hando golden drum presentation

The best of effectiveness. Selected works from US and Europe: 

The best of effectiveness. Selected works from US and Europe Hando Sinisalu Best-marketing EFFIE Conferences

50% is wasted: 

50% is wasted Half of my advertising money is wasted.... But I don´t know which half (John Wanamaker)

Planning is not everything...: 

Planning is not everything... One really cannot plan innovation Innovative things may succeed.... But may not. High risk/ reward Intuition may help Three examples where intution was used: World, New York, Estonia

Example no 1: Lange 1 TimeZonePrice: EUR 40,000: 

Example no 1: Lange 1 TimeZone Price: EUR 40,000

Exaple No 1Lange & Söhne Time Zones: 

Exaple No 1 Lange & Söhne Time Zones EURO Effies Gold Winner in 2006 Results: - 822 pre-orders (goal was 200) - 7,200 guests to launch party - 324 print stories + 196 TV mentions

Example 2: Rheingold: 

Example 2: Rheingold

Rheingold:Forgotten Beer in NYC: 

Rheingold:Forgotten Beer in NYC Famous in 1930s – 1960s Even featured in “The Godfather” Now almost disappeared.... GOALS: Distribution: Increase presence from 7 bars to 100 bars/off-premise Sales: Increase from 5,000 cases in 2002 ($60k revenue) to 25,000 cases in 2003 ($250k).

Personality of Rheingold: 

Personality of Rheingold a New Yorker; a bold, dirty, electric, up-till-dawn, bad-ass independent macro-brew of the city. Beer for late- night (2 a.m.) No- nonsense, back to real Micro- niche marketing in the blocks of Manhattan

Media strategy: 

Media strategy to choose the correct bars in which to expose the new brand. After selecting fifteen "Alpha Bars," they built the sales force. Instead of selecting the conventional conservative“ beer guy,” who bartenders dread seeing everyday, the agency recruited and trained five culture drivers, who would serve as walking, talking professional and social billboards for the brand.

Alternative graffity- type of art in shop windows: 

Alternative graffity- type of art in shop windows Hired artists to make graffity in carefully selected locations

Rheingold: 

Rheingold "This is New York, where black air buzzes with stop lights and street lamps and boot steps beat the blacktop," the narrator says. The people are then seen walking into bars and slamming their ashtrays down on tables. "This is New York. And we can't sleep 'til we take it back," the voiceover states, as onscreen copy reads: "NYC Admin. Code 17-502B. No Smoking in a bar. Fines issued: $200.00 & Up."

Rheingold: 

Rheingold This is the city that never sleeps, and Rheingold is the New York beer brand that never sleeps,“ The phrase also should remind people "not to sleep on issues."

Results: 

Results GOAL Distribution: Increase presence from 7 bars to 100 bars/off-premise Sales: Increase from 5,000 cases in 2002 ($60k revenue) to 25,000 cases in 2003 ($250k). IMMEDIATE BUSINESS Distribution: 7 bars, 0 off-premise ---- 800 bars, 1200 off-premise Sales: 5,000 cases ($50,000 2002 revenue) ----- 125,000 cases ($1.25 million 2003revenue)

Example 3: Hansabank: 

Example 3: Hansabank

Hansabank: 

Hansabank Biggest bank in Baltic countries The launch of youth bank NPNK Winner of Estonian Marketing Effectiveness Award in 2006

SITUATION: 

There are three full-service banks and more than 5 smaller players in Estonia. NB! there are 1.4 million inhabitants in my country (!) Hansabank and SEB Eesti Ühispank are the key players. In most segments Hansabank owns about 50% of business leaving 30% for SEB – this means eternal war. SITUATION Hansabank’s top-of-mind position among teenagers decreased (10% in 3 years). Allso the weakening of the positions in the student segment could clearly be seen. Something had to be done – and very quickly!

SOLUTION: 

SOLUTION Guerilla campaign Faking youth movement NPNK – squatters Mysterious rat-lion as symbol Connection with the bank was never mentioned Media was fooled

Out of home: 

3-day wild postering campaign in majour cities NPNK entered next phase of their campaign – talking with broader audience. They had an old printing machine and lot of paper... Out of home

Slide21: 

They had a lot of paint... About 20 graffities in well selected spots.

...and they got a lot of attention: 

...and they got a lot of attention Media boughed the idea of squatted house... More than 40 articles and endless amount of comments in radio, internet and tv. The connection with bank was made 16 days after first mentioning of NPNK. - MAIN CAMPAIGN FOLLOWED

Slide23: 

RESULTS Awareness of the outdoor advertisements of the teaser campaign (lasted 3 days!) in the target group aged 18-25 years – 70%. Awareness of the launch campaign in the target group aged 18-25 years – 88% Awareness of the student loan campaign carried out in September in the target group aged 18-25 years – 96% Attitude change in targetgroup “Hansabank is my main bank” 47% -> 61% “I really like Hansabank” 32% -> 44%

Slide24: 

RESULTS Within first 6 months: 60,000 youth cards 15,000 student cards The decline of the student loan market share stopped and it started to increase. The market share of the second pillar of the pension system is increasing among young people.

Conclusions: 

Conclusions It pays off to be innovative and untraditional in media strategy But risky too... But its even more risky to spend 1 Million Euros on TV with 30-sec spot Thank You!