IMC MRKT 4201 E-Portfolio

Print media – Lego’s Imagine Campaign

In 2012 Lego launched the “Imagine” campaign, created by German agency Jung Von Matt. This marketing campaign was to make parents recall the good times they had with Lego and share their creative building experience with their children. Jung Von Matt achieved this by showing popular “cult classic” childhood cartoon heros with Lego in a minimalistic way so the audience spends time with the ad to decipher what they are looking at. Cartoons used include Teenage Mutant Ninja Turtles, Simpsons, Duck Tales, South Park, Smurfs and more.

There is no message or text used in the print campaign, just the images themselves. The print ad itself is very effective and powerful in getting adults looking at it and thinking about how fun Lego can be.

Target audience: Parents with children (adults who are buying the Lego who will know the cartoons-not the kids)

Positioning strategy:  Lego is a product leader in the toy industry that has been around since the 1930’s. All their plastic pieces are made with engineering precision and high quality.

Message objectives: To build awareness and interest in product. Lego capture’s imagination.

Appeal techniques:

  • Emotional Appeal

o   Happiness

o   Family Bond


To get attention by creating recognizable characters with Lego building blocks

Evaluation Criteria:

Relevant –  4/5:

Not all ads were recognizable so if I came across a cartoon poster that I wasn’t familiar with, it was hard for me to connect. However if I was able to figure out the cartoon figurines, I was delighted ( the reaction Lego wanted me to have).

Creative/Original – 5/5:

I have not seen anything like this before. I think the ads are able to capture attention.

Credible – 5/5:

Lego has been around since the 1930’s and it’s hard not to find a person who has not ever played with Lego.

Wow Factor – 4/5:

I was very impressed with the overall creativity of this campaign, especially how they were

Television – Nissan Rogue


Watch video here:

In 2014 Nissan launched the “Winter Warrior” campaign, created by TBWA Toronto a Canadian Agency. This marketing campaign was to fresh way to dramatize the vehicles ability to navigate through winter conditions.

With the increasing popularity of gaming and evil characters (zombies and vampire) the commercial shows killer snowmen that are destroyed by a Nissan Rogue driver who saves a family at the end.

Target audience: Families that need a reliable sports utility vehicle.

Positioning strategy:  Nissan’s market position is product – creating a vehicle that excites. The company tries to be innovative with their product development but at an affordable price range.

Message objectives: To demonstrate that Nissan Rogue is engineered with an all-wheel-drive system capable of running over the worst winter weather.

Appeal techniques:

  • Emotional Appeal
  • Excitement
  • Protecting loved ones


To get attention by creating an effective tv spot that grabs attention and shows off the vehicle’s capabilities.


Relevant –  5/5:

The commercial showcased the vehicle being the hero and how it navigated through the difficult driving conditions effectively.

Creative/Original – 5/5:

For a car commercial, it was completely unpredictable, imaginative and exciting.

Credible – 4/5:

Nissan is a recognizable car manufacturer and showing that their cars can perform under extreme conditions is realistic. But the actual scenario is obviously fake where in real life there is no such thing as evil snowmen.

WOW Factor – 5/5:

The evil snowmen destroying the city capture your attention right away. I enjoy fun and creative advertisements so this type of commercial is very intriguing and interesting to me. Some audiences that do not appreciate animation or special effects  may not find this commercial appropriate.



M&M Prezel Face Book Campaign – Virtual Vending Machine


In 2010 Mars did a pre-launch marketing campaign for their new M&M pretzel product by starting their campaign on Facebook to increase initial awareness. To motivate customers to become fans of the site, Mars offered a free sample of this new product that was not launched yet through a virtual vending machine. The free product offering was a big hit and the offer was quickly shared with friends and family.  Mars had a goal of having 40,000 people sign up but ended up getting 120,000 people within 2 days.

Target audience: All demographics of all income levels were targeted.

Positioning strategy:  M&M’s uses the product strategy where their chocolate recipe is unique and highly desirable due to the right amount of sweetness which encourages snacking.

Message objectives: To create awareness for the new product and get more customers to become a fan on Facebook.

Appeal techniques:

  • Emotional Appeal
  • Happiness
  • Friendship


To increase web presence and product awareness through social media by creating a virtual vending machine on Facebook.


Relevant –  5/5:

The social media campaign was directly related to the new M&M pretzel product and fans got a free sample to try it.

Creative/Original – 4/5:

Credible – 5/5:

M&M’s is a classic chocolate treat that has been around since 1941.

WOW Factor – 3/5:

Although this was a very clever and effective strategy, I didn’t think it blew me away in terms of creativity.


Outdoor Signage:

Bus Shelter



In the summer of 2009, Fisch Franke Seafood Restaurant in Germany wanted to create awareness for their restaurant and promote the “freshness” of their food. What they came up with was an outdoor signage poster that was filled with fish swimming over a dinner plate! The marketing campaign was named, “The Living Poster.” People walking by the ad couldn’t resist looking at the live fish swimming all over the poster.

Target audience: Adults 20+

Positioning strategy: Fisch Franke Seafood Restaurant wanted to position their product as “fresh” and good tasting.

Message objectives: To create awareness and generate buzz (become “the talk of town”) for the restaurant.

Appeal techniques:

  • Emotional Appeal
  • Intrigue
  • Happiness


To create an outdoor advertising outside their restaurant that got people to look at it and talk about it.


Relevant – 5/5:

The restaurant serves seafood, so it’s completely relevant to display their products in the ad.

Creative/Original: 5/5

I have never seen a living poster before. It was very captivating and intriguing to watch the public’s reaction when they first noticed the ad.

Credible: 4/5

The seafood restaurant is located behind the living poster so the public can see the establishment and connect the ad with the company behind it.

WOW Factor: 5/5

This brings new meaning to doggy in the window! Animals tend to sell themselves on display but because in this instance, the animal is going to be served up as food it doesn’t quite have the same affect.  The ad did capture attention and there might be concerns about animal cruelty for having the fish swim around in such a tight space.


Guerrilla marketing:

DHL pranks UPS and other services

DHL prank

Video of prank:

Just recently last February, DHL played a prank on many of their competitors by arranging a package that reveals the message “DHL is faster” while the package is being delivered. To make matters worse, DHL arranged for deliveries at hard to find places so the delivery man was forced to carry around the DHL package longer.

Target audience: Businesses and Adults 20+

Positioning strategy: Product – DHL provides faster delivery service

Message objectives: To create awareness and generate interest for the company.

Appeal techniques:

Humor – DHL was able to get their competitors advertise for them in a clever and deceptive way!


Relevant  – 5/5:

DHL is in business to deliver packages and their message was promoted while being delivered.

Creative/Original: 5/5

It was very original to come up with a special ink that disappears once it warms up and reaches a certain temperature.

Credible: 5/5

DHL is a well-establish delivery company.

WOW Factor: 5/5



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