Where to Start Customize Create Relevance—P&G’s biggest challenge was integration Talk about them, or get them to talk about them with you, or talk about.
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Where to Start
• Customize
• Create Relevance—P&G’s biggest challenge was integration
• Talk about them, or get them to talk about them with you, or talk about you in a way that shows that you can uniquely solve their problem
Butch Harmon
Hank Haney
Fixing Your Swing
How to change your fundamentals when you’re #1
and get even better.
Sales leader 6 years running
100,000
150,000
200,000
250,000
300,000
350,000
1999 2000 2001 2002 2003 2004 2005
The Pursuit of Perfection
“What Lexus has done, I think, is indicative of what most marketers need to do.”
“Lexus, in a bit of marketing Jujitsu, is running a sweepstakes that turns viewer control on its head.”
“Success of the Lexus spot on TiVo could alter TV economics.”
Why
Change
Account Service
Creative
Media
Event Marketing
Interactive
Acco
unt S
ervi
ce
Cre
ativ
e
Interactive
Eve
nt M
arke
ting
Media
Star Team
Performance
The gap on performance
Gap: -28%
99%
69%73%
49%
97%
55%
69%
77%
97%
66%
74%71%
AWARENESS LUXURIOUS QUALITY PERFORMANCE
Competition had more buyers age 35-49
BuyersAge 35-49
26%
BuyersAge 35-49
40%
BuyersAge 35-49
32%
650% of previous year
0
10,000
20,000
30,000
40,000
50,000
2001 2002 2003 2004 2005 2006Goal
Annual IS Sales
Target Video
Couldn’t pull-the-wool over their eyes
IS Target Media and Lifestyle
Ian Smith is the typical IS driver. He is a Male, between the ages of 30-49, he has a HHI of $100K+
and he has a College degree or higher.
He is an Independent Thinker: Intelligent, self-directed and values authenticity. His defintion of prestige is
more about enhancing his well-being and less about status. He has a tendency to spend more money on
"new experiences" over "new possessions."
His passions are: Travel, Technology, Having a good time,
Contemporary Art/Theatre
Technology NeedsOwns PDA/Handheld Computers (266)
Owns DVR (259)Monitor Investments/Stocks Online (248)
Access online from cell phone/wireless device (239)Read Technology News Online (239)
Read Sports News Online (234)Broadband Wi-Fi access at home (202)
Owns Home Theater System (173)Owns MP3 Player (170)Owns Digital TV (161)Online everyday (135)Owns Big Screen (133)
LifestyleTakes foreign business trips (586)
Acquired or added stock in past year (392)Member of business club (362)
Acquired investment real estate in past year (340)Has internet banking account (315)
Carries small business insurance (307)Carries travel insurance (296)
Member of frequent flyer program (290)Drinks super premium domestic beer/ale (272)
Has a 401K retirement savings plan (269)Went on international honeymoon (266)
Drinks scotch whiskey (259)Carries boat owners insurance (252)
Attends sporting events: basketball, golf, etc. (269-227)
Activities (within past year)Scuba diving (428)
Skiing (366)Snorkeling/Skin Diving (336)
Mountain Biking (318)Golf (309)
Water Skiing (293)Soccer (261)
Running/Jogging (259)Tennis (257)Hockey (256)
Snowboarding (248)Sailing (247)
Backpacking/Hiking (233)
Shopping (within past year)Shops on-line (390)
Men’s business suit (365)Electronic personal organizer (350)
Golf clubs (340)Digital camcorder (324)
Orders concert tickets on-line (301)Orders airline tickets on-line (294)
Digital camera (251)New imported vehicle (243)
Gas grill (230)Eddie Bauer (188)
Banana Republic (185)Nieman Marcus (184)
Meet Ian Smith
Day in the Life
Integrated Campaign Video
The role of television
Surpassed year 1 goal in month 10
IS Sales MY 2006
40,000
51,232
0
10,000
20,000
30,000
40,000
50,000
60,000
GOAL ACTUAL
IS buyer age
IS BuyersAge 35-49
22%
IS BuyersAge 35-49
31%
2005 2006
Performance
+7%+7%
Lexus Performance RatingPost-Launch Improvement
49%
56%
PRE-LAUNCH POST-LAUNCH
IS shifts perceptions
Lexus ImageAttribute Ratings
+6%+6%
+6%+6%
+3%+3%
+5%+5%
+7%+7%
+6%+6%
56
55
37
39
41
52
35
46
49
50
34
33
HIGH PERFORMANCE
INNOVATION
ASPIRATIONAL
EXCITING
INSPIRED
PROGRESSIVE
Post-Launch
Pre-Launch
IS campaign is compelling
+10%+10%
Ad Persuasion39%
49%
LEXUS TV AVERAGE IS TV
Different than others. Fits all your needs. Even though you’re familiar with Lexus this will be a
different experience.
Different than others. Fits all your needs. Even though you’re familiar with Lexus this will be a
different experience.
Another dimension – being different from the crowd.
Another dimension – being different from the crowd.
Lexus is different – multi-dimensional
Lexus is different – multi-dimensional
Unique. Cutting edge. Classy. Fast. Technological.
Unique. Cutting edge. Classy. Fast. Technological.
New, different from other cars. Exciting, powerful, multifaceted car that can appeal
to many people.
New, different from other cars. Exciting, powerful, multifaceted car that can appeal
to many people.
Thought provoking, interesting, different – would want to test drive it even though I
wasn’t interested before.
Thought provoking, interesting, different – would want to test drive it even though I
wasn’t interested before.
I think it’s the car of today and tomorrow, gave me the impression of sporty and fast with great
power and handling.
I think it’s the car of today and tomorrow, gave me the impression of sporty and fast with great
power and handling.
Lexus is on the cutting edge of technology and evolution of cars.Lexus is on the cutting edge of technology and evolution of cars.
Why live in one dimension – speed, style, luxury, for many emotions and senses – provides the car for you.
Why live in one dimension – speed, style, luxury, for many emotions and senses – provides the car for you.
Fast, great performance and can compete with anything, even BMW.
Fast, great performance and can compete with anything, even BMW.
IS campaign is compelling
7th industry-leading year
Actual Sales2006
322,434
274,432
248,080
100,000
150,000
200,000
250,000
300,000
350,000
LEXUS BMW MERCEDES
Lessons we learned
• Put consumer behavior in the middle
• Agree on a campaign idea before finalizing any executions
• Create a “Star Team”
• Use RASCI
Getting the most out of an integrated agency
• Let them integrate!
• One P&L makes collaboration easier
• Put money in play for the best idea regardless of discipline
• Tell your agency up front what success looks like (keep it simple)
“You’re a Client” Questions
• Was it relevant to P&G’s problem?
• Can you summarize Team One’s strengths concisely?
• Would you want Team One to move forward in the pitch process?
• If you needed to execute a big multi-discipline campaign?
• How about a small Direct Marketing or print campaign?
• Team One is professional, but is it personal? Who are they? How do I know their not assholes?
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