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Slide Title of the Presentation , CorpoS, (9Pt.), Date
Competitive Communication Analysis H1 2008
by BBDO Moscow for Mercedes-BenzAugust 2008
Slide Title of the Presentation , CorpoS, (9Pt.), Date
• Every brand tries its best to build a conversation with the consumer via its communication
• It is necessary to make the consumer take part in this conversation in order it would be constructive
• To succeed in this the brand should produce emotional impact on the consumer
• To affect a person emotionally it is important to follow 5 basic principles formulated by NOP World, a British company currently ranked no. 5 in the list of major global market research organizations
Slide Title of the Presentation , CorpoS, (9Pt.), Date8
Audi
Slide Title of the Presentation , CorpoS, (9Pt.), Date9
Audi: keep it simple
many of the prints deployed in H1 contained headlines only which
made them simple but often bland due to the low quality of the copy
a 3D model was used instead of an actual car for the R8 campaign
which made it look like a toy
some parts of executions were so subtle they were hard to notice
Slide Title of the Presentation , CorpoS, (9Pt.), Date10
Audi: grab them by the eyes
some of the prints successfully used red as a color theme or in order to accentuate the details
generally, the black color scheme prevailed in 2008 and made Audi's communication rather boring
Slide Title of the Presentation , CorpoS, (9Pt.), Date11
Audi: avoid ambiguity
…but excessive laconism of the ads made the copywriting flaws too obvious
despite an interesting idea the Audi Exclusive print wasn't clear enough due to the poor execution
thanks to the overall simplicity of communication the brand managed to avoid ambiguity in most cases…
Slide Title of the Presentation , CorpoS, (9Pt.), Date
Audi: if you have a good story, tell it
12
the stories on sport achievements were good as well as the non-verbal storytelling, but apart from that copies and headlines were abstract and haughty
the brand also made good use of its halo vehicle and the awards it had won
the S-Line package campaign was a rare example of appropriate multi-car story
Slide Title of the Presentation , CorpoS, (9Pt.), Date13
Audi: sell the benefits not the product
the brand's communication was executed in a way too haughty tone of voice as there was just no place for the consumer in the conversation
Slide Title of the Presentation , CorpoS, (9Pt.), Date14
Audi: 2007 vs. 2008
Slide Title of the Presentation , CorpoS, (9Pt.), Date15
Audi summary
•Audi tried to leverage some of the strong points of the last year's campaigns (consistency and high production values as the main ones)•In fact the brand narrowed down the range of topics significantly and upset the balance of its values by concentrating on 'leadership' in the large part of this year's communication
Slide Title of the Presentation , CorpoS, (9Pt.), Date16
BMW
Slide Title of the Presentation , CorpoS, (9Pt.), Date17
BMW: keep it simple
most of the prints deployed in this year were stylistically simple…
… while the campaigns started in the last year were not
Slide Title of the Presentation , CorpoS, (9Pt.), Date18
BMW: grab them by the eyes
the brand did a great job in improving its eye-grabbing techniques (especially by implementing color coding for the cars)…
…which was also extremely noticeable in case of the prints that used large font for headlines…
…but examples of dull communication were also still present
Slide Title of the Presentation , CorpoS, (9Pt.), Date19
BMW: avoid ambiguity
the brand managed to improve its communication it terms of avoiding ambiguity…
…except for the M5 campaign which apparently tried to address amateur sports car drivers on a quasi-professional language but did that neglectfully
Slide Title of the Presentation , CorpoS, (9Pt.), Date
BMW: if you have a good story, tell it
20
the brand's storytelling was still mediocre due to the fossil copywriting…
…stylistic issues…
…and tactical campaigns in
general
Slide Title of the Presentation , CorpoS, (9Pt.), Date21
BMW: sell the benefits not the product
the brand got rid of product attributes communication which drastically improved its benefit delivery capabilities and enabled the brand to speak about consumer benefits
Slide Title of the Presentation , CorpoS, (9Pt.), Date22
BMW: 2007 vs. 2008
Slide Title of the Presentation , CorpoS, (9Pt.), Date23
BMW summary
•BMW's communication still suffers from mild inconsistency but the brand did a good job in solving its main problems, namely large amounts of attributes and uninspiring complex visuals•Should be considered primary competitor in terms of communication for Mercedes-Benz
Slide Title of the Presentation , CorpoS, (9Pt.), Date24
Lexus
Slide Title of the Presentation , CorpoS, (9Pt.), Date25
Lexus: keep it simple
the brand featured ridiculously overweighed communication: too many attributes, excessive amounts of text plus some print structure issues
Slide Title of the Presentation , CorpoS, (9Pt.), Date26
Lexus: grab them by the eyes
the visuals of the brand's print ads were simply boring…
…but b/w color coding was smartly used to differentiate petrol and hybrid engines
Slide Title of the Presentation , CorpoS, (9Pt.), Date27
Lexus: avoid ambiguity
thanks to the almost complete absence of comprehensible messages the brand managed to avoid ambiguity…
…but the tonality and topics of communication did not change according to specific carlines and thus the ads promoted the brand itself
Slide Title of the Presentation , CorpoS, (9Pt.), Date
Lexus: if you have a good story, tell it
28
…and the headlines were placed way too high to be readable
the copywriter failed to recognize the difference between a copy for a print ad and a brochure…
the 'attribute belts' still worked for creating the innovative feeling of the brand (although it seemed to be a new
template but the brand continues to use the old one which points to inconsistency or uncertainty in the minds of those
who produced the ads)
Slide Title of the Presentation , CorpoS, (9Pt.), Date29
Lexus: sell the benefits not the product
excessive amount of product attributes killed any attempt of successful benefit communication
Slide Title of the Presentation , CorpoS, (9Pt.), Date30
Lexus: 2007 vs. 2008
Slide Title of the Presentation , CorpoS, (9Pt.), Date31
Lexus summary
•Lexus was still very consistent visually and continued to maintain the innovative feeling of the brand but its communication is still in a desperate need of bold messages and striking visuals
Slide Title of the Presentation , CorpoS, (9Pt.), Date32
Volvo
Slide Title of the Presentation , CorpoS, (9Pt.), Date33
Volvo: keep it simple
most of the prints were simplistic rather than simple but nonetheless succeeded in confusing with their logic
Slide Title of the Presentation , CorpoS, (9Pt.), Date34
Volvo: grab them by the eyes
some of the ads still managed to attract attention…
…but most of them were ill-structured…
…and executed in a low-key fashion
Slide Title of the Presentation , CorpoS, (9Pt.), Date35
Volvo: avoid ambiguity
the brand's communication still suffered from lots of contradictions
in visuals and copy…
… and totally incomprehensible headlines were still present
Slide Title of the Presentation , CorpoS, (9Pt.), Date
Volvo: if you have a good story, tell it
36
apparently some of the ads tried to tell something…
…but inexcusably fossil print
execution…
…and awfully clichéd copy ruined all good intentions
Slide Title of the Presentation , CorpoS, (9Pt.), Date37
Volvo: sell the benefits not the product
the brand tried to build emotional communication…
…and lacked product and consumer benefit base to do that
…but did that way too naively…
Slide Title of the Presentation , CorpoS, (9Pt.), Date38
Volvo: 2007 vs. 2008
Slide Title of the Presentation , CorpoS, (9Pt.), Date39
Volvo summary
•Volvo's communication was an undisputable champion in producing emotional impact last year•But the problems that were visible (low production values and incomprehensible stories in the first place) started to dominate•As a result the brand's communication unfortunately turned into inconsistent mess
Slide Title of the Presentation , CorpoS, (9Pt.), Date40
Infiniti
Slide Title of the Presentation , CorpoS, (9Pt.), Date41
Infiniti: keep it simple
the brand's print ads were relatively simple…
…but the pompous copy was sometimes hard to read
…and special headlines tried to position each carline emotionally…
Slide Title of the Presentation , CorpoS, (9Pt.), Date42
Infiniti: grab them by the eyes
color coding still did its job well enough…
…but it will doubtfully last for long as the current template implies difficulties in storytelling and creative diversification
Slide Title of the Presentation , CorpoS, (9Pt.), Date43
Infiniti: avoid ambiguity
messages were too simple to be ambiguous…
…and the brand thankfully quit speaking of multiple values at once…
…but the headlines were definitely too abstract for doing their job well
Slide Title of the Presentation , CorpoS, (9Pt.), Date
Infiniti: if you have a good story, tell it
44
the amount of copy was cut down…
…but the ads still lacked good storytelling due to limitations
set by the template
except for the Infiniti G campaign which successfully
combined its copy with the visuals and created a strong 'Japanese premium' feeling
Slide Title of the Presentation , CorpoS, (9Pt.), Date45
Infiniti: sell the benefits…
the brand tried to communicate consumer benefits via copy…
…and successfully continued to sell its interiors as a unique product benefit
Slide Title of the Presentation , CorpoS, (9Pt.), Date46
Infiniti: 2007 vs. 2008
Slide Title of the Presentation , CorpoS, (9Pt.), Date47
Infiniti summary
•Infiniti has definitely improved its communication by solving copy issues and continued to capitalize on the color coding which still helps to differentiate the carlines•But the persistent lack of drama and one-way style of conversation keep the brand uninviting
Slide Title of the Presentation , CorpoS, (9Pt.), Date 48
Mercedes-Benz
Slide Title of the Presentation , CorpoS, (9Pt.), Date 49
Mercedes-Benz: keep it simple
early campaigns' messages were simple enough…
…but the latter adaptations were probably even too basic to trigger emotional reaction
Slide Title of the Presentation , CorpoS, (9Pt.), Date 50
Mercedes-Benz: grab them by the eyes
major campaigns' visuals were relatively simple but tasteful…
…while some of the details could have been executed more neatly
Slide Title of the Presentation , CorpoS, (9Pt.), Date 51
Mercedes-Benz: avoid ambiguity
the brand did a good job comparing to the last year and almost completely avoided any ambiguity in its communication…
…but the headlines sometimes looked artificial due to the adaptation issues
Slide Title of the Presentation , CorpoS, (9Pt.), Date
Mercedes-Benz: if you have a story…
52
the storytelling was generally good…
…but the ads often lacked a few sentences to make the product speak for itself
unfortunately minor stylistic issues were also present
…and the humor was used rarely and aptly…
Slide Title of the Presentation , CorpoS, (9Pt.), Date 53
Mercedes-Benz: sell the benefits…
the brand managed to communicate consumer benefits successfully in most cases
Slide Title of the Presentation , CorpoS, (9Pt.), Date54
Mercedes-Benz: 2007 vs. 2008
Slide Title of the Presentation , CorpoS, (9Pt.), Date 55
Mercedes-Benz summary
•Mercedes-Benz deployed a lot of adaptation campaigns which were too laconic at times and some of the local prints had minor execution issues•But in spite of relatively small amount of communication the brand has become the most conceptually interesting in the segment
Slide Title of the Presentation , CorpoS, (9Pt.), Date 56
Conclusions
•Still almost no human images are used in the communication of premium brands except Volvo campaigns (which doubtfully took any advantage of those images) and the A-Class campaign (which definitely stood out against the background), though such images could help to amplify the emotional impact of a message•Thankfully the segment's communication has passed the 'attribute period' but hasn't yet managed to continue the conversation on the consumer benefit level except for Mercedes-Benz