The following are from actual brand communication campaigns. If you were involve

Question

The following are from actual brand communication campaigns. If you were involved in a go/no go decision, what would you decide? For each idea, explain your analysis. You are assigned to develop a Super Bowl ad for the Groupon Internet coupon website that advertises daily deals in local media. The company has been using a “Save the Money” campaign with Hollywood stars talking about a cause they support and then connecting that to a deal they got off Groupon. So what to do for the Super Bowl? A colleague suggests using a star speaking about the plight of the Tibetan people and their culture with pictures of snow capped mountains and dancing children, followed by a scene with the star in a Himalayan restaurant talking about what he saved on his meal. What do you think about this idea? Zappos, an online apparel retailer with a quirky, brash culture, has received a proposal from its agency. You are on the Zappos management team. The idea is to show naked models doing everyday things, such as jogging, playing Frisbee, hailing a cab, and riding a Vespa – all with censor bars strategically placed. Although using naked people to sell clothing is a little literal, the agency argues that it also is highly attention getting. What do you think?

Explanation / Answer

1. You are assigned to develop a Super Bowl ad for the Groupon Internet coupon website that advertises daily deals in local media. The company has been using a “Save the Money” campaign with Hollywood stars talking about a cause they support and then connecting that to a deal they got off Groupon. So what to do for the Super Bowl?

Go decision: The Super Bowl ad can be advertised to inform the customers that whoever answers the questions based on the Hollywood star’s conversations would benefit the ‘cash-back option’ or have a discount of about 5-7% in the products. This would complement the “Save the Money” campaign adopted by the company. This would further increase the awareness of Super Bowl thus attracting more customers to the website at the same time gaining customer loyalty with the “Save the Money” campaign.

2. A colleague suggests using a star speaking about the plight of the Tibetan people and their culture with pictures of snow capped mountains and dancing children, followed by a scene with the star in a Himalayan restaurant talking about what he saved on his meal. What do you think about this idea?

No-go decision: This is not a good idea because it contradicts the first part about the star talking about plight of the Tibetan people and then the same star enjoying the meal in the Himalayan restaurant. Hence, I would not choose this option from brand communication which gives a bad image on the brand.

3. Zappos, an online apparel retailer with a quirky, brash culture, has received a proposal from its agency. You are on the Zappos management team. The idea is to show naked models doing everyday things, such as jogging, playing Frisbee, hailing a cab, and riding a Vespa – all with censor bars strategically placed. Although using naked people to sell clothing is a little literal, the agency argues that it also is highly attention

No-go decision: Though the ad campaign is highly attention    getting, it is not a wise decision to choose naked models to       premiere in the ad. The ads are viewed by kids and teenagers who         might be misguided. The ad’s content is not viewable by the children and teenagers under age 18. Though censor bars are placed strategically, there is naked content in the ad which is not       a good culture for the younger generation.

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