Analysis of a Branding Campaign through Diverse Media

Branding campaigns are successful if they accomplish two things: a firm connection between the message and the product, and a relationship with the consumer. To do this, the Campari Group has added a host of diverse media outlets to their brand portfolio. By expanding and diversifying their repertoire, Campari is better able to reach more people and connect with their target consumer.

Detail: Bitter Campari The seats pictured below are to be found in one of the many small neighborhoods of Berlin, on the sidewalk along a street and in front of a bar and lounge. It is evident that Campari is trying to directly influence the purchasing behavior of the bar’s customers. Each one of the half-dozen sectionals is branded with the Campari logo, which is distinguishable from across the street. This is a prime example of Campari’s efforts to cut through its competitors’ messages in the saturated liquor industry.


Discussion As part of an integrated communications campaign, the seats are a fantastic additive. But this is not all of the Campari artillery. Each year, Campari chooses a featured model or actress to represent the brand on multiple platforms. From Salma Hayek to Jessica Alba, and from calendars to commercials, Campari is hoping to capitalize on the appeal of the women and relate it to the brand. Campari has even sponsored and appeared in music videos by Rihanna, Lady Gaga, and Jennifer Hudson. What makes these campaigns successful is the consistency across all platforms. From the brand look and feel, to how it’s portrayed interacting with people, the identity is the same. This helps to create a strong brand for Campari, which in turn helps to distinguish it from other brands.



Look for flashes of Campari in this music video by Jennifer Hudson.

http://www.youtube.com/watch?v=5ojza4LcC-4

Highlights
- branding campaigns require a solid communication message across multiple platforms and with a singular identity to be successful
- Campari capitalizes on its “seductive appeal” by partnering with women who characterize similar attributes
- subtlety is a key attribute in parts of a diverse branding campaign, where a company wants to remind without alerting the consumer

Images of Sex and Beauty

Sex. Beauty. Sex. Beauty. Our culture is so inundated with images of sex and beauty that it has become an integral part of marketing communications. What better way to capture the attention of a large portion of a demographic than by littering messages with beautiful naked people in suggestive poses? That has been the question posed to countless marketers and advertisers, who so often give in. In the international arena, the appeal continues. Perhaps subtle nuances in what is deemed beautiful or how far a company will go may change, but the theme remains constant. Beauty captivates. Sex sells.

Detail: Sexodrome and Shopping

The Sexodrome is an enormous ode to sexual permissiveness. Located in the heart of Paris’ red light district, directly opposite the Moulin Rouge, the store sells anything and everything to get a person in the mood. It is mentioned here, not because of its merchandise, but because of how it compares in an international perspective.


Discussion

Imagining a store of this scale in New York or Jerusalem is near impossible. Not because sex does not happen in those places, but because it is not expressed in such a manner. Cultural acceptance and tolerance is something marketers must take particular note of. Even within Paris, there could be only one place where this store is accepted. For many marketers, using sex in an advertisement easily distinguishes it from others. But in this particular district, where everyone uses sex to sell, it is interesting to see how marketers are able to differentiate themselves. This storefront is impeccably done. The figures are depicted in a not-too-scandalous manner. They are each portrayed in a singular vignette. They move. Each window tells a story. This marketing ploy gets people to take notice of the store, and to take time to study it. This storefront received far more attention than the store next door, with just two naked women in the window. Sex in advertisements must be done smartly; otherwise, it becomes wasted space.


The advertisement above was found on a street post in a predominantly Turkish part of Berlin. It is an example of how using sex in an advertisement can alienate it from the target demographic. The image is of two attractive individuals with heavily Nordic and Germanic features. The text reads, “I am looking for love. The only true love. Shopping.” This message has difficulty relating to its audience. The majority of people viewing this ad in this particular neighborhood would be from a lower income household, and would therefore not relate to extravagant shopping. Furthermore, the people portrayed in the ad are of a completely different nationality than the audience, which creates a greater lack of connection between audience and message. This is an example of how using sex and beauty can alienate a customer.

Highlights

- sex can sell, but only when used appropriately and for the right demographic
- audience differences play heavily in how marketers can use sex and beauty in multicultural markets
- the demographic should define the ad, not the other way around

Culture of Berlin

Berlin is a city rich in history. As such, there is a wealth of cultural significance throughout the region, the language, and the shared experiences of the people. The most significant experience of recent history is unquestionably the fall of the Berlin Wall and the clash between Soviet and Western influence. There exists a great resentment for the oppression of the people over the last few decades. With governments from around the world trying to mold post-war Germany, the people have a right to be wary of undue government intervention.

Detail: Covert Intelligence in a Divided Berlin

This wall installation is a statement against undue government intervention and spying. In an act against what is likely the German equivalent of the Patriot Act, a group sponsored this message, which reads, “Before the Wall. After the Wall. The State sends the Bug.” The cockroach is a clear metaphor for the government “bugging” the people with surveillance equipment.


Discussion

The people’s relationship with the government is something marketers in the international arena must pay particular attention to. Especially in Germany, where the government has had such a turbulent and varied past, marketers must be cautious and culturally sensitive. For the German audience, this message was spectacularly achieved. The cockroach is a perfect symbol, and the text is lyrical enough to easily be remembered. It is interesting to note that this installation was placed in a neighborhood far from the city center or the government sector. This is surprising, as most ads that are political in nature try to reach the most audience in as high profile an area as possible. In any manner, the message was perfectly executed and intelligently thought out.

Highlights

- governments have tremendous influence on the messages marketers are able to convey
- international marketing communications is particularly challenging because of the varied nature of rules and regulations marketers must obey
- the German culture is so dynamic and so resilient, that to best communicate with this audience, it is imperative to be well-versed in German history and tradition

Non-traditional Advertising and Promotion Strategies

Consumers have to be reached. This is particularly troublesome when you take into account the thousands of messages that bombard consumers daily and work to clutter the marketplace. To cut through this mess, and to more effectively communicate and resonate with a target audience, marketers are inventing new and varied tactics to convey their messages. This is where non-traditional advertising and promotion strategies come in to play. By using such vanguard methods, marketers are better able to have their messages heard.

Detail: Special K and Politics

The advertisement below can be seen at a few bus stops on the streets of Paris. Now bus stop advertising is anything but new and thrilling, but the manner in which this advertisement was executed is particularly noteworthy. By using the clear, see-though glass and the noticeably small bikinis, Kellogg’s is subtly reiterating the message that Special K can make you thin. The campaign is also semi-interactive, as a few tourists took the initiative to get their picture taken behind the glass, displaying their proud new two-piece.


The banners gently blowing in the breeze around the church (pictured below) are promoting a particular candidate or agenda for political election. This is certainly non-traditional as viewed by American standards, where (at least outwardly) we like to separate church and state. Notice how well the flow of banners mirrors the curve of the building. This strategy certainly catches the attention of an audience who is already well saturated with messages for political campaigns.


Discussion

These two very distinct campaigns both share a similar characteristic: they attract attention. This cannot be overstated enough, as the advertising world continues to make its job more challenging by flooding the marketplace with countless messages. The Kellogg’s bus stop ad would work well in most settings around the world. It capitalizes on the universal theme of women wanting to look beautiful, and it does it playfully. While the political undertones of the German ad could not be moved internationally, the concept could. The installation becomes architectural by mirroring the church. The different messages (with a common theme) on each of the banners seem to represent the voices of a varied but united people. The orange stands out among the dull colors surrounding and grabs the attention of the viewer, aided by the movement of the banners in the wind. All in all, this campaign is impeccably executed and well-worth noting as a non-traditional campaign that could work well in an international setting.

Highlights

- for campaigns to work well across borders, they must capitalize on generally accepted or universally established themes that relate to the target audience
- political advertising is particularly monitored by the government, but this does not mean that ingenuity or creativity should be abandoned
- to cut through the clutter of a saturated marketplace, advertisers are turning to more avant-garde tactics to reach consumers, and with great success

Images of Ethnic Minorities

Coming from such a culturally diverse background as Miami, it is interesting to note the differences in how minorities are portrayed in the media and in advertisements here in Berlin. As the world becomes more convergent and people travel from their homeland, awareness of cultural differences and the importance of personalizing marketing messages become ever more imperative.

Detail

View the short clip below to hear a discussion on the portrayal of Turks in German media and the history of Turks in Berlin.

Discussion

The Turkish people represent 40 percent of the population here in Berlin. That is an enormous minority group to completely ignore from mainstream media. Of course, their may always be found independent, small publishers or advertisers that market only to the Turkish people and therefore tailor their messages accordingly, but for mainstream, popular media, this ethnic group is significantly underrepresented.

For the most part, advertisements in Berlin feature the typical Anglo-Saxon-Germanic person: light hair, pale skin, and standard Western attire. So what becomes of the hundreds of thousands of Turks living in Berlin? Berlin is actually the third-largest Turkish city in the world, behind Istanbul and Ankara. Slowly they are beginning to penetrate the market and gain recognition with marketers, according to locals who have been here long enough to notice the small change. More ads with traditional Turkish clothing are being aired, more Turks are appearing in advertisements and media, and more time is being devoted to research topics specifically with Turks in mind. This represents an incredible opportunity for culturally competent people who are familiar with Turkey. Because personalization of messages is the new frontier in marketing, those who are able to discern between cultural tastes and preferences will be favored.

Highlights

- Berlin media portrays and represents very few minorities, with the Turkish people just beginning to emerge into mainstream media outlets

- cultural competence and consideration is key in the field of marketing, especially in a world where borders are coming down across the globe

- the Turkish population has significant buying power in Berlin, and could dramatically affect the market share of products tailored more toward themselves.

Marketing a Destination

Branding a company does not just encompass above-the-line advertising expenditure. Today, the brand experience involves the feeling and execution of an entire corporate strategy. An integral part of this branding is first-hand: experiencing the company through guided tours, branded workshops, and location design. The tourism industry has been marketing destinations for decades, but now companies are realizing the added value of bringing customers directly to their source. Branding is now going full circle.

One of the first industries to harness destination marketing is the luxury goods market, and arguably they have some of the greatest promotional ideas. Take the wine and spirits sector as an example. It is one thing to read on a bottle that the wine tastes of the rolling hills of the Burgundy region, with traces of truffle and local black cherries. It is an entirely other matter to go out and experience those rolling hills, to see the wine in production, and to stand where the makers have stood. That entire experience is important for the identity of the brand, and is the essence of destination marketing.

Detail: Veuve Clicquot

The picture below comes from a show room in the House of Veuve Clicquot Ponsardin in Reims, France. For centuries, Champagne has been held to be the epitome of beverages, wine of the kings. To keep that spirit alive, the Champagne region of France has launched an impressive campaign to promote their ware and distinguish themselves from “those other sparkling wines.”

Discussion

A large part of this strategy is devoted to destination marketing. Most, if not all, of the established Champagne houses offer guided tours to truly experience the different brands. For Veuve Clicquot, this involves tours of the ancient cellars where the wine is aged, the facilities where the wine is bottled and produced, and the miniature museum and gift shop built entirely to promote the brand. Guests can feel awed by the massive vaulted ceilings of the caves the Romans dug, where people fled in times of war, and where today house millions of dollars of the precious liquid. The museum summarizes the centuries-old brand, and allows guests to connect with the tradition of the company. All of these things allow the customer to become emotionally involved, a strategic tool for marketing a brand.

Other notes of interest for marketers wishing to engage in destination marketing, as seen through the Veuve Clicquot experience, include a completely controlled color palette indicative of the brand. The copyrighted yellow of the label is world-known, and is probably the most distinguishable feature of the brand. To capitalize on this, the sofas, walls, cabinets, and accessories were all plastered with this color or in complementary tones. Tastefully, of course. The logo appeared throughout the tour to completely satiate our mind with Veuve Clicquot. Even the idea of branded apparel and gifts is noteworthy, as guests become walking advertisements for the brand, wearing the clothes and bringing up fun or interesting tidbits picked up on the tour. Destination marketing must first and foremost appeal to an impressive portion of the target market, must engage the consumer, and must be culturally sensitive. Cultural awareness is key for direct interaction with customers, as people from all over the world will converge to share in the brand experience. As for impressions, destination marketing of a brand may be relatively low and cost high, but the added value of experiencing the essence of a brand is priceless.

Highlights

- destination marketing promotes a brand by emotionally engaging the consumer

- the entire experience must in some way, subtly and avoiding tackiness, reference the brand or company

- as over 80 percent of business generally comes from 20 percent of the market, which are usually loyal customers, it is important to give the consumer something to remember the brand

- destination marketing turns customers into brand ambassadors

Expectations about Cultural Differences between Germany and the United States

While there are a great many similarities between cultures around the world, the differences are usually the most easily recognizable. How people present themselves, address one another, interact with authority, and carry on their daily lives provide a unique window into a culture that only first-hand experience may give. It is one thing to read of a nation in a textbook. It is entirely another matter to go out and live it.

Detail: Personal Expression in Berlin

There is little doubt that every individual hopes to express him- or herself as he or she pleases, but the manner of expression varies greatly across borders. In the United States, differentiation is most often produced through variations of color in the clothes and styles a person wears. Brighter colors tend to be worn by enthusiastic, exuberant people, while more muted colors are worn by the more reserved. In Berlin, it seems that expression comes from the type of fabric worn. Warm and friendly people wear more cotton and wool. Light-hearted and spirited people wear linen, while the “brooding intellectuals” and the “culturally misunderstood” wear leather and heavy fabrics. This differentiation between the two cultures likely comes from the nature of society. Berlin is very industrious, with industry and factories dominating the market. This naturally lends itself to a more monochrome color palette of slate and grey. Pops of color tend to be expressed with the hair. In Miami, color is everywhere. The laid-back and tropical atmosphere lends itself to a more vivacious color scheme.

Discussion

The photo captured below is from a billboard beneath the Inn-Berlin, a hostel on the outskirts of the city. The image of the advertisement (rather than the language) is what prompted its position here.

In the United States, homosexuality in advertising is still generally taboo. There are a few markets more readily accepting, but for the most part, these ads appear only in select channels. To see this ad placed in a hostel accommodating travelers from around the globe, and located within a residential neighborhood, seems outlandish in American standards. There is even a church across the street. What this tells us is that Berliners embrace diversity and new ideas with more alacrity than their American counterparts. That is not surprising coming from a country that gave birth to the Protestant Reformation₁ and a city with the third-largest gay population in the world₂.

When communicating across multiple cultures, it is important to be mindful of differences in tradition and mindset. With such an interconnected world, even ads for local businesses may be disseminated across continents.

Highlights:

-While color differentiates people in America, Berliners choose fabric and texture to express individuality.

-Homosexuality in advertisements is still in its infancy, and particular care must be made when placing the ads in different media.

-Local communication can go global with just a click of a mouse and an Internet connection.

₁http://www.historyguide.org/earlymod/lecture3c.html

₂http://www.berlin-life.com/berlin/gay

First Impressions of Integrated Marketing Communications in Berlin

In the German open-market economy, marketing communications is essential to the vitality of the country. With advertising expenditures of over ­­­­­­­­­­­­­­­­­­USD $35 billion a year₁, Germany has refined the art of integrated marketing communications (IMC) and is the clear vanguard for mainland Europe.

Detail: Fashion against AIDS in Berlin

As the market fragments, strategic new marketing plans must be developed to reach the consumer across multiple platforms. Companies are forced to diversify their range of media and target mass audiences with a personal feel.

The non-profit organization Beauty without Irony launched the Fashion against AIDS campaign in late 2004 in an attempt to bring awareness to this highly controversial subject₂. To do this, the group launched a series of advertisements across multiple platforms, accompanied by public relations events and news coverage. Detailed above is part of an enormous billboard near Potsdamer Platz in central Berlin, and depicts the stylistically recognizable art of the campaign. Below is the message on a shopping bag from the retailer H&M, also from Berlin.

The artwork and message may be found in internet and online media, outdoor, newspapers, magazines, and television.

Discussion

As an example of integrated marketing, this campaign is flawless. The core demographic targeted is young, urban, and experienced men and women, likely falling between the ages of 16 and 25. By appearing in well-trafficked public locations, on bags for popular retailers, and in bus and train stations, the varied media perfectly penetrate the consumer. To reinforce the idea, the group sponsors many local events and activities; constantly permeating the market. The graphic style of the ads relate particularly well with the highly urban demo. The campaign is in no way accusative, blaming, or shameful, but is perceived as a stand against a greater threat. In a time of persistent discontent with governments and war, this theme is particularly striking to the demo. In this manner, the campaign is more identifiable and more readily consumed.

There is a clear secondary demo to the campaign: men and women between the ages of 25 and 40 who are influential within the community, have expendable wealth, and are considerate to the cause. The campaign serves two functions. On one hand, it is a reminder to the primary demo to be aware and be safe. But on the other hand, it is reminding the secondary demo to be active and to contribute. While it behooves the syndicate of sponsors for this campaign to appear on the advertisements, it does not directly reference them. Instead, the media speak about the cause, not about a product. This again helps the campaign to be well-received by the primary, young demographic.

The Highlights

-By benefitting a cause, the Fashion against AIDS campaign better relates to the core demographic.
-While the core demographic is the target, they are also the least likely to be able to contribute financially to the cause.
-The campaign reaches its audience by creating multiple platforms, and appeals to the demo with a distinctively urban feel, a concerned message, and a worthy and personally applicable cause.

₁ http://books.google.com/books?id=8-kg-A7_nyAC&pg=PA118&lpg=PA118&dq=advertising+expenditure+germany&source=bl&ots=tjGN7TGmSX&sig=FruFqd9b9fjw96IGmKCer2jku38&hl=en&ei=BxgjSrGFFY2qsAb72MSyBg&sa=X&oi=book_result&ct=result&resnum=1

₂ http://www.designersagainstaids.com/about/

It has Begun...

Thus begins the six-week endeavor, Florida International University's School of Journalism and Mass Communication: Study Abroad to Berlin.

Energy is building here in Miami, with a feverish host of students ready to cross the Atlantic. The Institute for Marketing and Communication will welcome us for an in-depth immersion in advertising and public relations.

With 19 students, a brave professor, and a German-English travel book in hand, we are ready to embark.