Τhe key to a successful ad campaign.

If you are that kind of person who thinks that there is nothing wrong with basic advertising and the usual one way communication stuff then you may better leave this article. But if you are the kind of person who understands that advertising is a much more complicated and multifurious procedure, then this is an article that you will love and will provide you with priceless information about a successful ad campaign.

But before we go any further let me take a moment to introduce ourselves. We are Double-O-Seven team. A team that consists of seven extremely different personalities and that was shaped for the needs of AdandPrLab at Panteion University. Specifically, one of our Labs was Advertisement and Public Relations Lab: Applied Marketing-Digital/ Mobile Marketing which provided us with priceless information about the advertising industry.

One of the most important expertise we gained we have to thank mr. Mark Aris for, one of the founders of 4 Wise Monkeys boutique creative agency, who we had the honor to have as an instructor in this semester and we wish to have the pleasure to also have him as instructor again in the following semesters. Actually, he was more than willing to provide us with all the insights a professional in the field of advertisement needs and one of the invaluable tools he gave us gave rise to this article, it’s the W.I.S.E. Methodology.

So what’s this amazing tool that forms the key for every successful ad campaign and you have never heard of before? It’s a tool, the only one, that gives you the ability to evaluate your advertisement. If your campaign responds to those four criteria you have nothing to be afraid of, but if not… you will be right to have second thoughts. Let’s elaborate!

• Wow! : Engaging-Distinctive-Unique. A campaign that gives you butterflies.
• Insightful: Based on a powerful consumer insight. Relevant to consumers
• Strategically relevant: Aligned with brand strategy. Brand credible & brand relevant.
• Easy to understand: For the average consumer. Single minded. Simple.

Now that we have elaborated a little bit and you have understood what this methodology is about we will point out how we as a team applied W.I.S.E. Methodology to analyse a commercial campaign that we thought as W.I.S.E.

So, is this commercial W.I.S.E.?

The answer is yes!

• Wow! : In this ad we are watching a robbery into a bank. The fact that the robbery is a serious situation that evokes negative emotions predispose us about a negative outcome. However, when we see that this serious situation turns into a ridiculous one it becomes exciting, because of the unexpected outcome.
• Insightful: This campaign was launched 2012, which was a really difficult period for Greece, due to the economic crisis that had created a common belief that people were being robbed. Apart from that at this time, again due to the economic crisis, there was a spectacular increase of crime rate.
• Strategically relevant: This ad is also strategically relevant, because it uses as background the colors of wind mobile communications company (blue color). Moreover, the main point of the ad is the communication and specifically the fact that thanks to wind it is accessible to everyone, which brings us to the last criteria.
• Easy to understand: The speech is informal and easy for everyone to understand. The message, that wind makes communication accessible to everyone, is clear, as well as the message of robbery which is a situation everyone is familiar with.

Now that you have that powerful tool in your hands we suggest that you start using it from now on. W.I.S.E. is not a methodology to just evaluate a campaign that already exists, but a tool to help you create your next campaign, which we guarantee that following those criteria is going to be a successful one.

Once again we would like to thank Mark Aris, one of the founders of 4 Wise Monkeys boutique creative agency, for sharing this amazing insight with us. We also need to thank Diana Birba, Marketing Manager of Greece, Cyprus & Malta at The Coca Cola Company, for all the knowledge and great expertise she gave us as our instructor at this semester and,of course, Betty Tsakarestou for her dedication to AdandPrLab and all her efforts to give us the chance to learn from great professionals in the field of advertisement.

Ευαγγελία Ζήση Μεγκυ Μλ. Arviola Skempi Ηλέκτρα Ξανθοπουλου Georgia Staikou Elisavet Kyriazis