SD1806 ADVERTISING PRINCIPLES
Ng John Breinard
INFRO
TYPE Subsidiary INDUSTRY Advertising, Marketing FOUNDED 1902 (Erickson) 1912 (H. K. McCann) 1930 (merger) HEADQUARTERS U.S. PARENT Interpublic Group WEBSITE www.mccann.com
SOLVIL-ET-TITUS
100 YEARS OF LOVE (2012)
chooses, a young marriage contractor begins to question his faith in the institution. Until he meets an elderly woman and her devoted husband. To begin with they renew their contract once a year. Eventually the old man explains that, confused by her Alzheimer’s, his wife is lost in time. So he proposes again year after year. On his last meeting with the couple, the contractor is taken aback that they want to sign for 100 years. Gently the old man explains once again. With her health rapidly failing, he wants to be together with his wife in the next life. Now, with faith restored, the contractor finally understands that time is the best contract he and his girlfriend can have. He resolves to marry her – if it is not too late. Time is Love
HMV - MUSIC REBORN(2014)
The Making of Wellcome Supermarket
Every Dollar Counts (2008) Music used to be something you felt, something you smelled, and something you saw. But ever since the cloud, music has become just a file to listen to. The days of real music sensations died when HMV died. Now they've both been reborn.
The supermarket brand has a history of yelling "cheap price" for over a decade. In this campaign we elevated the meaning of "saving every dollar". We told a story of "every dollar counts" from the imaginative world of a little girl to let people think about what a small amount of money could really mean.
HMV is being reborn in Hong Kong as HMVideal and it's bringing the real music back with it. Brought to you by McCann Worldgroup Hong Kong.
3 BEST WOKRS OF MCCANN
1
TELEFON INTERVIEW Kwong Yui Spencer Wong
CEO & Creative Chairman Hong KongMarketing and Advertising Current Mccann & Spencer Previous Ogilvy & Mather, Another Factory, M & C Saatchi Education University College Dublin
INVITATION CARD
Hi Spencer, Allow me to introduce ourselves. We are a group of year 1 students from Advertising Design of PolyU. My name is Billy, and here are my group mates : Breinerd, Ella and Phoebe.
We are required to do an interview with a creative director from a Hong K ong advertising angncy. After general election among us, we think the McCann & Spencer is our best choice. The "Solvil Et Titus" ads are always our favourite TVC.
We highly desire to have an interview with you(the content will only be on academic purpose). Considering for your convenience, we would like to held the interview via phone (interview time will be arrange due to your free time and mood).
As a young seed, we are not amount to anything of this industry. We might not experienced enough to judge a good advertisement, but it did touched our hearts, which we hope to know more about the hero behind these ads.
We look forward to receive your reply, I believe that it will be a unforgettable experience for us. Please forgive us for contacting you directly as we are not really good at dealing with receptionist.
To invite the CEO of Mccann & Spencer. We made a invitation card to invite him. We add his facebook and talk to him, very lcuky that he accept our phone interview.
I
WHAT HAS HAD THE BIGGEST IMPACT ON ADVERTISING IN RECENT YEARS?
S To me, I think the biggest impact to the advertising industry is the attitude of newbies. Especially in these 3 years, the attitude of the new entrants is comparatively worsen, their behaviour makes me feel like they are so lazy and not aim for long-term job. At the same time, the company hired more Mainland students than before, as their attitude and ability are so aggressive, which Hong Kong student are mostly lose at this level of attitude and the competitiveness of this industry in Hong Kong is rise, they are not aggressive enough.
S
Spencer Wong
I
Interviewer Billy Breinard Ella
Furthermore, the attitude of the Hong Kong freshmen to work as a member of advertising industry is not good. As we all know, different from the other career in the job market, the value of creative industry should not and could not be measure by just wages and working hours, as the whole industry is basically supported by the passion of advertiser. However, I saw that there are a lot of Hong Kong student see this field as some typical careers, like accounting or financial. It is a wrong attitude, as we cannot compare creative industry with typical career by the working condition. Many youngsters just focus on what the contract says and not willing to give out more than that, which i think is different than the past, we did’t care much on the we get from the industry, but we focus on what we give to the industry. Maybe it’s because the young generation nowadays have way more choices and path on career choosing, and also more entertainments in the world, which we don’t have those in our generation, so that we could easier to focus on our performance in the career but not only the reward. The priority in the new entrant’s mind in the recent years is different from the past, or maybe I should say is MY generation, and also I think this situation is happening in the whole world, but Hong Kong is just more serious. For example, I’m so afraid that the newbie claimed that they have passion on this field, and finally they quit after just a few year, because they think the working condition is unfair and harsh, like the super-long working hour and the attitude of client when they judge your work.
I
BUT I HAVE HEARD SOMEONE SAID THAT IT’S A GOOD CONDITION ABOUT ALWAYS CHANGING COMPANIES IN ADVERTISING INDUSTRY. WHAT DO YOU THINK?
S I think it could not be lump together, the people who say these words shown that he is just layman. This question reflected the another phenomenon of the Hong Kong advertising industry newbies, or I should say it’s a problem, is that the student didn’t have enough mental or psychological preparation before they enter this field. Advertising is a professional job, most of the opinion from laymen to the advertising industry is just some hearsay, from some movies or their imagination. Unlike the Mainlanders, they have already done tons of researches about the advertising industry before they apply to it, which is a great attitude. In the past, only the great people or well-performed people would always quit from the current agency, or I should say get invited by the other agencies. But in the recent years, this phenomenon changed. I take my agency as example, most of the new entrants quit their job after 2-3 months or transferred to another agencies, which they always claimed that the current agency’s work condition is not match with their thoughts. However, from my observation, I think most of the left newbie is just willing to borrow the name of agencies to enrich their CV, or they discovered that the real side of advertising industry is not as similar as what they imagine before they enter. In my opinion, I think the newbie should already be told during the education stage.
I WHAT IN YOUR MIND THAT IS THE BIGGEST CHANGE THAT YOU HAVE SEEN/NOTICED IN ADVERTISING IN RECENT YEARS?
S “Advertising should be leader of media, not leading by media.” The technology getting better day by day. So that recendly a lot of media appears. This kind of new media affect the traditional style of advertsing. The new media will be hot in the short period, New meadia just like fashion. It will change very fast so that you need to pay attention and catch up with the news. but it’s only a way, it’s not a kind of creative ideas. Creative always here. But people foucs on using the new meadia and forget the to a creative ideas to support the advertisment. A lot of people now in Hong Kong don’t understand this. Specically in Hong Kong. In here people foucs on learning the new media and chase the trends. But if you compare with the others country, such as Japen or USA. Even they catch up with the new medias but still don’t forget about using a creative ideas to attract the audience. Maybe it will be usful in the short period. But if you look for a long term. It’s not usful. For example, if some of the production expert only foucs on learning one new media, after 3 years still using the same software, people will think that they act like a fool.
I A LOT OF PEOPLE SAID THAT COST OF MAKING ADVERTISMENT GET HIGHER THAN THE OLD TIME, BECAUSE OF THE EXPENSIVE TECHNOLOGY. IN A SMALL COST YOU NEED TO A LOT OF THINGS, SUCH AS THE OLD MEDIAS LIKE POSTER OR TVC AND THE NEW MEDIAS LIKE PHONE’S APP. WHAT DO YOU THINK?
S It’s beacuse of people think that new media are usfu. Not only how doing the advertising, also the client. They think that the new media can finish in a very fast speed, so that doing advertising getting harder. But it don’t really help the clients. A youtube videas have a lot of views or a facebook post have a lot of like don’t mean a lot of people will but the products or services. Because mostly people think that advertising are simpler than the ture. And it’s hard to convince the clients to understand this. This is a big change of client and who working for advertising. Specailly Hong Kong is a place that always chase the trend.
I “WHAT DO YOU THINK WILL BE THE FUTURE OF ADVERTISING?�
S
Apps, Video and Facebook, media surge under the advanced technology. The operation system of a company will be change in the future. In the old days, TVC and printing advertising were what they focusing on. However, it is totally different now. Not only TVC and printing, but also online video, Facebook page, phone apps. The old operation system is being unused. More things advertising company have to concern. Therefore, it is not workable to keep the old operation system. Some new advertising companies are spring up. They care the new media and the tend of new operation system. Providing the fastest and best work in shortest time. A new operation system is needed. In short, the operation system of a company will be the biggest change in the future. It is significant for advertising to keep in touch with the fashion. Insufficient budget is the biggest challenge to advertising in the recent years. The advanced technology raises the client expectation. Free social network media can be the low cost promotion platform. But actually, some charging plan is running in the social network media as the online advertisement. Actually, more budget is needed.
2
ANALYSIS Find 2 ads per team (any format, but they have to be different categories) You need to be able to explain the ads in written format: What product/service is it advertising? What category of advertising? Who did it? Agency/ Creatives? What persuasion technique is used?
SOLVIL ET TITUSPENGUIN
WHAT PRODUCT/ SERVICE IS IT ADVERTISING?
WHAT CATEGORY OF ADVERTISING?
WHO DID IT? AGENCY/ CREATIVES?
Solvil et Titus (or Solvil & Titus) is a formerly Swiss, now Hong-Kongbased, watch company, founded in 1887 in La Chaux-de-Fonds, Neuchâtel, Switzerland by Paul Ditisheim and developed by Paul Bernard Vogel.
This advertising is a TVC. You can see it on the internet and TV at that time.
A advertising company called “McCann & Spencer” did this TVC.
WHAT PERSUASION TECHNIQUE IS USED? Emotional Appeal In this advertisment, they used Words and/or images to appeal to the audiences’ emotion. Such as we can see that they used a Black and white ash tone colour and a impressive background music to show a creative and affecting story to let the audience feels touch. The advertising look simple because they foucs on selling the story. They story is about a old woman shareing a story to a old man. In the legend, penguin all know how to fly. But there are a famle penguin injured, so that she can’t join the team and fly. Very lucky one male penguin stay and try to save her. But two of them are the only left. They can’t fly so that they learn how to swim, to subsist. Than the old woman say sorry to the old man and said “Sorry for beacuse of me, you lose the sky.” At this time they used a negative emotions such as the sadness of loseing sometime which is important in your life. But at last the old man said “Never mind. Because of you I got the ocean.” Than negative emotions change to be a positive emotions. Show a kind of romantic between two people.
HOUSE OF LITTLE MOMENTS
WHAT CATEGORY OF ADVERTISING?
WHAT PRODUCT IS IT ADVERTISING?
INTEGRATED CAMPAIGN LED BY CONTENT PLATFORM
Uni-Noodle. In Taiwan, it was started fairly late for Branded Entertainment marketing. Most of clients still considered communication marketing in an oldschool way. At this time, we made a great effort to persuade Uni-Noodle to make a breakthrough in Taiwan's market. The “House of Little Moments” campaign increased brand preference among customers by using moved and entertaining content. Also, it successfully proved that a brand would gain ultimately benefit if it obtained the favorable review from customers.
WHO DID IT? AGENCY/ CREATIVES?
WHAT PERSUASION TECHNIQUE HAVE BEEN USED IN THE ADS?
ADK TAIWAN, CHINESE TAIPEI ADK commenced its content business in 1963 and since then, they have engaged in a variety of animation programs as well as live-action programs for children. Their engagement is not limited to the sales of advertisement slots but has extended to planning and production of programs, to merchandise of characters, to sales promotions with characters and also to the export of programs to overseas markets. Recently ADK works as an organizer of musicals originated from animation or comic titles. Content is a field of business that provides people with experiences. ADK continues to create content that will give audience fun and impressive experiences.
Emotional Appeal. In this series of ad, they tried to recreate the feeling of Uni-Noodle by applying Uninoodle in different situation in daily life. When you are missing your ex, they will serve you “Mont Blanc”; for those who are rejected by the one you love, they will serve you “A taste of broken heart”; for those who say goodbye, they offer “Hawaii fried noodle with sunshine”. Audience would apply their situation into these three micro movie series, the story is touching and audience would easily feel what the characters feel in micro movies. And the recipes provided a chance for audience to make their own dish of “mood noodle”.
3
REFLECTION Personal reflection on subject curriculum and your experiences
In this suject. I lrean a lot about the advertising. Before I am here, I only watch what kind of advertising I love, such as some funny adcvertisment, But now I watched a lot different kind of advertisings.Also, there are a lot of usful words that I learn form this suject and how the advertising company works. such as there are copyright and art 2 departments. And the big company will separate the work in very small ways. Also, this is my first time to call the agency. Because we need to be very brave before we can call the,, specically in this time we have a phone interview with the CEO. After the phone interview we know more about advertising. A lot of fact and some different information that you can’t learn form the book. This subject teach me a lot of things that you can’t learn form the books.