Lecture: class 1: Nov 4

Awesome Integrated Campaign

#3

AD 216: Class 11, 11/4/14Gina Collura, Creative Director

Background+ Challenges

In 2008:- Historic presidential race

- Florida (swing state) was a key state to help determine winner

- Who lives in Florida?- Why did they have

misconceptions about Obama?

What can be done to help Obama win?

To correct those misconceptions, Droga5 and the Jewish Council for Education and Research enlisted Sarah Silverman to launch The Great Schlep. Background

+ Challenges Agency: Droga5

The Big Idea

The Great Schlep, 2008

The video that launched the campaign

http://droga5.com/work/great-schlep/

TheCase Study

https://www.youtube.com/watch?v=-c3ImbC2BBk

Results:Did it work?

• Obama won Florida by 170,000 votes (51% vs. 49%)

• He received the highest elderly Jewish vote in 30 years

• Video was viewed more than 7 million times in 2 weeks

• Won 2009 Titanium Cannes Lion

Re-Cap

Integrated Campaigns rely on a Big Idea

- A Big Idea can start with an online video and a Web site and can extend into other media channels (like getting written about in the NY Times, HuffPo, etc)

- Know your audience! Understand their behaviors and what/who can influence them.

- Another award-winner.

Next Week: 11/11Class 12

Using your product from Quirky.com and part of your Integrated Campaign:

Create 3 print ads:Based on your Big Idea, bring it to life in print - Roughs, sketches, or comps

Lecture: class 1: Nov 4

Marketing

Transcript of Lecture: class 1: Nov 4