Cannes Lions

RAISING AMERICA'S MORALE

MEDIAEDGE:CIA, Miami / SONY / 2002

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Overview

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Overview

Description

The overall goal of the media campaign was to generate highest exposure of the media schedule against a maximum number of Americans nationwide. This is unlike most other communication efforts, where scheduling is targeted at select consumer segments.

Given a paid media budget of $10 million (shared evenly by SONY and Circuit City), additional support would need to be generated from incremental no-charge value added opportunities. And this would require partnering with a media vendor having capacity to offer mass reach across multi-platform media channels ranging from network and cable TV, to local support on O&O (owned and operated)stations and outdoor properties. The goal was to achieve maximum impact by selecting the best media vehicles that would cut across multiple population segments. The role of the buying group was to determine the best media partner for executing a programme that would require going above and beyond traditional negotiated support.CBS-Viacom fit the criteria. CBS was excited about the programme and projected level of paid support, but had problems initially embracing the idea of such a substantial amount of free support elements. But through negotiations with Mediaedge:cia buyers, CBS's management eventually began to realize the magnitude and importance of the campaign and delivered a blockbuster programme.The MFA event ran Thanksgiving-New Years Eve 2001. The paid portion of the schedule (100% :60 seconds), total 253 GRPs) ran in Primetime, Sports, Early Morning, Late Night and Holiday specials.In terms of the CBS value added support, 800+ GRPs were generated through a variety of elements:-Editorial support in programmes such as CBS This Morning, Entertainment Tonight, The Army Navy Football game, and Macy's Thanksgiving Day Parade-Over (30) CBS produced and funded PSAs (Public Service Announcements) ran across (3) networks (CBS, UPN and MTV), integrating segments from the SONY commercial with messages from CBS talent such as Charles Osgood -Influenced participation from Department of Defense and Veteran groups, which resulted in a launch public service initiative message from General Norman Schwarzkoph.

-Created a new messaging vignette format called 'squeeze promos', consisting of: 5 second messages running during and at end of Primetime programmes. Support from some of CBS’s best known personalities included Ray Romano, Craig Nelson, and Richard Dreyfuss. -Presence on the jumbo TV board in Times Square, New York CityProgramme Results:From a media perspective, this effort generated the most non-commercial support ever provided to any marketer by Viacom/CBS. Negotiations for value added support virtually quadrupled the level of GRPs that would have been delivered from a basic paid rotation of commercials.In terms of response, over 50,000 voices of encouragement were recorded and sent overseas over the course of a 5-week period. On average, 70 Federal Express packages arrived daily at SONY headquarters where the messages were edited and footage was supplied to CBS, Armed Forces Network, and USO for worldwide exposure. 11 September 2001 changed life in America forever. It also changed the way marketers spoke to consumers. For Sony, it changed a feel good corporate holiday commercial into an event that became a platform for a public service campaign that instilled a spirit of unity in America. The joint campaign with Circuit City, the electronics retailer, was “Message From America”, a call to all US citizens to send a message of hope, cheer, goodwill, and love to its military troops around the world. The role of Mediaedge:cia was to develop a media support programme that would maximize exposure to all Americans. Our challenge as agents for our clients included:- identify the media owner with greatest capacity to develop an impactful programme generating mass, immediate reach - negotiate and secure the best pricing - secure value added cross platform enhancements for greater visibility and consumer motivationIn summary, we took a 60 second TV ad slot, and created an all encompassing programme which included public service announcements, vignettes, promos, and in-show editorial endorsements, through the donated time of major CBS stars. “Message From America” is a great example of taking a simple idea and bringing it to life through a unique media buyer/vendor partnership.

The objective of this effort was to help the healing process post September 11. It was not about selling branded electronics at a specific retail channel. It required support that would motivate America without the traditional hard sell or promotional tactics.

What makes this submission a winner is that Mediaedge:cia essentially changed the balance between buyer and seller. Negotiations with CBS/Viacom were unique in that we were asking the media owner to co-sponsor the effort in a manner that would dramatically increase the exposure for a campaign with a $10 million budget. Our agenda, became their agenda. Through diligent discussions between Mediaedge:cia and Viacom/CBS, the end product far exceeded expectations.

Execution

11 September 2001 changed life in America forever. It also changed the way marketers spoke to consumers. For Sony, it changed a feel good corporate holiday commercial into an event that became a platform for a public service campaign that instilled a spirit of unity in America. The joint campaign with Circuit City, the electronics retailer, was “Message From America”, a call to all US citizens to send a message of hope, cheer, goodwill, and love to its military troops around the world. The role of Mediaedge:cia was to develop a media support programme that would maximize exposure to all Americans. Our challenge as agents for our clients included:- identify the media owner with greatest capacity to develop an impactful programme generating mass, immediate reach - negotiate and secure the best pricing - secure value added cross platform enhancements for greater visibility and consumer motivationIn summary, we took a 60 second TV ad slot, and created an all encompassing programme which included public service announcements, vignettes, promos, and in-show editorial endorsements, through the donated time of major CBS stars.

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