AdReady The History of Advertising
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Join us during your lunch or mid-morning coffee for a Mad Men discussion about the history of advertising, the people who have shaped the American advertising landscape and the strategies behind some of the most memorable campaigns in recent history. Most importantly, we will discuss how similar concepts and advertising techniques are being applied into today’s online advertising revolution, pioneering an advertising history all their own.
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AdReady The History of Advertising
- 1. The History of “Good” Advertising. . . . as I know it Randy Wootton © 2011 AdReady, Inc. Confidential 1
- 2. © 2011 AdReady, Inc. Confidential 2 I Love Good Advertising.
- 3. © 2011 AdReady, Inc. Confidential 3 My Focus Group
- 4. © 2011 AdReady, Inc. Confidential 4 I Love Good Advertising.
- 6. Why smoking, drinking and advertising used to go together well
- 7. Why small is sometimes better
- 9. Print Outdoors Internet © 2011 AdReady, Inc. Confidential 7 What is the oldest form of advertising?
- 10. © 2011 AdReady, Inc. Confidential 8 What is the oldest form of Advertising?
- 11. 1704 The first newspaper advertisement, an announcement seeking a buyer for an Oyster Bay, Long Island, estate, is published in the Boston News-Letter. 1732 Benjamin Franklin invents art direction! Publisher of Poor Richard's Almanac was the first to put pictures in advertisements, adding eye candy for copy relief. 1843 Volney Palmer opens the first advertising agency in Philadelphia. A Quick History of American Advertising
- 12. “Half the money I spend on advertising is wasted; the trouble is I don't know which half” 1880 Department store founder John Wanamaker is the first retailer to hire a full-time advertising copywriter, John E. Powers. A Quick History of Advertising
- 13. 1882 Procter & Gamble Co. begins advertising Ivory soap with an unprecedented budget of $11,000. 1924 Goodrich Tires sponsors the first hour-long show over a network of nine radio stations. 1938 Radio surpasses magazines as a source of advertising revenue, 25 years after the first radio advertisement. A Quick History of Advertising
- 14. 1960 Doyle Dane Bernbach introduces the "creative team" approach of combining a copywriter with an art director to create its "Think small" campaign for Volkswagen. The ‘Golden Age’ 1960’s 1960 McCann restructures its agencies under the banner of Interpublic Group of Cos., allowing it to handle competing accounts under one corporate roof. 1995 Internet advertising breaks the $55 million in revenues, approximately 2 years after ‘birth.’ A Quick History of Advertising
- 15. © 2011 AdReady, Inc. Confidential 13 Wow, we are witnessing something special Source: Morgan Stanley 2010 (Mary Meeker)
- 16. © 2011 AdReady, Inc. Confidential 14 Closer to home, the growth continues US Ad Spending, 2009 – 2014 ($billions) Source: eMarketer, 2010
- 17. © 2011 AdReady, Inc. Confidential 15 Put in perspective…
- 18. Good Advertising… © 2011 AdReady, Inc. Confidential 16
- 19. © 2011 AdReady, Inc. Confidential 17 Who These Guys Are?
- 20. © 2011 AdReady, Inc. Confidential 18 Any Ideas Who These Guys Are? David Olgivy Founder, Olgivy & Mather ‘The Father of Advertising’ Leo Burnett Founder, Leo Burnett Company ‘Creator of Icons’ William ‘Bill’ Bernbach Founder, Doyle Dane Bernback (DDB) ‘Creative Genius’
- 21. What Makes Advertising Work? © 2011 AdReady, Inc. Confidential 19 Study the Product Know the Competitors Understand the Consumer Homework
- 22. © 2011 AdReady, Inc. Confidential 20 Doing your Homework
- 23. © 2011 AdReady, Inc. Confidential 21 Homework
- 24. © 2011 AdReady, Inc. Confidential Homework INTRODUCING THE OLD SPICE GUY
- 26. #1 All-Time Most Viewed Brand Channel on YouTube6 MILLIONHITS IN 1 DAY 4.8 M 4.4 M 3 M © 2011 AdReady, Inc. Confidential 23
- 27. What Makes Advertising Work? © 2011 AdReady, Inc. Confidential 24 Do your Homework Understand Positioning Speak to an Audience Creativity
- 28. © 2011 AdReady, Inc. Confidential 25 Think small
- 29. © 2011 AdReady, Inc. Confidential 26 Got Milk for 20 year?
- 30. What Makes Advertising Good? © 2011 AdReady, Inc. Confidential 27 Homework Creativity Analytics Service
- 31. Top Campaigns of the Century © 2011 AdReady, Inc. Confidential 28
- 32. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959 Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929 Marlboro, The Marlboro Man, Leo Burnett Co., 1955 Nike, "Just do it", Wieden & Kennedy, 1988 McD's, "You deserve a break today", Needham, Harper & Steers DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948 Absolut Vodka, The Absolut Bottle, TBWA, 1981 Miller Lite beer, "Tastes great, less filling", McCann-Erickson, 1974 Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 1957 Avis, "We try harder", Doyle Dane Bernbach, 1963 Federal Express, "Fast talker", Ally & Gargano, 1982 Apple Computer, "1984", Chiat/Day, 1984 © 2011 AdReady, Inc. Confidential 29 Top 12 campaigns of the century
- 33. © 2011 AdReady, Inc. Confidential 30 #2 Coca-Cola
- 34. © 2011 AdReady, Inc. Confidential 31 #3 Marlboro Man
- 35. © 2011 AdReady, Inc. Confidential 32 #4 Just Do It
- 36. © 2011 AdReady, Inc. Confidential 33 #5 McDonalds
- 37. © 2011 AdReady, Inc. Confidential 34 McDonalds – 10 years later
- 38. © 2011 AdReady, Inc. Confidential 35 #6 DeBeers
- 39. © 2011 AdReady, Inc. Confidential 36 #7 Absolut
- 40. © 2011 AdReady, Inc. Confidential 37 Absolut
- 41. © 2011 AdReady, Inc. Confidential 38 # 8 Miller Lite
- 42. © 2011 AdReady, Inc. Confidential 39 #10 Avis
- 43. © 2011 AdReady, Inc. Confidential 40 # 12 Apple 1984 # 12 on the scorecard but number #1 in my heart
- 44. Online © 2011 AdReady, Inc. Confidential 41
- 46. Sold by HotWired.com to AT&T
- 48. Sold to Hewlett Packard
- 51. © 2011 AdReady, Inc. Confidential 44 New Golden Age? Ad agencies in control Audiences in control Limited mediums & platforms Tons of outlets and platforms Broad audience targeting Sophisticated targeting
- 52. © 2011 AdReady, Inc. Confidential 45 What will not change? The magic formula. . . Homework Creativity Analytics Service
Notas do Editor
- I Love Good Advertising. . . And, at the same time, I have always hated bad advertisingWhat is bad advertising? I am sure we all have examples, Let me give you two:George Brown an early head of research at Ford inserted advertising in every other copy of Reader’s Digest. He found that, after a year, people who had NOT been exposed to the copy bought more Fords--duhh2. A certain brand of beer was lower among people who actually remembered its adds compared to those who did not. The brewer had spent millions of dollars on advertising that had un-sold his beer. . . ooopsAt the very least, I think we could all agree that bad advertising is that which reduces the sale of a product. So if bad advertising un-sells products then I think we can agree that Good Advertising should—at the end of the day--sell products. In fact, David Ogilvy, one of the greats of all time said: “ When I write an advertisement, I don’t want you to tell me that you find it ‘creative’. I want you to find it so interesting that you buy the product”.And so let’s hold on to that idea during our conversation today as we look at some of the top ads and talk about how they have helped to sell productsUnlike many of early “admen” who came to the profession b/c they wanted to create great creatives or take clients out for 3 Martini lunches, I actually ended up in advertising—initially--b/c of a passion for the internet. . . And a need to figure out how to finance all these great e-ideas!I started my internet careerback in the Dot Boom/Bust with Avenue A in 1999. I then moved to Atlas DMT, Ave’s sister Division an online tech company for a couple of years. I spent the last 6.5 years at MSFT in their online division and then just joined AdReady 4 months ago.So over the past 12 years, I have been mostly focused on the technology enabling side of the ecosystem, and, over that time, I have come to appreciate the complexity and nuances of “good” advertising and its ability to influence people via both art and science. . . One example
- Advertising done well can make a real impression and change the world
- What kids recognize. . . Googley addsHow does a snowman know how to talk
- So given that context, what will we cover todayAnd, throughout, we will be looking at, watching, and talking about some of the greatest advertisements of the past 100 yearsMy disclaimer: I have taken most of this content from books, websites, articles, etc. So I am claiming very little extra value add or insight provided. . Away we go!
- Survey
- Actually,Out of home advertising and billboards are the oldest forms of advertisingWe can trace wall advertising back to Indian rock art paintings back to 4000 BCInterestingly,Wall advertising is present to this day in many parts of Asia, Africa, and South America. . . .Heck, if you include Graffiti as a form of self promotion/marketing, wall art is probably the most prevalent form of advertising today!Roll the wheel time forward and you will find that the Egyptians used papyrus to make sales messages and wall posters.And the early greeks/persians had Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.Finally, Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome.
- Ads w/o imagesWhy an agency matters. Economy of scale150 years doing it by themselves
- Unprecedented budgetRadio storyRadio takes 25 YEARS to surpass magazines
- % of GDP. Always been about 3.0%
- Internet became major playerYears after launchAdjusted for inflation
- David Ogilvy—(1911–1999) is often called "The Father of Advertising." In 1962, Time called him "the most sought-after wizard in today's advertising industry." [1] He was known for a career of expanding the bounds of both creativity and morality in advertising. He was also the one who pushed “research—know your product and your consumer”My favorite quote-= “I hate rules. All I do is report on how consumers react to different stimuli”Leo Burnett—(1891-1971) founded the advertising agency that carried his name as well as the "Chicago School" of advertising. In Burnett's ads, visual, meaningful images were emphasized over text-filled explanations of the product's features. Burnett and his agency were responsible for the creation of such famous product icons as the Pillsbury Dough Boy and the Marlboro ManBill Berndach1911-1982—Creative genius (Don Draper is modeled on him). Led the Creative Revolution of the 50s with Ogilvy and was responsible for creating many dramatic changes in the advertising industry after World War II. His gift for simple, yet memorable advertising came from his intense love of philosophy and literature. His campaigns were so successful that many are still cited today—we will talk about two (VW and Avis) later. My favorite quote from him was: “the creative man with an insight into human nature, with the artistry to touch and move people, will succeed. Without them, he will fail”All of them. . . dead white guys who probably should not have smoked and drank as much as they did
- So let’s turn to these experts to help us better understand . . .
- Here is an exampleThis ad is considered the most famous print auto ad everAnd how did Ogilvy do it? By doinghis homeworkWhen he won the RollsRoyceOlgivy, he spent 3 weeks reading/learning about the car and came across the statement, “at sixty miles an hour, the loudest noise came from the electronic clock”Note what the ad does not talk about? Speed, MPG, performance. . . instead. . . It speaks to the affluent English piece (a clock).The other strategy was to be very precise in the target media and highlighting a specific product benefit for a specific targetIt Cost $25,000 and ran in only 2 newspapers and 2 magazinesWas it successful? The next year, Ford executed a multi-million dollar campaign to claim that their car was quieter than a rollsBTW: Look at the copy and how far we have come. Oligvy argued that people will want to read about your product benefits. In fact Merrill Lynch put out an insert in the NYT that was 6000 words long. . . It generated 10,00 responses w/o a coupon. . . fascinating
- Juxtapose this with today. One great example of a brand knowing their customers and coming up with a great marketing approach to reach new audiences is Old Spice.It was an ailing brand up to just a couple years ago with very limited growth. Their challenge was how could a brand with the word “Old” in it ever be hip and cool in today’s youth-obsessed culture?The creative insight—based on doing their homework– was that women buy the staple goods. So the goal was to market not to men, but to women who would buy Old Spice for their husbands/boyfriends.
- Introducing the Old Spice guy – appealing directly to women as target audience. Old Spice’s strategy was to show a great looking guy and tell women that he is ‘the man their man could smell like.’ And as we said, everyone knows that when it comes to bath products for guys, a huge purchaser is likely women.How did it do?
- Campaign skyrocketed Old Spice to the top of their category and became a cultural phenomenon.6 million hits on youtube in 1 day.To put that in perspective:-It had more viral views in the first 24 hours than Obama’s inauguration. - Bush dodging a shoe.- And the Susan Boyle video.
- Bernbach would also do his homework. This including knowing what customer wants, what matters to them, and going after thatHis gift was in really changing what Creativity could mean within advertising and translating this into something truly unique—A Big Idea. How do you know if you have a Big Idea?Olgivyonce said, “you know you will have one if you ask yourself the following questions”Did it make me gasp when I first saw it?Do I wish I had thought of it myself?Is it unique?Does it fit the strategy to perfection?Could it be used for 30 years?So let’s use that as a guide as we look at some more advertisements
- Let’s look at creativity in terms of Positioning:Again, I am sure that no two experts would agree what it means. . . At the most basic level, let’s define positioning as “What the product does and who it is for”Challenge: Positioning a car that looks like an orthopedic boot. Turned it into a protest against Detroit and with VW lineage in the US post WWIISolution: Julian Koenig, who originated many famous advertising campaigns, teamed with Helmut Krone to create the "Think Small" and "Lemon" ads for Volkswagen under the supervision of William Bernbach. DDB built a print campaign that focused on the Beetle's form, which was smaller than most of the cars being sold at the time. This unique focus in an automobile advertisement brought wide attention to the Beetle. DDB had "simplicity in mind, contradicting the traditional association of automobiles with luxury". Print advertisements for the campaign were filled mostly with white space, with a small image of the Beetle shown, which was meant to emphasize the simplicity and minimalism of the vehicle and the text and fine print that appeared at the bottom of the page, which listed the advantages of owning a small car.Results= Sales increased to 500,000/year after the campaign and the Beetle became a cult among Americans who eschew conspiciousconsumptionAnd this ad is considered by many to be the past ad of the past 100 years. No small accomplishment
- Messages that live on. . .20+ years. . .what keeps it fresh?is an American advertising campaign encouraging the consumption of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running since October 24, 1993. The campaign has been credited with greatly increasing milk sales in California[1] though not nationwide.[2]According to the Got Milk? website, the campaign has over 90% awareness in the US and the tag line has been licensed to dairy boards across the US since 1995. Got Milk? is a powerful property and has been licensed on a range of consumer goods including Barbie dolls, Hot Wheels, baby and teen apparel, and kitchenware. The trademarked line has been widely parodied by groups championing a variety of causes. Many of these parodies use a lookalike rather than the actual persons used in the original Got Milk? adverts.
- So where does this leave us?In the beginning we agreed that Good Advertising is that which sells more product.So now the questions becomes how do you do that? We have talked about Olgivy and Bernbach and their recommendations to do your homework, go for the Big Idea that lasts and doing the research that drives deeper understanding and better ROI.The only thing I would add to this isService—as all sales people know, people like to buy from people they like. Happy customers spend more money and happy customers make happy employees. And we know it is much more cost effective to get incremental share of wallet from current customers than it is to go acquire new customers. So if you focus on this virtuous cycle, you will make more money over timeSo let’s use this as our framework for good advertising as we evaluate the following top hits. The other thing I like about this framework is that it captures for me the “magic of advertising”. It is a discipline that forces you:To balance b/w right brain/left brainTo balance between IQ+EQ. To balance between Big ideas/execution
- So now
- We have already talked about a couple of these already and I will highlight a couple of more given the time I have
- Challenge:Like many great campaigns, this campaign starts out with a problem. Coca-Cola didn't have many issues selling Coke during the summer months. The problem lied in the wintertime, when they sold virtually none.Solution:In an effort to fluff up some of their seasonal sales, they turned to Darcy & Co to come up with a campaign. "Thirst Knows No Season" was their first run at the campaign, and it worked very well. Impact/results: They actually began selling more Coke during the winter than they did during the summer.But time passed, and as all companies do, they wanted to further increase their profit and reach. Aiming to put a Coca Cola into someone's hand every single day, D a’arcy and CO stopped looking at the product, and started simply looking at the behavior of people. The more they observed (did their research and their homework), the more they realized that people need breaks in their hustle-bustle lives. And Coke, they deigned, should be in their hands during that break. They created the famous The pause that refreshes campaign in 1929 and Sales plowed ahead yet again as people saw Coke as a necessary part to maintaining their daily sanity, and Coca Cola sealed its place in business history.
- Challenge: In the mid-'50s, Marlboro had created a filtered cigarette that they advertised to women as being "Mild as May“, and it was successful with women.They needed a way to capture the male market, though, and that's where Leo Burnett came in.Solution: He saw some pictures in a 1949 issue of Life magazine that featured a cowboy doing cowboy things. Burnett saw tons of masculinity, and a way to advertise a product. With little more than the word "Marlboro" and a picture of a rough and tumble cowboy smoking a cigarette, the Marlboro Man campaign (and the icon) was born.Results: The campaign turned sales on their head, and is still considered one of the most brilliant strokes in advertising of all time. the campaign stood up the test of time for a solid 50 some-odd years and Marlboro became the best selling cigarette in the world.There is an asterisk to this story, however. All of the Marlboro Men having died of lung cancer, and one of them even testifyied to Congress FOR regulation on smoking. Marlboro distanced themselves from the man, claiming he was never in a Marlboro ad, but then later recanted, saying he just wasn't a Marlboro Man. Nowadays, the Marlboro Man campaign seems more quaint than brilliant, but its voraciousness in tobacco sales, for a time, can never be taken away.
- Challenge: After stumbling badly against archrival Reebok in the 1980s and the aerobics craze, Nike needed to reposition itselfT. Through its “Just Do It” campaign, Nike was able to tap into the fitness craze of the 1980s. Reebok was sweeping the aerobics race and gaining huge market share in the sneaker business. Nike responded to that by releasing a tough, take-noprisonersad campaign that practically. Solution: It was agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign. Wieden credits the inspiration for the slogan to "Let’s do it", the last words spoken by Gary Gilmore. Gilmore was the first person in the United States executed since the reinstatement of the death penalty in 1976 (it had been unconstitutional since 1972). And his story had immense cultural resonance at the time, and it continues to echo in the works of writers, artists and even advertisers to this day.The irony for me is that is that the ads rarely focused on the product itself, but on the person wearing the product. Heroes and hero worship abound on the Nike campus. . . And so what does it mean that it was tied to the first person executed The “Just Do It” campaign seemed to capture the corporate philosophy of grit, determination and passion, but also infused it with something hitherto unknown in Nike ads—humor. Nike had always been known for its “detached, determined,unsentimental” attitude. “In a word, [Nike is] cool.”Results: With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18 percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998. It has chosen by Advertising Age as one of the top five ad slogans of the 20th century, and the campaign has been enshrined in the Smithsonian Institution.[9]San FranciscanWalt Stack ‘’Interesting side note: Nike’s swoosh – would cost Nike’s co-founder, Phil Knight, only $35 and was designed in 1971 by Carolyn Davidson, who was studying graphic design at Portland State University.
- Challenge: McD put out their first national campaign to bid. NHS and Y&R were the finalistSolution: Keith is quoted as saying some acts of creativity are inspiration, some are exasperation and some are desperation. This was a little of each. Initially, NHS impressed McDonald's through the marrying of their various audiences -- mothers, fathers and kids -- with the singular idea of "getting away." Setting to work, the creative team decided on a spot where McDonald's stores, being isolated, lit locales in a city scape, represented islands that families could get away to from their daily routines.After shooting the spot, NHS ran into a snag with their "McDonald's as islands" themed campaign. Lawyers found that a food chain in Nebraska was already using a campaign labeling themselves as "Islands of Pleasure." Not wanting to paint a target on themselves for lawsuits, McDonald's requested the nearly-complete campaign be dumped. The NHS creative team went back to the drawing board.They decided to create a song-and-dance routine. After it was written, they brought it to the executives to listen to, who loved it, but felt it was lacking, especially around the ending line "We're so near yet far away." So, again the creative team took the song back to tweak it. The team sat in a room and hammered out the line "You deserve a break today," in a very create-by-committee fashion. And in one more interesting hurdle, the musicians behind the actual performance of the song deemed the line "un-singable." With little more than a "do it or we'll find someone who can," the music team figured out how to sing it, and the rest is history.Results: The bouncy jingle stood out with its flash and show and nailed itself into the minds of consumers at the time, and, even now, you can still see references to its title line everywhere.
- Laugh at leg warmers and short short(Check on embedded
- Challenge: If one is to propose to their significant other these days, a diamond ring seems to be par for the course. But as passe as it might be now, it wasn't always the case. In fact, with the great explosion of discovered diamond mines in the late 19th century, and, largely, for the early part of the 20th century, diamonds were reserved as a collector's item of the affluent.DeBeers, a concerned interest in the production and sale of diamonds -- they owned 80% of all diamond trade at one point -- started pursuing marketing for their product, as the overabundance of diamonds produced was far outweighing the demand for them. Harry Oppenheimer, the chairman of DeBeers, met with NWA&S (a funny acronym, now that I'm looking at it) in 1938 to try to turn the market around. And for almost a decade, the two companies worked feverishly, targeting young men and women with heavy campaigns to associate the idea of a diamond with love, religious unity and commitment. For the large part, these targeted campaigns did little to stand out in their customers' minds. What DeBeers needed was a solid sales line. Solution: It wasn't until 1947 (9 years later) that a lowly copywriter at NWA&S, working late one night in the offices, prayed that she would receive the right line from on high. She would have history believe that God, should he exist, is a genius marketer, because not too late after, she scrawled the line "a diamond is forever" on a picture of a honeymooning couple. Result:The line was incorporated into the campaign, and in less than a year, DeBeers' new slogan was "A Diamond Is Forever." Now DeBeers, owning only 40% of the market share of diamonds enjoys yearly revenues in excess of $6 billion, and a top-of-mind product, nay, rite of passage, that each proposer must complete before they can prove their eternal love.
- Challenge: Prior to the start of TBWA’s campaigns in 1980s to promote Absolut, Sweden wasn’t perceived as a vodka-producing country, and the bartenders found the bottle’s shape too awkward to use. Solution: Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA, based on the distinctive bottle shape. Having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever. The ads frequently feature an Absolut bottle-shaped object in the center and a title "ABSOLUT ____." at the bottom. The original idea for the campaign came from South African art director Geoff Hayes who reported that the idea for the first Absolut ad, Absolut Perfection, came to him in the bathtub. A number of art directors and copywriters added to the campaign in the early years including: Graham Turner, Denise Dell Harbin, Dave Warren, Tom McManus, EveretCilliars, Steve Feldman, Harry Woods, ArnieArlow, and Peter Lubalin.[10]Result: The Absolut campaign began in 1981, by TBWA. At the time, Absolut was selling 20,000 cases annually in the U.S., by 1995, the sales were over 3 million cases. Today, Absolut enjoys a dramatically increased share of the vodka market in the U.S., 4.5 million cases, or half of all imported vodka. Not bad for redrawing a picture of a bottle for 20 years, eh?
- Bad video—don’t play itChallenge: During the '70s, Miller had invented an entirely new beer that had fewer calories, so guys could drink more of it (thereby spending more money) and not get fat. Just one problem: guys didn't really care about lower-calorie beer.Solution: With this dilemma in mind, MEW went to work. Their solution? Sell the beer using the burliest guys and the manliest men they could find. Result: They produceda series of commercials featuring sports legends and entertainers in comedic situations, and no shortage of cameo spots. More importantly, perhaps, was that Miller's beer sales went from 7 million barrels to 31 million, and is still considered the largest expansion ever recorded by a beer maker.
- Challenge: PositioningIn the '50s, Avis was doing pretty badly. By 1962, with more than a decade of losses, the new president, Robert C. Townsend (no relation to Pete), tried to hire Ogilvy but could not b/c of conflict, so he hire DDB, who, at the time, was renowned for their forward-thinking approach to advertising and marketing because of Bernbach.Solution: In a move that would have been unheard of today, DDB's president suggested to Avis that they start getting their act together, as he saw advertising for the company as "making good advertising for a bad product." Then DDB went to work studying the ins and outs of Avis' operations. The art director of DDB, Helmut Krone, in collaboration with copy-writer Paula Green used a reply during the initial meetings between DDB and Avis. When asked why anyone rents a car from Avis, the reply received was that "we try harder, because we have to." With this straightforward and no-punches pulled message, DDB had crystallized the turnaround of Avis.Result:And a turnaround it was. Within one year, Avis went from being $3.2 million in the red to $1.2 million in the black.
- Challenge: New product launchSolution: Take aim at IBM – as the big brother – and position Apple the upstart, colorful young alternative…Apple paid $800,000 for that 60-second slot. Of course, that was a wise investment, that brought millions in future sales of Macintosh. No expenses were spared when creating the film either: the ad was directed by Ridley Scott (remember the Blade Runner?), shot in London, with the actual British skinheads playing themselves for $125.Who can forget that message at the end of this commercial, accompanied with the voice, announcing that “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984″, followed by now famous Apple’s logo in colour.Result: Was seen on Super Bowl – then Apple was sent a cease and desist order from George Orwell’s estate – and it was never shown after that. . . However it remains in the top 15 of all advertising campaigns!! Talk about ROIOne other comment. . . I am sure you noticed throughout the ad, you don’t know what the product is. This really set the tone for Apple that they would be a completely different type of company and product. Where everything looks so much the same. And they have maintained that distinction since
- So now lets shift to the Internet.Doug Weaver, a friend, sold the first add in 1994.CTR today is .1%
- How far internet has to go. . With regards to integrating sight, sound and motion to create an immersive experienceWebsite for rich media experienceWebby nominee