Gold Addy - Elements of Advertising
Silver District Addy
Objective – Create an audio representation of the restaurant that could be carried across several audio and visual media. The jingle also needed to have a shelf life for use in future campaigns.
Obstacles – The obvious challenge is to create a jingle that can withstand changes to the restaurant in any foreseeable future. The second hurdle involved the campaign elements we were attempting to assimilate into our marketing efforts at the time.
Solution – After examining the history of the restaurant and its future goals, one thing was certain. Grazies will always have Italian flare. Any cultural modifications would require an entire renovation of the interior, menu and overall brand. By keeping the tune within the perception of what Italian means, we could ensure that Grazies would be echoic-ally branded. Because we kept the future in mind, we decided the composition of original music would save money in the long run. To account for our campaign elements which featured three unique chefs, we chose strong male vocalists that could sound like “robust Italians”.
Silver Addy - Radio Campaign
Objective – Introduce a new kiosk coffee brand to the market.
Obstacles – Differentiation in the industry forces the creative to be specific while heavy saturation requires a sufficient amount of clutter shattering.
Solution – Addressing the saturation became manageable once the banjo-twang audio element became established. That sound created enough difference between competitors like Starbucks or Moxie Java. The difficulty arose from the need to positions Mountain Mudd as a quick kiosk versus a backwoods, sit down coffee shop. That matter was handled through the cadence of the commercial. The commercial uses not only the sounds of cars, but the quick banter between the two characters is used to express the speed of a drive-in. Also, by not defining the relationship between the man and woman, the spot doesn’t create the intimacy of a coffee house.
Objective – Entice the target, which includes both high school graduates and those ready for a career change, to inquire about Rasmussen through the radio medium.
Obstacles – Rasmussen College offers a wide variety of programs. Creating a different spot to mimic the tone of each individual major would lose branding elements or could potentially deter a prospect. For example, a loud and creative spot for a Graphic Designer may turn off potential Accounting applicants that stereotypically enjoy more linear approaches.
Solution – A shell or template was developed to maintain the brand, inform the target and avoid customer separation. First, seven different ads were created with the same shell. The purpose of the shell was to keep brand consistency, but display the multitude of courses available. Second, the shell was a cost effective way to produce seven different spots. Third, the shell was sales driven rather than major driven for those individuals who were undecided. Creative was kept very subtle, but direct.
Gold Addy - Radio
Objective – Introduce a new brand of student checking account called Ubanking.
Obstacles – One of the primary elements used for the campaign in multi-media was the Union State Bank mascot, Freebie. As mascots are meant to be seen and not heard, creating an audio representation of this mascot was the most difficult challenge.
Solution – Luckily, this campaign utilized Freebie in a way that was atypical of mascots. The purpose was to make Freebie the but of the joke in order to eliminate any Barney comparison and to demonstrate that financial institutions don’t need to be overly stuffy. Because of this, we were able to allow the mascot to be personable and “speak” without giving Freebie too many defining characteristics.
Gold Addy - Radio
Objective – Create a radio campaign to promote a New York themed sandwich deli opening in Fargo.
Obstacles – The store's location competes directly with several large sandwich chains including Subway and Jimmy John's. Even though New York NY Deli is a franchise, albeit a small one, creating top-of-the mind awareness amidst the successful "$5 Footlong" campaign proved to be an uphill battle.
Solution – The goal was to emulate the "fish out of water" scenario playing out in the market. By touching on the New York stereotype without embellishing or going after cheese, the radio campaign gave the stubborn, staying attitude needed to compete with the franchise giants.
