Racy Billboard Brings Big Ratings for Bull

http://www.adweek.com/tv-video/how-cbss-racy-campaign-got-bull-off-to-a-big-start-and-huge-ratings/

With the land of billboard advertising getting more and more cluttered, the only way for any campaign to get noticed it has to seriously break through the clutter. CBS managed to do just that with their new racy billboards located in New York and Los Angeles. CBS Marketing Group was trying to tap into the Fifty Shades of Grey audience by offering them a provocative and unexpected preview for their new television series, Bull, which stars the former NCIS star, Michael Weatherly. The timing for this ad was notably executed right around the premiere of the new, Fifty Shades Darker, film. These billboards, while being considered provocative, help solve CBS’s problem with releasing another television program in the highly saturated crime-drama genre.

This ad makes sense for the show because Michael Weatherly, the star of this series, just recently left another crime-drama program, NCIS. Weatherly was loved by much of the female audiences for his good looks and charm, as well as the male audience because of his witty banter and extensive movie references. This ad is also in line with the release of the next installment of the Fifty Shades of Grey series.

The value this billboard creates is purely entertainment, from the message’s content to the actual program it is advertising, people are meant to be entertained. The benefits for using billboards are that they are highly mobile. Billboards are able to catch people’s attention as they drive home from work. With CBS choosing to use a racy slogan, also helps cut through the clutter, becoming memorable and creating conversation. Overall, CBS should be able to measure the success of this campaign based on an increase or decrease in viewership of their new program.

Pinterest meets the Super Bowl

From the article: Pinterest Makes First Push in Targeting Super Bowl Viewers With Personalized Microsite: With Sargento ads by Lauren Johnson

With Super Bowl around the corner, viewers will be looking to Facebook and Twitter to supplement the events on the television. But now there is a new player, Pinterest. Partnering with Sargento, Pinterest is creating custom microsites to help current ‘Pinners’ throw the ultimate Super Bowl party.

But why would Sargento help make this possible? Well, Pinterest is a popular site for cooking connoisseurs and food is an essential part for any Super Bowl party and Sargento tomato sauce is an essential ingredient to many party favorites. Sargento is using data from Pinterest; they look at things you have liked and ‘repinned’ and creates a microsite with recipes and other party planning tips so that you can throw your own greatest Super Bowl party ever. The major insight that led to the creation of these personalized microsites comes from their findings that people tend to start going to Pinterest a week before throwing any knd of sporting event party. This year especially, they found that people were on Pinterest looking for football-related recipes three times as much as previous years and this microsite really adds to the consumer experience.

The success of this owned media campaign will be measured by how many visits they receive to the microsites. These links will be provided via promoted pin on various pages that are often searched for during the time of planning a Super Bowl party.

Smoking PSA gets a little Passive-Aggressive

Nothing says passive-aggressive like someone coughing around someone who is smoking, but what happens when it is actually a billboard doing the coughing? Well in an effort made by Swedish pharmaceutical company, Apoteket Hjärtat, and the agency, Åkestam Holst, they believe it will bring just the right amount of shame to smokers in order for them to think about quitting their life-threatening habit.

The billboards targets smokers with smoke sensing technology, when it senses that a smoker is near by the screen will show someone coughing as well as a sound effect as well. This campaign urges people to quit smoking, not sending the traditional messages about hot it is bad for your health, but by the creating an experience that makes them socially aware of how non smokers feel when they around people who smoke. From a business standpoint, the Swedish company is trying to get people to buy their product to help them quit smoking.

This campaign makes sense for the company, because many companies focus on the medical benefits of quitting smoking, but there is also a social stigma as well. The value it adds is incentive. Nobody wants to be the person that causes others t be uncomfortable, and with making smokers aware that they are making people uncomfortable, it gives the smoker social incentive to quit.

The benefit for using a billboard for this campaign is that it reaches a mass amount of people, the benefit of placing it in large urban areas is that it reaches a large amount of smokers, making it a personal experience. A way that Apoteket Hjärtat can measure the success of this campaign is with the amount of sales received from medicine that helps smokers quit.

Check out the full article: http://www.adweek.com/creativity/worlds-rudest-most-overbearing-billboard-coughs-nearby-smokers-175579/