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STRATEGIES

BEHIND THE 10 BEST CREATIVE WORK

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Welcome to the 10 best strategy papers from the last couple of years in my very subjective opinion.

Originally shared on the Planning Dirty Newsletter.

Enjoy,

Julian Cole

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I WILL - UNDER ARMOUR

STRATEGY:

PRESENT THE UNDER ARMOUR WOMAN AS A WOMAN WHO DOESN’T NEED PERMISSION BECAUSE SHE HAS WILL

Brand Insight - To speak her language, we needed to shift performance away from a traditional competitive context and into a more personal one

Cultural Insight - In a culture obsessed with debating what a woman should be, the only way for her to free herself from pressure is to define success on her own terms.

Consumer Insight - The Under Armour woman has the will to impress only herself

Link to the paper

DROGA5

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VISIT MUM - BRITISH AIRWAYS

STRATEGY:

BA UNDERSTANDS THE JOURNEY YOU ARE TAKING

Consumer Insight - A lot of holiday traffic was first and second generation Indian Expats flying back home from North America

Product Insight - Don’t claim to be one of us, show that you understand us. Not about Hindi meals on the flight but the fact we are making this journey

�Cultural Insight - Indian mothers were the key pillar in the family and had a strong pull of their children coming back home

Link to the paper

OGILVY

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TAKING BACK NY - SEAMLESS

STRATEGY:

CONNECT WITH PEOPLE’S PROUD NEW YORK IDENTITY

Consumer Insight - Long hours, demanding careers, busy lifestyles and a high cost of living make New York a tough place to live, but saying ‘I’m a New Yorker’ is a badge of honor

Cultural Insight - In New York, delivery is a way of life

Brand Insight - Seamless provides access to more restaurants, cuisines and options for diner than any other service in New York City.

Link to the paper

BBH NEW YORK

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MADE OF MORE - GUINNESS

STRATEGY:

GUINNESS CELEBRATES THOSE WITH THE CONFIDENCE TO CARVE THEIR OWN PATH

Product Insight - A product that is bolder than any other beer in terms of its look and taste

Consumer Truth - Beer drinkers who respect those who have the confidence to make bolder decision and choices in life

Brand Insight - A brand that has always had a bold outlook on life (e.g Arthur Guinness made bold choices to sign a 9000 year lease on his brewery and to brew dark beer versus a golden ale)

Link to the paper

BBDO

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IF WE MADE IT - NEWCASTLE BEER

STRATEGY:

TAKE THE LAME MEDIA TACTICS AND TURN THEM UPSIDE DOWN TO BREAK THROUGH

Product Insight - Newcastle Brown Ale was first brewed by ‘Geordies’; the coal-mining, no-nonsense working class of Newcastle, for whom the beer was brewed

Consumer Insight - They are no frills guys, who are sick of beer brands pandering too them

Cultural Truth - The Superbowl is the biggest marketing event of the year, full of marketing trickery

Link to the paper

DROGA5

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WONDERFILLED- OREO

STRATEGY:

HELP PEOPLE OF ALL AGES SEE THE WORLD WITH WONDER

Product Insight - the product was surrounded by innocence, a glass of milk, doting parents, after-school

Consumer Insight - We lose our childhood innocence and wonder as we get older, however we yearn for it

Link to the paper

MARTIN AGENCY

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WORLD GALLERY - APPLE IPHONE6

STRATEGY:

RETHINK WHAT YOUR SMARTPHONE CAMERA CAN DO

Category Insight - The category highlights the quantifiable features of smartphones in isolation of the people using them.

Product Insight - Camera is one of the top considerations when it comes to purchasing a new smartphone

Consumer Insight - iPhone owners preferred showing the output of their devices instead of talking about the technology of the camera

Link to the paper

TBWA

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FEED THE GOOD - PEDIGREE

STRATEGY:

SHOW HOW THE GOOD IN DOGS BRINGS OUT THE GOOD IN US

Product Insight - Dogs are good for people. Owning a dog is an experience that transforms us for the better

Cultural Truth - The elusive quality of innocence that we had as children is the secret of genuine happiness

Brand Insight - Dogs are good for people because their innocence helps us connect with our own

Link to the paper

BBDO

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#OPTOUTSIDE - REI

STRATEGY:

ACT FOR THE GREATER GOOD DURING BLACK FRIDAY

Consumer Insight - REI consumers were not interested in shopping on the holiday weekend

Cultural Insight - Black Friday takes Americans on a sharp turn from being thankful to mass consumerism. A day created for corporate profit by marketers.

Brand Insight - REI is a co-op that acts for the greater good of its employees and members

Link to the paper

VENABLES