Canine driven campaign roars to Silver at the Big Cats in Cannes.

The PR Lion to grab us by the paws at Zeelous is the combined efforts of animal-activist group Paw Justice and DDB.

The resulting campaign, Animal Strike, was the answer to the question of “How do we generate the coverage of a big budget above-the-line campaign, without the big budget of an above-the-line campaign?”

With the key goal being to persuade the New Zealand government to amend the law, DDB focused their energy on converting the 72.3% of those surveyed (that didn’t support the law), into signatures on an official petition.

How did they do it?

DDB took note of the proverbial – you really don’t know what you’ve got until its gone.
Instead of producing a stereotypical animal rights campaign with the all to familiar faint violin; Animal Strike tapped into social trends and took away what we as a human race cannot get enough of – animal content.

The innovative use of social media and community sharing exploded the reach and impressions. Through collaboration with local media, Google, Youtube and several websites, Animal Strike was able to block everything from ‘lol cats’ to ‘dancing dogs’ – all from a mere $5000 investment. Engagement was further encouraged and tracked through offering the public a toolkit to block their own animal content in protest from the Animal Strike website.

Why is this the standout 2014 Winner at Cannes for Zeelous?

Campaigns are (sadly) frequently governed by two key principles in today’s industry:

– Creativity for the sake of being creative

– ROI conquers all

Pushing creative boundaries is a positive thing, often defying meanings or challenging perceptions, who would have ever associated surfing with stout without strong creative? (Yet another Guinness reference courtesy of Zeelous).

However too often we see creativity for the sake of bring creative, often loosing relevance and meaning altogether along the way. Burlington Socks’ 2014 campaign features several examples of ill conceived attempts at staying ahead of the curve creatively through dark humour.

Animal Strike triumphed at being creative – in reverse! Instead of giving the public something new, shiny and edgy to digest; DDB was creative without generating new content. Raising awareness by utilising social platforms in this way is rarely possible other than with charity as the product; however through this ingenious interpretation of social trends, DDB allowed local media to host the above-the-line campaign for them. Charity or not, that is being creative.

Secondly it seems that ROI seems to dictate campaigns today. We have unfortunately stopped asking ourselves “why can’t that be done?” and “has somebody done that already?” in favour of asking “Will this channel provide as great ROI as the previous?” and “Is this idea too risky to provide a required 200% ROI?”. Zeelous understands that ROI management is integral in every aspect of marketing but the idea should always shine through

The benefit that Paw Justice had was being a charitable organisation inherently limits the budget and media spend of an awareness campaign. It is through this factor that DDB were able to use collaboration with key media offering the campaign a more organic and trustworthy feel. The story was being reported on local news and across websites that the public trusted, which provides Animal Strike with coverage they couldn’t of predicted (resulting in 350% more signatures on the petition that predicted) within a dimension that money can’t buy.

Do you know why this campaign won a Cannes PR Lion? Because it has achieved something numerous campaigns of late are quick to forget. Instead of managing public relations, through innovative use of social and community, Paw Justice and DDB New Zealand related to the public.

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Stout with marketing clout!

guinness

When considering the few great marketing campaigns of years gone by, there’s always one company that consistently crops up no matter which market segment you ask – Guinness. Their iconic and intelligent adverts have delighted consumers since the early 20th century, but why is it that this Irish stout from Dublin has the power to stick with consumers right up to the bar when other companies that also spend multi millions on campaigns often flounder when it comes to consumer retention?

Nick Britton, Guinness Marketing Manager at Diageo, said that Guinness has a history of iconic advertising and that “Guinness has always been synonymous with iconic advertising and the brand presents great territory to connect with consumers that never settle for the ordinary.”

Perhaps this ‘connection’ with the consumers is the reason these adverts remain ingrained into our thoughts however, how do they account for consumers who actively do not drink Guinness but are still amazed by their advertisements? Perhaps this is the genius of AMV BBDO that attributes to Guinness’ award frequently being decorated with industry praise and awards.

At Zeelous, we decided it was time to look back through Guinness’ marketing history and try out “17:59 – Guinness Time” for ourselves.

The Zeelous Guinness Chart Show

In at #5:

http://http://www.youtube.com/watch?v=txlSUvAqSk4

Ok, so we may be a little biased being an all female agency but Guinness’ infamous ‘Fish on a Bicycle’ ad really struck a chord with Team Zeelous

In at #4:

http://www.youtube.com/watch?v=2_wO_HNIMo8

This simplistic advert was created as part of a campaign by J Walter Thompson (JWT) who took over the Guinness account in 1969. “Black Pot” helped to enforce the brand’s uniqueness compared to other beers due to colour and texture and won the brand critical acclaim. We at Zeelous love the fact that this advert is not pretentious or overly intelligent. It is minimalist and focuses around a single idea – the synchronicity between potting the black in snooker and finishing a pint of Guinness – C’est Magnifique.

In at #3:

http://www.youtube.com/watch?v=_N7UjAsBe90

‘noitulovE’ was another brainchild of AMV BBDO and won the Grand Prix at the Cannes Lions Advertising Festival and Zeelous believe that was rightly so! To communicate to consumers that drinking a pint of Guinness is the fault of millions of years of evolution and was almost preordained throughout science and history is a very clever way of promoting brand awareness. Who wouldn’t want the purchase of their product to be thought of as a basic human instinct?

In at #2:

http://www.youtube.com/watch?v=ZAaNbzydxiA

The ‘Clock’ advert is Guinness’ latest offering to the marketing world and was unveiled in January 2013. Guinness and AMV BBDO almost seem to be retracing their steps back to previous ‘story-telling’ adverts such as ‘Surfer’ and ‘Tom Crean’. Whatever the thinking behind ‘Clock’ we at Zeelous are big fans and love how Guinness seem to be able to consistently personify their brand to identify with day-to-day human life and interaction. Hitting the brand positioning and awareness jackpot again, hey Diageo?

In at #1:

http://www.youtube.com/watch?v=Y9znA_dwjHw

Albeit not the most original choice for the top spot but this is undoubtedly, in our opinion, the best advertisement created by Guinness with few competitors or even companies in general ever coming close to this level of creativity without being too random or too generic. We take our hats off to you!

During this run down of Zeelous’ favourite Guinness advertisements, we are well aware that we haven’t even scratched the surface of any of Guinness’ print ads or even their general marketing strategies that excite us even more. What we have learnt from this however, is that one thing that is for sure; this is a marketing department that truly is ‘Made of More’.