Experior Project? Done ✔

ApeExperior2017

Only 3 days left and the Ca’ Branders want to wish you all good luck!

After 10 weeks of happy, crazy, sad, exciting or tense moments, we reached the end of this beautiful experience. The Experior Project has been a mean to apply and implement our knowledge into a real case, with all the problems that arise during the journey.

It’s not a secret that working in team may be difficult, since each one of us is different, but how much is thrilling to see your own project taking shape? We challenged ourselves day per day in order to reach together an original and satisfying solution. This has been the perfect opportunity to learn not only from the mere theory on books but from real company problems.

Thank you all for this memorable experience, we will remember it for a very long time.

Leonardo, Jessica, Charlotte, Viviana, Giada

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Last WIP Presentation: Source, Message and Channel Factors

Hi guys, here is Ca’ Branders team!

Since the exam is coming up, we want to share our last WIP presentation about source, message and channel factors.

First of all, source factors can be direct or indirect. A direct source factor is a spokesperson who actively participate in an advertisement, meanwhile the indirect is generally a model who do not take active participation in the commercial. In the Fish and Friends case there is no use of the source factors, but we can observe that brandcompetitors like Findus use a spokesperson; for example “Captain Findus” for “Bastoncini Findus” and “Carletto” for “Sofficini Findus”. The qualities of the Findus_Carletto_01spokespersons are reflected in the products, for example the actor who represent the captain for “Bastoncini Findus”, through the years, is always been a tall, strong and old white beard man which was immediately associated in the mind of the consumer with one of the first slogan of the product which was “Buon Pesce, tanto gusto, tutta forza”.

Regarding social media, in analyzing Fish and Friends, we can notice that all posted pictures simply represents the cocked and finished product. There is no spokesperson or indirect source who draws the attention of the consumer towards the qualities of the product, hence Fish and Friends is missing an important communication opportunity. As we can see from the pictures there is a substantial difference in the perception we get from Fish and Friends and Findus, the latter definitely carries more meaning and seems more close and friendly than the former.

Hence, if Fish and Friends want to use a source factor this should be coherent and consistent with the sector they are in and with the quality they want the consumer to perceive. This will guarantee credibility and trust to the product and help the diffusion of it.

Then, we analysed the pros and cons regarding the selection of possible Fish and Friends testimonials:

tabellaprocons

Among the arguments in favour of the use of a testimonial we found the enlargement of the targeted audience through the use of an attractive model or known Chef; the creation of a loyal community of customers which shares the qualities and values associated with the testimonial personality and finally the perception of a quality product through the use of a sectorial expert or again a Chef. Among the arguments in contrast with the use of a testimonial we thought about the highly required budget which is in contrast with the low we dispose of; the complete lack, inside the organization, of a dedicated marketing sector and therefore of knowledge about the selection and evaluation processes of a testimonial and finally considering the already low awareness of the product the arise of an overshadow problem.

There are many possible approaches to create a story, for example: showcase the people who produced the product, which in this case is a well-established group, the Cam group, with a long history and a trustful and established relationship in the Business to Business market; highlight how the product is made and explain how your raw materials are different; we can let consumers know what inspired the creation of this product and finally give buyers the story behind the product’s name. We believe that the strongest storytelling approach would be that of creating and delivering a message, with one of this approaches, through a testimonial or a source who can be connected with the Italian food culture and history. The message should develop a strong and positive brand image and evoke, in the potential consumer, an emotional response, making the story a vehicle to create a trustful connection between the consumer and the product.

Then, we analyzed the way in which Fish and Friends communicate their message. Knowing the best way to promote your products is fundamental in order to have an effective communication.

Fish and Friend’s advertising relies mainly on visual messages transmitted through their products’ packaging and social networks. The packaging is designed to appeal to the rational and logical aspect of the consumer’s decision-making process. Fish and FriendsInsieme-piccole_0140--1024x666 wants to communicate clear and positive features of taste, convenience, safety and duration. Therefore, in their packages they underline the short cooking time required and the easiness to use. Moreover, they keep the wrapping as simple as possible, to evoke the idea of a non-industrial, fresh product. However, we are not sure if their intention is correctly addressed.

Regarding the advertising on social media, they use products’ pictures and short messages where they recall the brand name, without involving the consumer’s emotional reaction.

The messages are one-sided, as usual in the food market, and comparative advertising is not used, even if it could be particularly useful for new brands since it allows the new market entrants to gain a position against the more established brands.

Now, let’s focus on the channel used to deliver the message. First of all, channels can be classified into personal and nonpersonal. Personal channels usually are more persuasive since the sales message is more flexible and the salesman can adapt the message to the customer’s reactions. This is why Fish and Friends largely uses the in-store promotion as the main advertising channel. They affirm to have positive results from this kind of advertising since the salesman has a deeper knowledge about the product than the supermarket employees. Regarding the nonpersonal channel, Fish and Friends relies on the promotion through the social networks. In this case, the major factors to be analyzed are how information is processed and how communications are influenced by the context or environment.

First of all, information which comes from written ads as well as from Internet is self-paced, i.e. readers can process the ad at their own rate and study it as long as they desire. This is usually used to present an advertising with lots of information, since it is easier for the message receiver to process a long, complex message. Fish and Friends, however, uses these networks only to recall the brand name and to post pictures of ready meals, without adding relevant detailed information about the primary resources or the processes involved in the production process.

Finally, since the resources are focused on the same advertising channel, which is not so well developed, we cannot say that there is a qualitative media effect because the only medium used is not able to give a strong brand image and a clear message in the way in which it is used at the moment.

That’s all folks, see you at the next post!

The last post (?)

This is it, it’s over. Sad CommuniAction team here. Super happy for what we have been through these months, we had great fun and we have learnt so much. Thank you all for making this experience memorable and unique. It all ended very well, and we were enthusiast to put in practice all the theory we have been analysing in class, until that step that will never be taught by books: the human contact, and the knowledge that, although not having changed the world, we all have certainly made someone’s day much brighter.

Still moved by the words left by miss Thea, CEO of that Active Languages we have been working for, we certainly don’t want to end this with tears and melancholy, so have this 1-minute sum up video of the Experior Day. Enjoy!

CommuniAction team

 

EXPERIOR final presentation – Well done!

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Today at the Department of Management of Ca’ Foscari University, EXPERIOR groups presented their Branding & Communication plan proposals to Active Languages and Fish&Friends.

Congratulations to everyone for the great work!

More pictures and best groups’ nominees will be posted soon, stay tuned!

Fish&Friends – Receiver’s Response Model and Learning Mode

Our project continues through an analysis of Fish&Friends’ receiver’s response model and target audience learning model.

From our analysis, it appears that the company regrettably does not implement a clear advertising strategy and thus it does not follow a specific path in consumers’ response process. Therefore, we could not apply to Fish&Friends’ advertising a unique, standard and traditional response model.

This situation seems particularly clear in the analysis of the social media advertising posts, as you can see from the images below, where there is not a well thought-out scheme of stages. Here, the only step of the process which appears recurrent to us is the cognitive stage.

Fish&Friends InnoVE 21.04 (1)Fish&Friends InnoVE 21.04 (2)

 

However, the results are often just feeble attempts to spread awareness and generic information about Fish&Friends’ products, without deepening the knowledge about, for example, its technologies and its offer.

In other social media advertising, such as the following post on Instagram,

Fish&Friends InnoVE 21.04 (3)

it emerges an attempt to access to the affective stage, which should reach for the receiver’s feeling. Nevertheless, it appears to be insufficient to obtain enthusiastic response from the audience.

Furthermore, the absence of a clear call to action in almost every post denotes a lack of planning of the behavioural stage, which usually is a relevant part of a communication strategy.

 

On the other hand, we were still able to trace the AIDA receiver’s response model for the personal-selling strategy in supermarkets:

Fish&Friends InnoVE 21.04 (4)

Does our point of view convince you? A widespread quote says that what we learn becomes a part of who we are, so: what we can learn from Fish&Friends’ strategy?

If you want to find out more about our analysis, in particular about the learning mode observed in the target audience, look for further information in our presentation!

Fish & Friends – InnoVE

InnoVE

CAN Pepsi rise after the fail?

How can Pepsi get back together after its commercial fail featuring Kendall Jenner?

Creatives Sai He and Will Hammack (both working at San Francisco DDB adv agency) have come up with a plan: #PepsiCAN. It is a play on words that combines the well known and loved Obama slogan “Yes, we can” with the actual Pepsi can, but with the intent to materially make a difference.

Their idea is aimed at diversifying the brand from those ones who claim to take strong positions, especially in social fields, but only end up in sharing generic messages. These, in fact, mainly focus on following a certain tendency rather than actually doing something concrete for the supported cause.

#PepsiCAN campaign would help the company to fight on the battlefield where it was “defeated” by the web and socials, through the change of its image: its logo. Inspired by the previous #SaiItWithPepsi campaign, where the brand had already edited its logo with emojis, the two creators chose four designs that represent nowadays burning topics (LGBTQ rights, the Black Lives Matter movement, women’s rights and the NoDAPL effort to stop the building of the Dakota Access Pipeline). For each logo, a colour represents its specific cause, while maintaining loyalty to the original logo.

Watch #PepsiCAN video here

Would Pepsi really be interested in understanding and accepting such project? Will it truly embrace such causes and listen to people who are fighting for them?

The project is certainly ambitious and also very interesting, as it would give the opportunity to a company known worldwide to approach the community and various groups of people, working with the new generations to create something good and, above all, concrete. If this became a shared movement by everyone, driven by collective action, it would surely push the brand towards the right direction.

By team Around The World

Save the dates 26-27 April: Guest speakers Adv agency Y&R and Young Digitals

experior guest speaker

Next week, we’ll have two interesting guest speakers during our course:

 

  • on 27 April, Guido Ghedin, Founder&Managing Partner at Young Digitals (digital communication agency founded in 2010 and operating in several international markets, including China, for clients such as Bulgari, Lamborghini, Police, Technogym and Trussardi) for the lecture “International Communication and Digital Media”.

…DON’T MISS THEM!!!

Pepsi “Live for now” – an example of ineffective adv campaign

Today we discussed the campaign “PEPSI – LIVE FOR NOW”, an example of ineffective and controversial adv campaign.

  • Air-time: 4 April 2017
  • Idea platform: The campaign suggests that the power of Pepsi will mend opposing sides and create peace
  • Controversy: Backlash all over US, accused of trivializing Black Lives Matter movement
  • Effects: Pepsi had to cancel the campaign and apologize to the public and also Kendall Jenner testimonal
  • TAKEAWAY LESSONS:
    1.SOCIAL MOVEMENTS: Share their values, do not try to sell yours
    2.TARGET AUDIENCE: know your target market and include them in the conversation

Save the date: 20 April – Lecture on Media and Digital Strategy and Planning in Advertising

experior guest speaker

Next week on April 20 (12:15-13:45 3B classroom), there will be the lecture by Matilde Orfino, Online Campaign Manager at Axa Italy:

Media and Digital Strategy and Planning in Advertising

Matilde has worked in the media field for leading media companies such as Mediacom and GroupM (WPP Group) since 2009. Later, she specialized in the digital field at Weborama, a Data Management Platform supplier. In 2015, she joined AXA Italy in Milan to manage their digital communications campaigns.

For more information, check the news on Ca’ Foscari University’s page.

Class materials and adv campaigns – week 3

steve jobs

Under ISA materials, the presentations of this week’s lessons are now available:

  • Creative strategy – second part;
  • Media Planning & Strategy – first part;
  • Experior – info on final presentation.

Among this week’s advertising campaigns, we analyzed: