Apr
25

Greatest Marketing Campaigns: Television

Asbill-Beck, William Casey

ENT610: Entrepreneurial Creation

Greatest Marketing Campaigns Assignment: Television

 

Television transformed the media and marketing scene. It has the power to create cultural icons and advertisers spend billions on commercials and product placement. Almost every U.S. household has a television and they turn to it for important messages, presidential announcements, and the latest news or weather report.

 

Brand Name: Earth Fare

Product Type: Natural Foods

Campaign Title: Like Earth Fare on Facebook

Headquarters: Asheville, North Carolina

Client: Earth Fare

Resources: http://vimeo.com/61676269

Description: Earth Fare’s mission is to connect communities and improve lives through food.

Ad Campaign Objectives: Promotion of their Facebook and continued advertisement for their mission; to connect communities and improve lives through food, vision; to be the most trusted organic and natural food market in the country – a place where healthy decisions are easy, people have confidence in the food they buy and everyone feels welcome, and philosophy of not offering products that contain high fructose corn syrup, trans fats, artificial colors and sweeteners, and synthetic growth hormones in fresh meat and dairy. (https://www.earthfare.com/our-stores/company)

Target Market: Audiences around the 33 stores in operation throughout North Carolina, South Carolina, Georgia, Florida, Alabama Ohio, Kentucky, Indiana, and Tennessee.

Desired Reaction: An increase in Facebook “Likes” and continued advertisement through free social media resources.

Creative Strategy: Utilization of free social media internet based advertisement. Driving and audience to their website and online resources allow for continuing advertisement opportunities at a low cost.

 

Brand Name: Mountain Tailgate Market

Product Type: Non Profit Farmers Market

Agencies: Appalachian Sustainable Agriculture Program

Client: Mountain Tailgate Market Association

Resources:https://www.youtube.com/watch?v=YYUBiOxwHf0

Description: A Western North Carolina Mountain Tailgate Market Association commercial developed by Appalachian Sustainable Agriculture Project (ASAP). Filmed at Flying Cloud Farm in Fairview, North Carolina and the North Asheville Tailgate Market on the University of North Carolina Asheville campus. Produced by Patrick Cavan Brown (www.patrickcavanbrown.com), music by Galen Kipar and the Galen Kipar Project (www.galenkipar.com).

Ad Campaign Objectives: To showcase products, vendors, farms, and families of the Flying Cloud Farm as a representation of the community surrounding Western North Carolina farmers markets and to promote the Appalachian Sustainable Agriculture Program.

Target Market: Western North Carolina and the Foothills area.

Desired Reaction: Audience will relate to the families depicted in the film.

Creative Strategy: Showing the families that farm and sell good at the local market increases the local client loyalty, attracts shoppers, new vendors, and allows for education through the Appalachian Sustainable Agriculture Program.

 

Brand Name: Starbucks Coffee

Product Type: Coffee Bar and Restaurant

Campaign Title: First Name Basis Campaign

Headquarters: Seattle, Washington

Client: Starbucks Corporation

Resources:http://www.marketingweek.co.uk/news/starbucks-on-first-name-terms/4000581.article

Description: The commercial announcement for the campaign features Starbucks cups, animated with hand drawn images and text, similar to that of Videoscribe.

Ad Campaign Objectives: To create a more personal experience.

Target Market: Coffee drinkers world wide.

Desired Reaction: Customers will go through a process of forming a conversation, on a first name basis, with a Starbucks employee, who has a name-tag. This interaction further forms a bond with the customer. When the order is ready, the employee says the appropriate customers name. This gets the attention of the customer, who needs to pick up the order and make room for the next order, and adds a public announcement that can come with a sense of public recognition.

 

Creative Strategy: Positive reinforcement for the customer and continuing advertisement through social media as a result of people taking photographs of their names, sometimes spelled incorrectly, or names given as a joke, couples getting a coffee together, and individualized drink orders.

 

Brand Name: Nike

Product Type: Athletic footwear, apparel, equipment, and recreational products

Campaign Title: Find Your Greatness

Headquarters: Beaverton, Oregon

Client: Nike, Inc.

Resources: https://www.youtube.com/watch?v=LsXRj89cWa0, https://www.youtube.com/watch?v=_hEzW1WRFTg, http://nikeinc.com/news/nike-launches-find-your-greatness-campaign-celebrating-inspiration-for-the-everyday-athlete

Description: It is not just the championship athlete or record breaker that aspires to push their limits. It is also the everyday athlete who strives to excel on their own terms, to set and realize personal goals and achieve their own defining moment of greatness.

Ad Campaign Objectives: To inspire anyone who wants to achieve their own moment of greatness in sports. This add was launched just as the world focuses on the best of athletes competing at the London Olympics.

Target Market: Worldwide

Desired Reaction: People will relate Nike and their equipment to a belief that it can help them achieve greatness.

Creative Strategy: Advertisement of their Twitter account with #greatness while also attempting to reach a worldwide audience during the London Olympics.

 

Brand Name: North Carolina Tourism

Product Type: Tourism

Campaign Title: Better Destinations

Agencies:North Carolina Department of Commerce, Division of Tourism, Film, and Sports Development

Client: North Carolina Department of Tourism

Resources: https://www.youtube.com/watch?v=MT5vQTGF-y8, http://www.visitnc.com, http://www.nccommerce.com/, http://www.nccommerce.com/tourism, http://www.ncfilm.com/, http://www.sportsnc.com/,

A quick thirty second commercial exploring the beautiful destinations and exciting adventures available in North Carolina. At 0.20 seconds into the commercial, Sophia Mulder and myself are featured in the commercial. We were loading up my car on our “off-day” from Green River Adventures to kayak the Green River Narrows.

 

Extra:

https://www.youtube.com/watch?v=jxVcgDMBU94 – Supergeil – EDEKA – TV

Comments

  1. Will,

    Great analysis! Very informative and great choices of ads to analyze. My only issue with your post is the color and background color. Maybe like a lighter brown for the background so the black font wouldn’t be so difficult to read. Just a heads up for other viewers and possible future issues.

    Kathryn

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