Marketer Yang's Footprints

After YCC, my next target was DCA which are is picked as one of the most prestigious competitions for students in university. The assignment I selected in this competition was '바른목장'.  This time an idea comes to my mind in the form of a video, not report.   The followings are the brief of '바른목장' . The red boxes were the contents that I focused on. It was in the early stage of Product Life Cycle. So it was necessary for the brand to increase its awareness with a proper positioning. Under these circumstances, I  carefully thought about "what are differences of the brand from other brands" and I took note of its unique characteristics. As you can know in the first red box, the product has unique characteristics. Its profile is in the middle of existing products in the market. That is, its profile is in the middle of Greek and normal yogurt. There were some products which had similar profile to the brand, but not only didn't they communicat...

In 2016, I took part in The First better World Idea Competition. It was the first competition that I won a prize. This competition is not about marketing communication, but I think all competitions are worth trying and participating as all works are about solving a problem. Therefore, I want to share my work in 2016 to you this time. The subject of the competition was to solve a problem with clever ideas, which could be policies, technologies and so on, for the better world. What we focused was clothes boxes on the streets.  Almost all of the boxes were saying clothes donated in the box were used for the poor, but the reality was pretty different. It was private property owned by private entrepreneurs and they were using those to make money. people who got some clothes from a box to avoid the cold was charged for stealing private property in reality. Moreover, many clothes boxes were jumbled up close together without being managed by the governments at the time. ...

Yesterday on October 25, the result of the ad competition about AIDS prevention was announced. Unfortunately, I failed to get awarded. So, I felt gloomy the whole day... As I thought it was a good work, the shock came to me bigger. The concept of the ad is BAND-AIDS. As one of the brands in the plaster market is BAND-AID which is the first adhesive bandage brand and so famous that it became a general noun in English, I thought the metaphor between a disposable bandage and AIDS was surely possible with regard to the similarity of their names. Through this metaphor, I wanted to say that we need to have condoms at hand and in readiness to protect us from AIDS like we have adhesive bandages as a household medicine. Actually, that is the recommendation of the organization which held the competition. I am guessing that the judges thought the work couldn't successfully get public's empathy as BAND-AID is not really famous brand and it is English. Event though I failed aga...

A huge change in the campaign in the US market As mentioned before, the key feature of the campaign is babies. However, you can't see the Evian babies in the US market anymore because Evian dropped its babies in 2018 in the US market. Why the babies got to be retired in the states while they are still working in the Europe market? The main reason for this change is quite certain. A decline in the market share. Evian hasn't been successful in the US market. Even though it is targeting the high-end market, its market share used to over 1% in the US.  According to a recent report in 2018, however, its market has declined to under 1%, 0.4%. Considering the fact that Evian has been successful globally , the US market must have been a problem child for them. Moving away from the idea that has done so well globally must have been difficult for them. In the situation where its digital campaigns with babies which make up 80% of its marketing budget was not effectivel...

Clever advertisements and events "Live Young" campaign is also famous for clever and innovative advertisements and events. Unfortunately, it is hard to deal with all the campaigns and events they did. Therefore, I am gonna introduce 3 representative examples that I think of as effective or clever in this writing. 1. Digital interactive project at bus shelters (2011) In the campaign, Baby Inside You, in 2011 During the campaign, Baby Inside you, a clever digital interactive advertisement was done in downtown Chicago. Instead of installing a static image on a panel of a bus shelter, They inserted a digital screen in a panel. When the screen is pressed, a baby's body inside the screen started dancing. This advertisement was designed for anyone who was waiting for a bus or passing by bus stops at which it was installed to enjoy the dance of the baby and the song from the screen. In my opinion, what we need to focus is the result. Unlike other static posters, th...

My first book review is about 100 Ideas that Changed Advertising. As the name suggests, the book literally introduces 100 factors that influence contemporary advertising fields. As it is a book review, not a summary of the book, I am not going to list 100 factors one by one. If there is someone who get interested in the book and want to specifically check 100 factors mentioned in the book, I really recommend you to read the whole book. It is definitely worth reading. From my perspective, all the 100 factors in the book belong to 5 upper categories, which are Technology, Technique, Media, Changes in AD agencies and surroundings, and Contents. Though there are some certainly overlapping factors between categories, as far as I am concerned those categories are a great way to classify. 1. Technology Developments of technology have hugely influenced advertising. It is true that technology has influenced all the industries in the world. But I think we can't talk about changes ...

"Live Young" - Evian Introduction Brand: Evian It is the brand which is owned by Danone, a French multinational corporation. The brand has a history of over 200 years. Evian is generally portrayed as a luxury and expensive bottled water. and it calls itself the best water in the world. The brand is also one of the brands which are putting Environmentalism into practice. In 2018, Evian announced that it will make all of its plastic bottles from 100% recycled plastic by 2025. Campaign: Live Young It is a decade long campaign of Evian. The campaign has been awarded a lot of prizes at international awards. The key feature of the campaign is babies who are dancing, roller-skating and so on. Evian has delivered a message of "Live young" by presenting babies in their ads. History Of the Campaign The campaign began with the viral video, Evian Roller Babies in Youtube. Actually the Evian babies started out as just a viral video campaign online, but ev...