Thursday, December 3, 2015
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8:45am
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Breakfast
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9:30am
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General Sessions
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THE SCIENCE (AND ART) BEHIND WINNING WORK
Hundreds of campaigns are entered into the REGGIE Awards every year, but only the best earn a spot on the list of winners across 23 categories. What commonalities do all of these winning campaigns share? Why do some achieve success while others miss the mark?
Robert will present the analysis Brand Keys did across the 2015 GOLD REGGIE winners and the key elements all the campaigns have in common. He will discuss industry trends, what winning work looks like and pose the question of engagement vs. entertainment.
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Robert Passikoff
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Founder & President
Brand Keys
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THE 2015 SUPER REGGIE WINNER - A BIG RISK FOR A HUGE REWARD
If there is one common question marketers are challenging their teams and trusted agencies with, it’s how to make their brands more disruptive. What most marketers do not prepare for is the immeasurable risk they need to take in order to achieve their goal. Many will pull the plug before the concept even fully formulates, fearful of the “big idea” going wrong. But for those who can see the value in challenging the status quo and break down internal barriers to make it happen, the benefits are countless.
San Francisco SPCA and Geometry Global teamed up to deliver a campaign that shocked local constituents with its bold message and drove roaring success to ultimately win the 2015 SUPER REGGIE title. Without any media plan, paid or otherwise, and an almost nonexistent budget, the “Animal Instincts Pet Condom” campaign for the SF SPCA got people all over the world talking about getting their pets fixed. Using humor and irreverence, the campaign went from a local activation to the No. 1 topic on Reddit, and its site was visited by people in 166 countries.
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Cynthia Kopec
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Vice President, Marketing and Communications
San Francisco SPCA
John Munyan
Executive Creative Director
Geometry Global
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10:55am
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Networking Break
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11:15am
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AN ACTIVATION THAT WON THE MILLENNIAL MARKET
Staying relevant among Millennials requires a strategic finesse that cannot be bought. This choosey generation is conditioned to ignore traditional marketing, demanding brands to authentically differentiate themselves in order to earn their attention.
Over the last two years, mike’s Hard Lemonade has struggled to connect with Millennial drinkers. The brand knew they had to deliver unconventional content to reach this key consumer and create memorable experiences they could share with their friends.
mike’s took a risk and replaced their traditional media plan with a digitally led program around millennial passion points. The activations were a huge success, soaring through millions of social channels, beating out the competition, and taking home FOUR REGGIE Awards!
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Sanjiv Gajiwala
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Vice President, Marketing
Mike's Hard Lemonade
Craig Miller
Vice President, Group Creative Director
Trisect
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IF IT'S NOT BROKEN...INNOVATE!
Campbell Soup Co. has been successfully running their Labels For Education® program since 1973, giving back to thousands of schools while securing shopper loyalty. With a 40 year legacy behind the program, Campbell’s needed to find a way to take the campaign to the next level, while preserving its tradition.
In this session, you will learn how Campbell’s refreshed their program to reach more moms, more schools, and more hearts through mobile and social channels. By actively listening to consumers, tight targeting and turnkey retailer tools, this classic loyalty program gained stronger brand favorability measures that drove incremental sales growth.
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Megan Hennigan
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Senior Manager, Shopper Marketing
Campbell Soup Company
Jamila Carrington Smith
Director, Client Leadership
The Mars Agency
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12:35pm
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Lunch
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1:35pm
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General Session Cont.
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DISRUPTION IN A COMPETITIVE CATEGORY
In a category crowded with product choice, it is difficult for a brand to distinguish itself from the rest of the competition. Even more challenging is finding a way to stay relevant with new modern options everywhere. Brand preference has become elusive and loyalty almost nonexistent - causing brands to consider engaging new ways to draw consumers in.
Eight O’Clock’s bagged coffee business was in need of a powerful jolt to grab the attention of both consumers and retailers. Brokering a strategic partnership with a well-loved property, Eight O’Clock seized an opportunity to stand out and give consumers an unforgettable experience. Through retailer support, consumer engagement and media buzz, this activation made headlines in the coffee category and beyond - bringing home huge results.
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Michael Scalera
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Brand Manager
Tata Global Beverages
Maureen Jones
Account Manager
Source
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CHANGING BRAND PERCEPTION
A marketer’s worst nightmare is figuring out how to turn a negative brand reputation into a positive one. Once damage has been done, it’s incredibly difficult to alter consumer attitude and change the course of brand perception. Only the most innovative and tireless brands can take on such a challenge.
Spirit Airlines’ ultra-low cost model and unbundled pricing made it the most profitable airline in the U.S., but also one of the most hated. The brand needed to improve its reputation and educate customers on its unique way of flying. Spirit took the challenge head on and created a campaign that not only spoke authentically to their travelers, but managed to earn true brand love.
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Paul Berry
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Director - Communications, Advertising, and Brand
Spirit Airlines
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3:45pm
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Conference Adjournment
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