celebrity endorsement in practice (kia motors example)
TRANSCRIPT
CELEBRITY ENDORSEMENTIn Practice
To clarify exact meaning of Celebrity endorsement – it’s when brand involves a well known person in their advertising campaign to promote a product or service.
You all should have seen thousands of ads starring celebrities, presenting us clothing collections, food, make-up, perfume and other products and services, which seem to be same as before, but the fact that “cover girl” tells you she’s drinking that water, makes this product more wanted and puts it on another level.
Celebrity Endorsements
Companies spend huge amount of money to make celebrities appear in their ads:
Brad Pitt
Brand: Chanel (Chanel No. 5 ad)
Payout: $7 million
David Beckham
Brand: Adidas
Payout: $160 million (lifetime)
Beyonce
Brand: Pepsi
Payout: $50 million
Celebrity Endorsements
PROS
Celebrity endorsement makes us remember ads better
It makes us perceive product more differently. Product contributes star status
It helps ad to stand out from clutter. Celebrity-based campaigns hold the viewer’s attention
Celebrity Endorsements Gone Well
Face of Chanel No. 5, Nicole Kidman had been a major success to the fashion fragrance as she reportedly helped raise their business to 16%.
In 1984, Nike launched the most successful athlete endorsement campaign in history. Even though Michael Jordan has been out of the game for nearly 9 years. The Jordan Brand is now a branch of Nike that has grossed over $1 billion.
CONS
It’s always a risk. Brand image may easily be affected by celebrities’ good/bad behavior
Celebrity may overshadow brand and customers may focus on celebrity, not on product
It’s always better when celebrity is representing one brand. When endorsing in too much campaigns it may not be effective separately
for each of these companies
Celebrity Endorsements Gone Bad
After publishing pictures of Kate Moss in Daily Mirror newspaper where she was taking drugs Chanel, Burberry and H&M cancelled their campaigns and contracts with her.
In November 1991, L.A. Lakers star Johnson stunned the sports world by announcing that he had been infected with HIV while cheating on his wife. Industry experts said within six months, all of Johnson’s sponsorship deals, including those with Pepsi and Converse, had vanished
In 2004, the milk processors and dairy farmers responsible for the “Got Milk?” advertising campaign were forced to terminate ads featuring Olsen Twins after Mary-Kate checked into a treatment facility for a “health-related issue” that some publications reported as an eating disorder.
Client: KIA MOTORS GEORGIA
Chief Branding Officer wants brand Localization and use Celebrity Endorsement
Celebrity Endorsement in Practice
T A S K
Brand Identity:
Vibrant – Kia’s challenging spirit, fun attitude and proven capabilities resonate in people’s minds. It continuously strives to be at the pulse of time to deliver inspiring customer experience.
Distinctive – it offers unique product designs, smart technologies and enjoyable services. Kia’s free spirit creates new and colorful life for everyone.
Reliable – Kia never compromises quality. Its relentless pursuit of safety, performance and comfort makes Kia a trustworthy friend.
Brand Attractors:
Brand ChallengeI would rather prefer to pay same amount of Money for secondary BMW or Mercedes rather than buyBRAND NEW KIA. As far as I don’t know what does the brand stand for
Brand OpportunityTo show Georgian consumer that Driving New KIA is a New Status Trend of those who already Achieved something
• Refined Car Design• Affordability• Long-term Guarantee• Strategic alliances with Banks and Insurance
• Not established Brand Image• Perception of low-status brand• Brand is distant from consumers
Target Audience25-35 years, Urban, male, upper income earners, Young Achievers, Looking for Status
Brief
Brand Deflectors:
3 Stages
1st - Defining Desired Brand Image Attributes
2nd – Celebrity and Brand Story
3rd - Defining Celebrity Program for Brand Support
Desired Strategy
- 2
- 3
2
3
- 3 - 2 - 1 0 1 2 3
Reliability
Desired Strategy0
- 1
1
Benefits (Guarantee, free Insurance)
DesignDistinctiveness
Affordability
Experience
Comfortpleasure Youngish
Trendy
Prestige
Status
Quality
Achievement has always been significant issue for Georgian People. Friends in their 25-35 love to talk a lot about their personal/career/sport Triumphs. Car is the most outstanding attribute that defines their status and achievement Level
Story
KIA AWARD – Celebrity/Achiever of the YEAR
George Loria
Attributes:•Young-Achiever•Trendy•Likable
Brand Program
objective:• Develop Emotional attachment with Target Audience via leveraging
“Status” territory • Impress consumers & make brand more closer through George
Loria Celebrity Endorsement
expected results:Increase Top of mind +5ppIncrease “brand for me”, Attribute +2pp
mechanics:
ATL:
TVC - Kia Main Copy +5 sec Tag for G.Loria Testimonial; 16weeks; 2
flights; average – 250 weekly GRPs; 50-60% coverage.
Key Visual - G. Loria photo shooting with Kia Vehicles in Socially
Active Themes (Saving Goal at stadium; Desirable Friend; etc)
OOH - -Tbilisi/Batumi/Kutaisi – 30 Boards (4 months/2 flights)Print – 3 Yellow Press Magazines – 6 Months/2 flights (60k Circulations Total)PR: Test Drive - with George Loria every week daysPresentation and Award ceremony - for “Achiever of the Year” – George Loria - In KIA MOTORS GEORGIA Show Room.Press campaign with G.L.- interviews about life,, carrier, Interests, etc all about Achievement of Young Georgia ProfessionalTV-Story with G.L. - incl. product placement: G.L home, at football Ground, with friends, with parents, Going Out.BTL:Consumer Promo - Buy Kia and Get Infinite Credit Card; Allowance for G.Loria’s every Football Match for 2014; KIA Club Card – entitling permission on KIA Party during New Year
Consuemr Promo/ Special Gifts
Test Drive
TVC
OOH
Press
PR
BTL
KIA Main Copy +5 Sec Tag
2nd Flight
1st Flight
1st Flight
Presentation & Award Ceremony
TV Story Press Campaign
JAN FRB MAR APR MAY JUNE JUL AUG SEPT OCT NOV DEC
2nd Flight
KIA Activity Calendar - 2014
KIA Main Copy +5 Sec Tag
15
Thank You
Vakhtang AntadzeGUM Category Manager Caucasus – Kraft Foods LLCPart of Mondelēz InternationalFamily of CompaniesAnuka ChokhonelidzeMarketing ManagerAdress LLC.