Understanding advertising media assignment

For the ultimate impact, Tontine decided to highlight the ugly side of the pillow, creating widespread anxiety and a consumer problem, and answering that problem with a ‘ Tontine-only long-term solution. Advertisements were created that illustrated the ecosystem of bugs and fungi that grow within pillows over time. In this way, the brilliant idea of date-stamping Tontine pillows was developed, providing an exclusive ND helpful point of difference in what is considered to be a commodity category and encouraging repeat purchases.

Thus, for the first time, the pillow itself became the medium. Tontine ran an intense five-day media blocking campaign in order to quickly spread high reaching evening media, Tontine were able to target viewers right before they were going to bed, making consumers cringe at the thought of putting their heads on their likely bug-infested pillows. Breakfast media was used to inform people of what they had Just experienced the night before and to acknowledge the poor night’s sleep they may have had as a result.

PC users did not realism they had a problem because they were not aware that there was any other way. Thus, the company’s creative teams developed a metaphor that depicted both experiences – a way for Mac and PC to finally compare themselves to each other side-by-side. Developers created conversations between two friends that could discuss not only what they had in common, but most importantly, the qualities that made them unique. PC was presented as a dear friend who was out-dated and held back by boring work tasks.

Mac on the other hand, was presented as fun, easy going, and trouble free. In personifying the two computers, Apple were able to talk freely about all the things that make Mac the perfect computer for all aspects of life and contrast that to the common frustrations of the PC experience. As sound and motion were vital to understanding the debate, spots were placed into viewing opportunity, the same audience were able to see the next spot in the sequence as well as add new viewers wherever possible.

In Australia, beer was usually the first drink by default, and thus the long-term success of the brand depended on its ability to continually attract ‘ new recruits’ as this lifestyle is characterized by experimentation before settling into personal favorites (Donald 2011). Canadian Club provided a credible alternative to beer as it was refreshing, light and seasonable. A three-pronged strategy was used to challenge beer. Firstly, they tapped into latent boredom with beer, asking priming questions to drive trial.

Secondly, research uncovered that new recruits usually have no idea what they are going to buy at the bottles before they arrive. This allowed Canadian Club to effectively target new recruits with advertisements on their path to the bottles. Thirdly, they redesigned the branding to be all about “ refreshment”. (Donald 2011) it work to quickly tell consumers what the product was an alternative for, but it also romped people to answer the question in their head. If they answered “ yes”, it put Canadian Club on their mental list of drinks to try/buy.