Killed Ideas: Targeting a Highly Specific B2B Audience by Engaging Them Around Their Passions

1. Targeting a Highly Specific B2B Audience
by Engaging Them Around Their Passions
Robin Goldberg & Andrew Strickman

2. TODAY
• Killed Ideas Encapsulated
• 7 Key Insights
‣ Leave the Surprises At Home ‣ Marry The Offline With The Online
‣ Set Objectives, Optimize Throughout ‣ Don’t Lose Momentum
‣ Know Your Target, Know Their Influencers ‣ The Last Thing To Remember
‣ Provide Value to Those Who Matter

3. Our Target: The Agency Creative

5. KEY CAMPAIGN DRIVERS
Advocacy Amplification

7. Entry/Title Entry/Title
Spongeman The #1 Celebrity News Magazine
Category/Medium Category/Medium
Advert/TV Commercial Online Classifieds
Creators Creators
Marco Kaye/Marcio Kelmanson/ Peter Bossio/Julie Filippo
Euro RSCG New York
Location
Location Woodside, New York
Brooklyn, New York
Stop the Presses
We’re All Sponges on the Inside This gossip magazine holds a
Our bodies are made up of 65% reputation for sensationalism, and
water. Do you really want yours this tongue in cheek ad campaign
from the tap? Enter Spongeman. turns that reputation on its ear.
This playful ad campaign illustrates Turning allegations and accusa-
the need to refresh and replenish, tions into the strongest brand
naturally. We all try to do what’s position ever, this mock up cover
healthy for our bodies—why screams “Bring It” to whiny
should choosing our water be any naysayers with ethics everywhere.
di erent? Spongeman—he’s just
like us, only more porous. Curator Note
Sometimes a brand needs to
Curator Note embrace the reality it’s been
Once we all get past the notion dealt—rather than trying to paint
bottled water is nothing more Entry/Title an otherwise unrepresentative
than a means for companies to Crash and fictitiously rosy picture. We
charge people for something that’s all know what this magazine is
otherwise free, we can appreciate about and so does this campaign.
Category/Medium
this water campaign. Spongeman It’s about attorneys, restraining
Advert/TV Commercial
is an adorable creature who loses orders and informants. When it’s
water, as we all do, while he goes that simple, there’s no need to
through his daily activities. He is Creator(s) sugarcoat.
very generous with his water, but Jeremy Chin/Marcio Kelmanson
since this is an ad campaign, there SFX: SIREN BLASTING THE VOLV
is a bottle at the end of his travels
Location
and yes, he hydrates. OPEN ON A SHOT OF THE VERY FIRST
Brooklyn, New York VOLVO IN THE U.S. STARTING TO MOVE
INSIDE A CRASH TEST SITE.
SFX: Siren Blasting The car crashes into a wall.
I Brake For Safety
Open on a shot of the this company’s first car in
Entry/Title This kinetic TV ad uses clever
the U.S. starting to move inside a crash test site.
Co ee Cola editing to announce big advances
Category/Medium
in car technology. It highlights this
Print Advertising car’s pre-emptive braking feature
that makes the impossible…
Creators
possible. A “crash-less” crash test.
Ryan Landels/Christina Ferguson/
Andrew Waruszewski/Matthew Inspiring consumer confidence by
Gilna/Bear McCreary/Michael contrasting the flurry of advances
Frederick/Blaise Hossain/ with the calmness of a nonchalant
Jeanine Hass
engineer, this TV spot accents the
Location brand message.
Culver City, California
Liquid Crack SFX: SIREN BLASTING
Curator Note THE VOLVO CRASHES INTO A WALL. THE CAMERA FOLLOWS THE NOW
What’s wrong with Cola? Not For years, automobile manufactur- CRUMPLED CAR AS IT CRASHES THROUGH
enough ca eine. This thirty- OPEN ON A SHOT OF THE VERY FIRST ers have subjected us to clinical THE WALL AND EXPLODES OUT THE
second commercial introduces a VOLVO IN THE U.S. STARTING TO MOVE THE VOLVO CRASHES touting WALL.vehicle’s
crash tests INTO A their The camera follows the now crumpled car as it
THE CAMERA FOLLOWS THE NOW OTHER SIDE AS A 1959 VOLVO. The camera now follows this car as it explodes
SFX: SIREN BLASTING
unique “eye-opener” of a beverage. THE CAMERA NOWcomes out the other side as
INSIDE A CRASH TEST SITE.
crash-worthiness. Boring, right? crashes through the wall and explodes out the
CRUMPLED CAR AS IT CRASHES THROUGH through the wall and FOLLOWS THIS CAR AS
It follows a sleepy young woman as ITEXPLODES THROUGH THE WALL AND
OPEN ON A SHOT OF THE VERY FIRST
she mistakenly makes her morning Wouldn’t it be more interesting otherWALL AND EXPLODES OUT THE
THE side as a 1959 model. a 1966 model.
VOLVO IN THE U.S. STARTING TO MOVE OTHER SIDE AS A 1959 VOLVO. COMES OUT THE OTHER SIDE AS
co ee with cola instead of water. if the creative idea were all about A 1966 VOLVO.
INSIDE A CRASH TEST SITE.
Instead of relying on dialog, this
spot uses sound design, domestic
how the vehicle could avoid a
visuals, and a heavy voiceover collision in the first place? That’s
allowing viewers to discover the what this historical compendium
product as the character does.
of this company’s crash test history
Curator Note: accomplishes. While highlighting
Most everyone has had that early the vehicle’s safety record, the
morning moment when, in a state commercial also introduces a new
of bleary-eyed grogginess, we’ve
fumbled about the kitchen shaking feature that eliminates the need
salt instead of sugar or orange juice for crash tests once and for all.
instead of milk onto our cereal.
So it’s entirely conceivable a person
could, instead of a bottle of water,
grab a bottle of cola with which
to make her co ee. And that’s
why this commercial works so well.
That and the not-so-unattractive THE CAMERA NOW FOLLOWS THIS CAR AS SUDDENLY THE PACE OF THE CRASHES Eventually, the car explodes through the wall as an
EVENTUALLY, THE CAR EXPLODES
EVENTUALLY, THE CAR EXPLODES SFX: A A SE
SFX: SER
model playing the bleary-eyed, ITEXPLODES THROUGH THE WALL AND SPEEDS UP TO A FERVENT RATE. immaculate 2007model. AS AN IMMACULATE
THROUGH THE WALL AS AN IMMACULATE
THROUGH THE WALL CUT TO TH
CUT TO T
groggy person in said scenario. COMES OUT THE OTHER SIDE AS GENERATIONS OF VOLVOS PASS US BY. 2007 VOLVO S80.
2007 VOLVO S80. SHOULDER
SHOULDE
THE CAMERA NOW FOLLOWS THIS CAR AS A 1966 VOLVO. SUDDENLY THE PACE OF THE CRASHES DRESSED M
DRESSED
ITEXPLODES THROUGH THE WALL AND SPEEDS UP TO A FERVENT RATE. WE SEE A A
WE SEE W
COMES OUT THE OTHER SIDE AS GENERATIONS OF VOLVOS PASS US BY.
A 1966 VOLVO.

8. KILLED IDEAS SCORECARD
Forecasts Actual
Low: 556,000
Campaign Reach
High: 846,000 834,000
Low: 24,500
KI.com Traffic, Uniques
High: 31,000 35,800
Direct Referrals To
Blurb.com 11.2%
Sources: Traffic data from Google Analytics, killedideas.com & blurb.com.
Coverage: Google Analytics, agency estimates

9. So What Did We Learn?

10. The Content Concepts

11. Plan Well,
Leave The Surprises At Home...

12. PLAN, SET GOALS, MEASURE

13. TEST, LEARN, OPTIMIZE

14. REPEAT

15. Set Objectives,
Optimize Throughout

16. WOM IN ACTION: SWISS-MISS, A K.I. FAN
Personalized Blog posting
Outreach 44,000 uniques/
from our month
Agency
multiple onward
tweets from
followers...
tweets KI to
3,300
followers

17. Know Your Audience, Know Their Influencers

20. @killedideas Follower Bios: On Target
Word Cloud generated from bios of @killedideas followers using Twittersheep

21. Follow You,
Add Value,
Follow Me

22. Your Ide
a Deserve
s Better

23. Marry the Offline
With the Online

24. Votes Due
KI’s Due Extended Vol. 1 Due Vol. 1 Release Extended
00
00
00
00
0 24-Feb 28-Feb 4-Mar 8-Mar 12-Mar 16-Mar 20-Mar 24-Mar 28-Mar 1-Apr 5-Apr 9-Apr 13-Apr 17-Apr 21-Apr 25-Apr 29-Apr 3-May 7-May 11-May 15-May 19-May 23-May 27-May 31-May 4-Jun 8-Jun 12-Jun 16-Jun 20-Jun 24-Jun 28-Jun 2-Jul 6-Jul 10-Jul 14-Jul
Source: Google Analytics, killedideas.com

25. Build Momentum, Don’t Squash It...

26. BUT THERE’S
ONE LAST
THING

28. The Power of a Story
Should Never be
Underestimated

29. THANKS!
*
Robin Goldberg Andrew Strickman
rgoldberg@blurb.com andrew.strickman@isobar.net
*formerly Ammo Marketing