The Gunn Report publishes ‘The Power of Print’‏

The Gunn Report has released ‘The Power of Print’, a study of the most awarded Print and Outdoor ads in the world, which identifies 13 basic Dramatic Formats used in Print advertising to engage consumers creatively and effectively.

An analysis based on creative ideas behind the most awarded Print and Outdoor ads in the world over the last 15 years, there is a total of 1,028 award winning Print, Outdoor ads and campaigns featured in The Gunn Report’s Print Library – an average of 50 of the highest ranked ads per year, from 1999 to 2013.

‘The Power of Print’ report includes a description of the specific thought process involved to identify each of the 13 Dramatic Formats, as well as a total of 140 examples of work which support the analysis. The most represented countries across the 140 ads and campaigns featured in the study are the United Kingdom (24 ads/campaigns), USA (21), France (15), Brazil (12), Germany (9) and South Africa (9). The five most represented agencies, with 5 ads/campaigns each, are AlmapBBDO (São Paulo), Saatchi & Saatchi (London), Saatchi & Saatchi (New York), Scholz & Friends (Berlin) and TBWA\Hunt\Lascaris (Johannesburg).

The 13 Dramatic Formats indentified are:
1. Information/Facts
2. Fresh Thought/Insight
3. Demo in Print
4. Dramatize The Need/Problem
5. Exaggerated Graphic for The Need/Problem
6. Comparison
7. Tell a Story
8. Exaggerated Graphic for The Benefit
9. Associated or Used Imagery Lifestyle/Attitude Reflect The Benefit
10. Media-Driven Idea
11. Product Provides The Graphic
12. Borrowed Format or Parody
13. Participation

To view ‘The Power of Print’ report, including information on each of the 13 Dramatic Formats identified as well as all 140 pieces of work featured as examples to support the analysis, please visit http://www.gunnreport.com

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How Pictionary Singapore engaged a nation‏

Mattel SEA teamed up with digitally-led marketing agency VML Qais to launch the new Singapore version of family classic Pictionary, resulting in a 20% uplift in sales.And just this week PictionarySG took the ALS Ice Bucket Challenge in these videos on Facebook.
https://www.facebook.com/video.php?v=10152614041754178 and https://twitter.com/pictionarysg/status/504526866938470401

Background:
Mattel had proudly produced Pictionary Singapore, a local version of its family favourite containing famous Singapore landmarks, dishes and, of course, words from inimitable local slang ‘Singlish’. Mattel SEA a cost-effective solution to launch Pictionary Singapore on the country’s 49th birthday, 9 August 2014.

Challenges:
VML Qais had just four weeks to generate buzz and genuine engagement in the run up to Pictionary Singapore’s National Day launch. Given the importance of this national holiday, and significant activity around the annual parade and live telecast, traditional advertising tends to be cluttered. Brand messaging tends to utilize print and TV to either wish Singapore a Happy Birthday, or to wish Singaporeans a Happy National Day. The challenge was to engage people and brands in a meaningful way.The agency’s scope of work included campaign strategy and implementation; art direction, content creation and community management/engagement; media strategy, planning, buy and implementation.

Execution:
Using #Hashtag: #PictureThisSG https://twitter.com/hashtag/picturethissg the campaign employed Twitter https://twitter.com/pictionarysg as its primary platform: and Instagram as its secondary: http://instagram.com/pictionarysg

Having ‘listened’ to Twitter for PictionarySG key-words, VML Qais engaged eminent doodle artist https://twitter.com/wantondoodle to create pictures in real-time. These were Tweeted from https://twitter.com/pictionarysg, then retweeted by happy recipients. Twitter users could request bespoke doodles and all the images were compiled into an Instagram ‘library’ http://instagram.com/pictionarysg

The real-time campaign also reached out to eminent bloggers and influencers on local topics including food and National Day songs. Brands, government bodies and local landmarks were also invited to join the conversation.

Results:
Over the campaign period, there was a 20% uplift in sales, when comparing Pictionary SG with Pictionary classic. Results so far include having doubled the KPIs for Total Impressions, in excess of 1.3 million, while Total Engagements of over 100,000 are 12 times the KPI and typical in-category average.