Note to NBC- maybe if you had all the episodes available online, to anyone with a computer (not just those with a Viiv chipset) - or available through the iTunes store- maybe your viewership would go up. I wrote about this earlier: How not to tie TV to the Internet.
It’s hard to interest people in these very intense serial dramas if they don’t know what’s going on- sort of like walking into a movie halfway in- and going, hmmmmm?
High income viewers don’t want to have to struggle to watch a show- they have better things to do. They are least likely to go on BitTorrent etc. to get the show (although their kids know how).
NBC is making good on its promise to stand by lackluster performer “Studio 60 on the Sunset Strip,” making a full-season pickup order for the Aaron Sorkin drama.
The network has ordered an additional nine episodes of the series, which has been struggling in its Monday night, 10 p.m. time slot. “Studio 60” is averaging a 4.0 rating in adults 18-49 and 9.8 million viewers overall, according to Nielsen Media Research.
“I am pleased to show our support for this outstanding and ambitious effort,” said Kevin Reilly, president, NBC Entertainment. “From the start, they have delivered the superb show that we wanted. The critical support has been rock-solid and there is a passionate core audience. We can’t wait for what’s going to come in the remainder of the season.”
Mr. Reilly has said he supports “Studio 60” despite its low viewership because the show is fits NBC’s brand and attracts affluent, educated viewers.
I’ve enjoyed Studio 60 on the Sunset Strip- via TiVo, as always, Aaron Sorkin dialog requires frequent instant replays. The good thing about both TiVo and online viewing- is they both give real numbers- as opposed to Nielsen’s extrapolated data.
The future of television isn’t in ratings, it’s in the ability to target real people. If NBC changed it’s net strategy, the show might be able to deliver numbers that standard ratings won’t.
NOTE: 14 NOV 2006- Studio 60 on the Sunset Strip is now available on iTunes at $1.99 per show. Note- 30 Rock is available for free. NBC brass must be reading this site.
My first experience with the power of suggestion came from a boss when I sold stereo equipment in Atlanta. Larry Sarner had been a sales superstar for “Crazy Eddy’s” in NYC before starting “Stereo Village” (yeah, we used to call them “stereo’s” back then). As people left the store, Larry would call out to them “Bye Now” as they headed out the door, some would leave, but I was amazed at how many would get out to their car, turn around, and come back in and say “I’d like to buy that now.” As if he had implanted the idea to “buy now” with some sort of super sale ray gun. It worked, and it’s part of the reason this new campaign for VW works.
If you are searching for the secrets of great advertising, take notes from this campaign for Volkswagen by Crispin Porter+ Bogusky: Vdubrocks.com
Just as politicians and magicians use distraction to move the conversation and attention away from their obvious short comings, Crispin uses the technique of “Cool by association” to make you think differently about Volkswagen- instead of being a poorly made German car with obvious shortcomings- it is now the only car you can plug a guitar into and become a rock star- that’s right, don’t buy the car because it’s a reliable form of transportation- buy it because you will be able to jump out of your car in a traffic jam and jam like Slash. What? You don’t play guitar? Don’t need a guitar? Who cares? Think of it as a $599 rebate- without costing VW a dime- or turning them into another price competing car company- just throw in a guitar that no self respecting pro would play- with some special VW touches on the knobs and the fret inlays- and then stamp them with a matching VIN code- and you’ve differentiated your brand and made it one step cooler than the run of the mill iPod integration that everyone else is so “hip” with.
Guess what- any car with an iPod in jack could be a “rock car” with the pre-amp included First Act guitar that VW is partnered with- but only their über agency Crispin Porter + Bogusky made the leap. To explain it to the people in Detroit- it’s not about playing guitar anymore than it’s about a “Hemi”- it’s about people thinking- “He drives a VW- therefore he could be a rockstar- like Slash in the tv spot.”
Cars are a product that are sold on many levels. The rationale for buying varies for every buyer- but it comes down to how the driver sees themselves once they own the car. At one time VW stood for practical, fuel efficient, reliable and un-pretentious (remember, Beetle body styling didn’t change much from year to year for 35 year). Now, VW is trying to find a new position, one that distracts consumers from the poor quality and low resale values, and cool is a good place to hang out until the other problems can be resolved.
What’s even more impressive is that Crispin is probably getting the guitars for next to nothing in exchange for giving First Act a chance to get high dollar media exposure on VW’s ad budget. While Crispin probably doesn’t make more money by suggesting this, they create a win-win for VW, First Act and the guitar stars that appear in the campaign. This is the thinking that sets them apart from most agencies. First Act - About First Act - In The News - 10/1/2006
In a groundbreaking new collaboration, First Act has teamed up with Volkswagen of America, Inc. to present the First Act GarageMaster guitar, an innovative guitar that plays through the audio system of select VW models. As of October 3, each new Jetta, GLI, GTI, Rabbit, New Beetle, and New Beetle Convertible will come with the custom-designed First Act GarageMaster guitar.
Owners of new VW models can transform their cars into mobile amps, with a newfound freedom to rock in the driveway, play at outdoor parties, or shred in the beach parking lot. New rockers will hit the road with a First Act GarageMaster guitar in the trunk, ready to stop and dispense riffs wherever the mood strikes.
While other car companies keep talking about the cars- CP+B keep the conversation focused on the buyers. And even if I don’t play, it really doesn’t matter- because my new Vdub rocks. Yeah, that’s what I want people thinking, even if it has nothing to do with music.
First a disclaimer: The Next Wave will not work on alcohol, tobacco or paid political client. Alcohol can sell itself without our help.
Brands have life cycles- some can just keep growing with proper care and feeding, like Nike, or have ups and downs like Apple, but in general, brands do better when they don’t try to morph constantly. It’s called a consistent brand voice- and it’s an ad agencies job to help a client focus that voice and keep it above the noise of the crowd.
Wieden & Kennedy has been a star at this with Nike, and has more than it’s share of awards to back up it’s work. So what happened with Miller? After ten years of focusing that voice with the “High Life Man”- someone decided that the brand needed a sex change operation- and to toss the man- for the “girl in the moon”- which of course- lost the guys- and didn’t win over the girls. So, because the client made a bad decision, the agency has paid the price- much like VW blaming the agency for sagging sales- when the problems were tied to stale cars with low quality builds.
Once again- the winner is the agency of the millenium- Crispin Porter & Bogusky, who had revived interest in Miller Lite after Miller had left the “less filling- tastes great” campaign by the wayside.
Miller Parts With Wieden
Ends Decade-Long Relationship That Created ‘High Life Man’By Jeremy Mullman
Published: September 22, 2006
CHICAGO (AdAge.com) — Miller Brewing Co. is splitting with Wieden & Kennedy, ending a decade-long relationship that created one of beer advertising’s enduring characters.
Ads replacing the ‘High Life Man’ with the ‘Girl in the Moon’ couldn’t help turn the brand’s sales around.
Ads replacing the ‘High Life Man’ with the ‘Girl in the Moon’ couldn’t help turn the brand’s sales around.
Girl in the Moon
The independent agency had most recently been agency of record for Miller High Life, creating the deep-voiced High Life Man who helped boost the brand’s slumping sales from 1998 through 2003, but then saw results trail off. Late last year, Miller asked Wieden to give the beer a more feminine positioning in line with its long-held “Champagne of Beers” boast, but ads tied to the “Girl in the Moon” didn’t help sales and were quickly canned. The brand has been off of TV for months.
A Miller spokesman said the company had been pleased with Wieden’s work and wished it luck going forward. Work on Miller High Life will go to Crispin Porter & Bogusky, Miami, which is currently Miller Lite’s agency of record.
I’m not a drinker, so I can’t comment on the taste or quality proposition that Miller High Life offers, but I can suggest that beer advertising is a lifestyle brand- one that should reinforce the drinkers identity and image. There are psychographics to beer drinkers- where you can classify consumers by their brand choices: Import drinkers, Malt liquor drinkers, domestic drinkers, draft vs. bottle etc. For any beer brand to be successful, the advertising and brand voice has to speak clearly to one segment of the market and stay true to that voice. There is no switching teams, there is no one beer for everyone- and if that is your goal, your name is probably Budweiser.
To all the people at Wieden who probably knew that the “girl in the moon” was a mistake- cheers! May you get to work on a beer client who believes in their strategy enough to stick to it.
Which is fine- but the question to really answer, is if any ad agency can help Subway sell more sandwiches? And is advertising the answer?
The following is a cheeky review comparing Subway and its fast growing competitor Quizno’s. Neither has good advertising, but in this battle, it might not be advertising that’s needed:
Point is, the Quizno’s-Subway question inspires both competition and passionate discourse, and Munch now feels obligated to interject. “Subway or Quizno’s?” is the “paper or plastic?” of the 21st century. At some point, everybody must answer. So cueing the drum roll at this precise time, Munch will now deliver the verdict.Quizno’s.
Yup, Quizno’s is better.
In fact, it isn’t even close.
Munch came by this decision after one week of careful scrutiny, during which Munch sought opinions from several confidants and promptly dismissed all who dared to contest Quizno’s superiority.
It’s the same reason that Toyota, Honda and Nissan are making money, while GM, Ford, Chrysler and VW are having problems.
Quality.
In today’s world of information empowered consumers- if your product sucks, everyone will know. No matter how good your advertising is.
If you are smart, as VW has been in hiring Crispin Porter + Bogusky, you can distract audiences with entertainment, and making the brand water cooler discussion while you work like mad to fix your quality problems. The thing VW has going for it, unlike Subway or Quizno’s, is that at one time it had good advertising and a great reputation for quality. The brand was at one time a lifestyle brand. People who owned VW’s thought they were special.
About the only thing people can say about eating Subway is that:
It was cheap.
I think I’m eating healthy.
Not exactly a great foundation for an ad strategy.
Quizno’s has had lousy ads. Seriously lousy ads. But, they have a reputation for quality and own a position of “Toasted” in the sub market. Much better foundation to build from, but unfortunately their growth hasn’t caught up with their aspirations for a national ad budget yet, and they’ve continued to try to overreach with painful results.
Quizno’s could benefit from better advertising. Subway needs to reevaluate their value proposition and the offering. “Eat Fresh” as a tag line doesn’t fit with their plastic bagged products and their processed ingredients. By basing their positioning on a statement that most people wouldn’t agree fits, they are hurting themselves. A better strategy might be “Eat cheap”- which is based on an underlying truth.
While many agency types are offering opinons on the attempted “viral” pitch- the fact is not many are offering anything useful in the discussion. We hope that we’ve done our part to help elevate the conversation from talking about agency pitches- to how to solve Subway’s problems.
What would you suggest Subway do to improve sales?
It’s not just advertising that makes the work from Crispin Porter Bogusky interesting- it’s the sites that go with the ads. Not always the best from a search engine standpoint- but always fun.
Here is a partial list from their site of microsites to support campaigns. Almost every ad you see from them has some kind of website to go along with the ad. These links give you insight into the thinking behind each site. CP+B microsites
It’s long- it’s full of off topic comments- and it focuses on the darlings of the ad world “Crispin Porter + Bogusky.” It started with an observation that some of the VW outdoor- looked a lot like the mini campaign.
I placed a comment at the end- that probably deserves reposting here- so here you go:
Ripping off oneself isn’t illegal- it used to be called “having a style” and- if something is proven to work- and the client is in deep shit- do it.
Some of you seem to have missed bothering to read the CP+B site- they build advertising like Detroit builds cars- not for long lasting practical lives- but like throw aways, planned obsolecence. It keeps them in business- and it keeps audiences entertained. They don’t strive for “Just do it” or “Got milk” - they are like a comedian on tour- each show has to evolve- or the audience won’t laugh.
Ad people and CMO’s are the only people who know what agency did what- most consumers just want to know who did that catchy little ditty on the Rabbit- “multiply” spot. Most consumers aren’t stupid enough to go out and buy a VW because of it- they still know that the cars suck.
Which brings us to a major point about CB+P- they actually go outside the halls of advertising- into the brand world the product lives in- and work on the touchpoints- that’s more than advertising and pretty pictures- that’s real marketing- something lost on most advertising students- I still believe CB+P thinks about actually selling things- as opposed to creating pop-culture (which from reading this thread- seems waaaay more important than discussing how to sell crappy cars).
For all of Crispin’s strengths- they still make mistakes- esp. with how they use the web to connect with their customers- they still are using it as a broadcast medium instead of a 2-way exchange.
And on BK- no one mentioned “subservient chicken” or “Ugoff”- both of which were brand changing positioners.
