Commentary

Category: Television

  • by September 26, 2005
In a time when everyone's finger is on the fast-forward button, these television finalists capture consumer attention by using the medium as the message, working with the power of celebrity, and targeting engagement.

WINNER

Agency: GM Planworks

Client: Cadillac

Morphing a slower-moving, older brand image of a seemingly lumbering car, General Motors sped its Cadillac brand with a plan called "Under 5." The theme focused on the GM Cadillac cars -- and media -- moving at or under five seconds. Since the industry standard of a great car performance has been the number of seconds it takes to get from zero to 60 mph, Cadillac introduced three new models that reached 60 mph in under five seconds. Traditional 30-second commercials didn't play into Cadillac's plan -- since those number were all wrong. So GM Planworks devised five-second commercials (as well as 25-second commercials.) Television and broadband media drove 2.5 million impressions to CadillacUnder5.com. GM said 1.5 million people shopped Cadillac.com, which was a 358 percent increase in traffic. That resulted in 43,000 requests for dealer information. But, even more surprising, a special contest -- "Make your own :05 second film" -- had nearly 3,000 consumers producing car epics for the chance to win a cts-v model. Think of the creative agency savings!

Agency: Fallon

Client: Lee Dungarees

Dungarees don't have the elegant sounding moniker that their close cousin, jeans, do. Lee Dungarees, a smaller brand from Lee Jeans, has found it hard competing with the high-fashion world of jeans -- especially in grabbing the attention of the 17- to 22-year-old MTV crowd. Since 1998, Lee has run campaigns featuring its "spokesdoll," Buddy Lee, but apparently the younger crowd was unaware of his beginnings. Those 17- to 22-year-olds who shop at moderate retailers like J.C. Penney's and Sears are naturally given to multitasking media -- TV, music, Internet -- in which TV mostly gets the short end of the stick. Given the client's modest media budget, the agency negotiated a deal with MTV2's "Control Freak," where viewers vote on the video they want to see next. Fallon created a six-minute vignette starring the Buddy doll. Viewers could then vote online among three endings. This aired -- without Lee purchasing TV commercial time on MTV2 -- for six weeks. The result? On a number of occasions, Buddy Lee outranked the music videos themselves -- Dungarees awareness grew 6 percent, with Buddy Lee's awareness doing better, up 11 percent.

Agency: Goodby, Silverstein & Partners

Client: Elizabeth Arden

Britney Spears is now a polarizing personality for marketers. That's good and bad news, as agency Goodby, Silverstein & Partners found out in coming up with a plan to sell Curious, a new fragrance created for the pop star. Britney's fans can be broken into two groups, according to the agency: Pop-queens, (her core fans), and (guilty pleasures), women who love celebrities but are embarrassed to admit it. The pop-queens were an easy mark -- they virtually buy anything Britney. Guilty pleasures, however, required a different attack. They needed to be assured the product was adult. Unlike most products looking for TV content to be attached to, Britney is her own content. TV networks love that. The agency looked to exploit this advantage by not only selecting an exclusive club of several cable networks such as MTV and VH1, but in negotiating to have 20 hours of Britney-themed shows that MTV and VH1 had already produced and aired, to run at the time of the promotion. Curious became the No. 1 fragrance launch in 2004, and the 30-second spot achieved a 70 percent higher recall than other new TV spots breaking the same week.

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