Hell Frozen Over
So as Eva explained above, our campaign is actually centered around the idea of a prison break. Linking our target audience’s action of breaking free of their stress to a prison break is dramatic in a sense and given Surely you remember the exaggeration and drama in their previous ads. So basically, what were doing in this campaign, is showing Snickers can relieve stress in a fun, humorous and dramatic way which can be seen in the tactics for our tvc and game which will be further explained later. And why did we choose inherent drama over other 3 power idea approaches? Well firstly as i mentioned, to go along with Snickers brand image and secondly, but more importantly, to highlight the consumer benefit of Snickers. People do not buy products, they buy benefits, for example when people buy a bottle of shampoo they are really buying healthy clean hair. For this case, when people buy a bar of snickers, they are buying stress relief, which is also the message we’re trying to bring across. And we tie this consumer benefit of Snickers to inherent drama by expressing this stress relief dramatically through the use of our various tactics which will be explained in detail later. I’m not saying that inherent drama is better than the other 3 approaches but just that in this case, inherent drama fits Snickers and our campaign better.
Moving on, we will be using both the emotional and rational route. For an campaign to be successful, it has to be memorable and we want our target audience to remember this campaign by relating with their psychological needs, which in this case is stress relief. Through our events and game, we are putting emphasis on breaking free from stress. From the primary research we conducted, we found that our target audience consists of regularly stressed people and we want them to feel happiness and make this campaign memorable by infusing happiness with Snickers and presenting Snickers as the way to break free of their stress. By using the emotional approach we are evoking positive feelings among our target audience and they will associate this positive feeling with Snickers and to add on, research shows that emotional advertising is better remembered than non-emotional message. Also subliminal messaging is used as throughout the whole campaign, whether people are seeing our ads, participating in our events, or playing our digital app, they will associate Snickers with happiness as it is portrayed as the cure to their stress. Ultimately, we using the emotional route to make our tactics more memorable and leave an impression so that our target audience can feel related to our campaign. But, as widely agreed on, a campaign is most successful using both the emotional and rational route. As i said before, we will expressing the consumer benefit of Snickers so the rational route is used here. The purpose of expressing this consumer benefit and using the rational route is to give our target audience a reason to buy Snickers. When combined with the connection made with our target audience using the emotional route, the campaign will appeal to them from both angles thus maximizing its effectiveness.