Advertising Campaigns Analyzed for Strategy Lab Panteion University 2018.
Strategy Lab is an initiative of the Ad and PR Laboratory of Panteion University. During the Strategy Lab sessions, we the students learned about the importance of a creative brief, the use of social media for a communication campaign, and the importance and work of an Account Manager in a Creative Agency. Apart from our final client, British Council’s Famelab, about which we will talk about in another post, we had to analyze and post an advertising campaign that we like and find interesting. In this post we have gathered all the campaigns our team, The Ogilvies, has chosen to analyze.
Through this campaign, Dove’s goal was to increase brand loyalty, as well as to establish a strong connection between the brand itself and both the consumers and their feelings. The “Real Beauty” campaign is a series of actions such as TV advertisements, workshops, or sleepover events. In the case of “The Real Beauty Sketches” action, the channels of distribution were: several press releases (4 billion PR and blogger media impressions), social media, YouTube, TVC, and billboards.
In the run-up to the launch of Narcos Series 2 on Netflix, they came up with a series of Spanish lessons in collaboration with the leading language app, Babbel. The main characters of the drama were the “teachers” of the interactive lessons that were consisted of words and phrases from the episodes. Lessons were available in six languages ( English, French, German, Italian, Portuguese, and Swedish) and they took the fan mania on social media even further.
The «Sick Kids VS Undeniable» campaign, created by Cossette presents the patients of Toronto’s Sick Kids hospital as ultimate fighters in the most brilliant hospital ad. The implementation included prints, outdoor, cinema ads, digital, TVC, and social media.
«The Big Leap» ad is part of Lacoste’s campaign “Life is a Beautiful Sport”, launched in 2014, as the official costume sponsor of the French Olympic Team, inspired by the 2014 Winter Olympics and Fashion New York Week. The ad film was awarded at the Cannes Lions International Festival of Creativity, getting the Silver Lion.
A campaign that reminds us to be kind in the most creative and diverse way. A campaign that won 10 Lions in The Cannes Lions International Festival of Creativity. A campaign that so effortlessly gets the audience to understand the message and do something for a good cause. This campaign was created by “The Martin Agency” for Donate Life, an organization dedicated to educating the public and advocating for organ, eye, and tissue donation.
With one of the most insightful taglines and a campaign that was literally built on a human truth, Snickers eight years ago tried successfully to increase brand awareness, engagement, recognition, sales, and regain market share. The well-known “You’re not you when you’re hungry” campaign was intentionally launched at the Super Bowl in 2010, while millions of Americans were watching. The catchy logo was able to connect with everyone and not just adult men, which was the initial target group while establishing brand loyalty too.
This campaign by The Newtons Laboratory for WIND telecommunications aimed to change the way people -especially young consumers- see the brand and raise awareness concerning the new F2G app and WIND F2G’s services. The integrated campaign, built mainly around its TVC, produced by Filmiki productions, started on 12/10/2017 and managed to give the creative agency 4 gold awards at Ermis Awards.
This Campaign was created by the famous Ogilvy and Mather agency for Cosmote. We can see that essentially the video presents a privilege walk. It shows how unequal access to technology affects everybody. It is something unfair, something that is not linked to your personal worth and capabilities to stand in your way and drag you back. Everyone starts from the same starting point but not everybody gets to go as far as somebody who has access to other things such as technology, living in a big urban city, or having more wealth from the day they were born.
In this post, we discuss Aegean’s campaign Greece by Greeks by Ogilvy Worldwide Athens. In a new effort to contribute to the promotion of Greece and the enhancement of its tourist value, this campaign focused on highlighting the hidden beauties of the country and revealing them abroad through the Greek and Mediterranean identity it represents.
By “The Ogilvies” Team: Danai Lyratzi, Xenia Ntavranoglou, Stavroula Pollatou, Ioanna Thanasi, Katerina Tsigarida
You can find more stories like these in our Lab’s Official Publication:
Lab Director: Lina Kiriakou
