AD discovery Workshop
Creative,engaging dialogues that advance advertising understanding.
By Panteion University Students.
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Second Assignment – Building A
Solid Grasp About The Campaigns.
AD/PR LAB- 4th SEMESTER
PROFESSOR: BETTY TSAKARESTOU
This second assignment of our lab course addresses the structure, the strategy, the framework, the communicative skills, the creative elements that are employed to design a state-of-the-art and inspirational campaign.
What you are called to do is to do some research about an international creative campaign and elaborate on some of its basic aspects.
When evaluating and assessing the campaign- take for granted that you will choose a successful and with a great impact one-, try to consider some basic points.
To be helped, we have below a list of them:
-What’s the story of the campaign?
-How it is addresses?
-You can also provide links that enrich the thematic section (the theme, actually) that the campaign addresses. Also links that support the campaign’s image, the idea behind or just give additional information.
Note also, that the campaign can be for whatever theme you would like and its source is free too: from course media, online and offline, from the road billboards, from everywhere, indeed. In this way, we can actually see how the concept of campaign opens and concerns not only the branding players..
At the class we already referred two striking examples: trafficking-human slavery etc.
Note2:
Which campaign is considered “creative” and successful?
Here is a tip that can help you:
A creative campaign is this one that promotes and advances the cultivation of creativity, maturation of social and cultural sensibilities, learning and civic engagement, and even increased passion for life.
The purpose of this assignment:
To acquire an integrated framework and a set of concepts concerning to campaigns that can translate our vision and lab campaign idea into action.
This 2nd Assignment a prerequisite to build and design our own Lab Campaign:
Learning, besides is further enhanced through firstly examining case-based projects and most importantly by sharing and reviewing by peers.
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Explore our
2st Workshop!
Press the button below and go to our teams' sub-sites to explore our 1st Workshop
"Building A Solid Grasp About The Campaigns"
- A campaign is successful when it epitomizes the new era of communication and adverising;
-is authentic
-is transcendent
is a storytelling work of art that get people talking and become part of a culture.
- It is not just being recalled or remembered, but hitting a nerve and becoming both shar-worthy and meaningful.
- It gives a visceral(but not overly sentimantal) reaction. It strikes, namely, a chord emotionally with the audience.
- It is credibly tied into the corporation's distict brand DNA. (Thus, at the same time the campaign manages to strengthen and empower its brand position and provide customers with a sense of consistensy.)
- It has a curating content.
- It is a work that inspires,strikes an emotional chord of truth and wants to be shared on social networks and still talked about everywhere (Word of Mouth).
What makes a Campaign Successful?
Inciting inspiration to build our own Lab Campaign..
The most memorable spots don't make us laugh or cry; they start a conversation, they change a conversation!
Fuel for Thought
"The Most Unforgettable Ad Campaigns Of 2012", Source: Forbes Magazine.
"The 10 Greatest Marketing Campaigns of All Time", Source: HubSpot.
"Characteristics of successful campaigns", Source: Changing Minds.
Driving a Successful Social Media Campaign Nov.17, 2010
Jennifer Aaker,General Atlantic Professor of Marketing at the Graduate School of Business, Stanford University.
Description
Using the case study of Team Sameer - a successful social media campaign to find a bone marrow donor for a man with leukemia - Stanford GSB professor Jennifer Aaker goes into detail on the effective strategies of an email plea sent to just 450 people, which lead to nearly 25,000 participants nationwide. Communicating a story through focused, humanistic messaging is an imperative element for social media that drives audiences to take action.
Click here for more info and subtitles:
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Course: Introduction to Advertising and PR
Professor: Betty Tsakarestou,Assistant Professor
and Head of Advertising and PR Lab.
