LIZ - DEXTER COPY FEEDBACK

This is the copy you posted previously:

Print Ads

Blood Slide Headline: My victim. My trophy.

Saran Wrap Headline: My victim. My spoils.

Syringe Headline: My victim. My object.

Also, My victim. My.........

kill

code

game

aim

kill

prey

intent

I vote on changing the syringe one to something that relates more closely with the image, like you did with the saran wrap and 'spoils' in the headline. 'Aim' is the closest that you had posted, but it seems like it could be stronger. Can't wait to see what you come up with.

REMINDER - ADC SCREENING TONIGHT

Remember to attend the ADC screening at the Church building (on Post between Powell and Mason) tonight.

HOMEWORK

- New Product: 3 campaigns (1 print, 1 web, 1 your choice) marker comps
- cube: finalize your campaign
- True Blood / Dexter: finalize your campaign
- Sharks: finalize your campaign

Planners - please email us all of your briefs to date so we can review.

HOMEWORK DUE NEXT WEEK

CREATIVES

- Finalized Sharks campaign (1 guerilla, 2 outdoor)
You need to get your ideas approved BEFORE comping - which means posting to the blog and getting a yes/no verdict on your ideas. Some of you already have a go ahead on this.

- Finalized cube campaign
Again, if you're behind and don't have a complete approved campaign, get your ideas approved ASAP. Start comping the ones you have approval for. If your group has a film component for cube, you should have all other aspects of the campaign finalized, but the spot, we realize, will take longer.

- True Blood / Dexter computer comps
First round computer comps for your approved idea. Same thing goes in terms of getting final approval for your ideas, if you didn't in class.

PLANNERS

I'm checking with Melinda about your briefs from previous classes to see if we can help. Please wait to email until I confirm with her. Please proceed with your assignments:

- Mood boards, scheduling / milestones, updating / formatting your briefs for this class, finalizing the next secret project brief

PLANNERS - TOP SECRET PROJECT

Planners - how are you coming on our next (top-secret) assignment? Please let us know by Wednesday if you'll need anything for your briefings. If you'd like to do a keynote presentation, we can arrange for a computer or projector in the class. If you're the handout type, get us the PDF files so we can get them to the class in advance.

Feel free to comment to this post - just please use a code name, not the client name. Thanks.

REMINDER

If you haven't posted yet, please do so before our next class. Each person needs to post at least once - not just each group. Thanks.

ALL IN ALL

You've done a great job so far. Just wanted to address a few items:

1) It seems like a lot of you have gone towards the mood lighting aspect - but this is just a single feature in a car that's loaded with personality. Don't get stuck on an upgrade when you've got to sell the product first. If you want to focus on features, your overarching concept has got to be based on a theme that supports delving into the details. Perhaps this works in a customization/personalization concept. Another thing to be careful of is that every car company has color options - so when you're changing the color of the car or the lights, this gets close to the realm of familiar marketing. Take it further. Surprise us.

2) Planners - please continue to share more cube research with the class, not just your group. Comment on the ideas in terms of strategy and delivering on the brief. We'd like you to play an integral role in shaping these campaigns. So let's see more key insights. You don't even have to share articles - share mood boards, target insights, talk to people in the target demographic, brainstorm mobile trends or placement ideas. If you do post articles, please share the article title, a paragraph or two you find particularly interesting - or insights you gained from the article, and the link to read the full text.

3) Creatives - if you need research on cube-related subjects, post your questions to the blog for the planners to investigate.

4) Keep the ideas coming. There's been a lot of great thinking but no one's hit the nail on the head yet. Check the comments we've left in your group's post. Remember - next week we'll be moving forward with selected ideas. If you don't have an idea that makes it through the critique, it will be easy to get behind. This is a fast moving class with a lot of clients to juggle, so please keep concepting and sharing your thoughts.

Best of luck.

COMPETITION CATEGORIES / SPECS

Let's talk about the competition — and not just the one inside our class. The ADC has provided a list of categories you can enter. For the purposes of this class, your campaign must be integrated. But that's not to stop you from trying a few other categories on for size.

ADVERTISING
Integrated Advertising (including Branding, Digital, Mobile, etc.)
Integrated Advertising – “Outside the Box”
Newspaper/Magazine Print
Poster or Outdoor

INTERACTIVE
Interactive Design/Advertising Online Advertising
Interactive Design / Website Design or Interactive Advertising / Website
Online Branded Content (including Social Media, Video, Podcasts, etc.)
Wireless Device Applications (including Mobile Media, PDA, etc.)

DESIGN
Corporate and Promotional Design - Logo/Trademark
Corporate Identity Program (including Apparel, for ex)
Environmental Design (including Retail, Restaurant, Office, Outdoor, Vehicle)
Editorial Design (including Magazine, Newspaper, Photography, Illustration)
Package or Product Design

They've also provided the specs. Familiarize yourselves with these early on as they will dictate your deliverables. Please note: the integrated category requires 3-5 different components.

Read the details here:

https://www.adcglobal.org/education/competition/

PROJECT 1: NISSAN CUBE

Here's a preview of an interesting article about the flaws of Nissan's campaign for cube.

I Ran Out Of Gas On The Way To the Brand Experience
by Steve Smith, Tuesday, July 14, 2009, 12:30 PM

"It seems the auto segment should be farther along in mobile than this. I was trying to mimic the curious consumer, but it proved too hard to scratch the itch that a mediocre branded app experience had caused.

"Admittedly, even on the Web I don't find the Cube promotions very engaging. The product site is also a relentless stream of specs that fails to extend the fun and sprightly brand promise of the car being a 'mobile device.'"

Full length article:

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109760&passFuseAction=PublicationsSearch.showSearchReslts&art_searched=cube&page_number=0&searchTab=all