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| "We are a new player in a highly competitive field fighting bigger, richer, legacy competitors who have been advertising for a long time. But we have a great product - it's not for everybody, but it's for the well-informed - and we need to be sure our marketing communications do the job right out of the box." |
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| Situation |
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It was a consumer durable, and it was good. Really good. More expensive, sure. But if you really knew the category, it was worth it. The client's advertising budget was small, smaller than the competitors', and they needed to ensure that the advertising message broke through the clutter and communicated in 28 seconds what was better about the product.
Impossible, but not insurmountable. |
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| Result & Action |
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MR&C crafted an advertising strategy and alongside the agency creatives developed a tagline that so completely captured what the consumers wanted to know and what the product stood for, that for over 10 years the client's product has been at the forefront of the industry - and they're still using that tagline. You've heard it. |
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