Strategies for Creative Advertising

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CRICOS No. 00213J
Tracking Number: *1512453355* Return Number___
GP AMN423-3
08897158
DAMIAN RANSLEY
Strategies for Creative Advertising
Shayne Armstrong
Shayne Armstrong
3 22/10/15
Advertising Campaign Case Study
AMN423 Creative Strategies in Advertising Criteria Sheet … Assessment Item 3: Advertising Campaign Strategy

7: 100% – 85%
6: 84% – 75%
5: 74% – 65%
4: 64% – 50%
3
2-1: 46% – 1%
Purpose of the advertising …
what communication
objective(s) is the creative
addressing?
Insightful objectives accurately
reflecting relevant
coummunications outcomes.
Appropriate objectives related to a
relevant communications strategy.
Associated intentions relevant for
the campaign, but ambiguous
objectives statements.
Broader intentions related more
towards marketing or business
perspectives.
Ambiguous and/or unrelated
intentions trying to link strategy to
creative execution.
Strategic analysis of the
creative idea … what does the
advertising ‘say’ about this
brand?
Insightful and articulate analysis of
the overall strategic intent for this
brand.
Appropriate analysis of the
strategic context consistent with
this brand.
Adequate assessment of the
strategic framework reflected in
this brand.
General assessment of tactical
elements reflected in this brand.
Average assessment of some
tactical elements reflected in this
brand.
Target audience analysis … who
is the creative intended to
‘connect’ with?
Imaginative illustration of an
appealing target audience profile,
‘brought to life’ in a relevant
descriptive technique.
Articulate identification of a
relevant target audience profile.
Accurate description of an
appropriate target audience profile.
Adequate discussion about
relevant target audience
characteristics.
Partial target audience
characteristics that are
inconsistent with general strategic
analysis.
Single-minded proposition
(SMP) … what is the central
thought/theme for this
advertising campaign?
Insightful, creative, relevant and
well-articulated statement
capturing the core essence of this
brand as illustrated in the creative
strategy.
Clever and relevant statement
summarising the key brand USP
reflected in the creative strategy.
Appropriate statement
summarising a relevant brand
USP.
Adequate statement related to a
key brand benefit.
Either an inadequate or irrelevant
reflection of a key brand benefit, or
an inappropriate expression of the
brand essence (ie a slogan or
tagline).
Cohesiveness and continuity of
the argument … how well is the
point of view expressed?
Excellent logic displayed
throughout supported with relevant
evidence, resulting in a creative
and convincing point of view.
Strong argument presented with
clarity, consistency and conviction.
Logical argument supporting a
persuasive position, but lacking
some element(s) of evidence.
Adequate summary of information,
but lacking some element(s) of
structure and/or substance.
Inadequate summary of
information and/or intent of the
creative strategy.
Presentation structure and style
… professional presentation and
impactful format.
Flawless presentation structure
and style, aided by clear, concise
and creative content elements.
Clear and concise content
reflected in a professional
presentation format.
Relevant contextual elements
clearly presented in a polished
format.
Clear presentation of relevant
information.
Cluttered or deficient presentation
structure and style.

Damian G. Ransley
AMN423: Strategies for Creative Advertising
Assignment 3:
Wotif Advertising Campaign
“Wotif: Do it Now”
By Damian G. Ransley
Student No. 8897158
Submitted: 22/10/2015
Lecturer/Tutor: Shayne Armstrong
AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley
Executive Summary:
Wotif.
In 2014, Wotif was recognised as Wotifia with a catchy song with an iconic catchphrase
sung over and over by two young Aussie blokes in a “Flight of the Conchords-esqe” styled
ballad. This campaign was effective in building awareness about the brand in the market,
through a seemingly enjoyable, yet random adventure through the land of ‘Wotifia’,
however neglected to highlight the values of a younger target market.
This has led the way for a follow up campaign to address the values of a young target
market and build brand awareness amongst the consumer group, The “Wotif: Do it Now”
campaign.
This campaign is designed to deliver an advertising message and brand experience so
that when the target market choose to travel domestic or abroad they know wotif.com is a
uniquely affordable, fun and trust worthy booking option for accommodation and flight
transportation to their destination.
Background:
Wotif, considered one of the most innovative online technologies to come from Australia
was founded in the year 2000, during the midst of ‘e-tail tech wreck’. Wotif has grown to
become “Australia’s favourite online destination” changing the way travel booking industry
since it’s inception, bringing consumers live accommodation and flights prices to produce
variety and affordability in a one stop shop.
Wotif entered the market from a different offering; accommodation booking.
This platform allowed accommodation business to present their price offerings for
consumers to arrange a short or long stay booking, with a difference, The Wotif Booking
Matrix.
Goals:
To introduce Wotif.com’s trust worthy and value driven brand to a younger target segment
of Millennials/Gen Y (18 – 30 year olds) and persuade the target segment that Wotif is the
best medium to bridge the distance between the consumer and their travel destination.
1. Increase awareness of wotif.com amongst Australian Millennials/Gen Y’s (18 – 30 yr
old)
2. Increase bookings made by 18 – 30 year old Australians by 5% between January and
March 2015.
3. Generate 10,000 new unique subscribers for wotif.com e-news database.
AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley
Target Audience Analysis:
Generation Y/The Millennial (1981 – 1994 / 18 – 30 year olds) Segment
Generation Y has presented a disruption to business as a new and unique consumer
group by comparison to their predecessor consumer group, Baby Boomers. The Gen Y
consumers have high values on ideals that perhaps would not have been as integral as
their predecessor. The Gen Y segment has grown up in a multi-cultural generation, leading
this segment to have a s large focus on learning about the world and the world issue that
have arisen; a socially responsible group of consumers (Nahai. N, 2013).
Due to the development and success of the Baby Boomers, their children, Gen Y’s have
inherited the benefits, most of which during their developing adolescence found no need
for self-sustained financials; as they were supported by their parents. Subsequently, on
limited finances, the Gen Y consumer group developed into a more conservative, yet
confident and well informed consumer when approaching the decision making stage of
purchase (Misonzhnik. E, 2009). To contrast this ideal, Gen Y consumers have found a
need for identity and self-expression, thus residing the idea that Millennials are more
willing to utilise resources in the order to pursue “self-expression” (Misonzhnik. E, 2009).
Consumer Insight & Strategy
Consumer Insight
Gen Y’s value in social media and subsequent heavy usage of social media has lead
further the ideal of “self-expression”, with Millennials spending as much as 8.5 hours a
week on social media, according to a study conducted by Sensis (2015). This heavy use
of social media subsequently, lead researchers to believe this is the fundamental basis of
why Millennials have such a high importance for ‘instant gratification and immediacy
(O’Donnell. J, 2006) and a subsequent pseudo-phobia of Fear Of Missing Out (FOMO).
AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley
The Strategy
The Online Booking Industry in Australia reflects a very professional and corporate
approach to travel, reflecting on the very nature of the travel industry most common
consumer, the corporate traveller. This has lead travel booking companies to make their
offerings known in mediums common to this consumer market, Business related Print
mediums and their related video media platforms.
Our strategy requires Wotif to steer away from the conventional mediums of
communication and increase brand awareness amongst the millennials consumer group
with the social media platforms.
Positioning Wotif on these mediums must ensure:
– An Intuitive Brand: Wotif allows consumers to make informed decisions by comparing
prices and offerings for accommodation and flights.
– Inspirational: The idea of travel for this consumer group is emphasised on “selfexpression” and “finding themselves”.
– Friendly Expert: Wotif is a website that offer a wide range of options for consumers and
offers them everything they need to know about their arrangements (check in/out times,
amenities etc).
– Unique Value: Wotif offers unique prices for consumers as well as Wotif designed
Mystery Packages.
The Need for Integration:
A medium term approach (6 months) of integrated communications strategy will the basis
of this campaign. Key elements for this campaign will range from:
– Steamed Media (Youtube, Vimeo)
– Print Media (Newspaper, Magazine, Poster)
– Social Media (Instagram & Facebook)
– Outdoor Media (Billboards)
– TV
With the use of Social Media, Wotif brand will be able to establish a consistent rapport with
consumers from their finger tips.
AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley
Campaign Idea
“Wotif – Do it Now”
The “Wotif: Do it Now” campaign will illustrate at its fundamental basis, Direction.
This concept of Direction, will imply to the young consumer segment of 18 – 30 year olds,
that travelling and creating memorable experiences is about “self-expression” and creating
memorable experiences while they (the target segment) are still young, it should be noted
that to bridge this gap between the consumer and travel is Wotif.
This ideal will be illustrated in an advertising campaign displayed by a humorous
advertising campaign consisting of multiple adverts with displays of the comparisons:
“Wotif: You Do it Now? vs Wotif: You Do it Later?”. These comparisons will highlight the
exciting and adventurous experiences in various locations that can be pursued by the main
character in the target segments age bracket, whilst the contending comparison will be
illustrated by an older version of the character not being able to perform the exciting and
adventurous experiences for various reasons (physically unable, has a family, piles upon
piles of work etc).
The angle of this campaign would be to induce the idea of FOMO amongst the target
market. The concept of FOMO should induce the idea of pursuing their dreams of travel
and feeling accomplished by doing so.
The values of the Gen Y target market of “self-expression” and “instant gratification” should
be fulfilled by enticing the consumer group to pursue an adventure and sharing their
adventure online to their peers with social media. The target segment must perceive that
Wotif is the best medium to provide destination accommodation and flight packages for
great value.
Campaign Timeline
Four video advertisements will be constructed for this campaign and released at 6 week
intervals from July onwards to coincide with end of financial year. These advertisements
will feature as short 15 – 30 second clips and be released with print media displaying the
advertisement characters on each release.
The online social media side of the campaign will be updated daily in accordance to the
campaign with still shot posters and shortened video clips adapted to the social media
regulations, yet still high-lighting the values of the target segment and Wotif.
The social media side of the campaign can also popularise the hashtag, #wotif.
AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley
Campaign Evaluation
Research has shown that Millennials have an affiliation to unique advertisements and
subsequently ignoring anything that seems ‘too ordinary’. This campaign offers a unique
perspective for the target consumer and should lead them with the perception that travel is
something they should engage in now while they are young.
Conclusion
“Wotif: Do it Now “ campaign will posses the same traditional values as the Wotif Brand
always has, but will reinvent these values to make them appeal to the selected target
market of millennials.
AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley

TV Script Sample
30 Seconds – 45 Seconds
SHOT
DIALOGUE
SFX
[LS] Opening over New Zealand’s
Iconic Kawarau
< Narrator > Wotif, You had time
[CU] Young man, staring straight
into the eye of the camera.
Breathing deeply. Preparing for
jump.
< Narrator > Wotif, you could,
would you?
[OTS] Shows full view of Gorge
from over the shoulder of jumper
< Narrator > Wotif, you did it now?
[CU] On Jumpers face, looks
directly into Camera and Smiles.
[LS] From side of gorge watches
jumper fall bungee jumping
< Jumper > *Scream Victoriously
as he falls*
< Narrator > “But Wotif: You did it
later
[CU] Older mans face (40 year
old), slightly out of shape, staring
< Mature Jumper mutters> “Wish I
did this younger, bugger (funny,
scared, fearful tone)
[LS] [LS] From side of gorge
watches Mature jumper fall
bungee jumping
<Mature Jumper> Shouts “I WISH
I DID THIS WHEN I WAS
YOUNGER” (voice descends as
jumper falls)
WOTIF : Do it Now Logo appears
in the bottom left corner
< Narrator > Wotif.. Do it Now.
< Advert fades out >

AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley

Instagram Sample
Instagram clip 2 (Younger)
15 Seconds
SHOT
DIALOGUE
SFX
[LS] Opening over New Zealand’s
Iconic Kawarau
< Narrator > Wotif, You had time
[CU] Young man, staring straight
into the eye of the camera.
Breathing deeply. Preparing for
jump.
< Narrator > Wotif, you could,
would you?
[OTS] Shows full view of Gorge
from over the shoulder of jumper
< Narrator > Wotif, you did it now?
[CU] On Jumpers face, looks
directly into Camera and Smiles.
[LS] From side of gorge watches
jumper fall bungee jumping
< Jumper > *Scream Victoriously
as he falls*
Wotif: Do it Now Logo appears

Instagram Sample
Instagram Clip 2 (Older)
15 Seconds
SHOT
DIALOGUE
SFX
[LS] Opening over New Zealand’s
Iconic Kawarau
< Narrator > Wotif, You had time
[CU] Young man, staring straight
into the eye of the camera.
Breathing deeply. Preparing for
jump.
< Narrator > Wotif, you could,
would you?
[OTS] Shows full view of Gorge
from over the shoulder of jumper
< Narrator > Wotif, you did it
later?
[CU] On Jumpers face, looks
directly into Camera and Smiles.
[LS] From side of gorge watches
jumper fall bungee jumping
< Jumper > *Scream Victoriously
as he falls*
Wotif: Do it Now Logo appears

AMN423.3: Advertising Campaign Student no. 8897158
Damian G. Ransley
References.
1. mUmBRELLA (2014, August 7th). “M&C Saatchi create fictitious world of ‘Wotifia’ for
debut Wotif Campaign”, mUmBRELLA website, Retrieved from http://
mumbrella.com.au/mc-saatchi-create-fictitious-world-wotifia-debut-wotifcampaign-243338
2. Misonzhnik, E (2009, October 6th). “Retailers must adapt as Baby Boomers and Gen
Y-ers Alter Their Shopping Patterns”, Retail Traffic, Retrieved from http://
search.proquest.com.ezp01.library.qut.edu.au/docview/214909212?pqorigsite=summon
3. Nahai, N (2013, May 13). “5 Things You Need To Know About Marketing To Gen Y;
Why the traditional marketing strategies are failing”, Psychology Today, Retrieved from
https://www.psychologytoday.com/blog/webs-influence/201305/5-things-you-needknow-about-marketing-gen-y
4. Mohn, T (2013, October 7). “Travel Boom: Young Tourists Spent $217 Billion last year,
more growth than any other group”, Forbes: lifestyle, Retrieved from http://
www.forbes.com/sites/tanyamohn/2013/10/07/the-new-young-traveler-boom/
5. Sensis (2015, May). “Sensis Social Media Report: How Australian people and
businesses are using social media”, Sensis [Brochure], Retrieved from https://
www.sensis.com.au/content/dam/sas/PDFdirectory/
Sensis_Social_Media_Report_2015.pdf
6. Wickramasekera. R, Matthews. S (2007). “wotif.com; An online success story”, QUT
Digital Repository; International Journal of e-Business management, Retrieved from

Click to access 13359.pdf

7. O’Donnell, J (2006, November 10). “Gen Y sits on top of consumer food chain”, USA
Today, Retrieved from http://usatoday30.usatoday.com/money/advertising/2006-10-11-
retail-teens-usat_x.htm
8. Wotif (2015, September 29). “Timeline of Key Events”, Wotif Group Fact Sheet [Web
log post], Retrieved from http://www.wotif.com/vc/media/corporate-news-andinnovation/wotif-group-fact-sheet-276
9. Holland & Ross (2007, September). “Chapter 1: Build it and they will come; Wotif”, 50
great E-Businesses and The Minds behind them, Retrieved from http://
www.goodreadingmagazine.com.au/data/extracts/11858.pdf
AMN423.3: Advertising Campaign Student no. 8897158