Advertising Works

Call for Action

‘Do you remember that in classical times when

Cicero had finished speaking, the people said,
“ How well he spoke” – but when
Demosthenes had finished speaking, the
people said, “Let us march”?’

Adlai Stevenson, in introducing a

candidate for the Presidency who succeeded
where he failed, in Los Angeles, 1960.
 Purpose of Advertising
‘After all advertisements are purely functional
things, and the criterion is their success as
advertisements and not as works of art.
Commercial considerations are the judges, not
a panel of any number of distinguished
gentlemen.’

Duke of Edinburgh, to the jury

who
selected the Layton Annual Awards for
Advertising, in London, 1960.
Advertising

Art of Science
Debate Continues...
We explore the Science

The Way
 To get it Right

You need three things:

 Strategy(Why?)
 Brief(What?)
 Creative(How?)
 Strategy

‘Inspire the creative’

 Why…?
•Reason for brand’s existence.
•Competitors
•Rivals claims?
•Where is our edge?
 Do we recognise our consumer?
•Give soul, heart, mind and body to your
targeted consumer.
•The order is important.
•What he thinks of the category?
- Does coffee competes only with coffee...

•Current thinking about the brand?

- Put it in real, everyday street language not jargon
 Challenge
• How do you want this
consumer to react after
seeing the
communication?
Certainly not after
he/she has bought the
product.
• What is the single
challenge facing the
brand?
- No abstractions
- No generic category issues

Only our brand’s simple

unstated perceived truth.
 Brand Print
•A written expression of the unique
relationship the brand has with its customers.
•Be sure not to have
- Product specification
- Category association
- Customer memories
- Customer experience

•The only way is to write, write it again, again

till the time you get it right.
•Remember we are looking for poetry and not
prose.
 Brand Idea
•Idea is an unexpected combination of
different and previously unconnected
observations.
•It brings the challenge to life.
•What we
- think,
- feel
- behave.
 Points of Contact
•It’s not just what you say, but where you say
it matters.
•Take it to the world of consumer.
•Intensify the involvement.
This was Strategy.
Brief
 Simple Rules
•Brief is detailed call for action
•No more, or less, than that.
•Essentially work requisition.
 Role of communication
•Specific task
- Promotion
- Attracting new customer
- Launch variant
- Getting back lapsed users
 Who are you Talking To
•Who will get excited seeing your body of
work.
•Some truths about them
- Life, gender, age
- Class, caste
- Tastes, origin, religion
 The Button
•Single brilliant, simple something that will
bring the change in the consumer opinion
about your brand
•It can be
- rational fact
- emotional cue
- it could be the ad itself
 Support
•Why should anybody believe you?
•Proof, substantial and believable.
 Timing
•Never attempt to produce work in less time
than it will take to do it well
•More a function of experience than anything
else
•Someone once said, commenting on the
creative standards in the advertising industry
- “We gave up wanting it great, and settled for
wanting it Tuesday”
Not easy,this.Sorry
Proof of Pudding…
Generating Profits From Dreams
 In The Beginning Was A Cup ...

Brief :

Help us sell a drink

in a plain white plastic cup

Take nothing and make

it something
 The Target Customer

•Women aged 17-22, city dwellers

- heaviest drinkers of ready-to-drink coffee
- honest and sentimental; full of hopes and dreams;
fond of art and literature
- searching for things that make them feel more
sophisticated than they really are - they do not
have much experience of life
 Involvement Area

The desire to feel like a sophisticated, artistic,

well-traveled woman of the world
 Communication Challenge

Objective ... in order to Challenge …we have to

• Create a new • Make the experience of
premium-priced, the brand as sophisticat
ready- to- drink ed and artistic in real li
coffee brand targeted fe as in the dreams of it
at young women s customers
EXERCISE
 Think Of A Fish

•Describe the fish

•Close your eyes
•Imagine you are the fish
•Can you experience the new world?
 Developing the Concept

Various concepts were tested :

e.g. Brazil, Colombia, Japanese Coffee House etc.

The winner :
Coffee from Paris
 The Idea

“Create the Café”

 La Rive Gauche (The Left Bank)

•The left bank of the

Seine River in Paris.
Here the river flows
roughly westwards,
cutting the city into
two halves; the Right
Bank, to the north,
and the Left Bank, to
the south.
 La Rive Gauche (The Left Bank)
•The Left Bank is one of the city's most
romantic districts. This is the Paris of another
era; the Paris of Pablo Picasso, Henri Matisse,
Ernest Hemingway, F. Scott Fitzgerald and
dozens of other members of the great artistic
community at Montparnasse.
 La Rive Gauche (The Left Bank)

• More than simply a

geographical region,
the Left Bank has
become a name for a
particular style of life,
fashion, or "look".
• Some of its famous
streets are the
Boulevard Saint-
Germain, Boulevard
Saint-Michel, and the
Rue de Rennes.
 Name

“ Left Bank Café ”

 Brand World

The atmosphere of a café from the Left Bank

of the Seine in Paris (Rive Gauche) …
a place full of romance, a haunt of poets,
artists and philosophers….
 Packaging
Created A Visual
Equity Which
Traded Off The
Name And
Parisian Icons
 Creating a Sensory Surround

Art event
Bookstore
event
Reading books, POS
arts

Packaging Traveling Murakami

Left Bank Café Haruki
alone
Late night
radio
Mental activities

TVC
Print series
TVC
World of the Café Through Print

A series of
short stories
about things
that have
happened in
the café,
through the
eyes of a
waiter
Exhibition of photographs of French cafés at
Taiwan’s most deluxe bookstore..

Open-air “Left Bank Café ” were set up outside

 A 15-minute Programme
“Left Bank Café Tour”, introducing 20 cafés on
the left bank of the Seine

Poetic vignettes from the café Broadcast late at night

 Sponsorship Helped the Brand Be
come an Insider
Around French national
day, Left Bank Café
was one of the
sponsors of a
celebratory dinner
and a French film
festival organized by
the French Institute
in Taiwan
The sponsors Renault,
Peugeot, Chanel,
Christian Dior, a
number of different
wine makers, and
one brand you would
never find in France
itself - Left Bank
Café
French National Day
Coverage
 Results
•Post-campaign research showed that the brand
gave people an enjoyable feeling of solitude
- “when people drink Left Bank Café products, they feel
they are rewarding themselves”

•Eighty percent of the people interviewed believed

that the Left Bank Café really exists in France,
and that it will soon open a branch in Taiwan
•One consumer said:
“ Does the Left Bank Café really exist?
I prefer to believe in a world where it does.”
 Results

•Left Bank Café made US$ 4 million in the first

year, grew to US$15 million in the second, and
the brand continues to grow stronger
 Value of 360º Brand Thinking

•We have actualized the Left Bank Café in the

minds of our users
•This enables the brand to expand beyond
beverages and into all possible product
offerings in a cozy French café
 Anything You Can Find in a Café

Tea, ice cream, cheese cakes...

Post Launch-Year Three
 Objective

•To enhance further the link between Left

Bank Café and France
•To increase sales volume in the slack season

Left Bank Café Airplane launch

 The Idea
•To link with Eva Air and brand a whole
airplane
- Create a French atmosphere right in the
beginning by serving Left Bank Café when the
passenger is in the boarding room
- Enhance the French atmosphere inside the plane
• e.g: French movie, the introduction to coffee shops
along the left bank of the Seine, French welcome
speech while boarding…
- Reinforce the dream through brand identity
across different media on-board
• e.g: painting screen, pillow case, ‘Left Bank Café’
publication, table mat, paper cup, gift box, etc…
Press Conference
Press Conference
Boarding Package
Headrest Covers
Meal Tray
Cabin
Decoration ...

And a Premium ...

 Lucky Draw
Mail back cap of ‘Left
Bank Café’ cup to enter
sweepstakes : Prize to
fly to Left Bank of Seine
by ‘Left Bank Café’
Airplane or win an
elegant ‘Left Bank Café’
sketch book

Event
Announcement
Ad
One Winner Per Week (12 Weeks)

Winners
Announcement Ads
 Results
• Satisfaction survey showed consumers were even more
impressed by the Frenchness of Left Bank Café
• Monthly sales grew substantially
• Huge number of news reports generated by the event
• Other organizations want to be associated, including
- Taiwan Railroad Co.
- Major travel agencies (launching travel packages & placing
advertisement by themselves)
- Retail Stores seek sponsorship from Left Bank Café for their
openings/expansions.
Enjoy your coffee…