When I saw that the guest lecture for week 13 was about the Enjoy the Ride campaign, I got excited as I knew we were going to hear from a top agency because they won the 2012 Grand Effie Award for it. Below is some info about agency and the campaign (hopefully its helps people for the final exam).
The Enjoy the Ride campaign was designed to show that there is an alternative to speeding, it acknowledges the frantic world we live in and takes a holistic approach to reducing speed. The ‘Enjoy the Ride’ campaign was launched to tackle the increasing problem of speed related accidents on Western Australian roads; it targeted low level speeders. The campaign was developed by 303Lowe and sought to convince road users of the impact of low level speeding and encouraged drivers to ‘slow down and enjoy the journey’. 303Lowe is an interactive ideas agency, whose brand image is based on a philosophy that interaction is everything and is the currency of consumer loyalty.
The ‘Enjoy the Ride’ campaign objectives were built around a five-year communications strategy, targeting every driver in WA.
1. Reduce the number of speed-related crashes on our roads in WA.
2. Reduce the cost incurred by the WA Gov. from speed-related crashes.
3. Increase the number of WA drivers who find speeding unacceptable.
4. Prompted awareness of the campaign at 55%.
5. Message recall of the campaign at 70%.
(Australian Effie Awards – Enjoy the Ride Case Study, 2012)
According to the Enjoy the Ride Case Study, the ad’s strategy was to move away from the typical authoritarian, fear-focused road safety messages as research revealed that people were becoming desensitised to them. This insight led to the proposition ‘slow down and enjoy the journey’, that the way we drive is a symptom of the way we live – too fast. 303Lowe wanted to encourage people to believe that driving behaviour is reflective of the way we live our lives, and one way to slow down in life is to drive to the speed limit.
The ad’s big creative idea was to ‘show people the rewards of life at the right pace and encourage them to take control of their world by slowing down on the road’. 303Lowe wanted to start a movement and needed a cultural shift to help achieve their objectives. Using a straightforward approach to convey the information without any gimmicks or special effects demonstrating the seriousness of the message in a positive light – balancing the fact and emotional tone; 303Lowe utilized a number of creative formats to execute the ad’s message such as TVC, online Banners, outdoor, radio, community DM and print, which all promoted the benefits of slowing down – and directed people to the website.
The campaign was very effective as it exceeded all of the initial targets set, reducing the number and costs incurred by speed related crashes as well as increasing the number of drivers in W.A who find speeding unacceptable by 12%. These results set a new benchmark for the 5 year campaign.
Looking forward to the lecture. See you at Hope
Week 13 guest lecture campaign
Advertere (Latin), to turn towards, (long term) use all sources
For an advertisement to work, ‘A person must have the opportunity to see or hear the message, must pay attention to it, must understand what is being presented and must act upon the message in the desired manner’ (Percy & Rosenbaum-Elliott 2012, p. 5). Advertisements will assist with Brand Awareness, so getting to as many channels as possible would be advantageous.
Promovere(Latin), helps forward, (short term) specify your communication channels.
Promotions are used for a specified time, place, target market, or product. Utilising the channels that would be most appropriate to get your message across to your target audience, would be a strategy the brand would put all their energy into. This would also be a good way to see which media channel works best for your brand. Issuing different promotions at different times would be a good way to gauge where you are getting the best responses. This enables the brand to develop a strategy that works and that can be suitably used, in the right circumstance, to met objectives.
No matter what your marketing strategy is, you always have to use the right tool for the job.
Some interesting post regarding female orientated beer commercial, please post your comments.
This weeks topic: Should companies be going for a consistent message across all social media and offline channels, or is it time they started tailoring message based on media selection???
What do you think?
Will beer companies ever make a beer commercial targeted towards women???
Maybe it is not the beer companies which start the revolution!
Two ladies who have a passion for beer, are showcasing beers BUT make no mistake about it, they do not pretend to be on the side of traditional beer pushers. They are elegant, sophisticated and know what they are talking about.
If there was going to be a start to females drinking beer this would be it…
… The Beer Chicks as they call themselves promote craft beer. The beers are served in wine glasses, breaking the first barrier: The comfort zone. The beers have flavours enhanced by fruits, coffee or spices and have different vintages, bringing it into a marketing arena similar to fine wines. Their approach is uniquely feminine as far as beer pushers are concerned and although it showcases beer, these two ladies have done more for beer in my eyes than any beer commercial has ever done. It almost makes me want to attempt this ‘male poison’ again in the attempt to find one that I might enjoy.
The Beer Chicks show beer companies how it should be done.
You can’t expect to advertise perfume to women and expect men to want to wear it, the same way you can not advertise beer to men and expect women to drink it. You need to change your image drastically in order to entice the relevant market towards your product. Know your market in order to market towards them!
Decades of beer advertisements branding the beverage with links to masculinity, mateship and hard work are very difficult to forget. So much so, that the consumption of beer in Australia is a culture that has been shaped by advertising. Amongst this widely held worldview is the emergence of what Pettigrew (2001) called the “beer-drinking female (BDF)“. In order to understand whether or not Australians will see a beer advertisement targeted at women, it is beneficial to understand what this market may be in the first place.
Australian culture highlights beer drinking as a rite of passage, with males expected to reinforce their manhood amongst peers by engaging in heavy beer consumption. Beer is also a strong symbol, communicating and reflecting gender and social class.
In her ethnographic study of the beer-drinking female, Pettigrew (2001) discovered that by attributing beer consumption to Australians in general, a common bond was created. The role of beer in Australian society is so completely linked to males that females and beer appear as polar opposites. Interestingly, the female respondents who associated being Australian with consuming beer, it was in fact males who did so. Other females highlight that BDFs are not considered “proper” Australian females representing an “ugly” minority. From an early age, Australians are taught the social relationship between females and wine, as well as men and beer
In an attempt to challenge the BDF stereotype and encourage higher consumption of beer, a few techniques are being tried and tested. The first is known quite literally as “chick beer”. Branded as a “boutique light lager” the product practically screams femininity as hot pink is splattered across the packaging. Ironically, the brand has the slogan “chick beer: because changing the world is hard work”. By attempting to break the mould, the brand is reinforcing gender segregation amongst alcohol consumption. The brand somewhat suggests that drinking light beer is “sexy” – but don’t you dare cross over into the forbidden world of full strength men’s beer.
Luckily, there is one brand which I have noticed that is somewhat making this transition. Unlike most beers in Australia, Corona has created its own culture around its product. Corona doesn’t play overly strongly on the common visual cues associated with most beer advertisements. They suggest relaxation, positive escapism and adventure – not excessive consumption, burly companions and standard blokeyness. The From Where You’d Rather Be campaign is interesting because it doesn’t necessarily target women directly, it does make an attempt to include women as characters beyond the standard sex object (arguably). The ads I have enclosed are not gender neutral as they do sway towards males (see image below). However, they are still making important visual cues. The image below is an advertisement that centres on males consuming the product. No further explanation needed there. However, the social relationship is not of just blokes, it’s of two men with girlfriends (arguably placed to distort any homosexual connotations). Not revolutionary, but this is somewhat challenging that blokey burly stereotype and getting the viewer used to females in the situation (again, I stress arguably).
Now consider this advertisement by Corona which shows two reasonably attractive women consuming the product whilst relaxing on a beach. A young male catches a ball that lands close by. Upon realising that the women have Coronas, more men deliberately kick their balls in the direction of the women. It’s creative, interesting and appealing. It also shows women casually consuming the product on the beach which is on brand with the “From a place…” campaign. By being funny, idyllic and a lightly sexual, the advertisement places beer and female consumption of beer in a positive frame. Place this in comparison with the BDF stereotype I mentioned earlier. I believe this advertisement is significant because it is helping to normalise beer as a unisex drink, not just a male or female drink.
In short response to the question about whether we will see beer commercials targeted at women I have two things to say. The first is that brands face an uphill climb to reconfigure decades of gender-specific beer advertisements. Though, this challenge is not impossible. The second point is that in order to achieve this, brands must normalise the social situation and challenge visual stimuli. This is to say that gender segregation (drinking with the boys), overly sexual/powerless women and under sexualised “ugly” BDF women should be challenged. I believe that brands such as chick beer will continue to exist and target women through the typical feminine lens. However, the key for beer marketers of big brands is not so much to target just women. Doing this may alienate men from their products. The key is to demonstrate the possibility for universal consumption.
Guy Kawasaki, former marketer for Apple, posses a good question. If we assume differences in society, then we can start to look into the future of the internet and how we use technology. By leaving old school ideas like books and magazines behind; how do we see the world in 5 years from now?
Marketingmag.com.au reported a 12% increase in product placements over the last year. Brand awareness is being pushed into the forefront, of marketing budgets. Companies want us to recognise their product.
But how do we make contact with people? How do we get our products recognised?
Jonathan Becher, Chief marketing officer for SAP, comments on the difference between talking at people and engaging people in conversation.
Taking this idea into the Marketing world, transfers people away from some social media (like twitter) and into others (blogs, Facebook and Reddit) where you can actually get feedback on the topic you are talking about.
Links to companies like Ad-words and pop up boxes, are already easily ignored so where do we go from here? Writing blogs that have large followings and Facebook connections, that talk about an advertisement, is still getting the word out it is still selling the product.
Would you buy a product if a friend suggested it, or said they had bought that brand?
New ideas to get people engaged in conversations about a product, is still marketing. Word of Mouse is a great way to let your friends, families and followers know what you think of a brand, but the next step is for companies to utilise this effectively.
This is not that new, but it is only now hitting the masses, could this be the future of marketing?
Be interested to see what you think. Will beer companies ever make a beer commercial targeted towards women??? What approaches would they take?