Challenge
A client was struggling to develop an advertising idea for a new beer brand. The latest ad idea produced by the agency was rejected just days before the planned air date. APR worked with the agency and brand team to use existing film footage to assemble a product-centered spot that aired as a temporary solution. Unfortunately, the next round of creative concepts still missed the mark.
Action
The client, agency and APR collaborated on a recommendation that the advertising idea remain focused on the product itself to capitalize on the uniqueness of the product. APR suggested investing in high-end product footage to not only create the next ad, but build a library to be used for years to come. The brand could focus its limited production dollars on quality film footage and licensed music, which ultimately became a major feature of the brand.
Result
The high quality product footage and investment in popular music made the campaign a huge success. It differentiated the brand in the market and was recognized within the industry as a bold move away from traditional beer advertising. The library of visual assets from one production ultimately gave the client assets to produce 3 separate spots for the brand’s launch year, plus product footage for untold future ads. It is estimated this could save the brand $200,000-400,000 in production costs, but more importantly it solved a tremendous challenge for the client and agency.
