THE LONG COPY CHALLENGE CAMPAIGN SUMMARY Long copy’s not dead, its just gone Underground What do you do when your no.1 ad format (48 Sheets) is seeing YOY declines in spend? How do you re-launch one of the oldest ad formats around and energise a media community into reconsidering it for brand plans…? • • • • • • • •
Target the creative community with an understanding of their influence on media selection Create controversy by tapping into and critique a social shift in comms methods (short form advertising) Challenge an industry to prove their expertise and skill sets still exist Partner with key industry bodies Catch the imagination of the general public via social Promise to make them famous! Engage and receive entries from all of the UK’s top 10 creative agencies Get 330 of UK’s leading brands to submit artwork and thus creative to pitch back to run live on the Underground network
SEE LAST PAGE FOR IN-DEPTH BRIEF AND COMPLETE LIST OF TACTICS MIKE HEMMINGS
CREATIVE - CONSUMER AND TRADE
48 Sheets – Further cropped creative follows
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Other 48 Sheet campaign copy
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CREATIVE - BESPOKE TRADE COMMUNCIATIONS
Location specific campaigns with personalised agency comms
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PR AND ONLINE CONVERSATION EDITORIAL & BLOGS
CONSUMERS DROVE ENTRIES VIA SOCIAL AND SUBMITTED THERE OWN FILM SYNOPSES
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THE RESULTS • • • • • • • • • •
Q1 17% revenue increase on this format YOY Occupancy of 48 Sheet posters up 14% for Q1 YOY 494 entries, 331 different advertisers On target for £2m revenue increase over the year Huge ROI from just £81,000 marketing spend New campaigns from Virgin (London Marathon), Nokia, Lovestruck etc Further business under discussion with entrants including Ocado, EasyJet, Nivea and Sainsburys £300,000+ PR coverage Tweets from Stephen Fry Over 2,000 people experimenting with CBS Outdoor’s visualiser tool (allows advertisers to upload copy in-situ to view how it looks) compared with just 260 typically for the same period previous month • Estimated at well over 4000 hours committed from the UK’s leading creative agencies working on 1 specific CBS Outdoor format (8hrs work per entry) • Represented one of the campaigns delivered to win a marketing society award in a field of traditional B2C brands
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ENTRY EXAMPLES
THE WINNER – ADIDAS, IRIS & M&C SAATCHI
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CAMPAIGN SUMMARY
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THE LONGCOPY CHALLENGE -TACTICS • Partnership with Campaign (Claire Beale - Editor) • Devise campaign name and creative/copy themes
• Consumer orientated copy to drive talkability and PR • Utilise our own media to drive response • Production of website • Various DM, print and email communications • All copy written and devised • Engage individuals within agencies through bespoke comms • Secure industry judges to add credibility (Incl. David Droga and James Lowther) • Industry Event at Getty Images Gallery, Piccadilly • Seeding and social media advertising including Facebook. • Winners booklet distributed with Campaign and Marketing magazine
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THE LONGCOPY CHALLENGE - BRIEF Campaign Overview CBS Outdoor was looking to re-align the Underground portfolio with a focus on the central London Underground products specifically. Considering the current premiums charged in this area and also the prospect of increased prices, customers needed to be reminded on the unique opportunity and value these products offer. One of the core strengths that would help justify this premium is the relationship commuters have with the advertising (dwell time of 3 mins, welcome distraction, scale, dialogue etc). This relationship enables brands to connect with the audience in a way few others can in turn allowing creatives to connect with the valuable London audience through more engaging content. I helped demonstrate this key sales point by tapping into an area that would create debate, PR and participation. With the understanding that creatives can heavily influence media choice and strive for recognition through award winning advertising work, I devised some awards that would not only win them favour with the client but also satisfy their hunger for creative awards. The London Long Copy Competition was launched. Business Objective Drive perceived value of London underground cross track media in order to justify premiums whilst reinforcing the value of targeting the London audience
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