for Integrated Advertising Promotion amp Marketing Communications 7e Clow amp Baack 1 Background Physician had office in Dallas ENT Practice Wanted to treat only snoring and sleep apnea ID: 803210
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The Snoring Center Pink Jacket Creative
for Integrated Advertising, Promotion & Marketing Communications 7eClow & Baack
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Slide2Background
Physician had office in Dallas (ENT Practice)Wanted to treat only snoring and sleep apnea
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Slide3Pink Jacket Creative
Full-service marketing agencyFounded in 2005
Elena Baca
Bill Breedlove
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Slide4Pink Jacket Creative
Elena and Bill explaining the campaign.
Elena Baca
Bill Breedlove
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Slide5The Right Size Idea
“Big Idea – how many times have you heard these words thrown around by ad agencies? Since when do ideas have to be super-sized or complicated? At Pink Jacket Creative, we have a different idea – the right size idea. The right size idea fits perfectly. It speaks to your audience, reaches your goals and overcomes your obstacles. And it takes many different forms.”
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Pink Jacket Creative
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Slide6Creating the Right Idea
Teams assigned by ElenaOver several days: - Paired off - Went to separate corners
- Came up with ideas
Reconvened to pitch ideas
Three ideas were chosen
- Massaged to present to client
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Slide7Snoring
Snoring creates relationship problems46% of adults snore25% snore habitually23% of married couples sleep apart due to snoring
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Slide8Snoring
Make jokes about snoring
Laugh about snoring
With a couple – when one snores – not funny!
“Very dramatic”
“Destroying our marriage”
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Slide9The idea
Snoring Kills __________?9
Slide10The Challenge
Turn billboards into a direct response vehicle
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Slide11The Strategy
26-week outdoor campaign - “Snoring Kills ______” - Rotate what snoring kills every Monday - Only had to change the snipe each weekLichtenstein-type drama billboards
Magazine ads
- In middle and back of magazines, near content
- Purchase 1/3 vertical spread on each side of an article
- No other ads on the page
- Costs are less
- More effective
- When reading this article, will be exposed to ad for 2-3 minutes
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Slide12The Billboards
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Slide20Billboard ImpactAfter 6 weeks, phones started ringing
Patients made appointmentsPeople would watch billboards for the next “What snoring kills…”“We would have people call and say, ‘I’m going to be on vacation next week, and I can’t stand it. Can you tell me what snoring is going to kill this week?’ It was just a really simple but fun campaign. We like breaking rules and making billboards lead to phone calls…”
– Bill Breedlove,
Pink Jacket Creative
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Slide21The Billboards: Lichtenstein
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Slide24The Magazine Ads
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Slide28Campaign Results
Physician shut down ENT practice within 1.5 yearsNow two locations of The Snoring CenterWithin 24 months, became world’s leading provider of minimally invasive treatmentsDo more procedures than any place in the worldPatients now from all over the world
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