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BBDO
- 1. Mercedes Smart “The Unexpected Test Drive” BBDO
- 2. BBDO – Ownership • BBDO (Batten, Bardon, Durstine and Osborn) is a worldwide advertising agency network, it's headquarters based in New York City. • The company is owned by the 'parent' organisation, Omnicon Group Inc., who are an American marketing and corporate communications holding company. • BBDO was established in 1891 with George Batten's 'Batten Company', and later on (September 21 1928), merged with BDO (Barton, Durstine and Osborn) to become BBDO. • Bruce Barton was made the chairman of the board, and William H. Johns (president of the Batten Co.) became president of BBDO. • The new agency had over 600 employees, with branch offices in Chicago, Boston and Buffalo. In 1986, BBDO merged with Doyle Dane Bernbach and Needham Harper (Omnicom).
- 3. BBDO – Operating Model• Today, BBDO has 289 offices in 80 countries, serving world wide. There are a total of 15,000 employees, with a client list including AT&T, PepsiCo, FedEx, Mars, Campbell's, Hewlett-Packard, Olympus, Emirates and Starbucks. • The departments within the advertising agency include: • Agency Management (a management team including the chief executive (Andrew Robertson being the worldwide executive officer) and finance director) • Account Services • Account Planning • Media • Creative Services • Production
- 4. BBDO – Products • BBDO creates a wide range of products, from print to screen, and has worked with a variety of companies: • The Economist • Visa Inc. • FedEx • Mercedes • Wrigley • AT&T • Mars • Monster.com • Pinnacle Foods • Starbucks • Hewlett-Packard • Emirates • Olympus • Wells Fargo
- 5. BBDO – Market Position • BBDO is a global player in the advertising industry, with an annual revenue of $1,310.2 million and securing approximately $750 million in published new business wins (including Mercedes, Fiat, Capital One, Starbucks and Sony). • HP named BBDO the global agency for Digital Imaging and Printing Business in at least 50 markets, and Tag Heuer and Hyatt named it the global agency of record.
- 6. BBDO – Competitors • Even though BBDO is the world's most awarded advertising agency, it still has competitors (it’s three main competitors being): • J. Walter Thompson Company (JWT) • Leo Burnett Company Inc. • McCann Worldgroup
- 7. This is the main logo for the campaign. Mercedes wanted to create a campaign that: a) Demonstrates the benefits of driving a smaller car b) Will become a viral stunt to capture the intended audience’s attention c) Increase the awareness of the Smart Car and their qualities that make them appropriate for busy cities like Moscow
- 9. • Mercedes wanted to target the emerging middle class in Moscow • They looked at how the citizens were only interested in large and expensive cars, as it was a sign of their wealth • Mercedes noticed that the citizens of Moscow struggled the most with illegal parking and their cars getting towed over an hour away from Moscow’s centre • ‘The Unexpected Test Drive’ was created by BBDO Moscow, offering stranded drivers the opportunity to try out the Smart car when they needed a car to use The Issue
- 10. The Solution • Mercedes swooped in when the drivers were in desperate need, offering them to chance to use their Smart Cars when they had no other cars available to them • The abandoned citizens accepted and used the Smart Cars, therefore going on an ‘Unexpected Test Drive’ • As a result of this campaign, over 70% of the Smart Car test drivers admit that they became ‘true believers’ of the city-appropriate vehicle • 40 Smart Cars saved 623 car-less drivers during the three day campaign
- 11. Print Case Study
- 12. Audience
- 14. ASA – Advertising Standards Authority
- 15. Ethical and Legal Issues
Notes de l'éditeur
- BBDO (Batten, Bardon, Durstine and Osborn) is a worldwide advertising agency network, it's headquarters based in New York City. The company is owned by the 'parent' organisation, Omnicon Group Inc., who are an American marketing and corporate communications holding company. BBDO was established in 1891 with George Batten's 'Batten Company', and later on (September 21 1928), merged with BDO (Barton, Durstine and Osborn) to become BBDO. Bruce Barton was made the chairman of the board, and William H. Johns (president of the Batten Co.) became president of BBDO. The new agency had over 600 employees, with branch offices in Chicago, Boston and Buffalo. In 1986, BBDO merged with Doyle Dane Bernbach and Needham Harper (Omnicom).
- Today, BBDO has 289 offices in 80 countries, serving world wide. There are a total of 15,000 employees, with a client list including AT&T, PepsiCo, FedEx, Mars, Campbell's, Hewlett-Packard, Olympus, Emirates and Starbucks. The departments within the advertising agency include: Agency Management (a management team including the chief executive (Andrew Robertson being the worldwide executive officer) and finance director), Account Services (dealing with clients and coordinating the work of the agency's creative and media teams), Account Planning (researching the needs and preferences of the target market for the product or service), Media (planning where and when the advertisements will appear and buying the space/time in a magazine, television etc), Creative Services (consisting of copywriters and designers who work together developing the advertising concepts) and Production (a production department responsible for managing the advertising campaigns).
- BBDO is a global player in the advertising industry, with an annual revenue of $1,310.2 million and securing approximately $750 million in published new business wins (including Mercedes, Fiat, Capital One, Starbucks and Sony). HP named BBDO the global agency for Digital Imaging and Printing Business in at least 50 markets, and Tag Heuer and Hyatt named it the global agency of record.
- Even though BBDO is the world's most awarded advertising agency, it still has competitors, three local competitors being: J. Walter Thompson Company, Leo Burnett Company Inc., and McCann Worldgroup.
- Mercedes wanted to create a campaign that targeted the middle class people of Russia, who own and drive large, expensive cars (such as Range Rovers). BBDO Moscow planned and launced the 'The Unexpected Test Drive' campaign after Mercedes realised that this middle class group showed no interest in Smart Cars, however they were struggling the most with their large cars being towed after parking illegally near the centre of Moscow. BBDO offered stranded drivers the opportunity to try out the Smart car when they most needed one. In Moscow, illegal parking is a big issue, one that leads to having many drivers have their car towed to a location an hour away from the city centre. In response to this, the Unexpected Test Drive campaign evolved, where Mercedes offered the chance for drivers with large towed cars to try out the Smart cars; to try and encourage them to switch from the larger cars that they're used to, to a smaller car that would be significantly easier to park (exploiting their issue of having their cars towed after failing to find a space to park their larger cars).
- In conclusion, 40 Smart cars helped 623 car-less drivers over three days. 400 saved drivers became true believers of Smart cards, and Mercedes say that the conversion rate was 70% alongside countless positive reactions from the drivers. Overall, Smart car sales increased by 300% in the last two weeks of the event.