A rep from Wieden + Kennedy presented some account planning tips at a conference last year and I was fascinated by the description of the company she worked for. Outside of her explanation that every year they shut down office operations to celebrate their anniversary (with beer & wine, if thats your thing), that theyve grown from a concept shared between two friends to an international business, and seem to have an internal structure that encourages creative synergy, they consistently produce ads that demonstrate their gall (see all Nike ads and the recent Superbowl Coke commercial). I missed the Superbowl Maserati ad with Quvenzhané Wallis, Hushpuppy from Beasts of the Southern Wild, but got to see it here. And look at the impression it made! Edmunds, the automotive information service, tracked the interest in car brands that advertised in the Super Bowl, based on inquiries to its website. The measurement, called consideration lift, rated inquiries of a car brand to its site against the average of the previous four Sundays. The Maserati lift at halftime was a 2,336 percent increase; 3,220 percent at the end of the first quarter. By the end of the game, Maseratis overall 353 percent ranked second only to Kias (ridiculous) 6690 percent on the Edmundson consideration lift ratings. The Maserati ad, Strike, featured the Ghibli and was the brands introduction to the North American market. (Starting price: $65,600.) Go W + K! oregonlive/playbooks-profits/index.ssf/2014/02/super_bowl_ads_from_wiedenkenn.html
Posted on: Mon, 03 Feb 2014 17:18:33 +0000
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