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Group 5 P
Hieu Currey
Thy Tran
Esther Yang
Laura Arguijo
Kyra Dantzler

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Non-Du
Heineken Open Your World by TBWA\
neboko,Amsterdam agency


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Media strategy is successful

The emergence of multiple social media

Target segment and audience are brilliant

Pop-culture, men ages 21-34

Breaking away from traditional beer

This ad campaign is very effective

An extremely positive reaction

4 millions Youtube views

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Non-Dura
Perrier: The Secret Place


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S

Perrier: The
Agency: Ogivil & Mather Paris
Year: 2013
Media Strategy:
Gaming experience online and mobile
platforms
Target segment and audience:
Young, edgy, highly digital
Ineffective ad campaign:
Too off-brand
Turn from classy, refined brand into
trashy
Placed in Business Insiders top 10
worst ads in 2013

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D u ra
Microsoft The Tablet That Can Replace Your
Laptop by Interpublic Group

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Ta
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Micros
Laptop
Media strategy is successful
o
o

More than 2 million views

Futuristic, clean

Target segment and audiences

o

People wanting a two-in-one (Tablet and Laptop)

This ad campaign is effective

o
o
o

Many mixed reviews

Catchy song
Focuses on the uniqueness of Surface Pro 3

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D u ra b
Ford Figo Leave Your Worries Behind by WPP
agency


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Ford Fi
Media strategy is a failure
o

Ford apologizes for ad in India

Target segment and audiences are critical in

India
o

Remind about international headline

This ad campaign is ineffective

o
o

Raise a lot of criticism

Cross the line

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Service Effe
State Farm Magic Jingle 2.0 Like a good neighbor
Agency: Translation LLC.

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Marketing strategy successful
o
o

100 yr old brand reinvented itself for a new generation

1.5m views Youtube & t-shirts with Can I get a hot tub?

Target segment and audience

o
o

Youth culture (millennials)

Popular culture

This ad campaign is effective

o
o

Increased in brand awareness

Differentiates: leverage equity to show agent value

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Progressive Car Insurance Flo, Talk Show


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Prog
Marketing Strategy: Funny = Advertainment
Ad Agency: Arnold
Target Market: Minority women and young adults
18-26
Follow up an ad : Dougs the Father?
This ad campaign is non effective
o

Ad rank: 1- Distasteful humor


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Prog
William Miller 24 days ago
Worst commercial ever! Progressive and Flo have jumped
the shark. Using Maury P. in commercial has tainted
Progressive and Flo commercial campaign and I'll never be
amused by Flo again.
Do You Think This is the End of Flo?
Should Part Two Dougs the Father? Ad Run?

Questions