not?  

I think Hungry Hippos never changed their logo or concept that the game eventually died out. The kept the game the same: colors, animals, and strategy. The Hungry Hippos games should of had variations in animal choice or colors, but instead it stayed the same, eventually dying out. There was never any change in the product and eventually the people who did use to play with hungry hippos grew older. Even by using nostalgia as a marketing strategy wouldn't work because we're too old for the times. They should only focus on selling to kids of the generation by adapting to what children of today would want. 

I think that vintage fashion ads like Tiffany & Co. do it right in terms of nostalgia. (because diamonds never got out of style) When they featured a breakfast with tiffany's ad and the vintage style. I think the campaign was a success just because a lot of people were enlightened with the idea of old times and the retro/vintage style of back then. It helps that diamonds don't go out of style and there's usually some demand but I think that the idea of something vintage from tiffany's message is that it will always keep it's shine and value. 

Jeep Campaign Workshop

The purpose of my project is to grab the attention of my target audience, seniors (age rage 50s-70s), so they feel like buying a Jeep is a good idea.

To do so I'll rely in three key factors: simplicity or easiness, safety, and reliability.

The model our group chose was the Grand Cherokee: 

Our group wanted to sell the Grand Cherokee through the idea of passing it on to their grand children. Whenever I think of elderly people I think of them saving for their grand children and passing things on. We wanted to set up this idea of "not you average grandparents" but then we realized that grand parents won't buy a product to be cool, they want to buy something that will be safe and will last long after them. So we changed our idea to passing their car down and protecting their "grand children". 

I personally drive a jeep Liberty and jeep Cherokee and I really don't like the car. So it was a little hard trying to sell a product which I don't like. (trying to be creative) 

I think seniors want to buy something safe because at this age, getting into a car accident would probably kill them. That's why we wanted to bring up the idea of how safe the car is and how much it would protect you if you were to get into a car accident. We were going to talk about all it's safety features and how safe it is for everyone. 


I think safety is a very big concern for senior but our "X" factor in this is that we wanted the idea of passing something on that will last. 

Our commercial would start off with Grand parents picking up their grand children and driving back to their place. To get to their place they would go through many obstacles such as dangerous drivers, bad roads, slippery weather, but no matter what obstacle the jeep would always come through and provide safety for everyone. Then when they get to their house, the grandfather looks at his grandson and say "wanna drive?" and smiles implying that the car will be his soon. 

Harley Davidson Case Study

Question 1: Do you believe brand communities like Harley-Davidson result in greater involvement with the brand?

Brand Communities like Harley-Davidson build up a "type of person". It feels similar to being part of a club. Whenever I think of Harley-Davidson, I picture a tough older man whose enjoying the roads. I think that Brand Communities build up a sense of identity and helps people gain a sense of belonging. The people who are part of the Harley-Davidson community all share a sense of aspirations and interest which all bond them together. I think by creating a brand community it gives people pride in expressing the brand. They wear the brand with pride. The personal connections for individuals promotes a sense of brand identity that goes along with the product and the people who use it.

Question 2: What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?

Posse ride builds a connection between brand and the consumer. These long rides with a group of great friends and bikes builds memories and pride to brand. Not only are these posse rides expressing their pride in the brand it's also strengthens the group's relationship to each other. The "Harley-Davidson" lifestyle builds up a portrait of freedom, rebellion, and pride for their country. The lifestyle has been expressed in many pop-culture films and music video as being free and wild. The posse rides promotes another American Lifestyle of being free, wild, and rebellious.

Lana Del Rey expressing the beauty and joy of the "Harley Davidson Lifestyle" 
"The joy of american life and living wild and riding free" 

Question 3: Should Harley-Davidson get more involved in the ride or would that dilute the ride's meaning to the participants?

Harley-Davidson builds up this idea of being free, wild, and reckless. I always think motorcycle shows really attract people or meetings where the Harley-Davidson riders could come together and share their bound and have the group grow. I don't think the Harley-Davidson should intervene too much with the brand because it might go against the idea of being free. I don't think the brand should try to limit what the riders can do because they wouldn't want a guideline or standard of how they should ride. I think Harely Davidson could host a large meeting in the middle of the country where riders could all come together and ride to meet with each other. It would show that the brand brings people together and shows a strong relationship between brand and consumer. 

Since Harley Riders would enjoy seeing other bikes because the brand all holds them together. The brand gives them a sense of belonging and sharing the interest of bikes would strengthen them as a group/community 

Question 4: In addition to experience such as the Posse Ride, what other ways could Harley increase involvement in the brand?

Harley Davidson could do a movement posse ride where all bikers meet at one location and drive through the states enjoying the road and each other. Riders could get to know each other talk about experiences and grow together as a community. All the Harley Riders share one common ground and from their they get to know each other. The Harley Davidson brand should put more involvement in trying to get the riders together by putting together cross country meet ups. Since the consumers take so much pride in the bikes they should have a contest of the best photos across the country and they're group they ride with. The best photo should be featured in magazines and a cash prize should be offered.

I really love the idea of brand communities. I feel like I really take part in the apple brand and that whenever I do see someone with an apple product I kind of feel like we have some sort of belonging or just feel similar. This case study was really interesting, I secretly kind of want to go for a posse ride. 

Environmental Campaign!

Every now and then there's always an environmental campaign featuring ways we could give back to the environment or community.

One of my favorite campaigns that happened recently was the dawn oil spill campaign. After the BP oil spill that happened in the gulf of mexico there were many campaigns aimed at fixing the problem. The dawn oil spill campaign kept it simple but has a promising message. With every dawn bottle of soap bought, animals could be cleaned from the oil spilled. The campaign was simple because it promoted that Dawn not only cared about the environment and animals but could also be tough enough to clean oil spills.

Washington Post: Dawn Dishsoap saves Wildlife  The campaign earn lots of media attention because they featured pictures of animals suffering from oil spills and dawn coming to the rescue. 

"Dawn's role as the official de-oiler has been a marketing boon for Procter & Gamble. Acommercial for its "Dawn Saves Wildlife" campaign shows oil-covered ducks and otters being cleaned with the product. The company donates $1 to saving wildlife for every bottle bought and registered online. Susan Baba, the Dawn brand spokeswoman, says the campaign will have raised $500,000 by the end of June." - Washington Post 

"The effort has generated goodwill in social media. The campaign's Facebook fan page had 240,041 fans as of June 14. Dawn's Twitter feed (@DawnDishSoap) was launched in May to meet demand for more up-to-the-minute news and had nearly 1,000 followers by the first week of June." 

The campaign was very successful in terms of gaining the public's attention and achieving profit. 

It also raised awareness in the seriousness of the oil spill. 

Tide Workshop

Celeste is always prepared for her children and husband.

The day starts off when she's yanking her children out of bed and helping them get up. The children battle it out in the bathroom with toothpaste making a mess and getting it all over their clothes. Her husband is already downstairs making a fresh pot of coffee and managing to get some coffee spilled on his white dress shirt. While he's making the children's lunches he get peanut butter and jelly everywhere and cleans it up with the table cloth. He eventually realizes the sandwiches are a no go and puts a few dollars in the children's lunch box so that they can buy lunch.

Celeste manages to get her children cleaned up and with no time for breakfast they hop in the car with a poptart and juice boxes. The juice boxes explode on her children and makes a mess everywhere at the school. Knowing that, she's already prepared extra clothes in the back and helps them get cleaned up. She takes their dirty clothes and watches them leave for school.

After she watches her two children leave, she gets a call from her husband asking if she can bring him an extra shirt and tie because he's spilled his lunch all over everything. She quickly dashes off to her husband work to give him clothes that she's already prepared in case of emergencies and hands him a tide pen and winks.

Right when she gets home and settles down with a nice cup of coffee the phone rings and she finds out the school is calling because of her children decided to start a paint war with all the other students. She drives to school and picks up her daughter asking.... "so did you win?" and she winks driving home to clean up her daughter.

When she gets home she throws all the dirty clothes from today in a basket, and realizes that she too had gotten a mess on herself and realizes the mess only grows bigger.

She's looks at the stains in every shirt:

coffee stains, peanut butter and jelly stains, paint stains, apple juice stain, grass stain, and other misc stains  and realizes that the only way to clean up this mess is with tide.