Finished Print Advertisement for Mounting on Board

Final Print Advertisement

Feedback and Improvement

Feedback from teacher:
After showing the improved print advertisement to Tom he suggested three improvements that could be made:

- Only use one pin to hold up the images, as the use of four pins is quite busy and visually distracting

- Make sure that the borders (The space between the content and the edge of the print) are the same. Tom suggested using a guideline/ruler on Photoshop, and lifting the 4 posted notes/images to the left higher, so the edge of the bottom image is on the same level as the hashtag line

- He lastly suggested adding Scrimshaws Twitter and/or Facebook details, as their main media channel is social networking

Improvement:
Taking the feedback into consideration, I applied all of Toms points. Here is the improved print advertisement:

Updated Print Advertisment

Here is the pin board design the client suggested to try out. 

Feedback from the Client

Feedback:
We presented our designs to Jay Scrimshaw who said, he's favourites were both concept 3 and 4, as concept 1 and 2 looked too much like a fast food advertisement. He liked the use of the wood as a background on design 4 and suggested we use the landscape version and display the photos and images  in a different composition. He suggested trying out the images without a boarder, and also presenting the images and writing as if the print was a pin board (having the writing in paper notes pinned up etc).

He also suggested using the Browning font that was used for the company's logo, although I tested this out and it looked a bit odd on the notes and was hard to read in small print. He also told us to remove his other hashtag '#bunlove' and just use '#heavenlycloudsofdeliciousness'.

Revised Campaign Plan

Launch date for finished print advertisement:
Print Advertiemsnet and Campaign complete: 22nd Febuary 2015
Launch date: 2nd March 2015

Resources and equipment needed:
- At least 3 good quality and appealing images of Scrimshaws Guerilla Kitchen's buns
- Photo of wood (taken from the Scrimshaws Guerilla Kitchen's Facebook page)
- The Scrimshaws Guerilla Kitchen's logo
- Dates and locations for the print advertisement template
- The Browning font
- Adobe Photoshop
- Graphics tablet

Budget and personnel and activities with time budget
As worked out in our previous campaign plan, one week of working 10.5 hours on the final print advertisement would be equivalent to around £315 for a professional designer.

(According to smallbusiness.costhelper.com: A freelance designer can charge anything between £13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web state they would accept no less then £30 an hour for an experienced designer. Therefore if we charged £30 per hour for 10.5 hours, it would typically cost £315.)

We also previously worked out it would be another £90 to hire out a studio for 3 hours, however the client has offered to supply all of the images of the food. 

Total: £315

Relevant legal and ethical issues:
Similar to our previous plan there are very few legal or ethical issues that we will clearly have to avoid, however:

- For the final design only feature the clients food, due to copyright reasons and false advertising
-  Make sure there are no other products/brands/logos caught in the background of the images that the client sends

Due to the concept only featuring food and a pin board design, it s not clearly offensive in any way.

The Pitch Presentation

Concept and Pre-production

Here are a few designs I've tested out:

Concept 1

As we have not yet photographed any of the buns, and there are no images of them already taken on a white background, I tested out the design by using and re-shaping different rolls I had found on the internet. 

The reason I chose to test out this design was because it would show of the variety of food the client has to offer - which would appeal to a wider audience, and is minimalistic yet potentially effective. 

Concept 2

This designs layout is very similar to Design 1, however, the print features only one of the buns, surrounded by its ingredients. I tested out my original idea to have the bun sliced down the middle, and in place of the other side having the ingredients - although this appeared slightly tacky. 

Concept 3

As we have not photographed any of Scrimshaws buns yet, I have used one of the images the client has sent over via email. I've increased the saturation of the bun, cleaned up the background, removed the business card, as well as adjusted the proportions of the image and added the logo. The information/writing would be positioned to the right of the print. I decided to test this particular design out as I felt it was simplistic, and there was only one focus - which therefore draws the viewers attention directly to the bun. The image also looks more classy, in comparison to Design 1 which looks cheaper (although with Scrimshaws buns the design should appear classier).

Position in the marketplace:
As the food is displayed in a polestyrene box, it makes the viewers aware that the food is take away and quick to buy. It also displayed one of the buns, showing that unlike fast food restaurants like McDonalds and Burger King, the food is healthy. Lastly, unlike McDonalds signs which appear bright and colourful to draw in attention, the colours are less saturated and are natural tones, making the pop up kitchen appear classier. 

Concept 4

Using images of Scrimshaws buns, I devised a layout and background to display them on. As Concept 3 had used a previously shot image of a bun on a wooden surface (and this complimented the food) I found an image of wood on the Scrimshaws Facebook page, and adapted it into a background.

I am still not 100% sure about the use of polarized images to display the food, but I decided to use this to test out to see if the white boarders would work well.

I also quickly tested it out on a portrait background - but the information and slogans would be placed in the centre of the print instead.

Position in the marketplace:
This poster also would work extremely well to promote the companies current position in the market place, as the natural wood used as a background gives the print a classier look making it appear less like a fast food restaurant. It also displays the buns - which shows the food there appears healthy.

Potential for further development:
The reason I feel this poster template can be developed, is because it can be turned into many media channels, such as a flyer, poster, and menu, and therefore serve multiple purposes. There is also plenty of negative space for the client to add any information they feel is necessary .

Concept 5

As the van is currently under construction, for this concept I've had to use a photo of the van that was taken previously (image to the right). I've adjusted the proportions and colours, cropped the image, cleaned it up, and edited the contrast. I have experimented with where the information should be placed. although I am still not happy with the typeface and size of the font.

We also came up with another similar concept where the van would be graphically drawn. 

Production Plans

For this unit, we are producing the advertising campaign free of charge - however these would be similar costs to what a freelance designer would charge:

Concept 1, 2, 3 & 4:
 These concepts would firstly require our group hiring out a studio and inviting in our client and their product. We would need 3 hours in the studio, 1 hour for us and the client to set up, 1.5 for the shoot and 0.5 to pack away.

Cost to hire a typical photography studio per hour: £30
Cost to hire the studio for 3 hours: £90

We are given 1 week to complete the final design for the print advertisement, therefore 7 lessons, which is equivalent to 10.5 hours.

This will be done using Photoshop (I will not include this in the budget, as a freelance designer would be expected to already have this software).

According to smallbusiness.costhelper.com: A freelance designer can charge anything between £13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web state they would accept no less then £30 an hour for an experienced designer. Therefore if we charged £30 per hour for 10.5 hours, it would typically cost £315. 

Total budget: £415

Concept 5:

This design would cost a similar price to the concepts above, minus the cost to hire a studio out - as we can only work with the images we already have of the van due to it being under construction.

10.5 hours spent on the final design: £315

Total: £315


Legal and Ethical Issues:
There are very few legal or ethical issues that we will clearly have to avoid, however:

- For the final design only feature the clients food, due to copyright reasons and false advertising
- If the client picks a concept that requires us to do a photo shoot of his food, make sure we don't capture any other products/brands/logos in the background

None of the concepts are clearly offensive in anyway, due to them either featuring food, or a van.

Risk Assessment and Location Recce

Location Recce:
I decided to do a location recce of a photography studio if we decide not to use the images Jay has supplied. This was very efficient, as Long Road Sixth Form college has one and therefore it doesn't mean travelling, and the studio is free to hire.

Risk Assessment:
- There are wires connecting the lights to the mains, this is dangerous as someone could trip up and hurt themselves. To avoid this, before the shoot takes place we should make sure they are sellotaped to the walls or are out of the way/on the outskirts of the studio
- The lights can get extremely hot, to avoid this we must be careful when handling them and not touch the bulb
- We could bump into the lights, to avoid this we should watch our steps, and have minimal people in the studio when doing the shoot (only the people who are needed)
- When setting up the studio, make sure the main lights are on to avoid all of the above
- Don't bring food or drink (apart from Jays buns) into the studio, as it could damage the equipment - if anyone gets hot or tired, they should go for a break/drink outside

Potential Costs

If Jay decides to spend money to broaden his audience reach, here are a list of the media channels which will require a budget, and approximately how much they will cost:

Posters: 

According to alocalprinter.com 20 A4 posters would cost approximately £20, and for 20 A3 approximately £25.


Business cards:

85mm x 55mm For silk art business cards, it would cost £25 for 250 cards, there are also recycled business cards for the same price which is more eco friendly.

Stickers:

For square personalised stickers, it would cost £18 for 100.


Leaflet/Flyer/Menus: 

Single sided
OR

Double sided 4 - 6 pages

For leaflets, it would cost £40 for 1000 single sided leaflets, or £149 for 1000 for double sided 4 - 6 pages.

Research and Development

Initial Creative Review of Ideas and the Brief

Aims, Objectives and The Audience

By producing a print advertisement to post on social networking sites, we are appealing to a warm audience (a group of people who have already brought the product before).

Although, we still want to appeal to a cold audience/untapped market. To do this we have decided to go ahead and design a print advertisement that can be rescaled and printed as a poster, and also design stickers/flyers so that there is the option to appeal to a cold audience and not just promote the company via social networking.

Campaign Message:
We are trying to raise awareness for the product - steamed buns to build a brand awareness and connect potential audiences with pop up locations of the restaurant.

Position in the Market:
Although other pop up vans would seem like the obvious competitors, this isn't necessarily the case. This is because there is strength in a number of pop up vans coming together in the same location, as they are developing a food culture which attracts audiences (people are going to be more likely to approach multiple vans then one, as they will know there will be a large variety of food to choose between). The real competition are stores like Mcdonalds and Burger King, as similar to Scrimshaws the food is cheap and quick to pick up. However, stores such as Marks and Spencer are also threats, as they offer healthy food and meal deals which are also quick to buy.


Media Channels:
- Social networking (e.g Twitter, Facebook, Instagram)
- Stickers
- Business cards
- Flyer/Leaflet (maybe with the menu in)
- Print Advertisement

- Audio-visual (web advertisement):

Although the client has no budget, we could still make an audio-visual advertisement which could be posted on their social networking sites. Using a web advertisement would reach other people who aren’t locally in the village and who can’t see the flyers/prints. It could also display a larger amount of information, such as multiple shots of the food offered at the pop up van and show the food being cooked – which could be more appetising. However Jay does not currently have his pop up van so the advertisement wouldn’t be as authentic. 

Research & Target Audience:
- Students - as the food is cheap, they're studying locally, and the van is often in central Cambridge so is easy access

- Office/business workers - Scrimshaws is often located outside the offices near the trainstation for lunch and dinner

- Youth - the van travels all around the UK to many events, such as the ice rink in Cambridge and the May balls (again links to students too)


Colour Scheme & Style:
- Greens, blacks, whites and greys
- Quite minimalistic/simple yet effective (Jay didn't want it to be too busy, but straight to the point)


Ideas for the print advertisement: 
(Defiantly include Scrimshaws logo, slogan/slogans and colour scheme)

1) Use feature a photo of one of Scrimshaws buns on the print advertisement (don't do a graphic as an image of the food itself is more tempting)

2) Do a graphic print advertisement of the Scrimshaws van (on Photoshop), or a photograph of his van - photo that has already been taken as the van is under construction

3) Cut on Photoshop an image of one of Scrimshaws buns down the middle, and delete the other half. Where the other half used to be add the ingredients used to make the bun

4) Feature photography of a variety of Scrimshaws buns - this shows the range, what's available, and may look more visually appealing then just showing one bun

- For business cards and stickers etc, any of these designs could be scaled down - or maybe something more simplistic such as just featuring the logo would look better

Consideration of Seasonal  and calendar events:
The prints that we will design will be templates, so in each of the designs the images can be changed - meaning that the print can show different food being served each season. The theme can also be changed depending on the event. For example, if Jay chooses to bake easter themed food we can change the image to advertise that dish, but also give the template an easter theme. We plan to get the advertisement finished and ready to launch on the 2nd of March, which means if Jay does decides to have an Easter themed menu we would have enough time to edit it for the holiday season.

Production Plan Timescale:

Ideas and the brief complete: 5th February 2015

The marketing plan complete: 6th February 2015

Work out the costs for the advertisements potential media channels: 7th February 2015

Location Recce and risk assessment: 8th February 2015

Concept and Pre-production: 9th February 2015

Prepare a pitch presentation for client: 10th February 2015

Pitch the plan to client: 16th February 2015

Take into account feedback and revise the campaign plan: 18th February 2015

Send print advertisement to client to get any final feedback: 19th February 2015

Print advertisement and campaign complete: 22nd February 2015

Advertisement launch date: 2nd March 2015

Discussing the Campaign

On the 23rd of January I spoke with Jay Scrimshaw - the owner and chef of Scrimshaws Guerrilla Kitchen, where we spoke about the possibilities for the campaign.

Location:
He firstly informed me on all of the locations goes to - which will be useful for determining the target audience. This included it mainly being based in Histon, but he also stops off near the offices outside of the train station at lunch times, and travels to different live events and markets around the UK.

Budget:
Jay informed me he has no budget, but does most of his advertising via Twitter and Facebook. This was useful to know as this restricts us to producing an online campaign, and we can rule off printable items such as posters, leaflets and business cards.

Twitter page:
 https://twitter.com/guerrillakitch

Facebook page:
https://www.facebook.com/scrimshaws

Colour scheme and logo:
Jay showed me the companies logo that he would like to be included in any advertisement for the campaign, and I also asked him if he had any colour scheme or style in mind for the campaign. He informed me he wanted the colour scheme to reflect his logo and his vans design, which are coloured green, grey, white and black.

Things to consider:
Due to the pop up kitchen never sticking in a permanent destination, we will have to create a template for the print advertisement, as the information and locations are always changing.

Jays van is currently under construction until the 15th of February, which is past the campaigns deadline. This rules out filming a web advertisement for the company, and also taking any shots of the van for the print advertisement.

Conclusion:
In conclusion, a print advertisement/online poster is the best option for the campaign, as its free, Jay can alter the template when ever he changes location/event, it can be posted to his social networking sites, and other forms of advertisements are ruled out due to the van not being available and budgeting.

Content:
We also discussed what should be included in the print advertisement, such as images of the Scrimshaw's Guerrilla Kitchen Van, the logo, the colour scheme, images of the food, and templates for the time, destination, event, and what food will be on sale. He mentioned he would send over the logo and images of his van and food.

Jay also let me know he would like one of the following to be included in details:
#bunlove
#heavenlycloudsofdeliciousness

Research for Top 3 Campaigns

Scrimshaw's Guerrilla Kitchen:

Taffeta and Jay Scrimshaw own an outdoor pop up restaurant called Scrimshaw's Guerrilla Kitchen. They sell a range healthy, innovative and scrumptious fast food for the cheap price of 1 bun for £4 and 2 buns for £7. Their food ideas are creative and contemporary and compete with other outdoor pop up restaurants as they are season and the menu differs each week. 

Scrimshaws kitchen travels to different locations and events around the UK, however they are based in Cambridge and mainly in Histon. They go to different events selling their delicious, healthy food as a twist to the expensive unhealthy food that you would normally find at these events. These events include family parties and tree house parties in the woods.

Originally, Taffeta and Jay had a pub were awarded for their food, however after winning these awards they decided to go into business with a pop up food van and compete against other street food companies.  

Their online presence includes Facebook and Twitter that are: 

@guerillakitch - Twitter

@Scrimshaw's Guerrilla Kitchen - Facebook

Advertising includes newspapers and tweets released which let people know the whereabouts of Scrimshaw's Guerrilla Kitchen. They post about their local events and where they're going to be on a day to day basis to encourage people to go purchase their food for lunch or dinner. 

The branding for this niche business is 'Scrimshaw's Guerrilla Kitchen’ because it plays on the word 'Guerrilla' which makes you think of 'Grill' due to the fast food aspect. Guerrilla links to Guerrilla Warfare which means an irregular warfare in which a small group of combatants such as armed civilians or irregulars use military tactics. This makes you think of the competitiveness of street trading, particularly in relation to food.

City Cycle Hire:

City Cycle Hire has many years experience and hundreds of bikes available all year round. Their friendly service caters for Tourists, Students and Visitors as well as Conferences/Corporate events and Education Groups plus specialist bike requirements. Bikes are always available for any period from just a couple of hours to a whole year. Bikes are provided with lights, lock and a basket in a fully serviced condition plus servicing and repair is covered for the duration of the rental.  

The ideal audience for the City Cycle Hire campaign would be students, as many students cycle as a mode of transport throughout Cambridge as it saves money - and the site even offers deals for international and university students. As well as this, products offered include a range of different bikes suited for all age groups to go out as a family or a large group of people for a bike ride or simply as transport into or around Cambridge.

Jemporium Vintage

Address:

JemporiumVintage

61 Grafton Centre

Cambridge

CB1 1PS

Telephone: 07737914857

Jemporium Vintage is a clothing retailer specialising in vintage clothing, shoes, jewellery and accessories, which include items such as dungarees, bumbags, cosby jumpers and Doc Martens. The store is known for selling vintage items at an affordable price. 

Their items are also available online, and can be purchased on their eBay store:
http://stores.ebay.co.uk/jemporium-vintage/_i.html?_sop=12&rt=nc

They also post updates about their store via their Facebook page:

https://www.facebook.com/JemporiumVintage?fref=ts

Selecting the Advertising Client

The six companies that have committed to the project.

- Jemporium:
A fashion/retail store based in Cambridge in the Grafton that sell vintage clothing from all around the world for the lowest prices.

- Cycle Hire Retail:
A cycle shop based in Cambridge that hire out bikes to the public. They are currently looking to expand the business with particular emphasis on the 16 - 19 age group.

- Repeat Records:
An independent record label is releasing music from two artists on the 23rd of February and wants to promote the release. They want to advertise their Oasis VS Blur hype festival.

- Nana Mexico:
A local company offering Fresh Fast Food located in the Centre of Cambridge outside of the Grand Arcade. They are looking for a new campaign to be made to promote their menu updates and earlybird offer.

- Scrimshaws Guerrilla Kitchen:
Pop up fusion food outlet cooking in a number of locations including Cambrige Foodpark and The Free Press pub. They specialise in steamed buns and are looking to increase the brand awareness.

- Back stitch:
A new fabric and haberdashery retailer. The shop began online in 2010 and they opened a store in March 2014. They sell contemporary patterns, books, fabric and haberdashery for quilters, dressmakers and craft sewers/sweists

Top three choices in order of preference:

1) Scrimshaws Guerrilla Kitchen
2) City Cycle Hire
3) Jemporium

Presentation of Case Study

Steps in Advertising Flow Diagram

Understanding How Advertising is Distributed and Promoted

Where and how the advert was distributed:

Due to DBB Tribal Berlin Germany producing the advertisement for Volkswagen, the print advertisement was featured on many billboards across Germany, including Germany's main cities. This form of advertisement was chosen to promote the add, due to it being on a large scale and grabbing people's attention. It was also featured on many motorways - which is extremely effective in itself, due to the advertisement promoting Volkswagen cars, and every car passing on the motorway contains at least one driver, and therefore one potential buyer of the product. Therefore it is a brilliant place to promote the product to their target audience. The advertisement has also purposely been chosen to feature in cities, as this is automatically a large reach. 

The print advertisement also featured in many press ads in the most sold magazines, including Think Marketing magazine.

The advert reached locally to Germany, however reached an international audience through online sources. Due to the print advertisements effective metaphor and message, it has gained lots of praise over the internet, and has been shared on many blogs and websites for being a successful and clever advertisement. It was ranked as the 6th top print advertisement of the year on Best Ads as well as winning/nominated for the following awards:

- Epica Awards 2012 Press Ad Automobiles Bronze
- London International Awards 2012 Print Automotive Short List
- Cannes Lions 2012 Outdoor Lions Cars & Automotive Services Bronze 

This itself was a brilliant form of free advertisement. 

What other cross media presence did the campaign have?

The campaign was purely advertising Volkswagen through the use of its one print advertisement, however this advertisement was featured online internationally, as well as local in Germany printed on billboards and magazines. 

However, this was not the only advertisement for Volkswagens new precision parking feature. Volkswagen also paid another agency - Grabarz & Partner, located in Hamburg Germany to design them another print advertisement. Therefore there were a total of two print advertisements made for Volkswagens feature, but each made by competing agencies.

Grabarz & Partners print advertisement:
http://adsoftheworld.com/media/print/volkswagen_parking_precision_family

Legal and Ethical Issues

The advert’s impact and effect on the audience

From both my own reading of the advert, the results I have deducted from my audience research grid, and information I have found online - the audience have found the print advertisement humours, cleverly and metaphorically shown, and was effective at getting across its point. However, the understanding of the advertisement itself, and the amount of information they have accurately deducted, all depended on the age and life style of the audience. 

For example the advert was more effective on adults, rather than students (and obviously children). This is because students commonly lack money, so therefore rule out the product due to not having enough expenses and often haven’t got their drivers licence yet. Also maybe their age effects their understanding of the advert, as it is clear that the metaphor of the hedgehogs and fish represent parking, as Volkswagen is a known brand of car; however many of the students realised the advert showed the dangers of parking, but didn’t pick up on the advert specifically trying to promote Volkswagens new feature that in fact reduces the risks of parking.

But what was commonly effective to the audience, was the use of the metaphor to get across the risks of parking. By putting animal’s lives in danger, the risk is exaggerated and the message they are trying to get across is clear. The advert was also humorous to some viewers due to the scenario displayed, and it also made the audience think into the meaning of it – which makes it a more rememberable print advertisement. Some viewers however, did not find it humorous, and it made them worried for the lives of the fish – but this too equally still gets across the message DBB are trying to get across.

 The one person who did the audience research who wasn’t a student, and who could in fact afford a car, said the advert was cleverly showing the effects of Volkswagens new feature, however it wouldn’t personally make him buy the product, as he stated he wouldn’t buy a care solely based on just one of its features. But the advert itself did well and worked successfully to many other viewers, and in fact was ranked one of the best print advertisements on Best Ads and featured on many sites for being imaginative.

Relevant issues of representation and relevant legal and/or ethical issues

As the advert features a light hearted and humorous scenario, not much offence can be drawn out from the print. There can also be no comments about it appealing to a particular gender, culture or race, as the colour scheme, metaphor and animals can appeal and be targeted at anyone. However, some people – and in fact someone in my audience research was offended by how the animals are displayed in the print. They complained that they were against goldfish being kept in plastic bags, and argued that it was cruel. This can be seen as unfair – as if kept in the bags long enough, the goldfish get a lack of exercise, and can suffocate in their own faeces.

Although this complaint was made, there was little hype over the matter when the advert was released, and they weren't asked to change the advert in anyway, or take it down by the ASA.

Role of relevant regulatory bodies

DBB is one of many agency’s that is regulated by the ASA which stands for the Advertising Standards Authority - the UK’s independent regulator for advertising across all media.

ASA’s purpose is to make advertisements responsible and their goal is to make sure every ad released in the UK is appropriate and responsible. They believe that by making sure every advert is appropriate, they will improve the lives of advertises and society.

What they do to regulate the advertisements, is act upon complaints received, and constantly check the media for misleading, harmful or offensive advertisements, direct marketing and sales promotions. If they decide the advertisement breaches the UK Advertising Codes, they withdraw or amend the advert, and the advertiser is told to never repeat their approach again.

For TV and radio advertisments, ASA pre-clear them before they are broadcasted, however, due to there being millions of non-broadcasted advertisements (including prints) published yearly, it would be impossible to pre-clear all of them.

Statistics about ASA:

-         There are more than 30 million press advertisements and 100 million pieces of direct marketing released a year

-         In 2012 they considered 31,298 complains about 18,990 cases, and their work led to 3,700 advertisements being changed or withdrawn

Audience Research

For my audience research I sent the Precision Parking Volkswagen print advertisement to a range of both family and friends.

What I found particularly interesting about my research, was that all of the students (both university and sixth form) didn't pick up on the exact intention the advertisement had. They knew it was an advertisement for Volkswagen, but seemed to think the main intention of the advert was to point out the risks of parking. Where as the only adult I showed it to who wasn't in education automatically read the advert correctly, and knew it must of been specifically
advertising a new feature in Volkswagen cars. Also all of the students said they wouldn't buy the product due to their lack of money and/or licence.

This was brilliant research, as it also links to the target audience for the print advertisement by suggesting the advert is best suited for adults - as they're more likely to understand the ad, have enough money to buy the product, and more likely to have a licence.

DBB Research

DBB Agency

Ownership:
DBB is owned by the Omnicom Group, and was first founded in 1949. The agency's main focus is a marketing approach that has an insight into human nature and respects the consumer and the power creativity has. They believe that creativity is the most powerful force in the business, and strive for an inspiring environment which promotes freedom to all individuals.

In 1987 DDB claimed to be lead by 'four freedoms':
- Freedom from fear
- Freedom to fail
- Freedom from chaos
- Freedom to be

These four freedoms have been modified slightly since (in 2003), but fundamentally are the same. The agency makes Yellow Papers consisting of surveys, debates and research reports on buisness communications which gives further insight into the advertising world.


Operating model: 
The agency DBB is giant, and does work for over 90 different countries, having a total of 12,580 members of staff and over 200 offices around the world.

The agency also has many related companies, such as Tribal DDB, Spike DDB, DDB Health, Alma DDB, DDB Entertainment, OMD, Rapp Collins, TracyLocke, Fire, DDB Matrix, DDB BIG, Ant Farm, Radar DDB and DDB Echology.


Products:
DBB have a range of different clients, and don't specialise in any particular kind of work. However, a surprisingly large amount of their clients have business sectors in Health & Pharmaceutical Products, such as Merck, Merck & Co Inc,  Novartis, Pfizer, Teva, DePuy Companies, and Eli Lilly/Daiischi Sankyo that all specialise in this area. 

Their other clients include:
- McDonald's 
- New York Lottery
- Tropicana
- Unilever 
- The Clorox Company 
- Cars.com
- Royal Philips Electronics
- CIBA vision corporation 
- Cotton Incorporated
- Exxon Mobil
- Johnson & Johnson 
- Hiscox
- Georgia Pacific 
- Glidden 

Meaning the agency DBB also advertise food, beverages, lottery, cleaning products, cars, consumer electronics, media, publishing, fashion, automotive, hygiene and personal care products, banking, paints, and household products. 


Market position & Competitors:
The agency is ranked 22nd on the top 50 advertisement agencies this year, judging from the online presence on social networking sites such as Facebook, Twitter, LinkedIn, and Alexa. DBB is a global player, and is up against competitors such as:
- Ogilvy & Mather
- IDEO
- Leo Burnett
- Wieden + Kennedy
- Razor Fish
- Britannia Communications
- R/GA
- Edelman
- McCann Erickson
- WPP
- AKQA
- TBWA
- We Are Social
- Saatchi & Saatchi

In April 2008, according to Advertising Age,the DBB agency have a worldwide revenue surface of $12.69 billion.

Resources:
http://www.ddb.com
http://en.wikipedia.org/wiki/DDB_Worldwide
http://www.top50adagencies.com

Print Case Study

Precision Parking: Parks Assist by Volkswagen

Client: Volkswagen

Advertising Agency: DBB Tribal Berlin

Country: Berlin

Campaign Type: Print Campaign

Chief Creative Officer: Eric Schoeffler

Creative Directors/Copywriters: Maged Nassar

Illustrator: The Operators

The Campaign:

DDB Tribal Berlin Germany launched their first ‘Precision Parking’ campaign for Volkswagen in 2012. Volkswagen wanted to find a new way off increasing the sale of the optional equipment that they include with the new cars they sell. To do this, they began thinking of ideas that would introduce the new features, as well as get people excited about them. One of the main new features they chose to promote for their new cars was ‘the park assist’.

The park assist is a feature where your Volkswagen car will practically park itself. It gives the option for the driver to park in tight spots with the touch of a button, and all the driver needs to do is work the pedals. Then the ultrasonic sensors in the front bumpers will scan the space to detect whether it’s large enough. This is all done by pressing the new Parks Assist Button – the feature Volkswagen wished to promote. 

Volkswagen decided to approach DBB Tribal Berlin with the job, and left the campaign in their hands. This is when the chief creative officer and creative directors/copywriters began discussing the promotional possibilities, and came up with the idea to promote it via a print campaign. They thought a brilliant way to promote Volkswagens new parks assist feature, would be to point out the dangers of tightly parking cars, and thought up a clever way to go about this and get across the message.

DBB Tribal Berlin thought about metaphorical ways in which they could symbolised these dangers, and due to their target audience being 17+ (as Volkswagen are a car company, so would only target an audience who can legally drive) they knew the message would come across clearly to the viewers they were targeting. This is why they chose to feature a hedgehog tightly positioned between three water-filled bags which each contain goldfish (although the hedgehog is not coming into contact with these bags). The hedgehog obviously symbolises the potential buyers in their Volkswagen car with the new feature, parking safely next to the goldfish which represent the other cars. DBB took a scenario they knew the target audience would be able to understand to show the risks the audience suffer without Volkswagens new feature.

Due to the print advertisements effective message and clever content, the campaign has got a lot of praise, such as being shared on many blogs for being a successful advertisement, and being ranked as the 6^th top print advertisement on Best Ads.

To make people aware of the new feature, and grab a large audience’s attention, the print advertisement featured on many billboards in Germanys main cities. It was also featured in press ads in the most sold magazines.

Annotation of the Print Advert:

Purpose:

The purpose of the print is to firstly make people aware of the risks of parking tightly between cars can bring, and by doing so introducing the new Parks Assist feature Volkswagen have to offer, and the effects it has on tightly parking.

Content:

The print advertisement very successfully draws the viewer’s attention in through the clever humour and message the content brings. The content suggests Volkswagen is individual, it does this through representing the Volkswagen car with the parks assist feature as a hedgehog, whereas the other three cars parked around it are being portrayed as goldfish – all the same (which emphasizes Volkswagens individuality) but also not as smart and equipt (goldfish are known to be unintelligent). The hedgehog also may reflect Volkswagen, as it is sharp, large, and rich in colour which grabs the viewers attention, which is a way to suggest Volkswagen are attempting to grab our attention.

The clear message the content gets across, is that Volkswagens new assist parking feature is accurate. This is done metaphorically by using a hedgehog which represents a Volkswagen car, parked tightly in-between three bags of goldfish, which represent other cars.

They’ve used a situation everyone can relate too - A hedgehog is used due to the sharpness of its spikes next to the weak plastic bags, to point out to the viewers the risks of parking so tightly. In this example they’ve even used exaggeration effectively by putting animal’s lives in danger to get across their point.  

Typography:

The only text the print features is ‘Precision Parking’ followed by ‘Parks Assist by Volkswagen’. The small amount of text is effective, as it doesn’t distract from the main message the image clearly and effectively gets across on its own. The font used is ‘Copy’ which appears to be a masculine font due to the font being being thick, bold and there being no serifs in the text.

Composition/Layout:

The content (being the image of the hedgehog and the three bags of goldfish) are carefully positioned in a straight line, and each gap between the objects is very proportional to one another. This is done, to again reflect the accuracy Volkswagen are trying to suggest their parking feature brings.

Slogan:

The slogan ‘Precision Parking’ is short, to the point, and rememberable. To make this slogan stick in the audience’s minds, they have purposely chosen to use minimal words, and alliteration. Using the word precision might not just be referring to the accurate parking, but also the accuracy of Volkswagen, and their promise that the feature really works.

Target Audience:

The target audience are clearly people aged 17+, as Volkswagen specialises in cars and the legal age to drive is 17. This means only people this age or over would be interested in the product.

Reach, Relevancy & Frequency:

The print was featured on many billboards in Germany’s main cities, as well as press ads in the most sold magazines, but also got a lot of free publicity by people sharing and talking about the print due to the clever content and messages it shows.

Sources:
http://adsoftheworld.com/media/print/volkswagen_park_assist_hedgehog_and_fish
http://advertisingdesign-e.weebly.com/blog/volkswagen-precision-parking
http://www.brandsynario.com/volkswagen-precision-parking