Marketing Campaign of Droga5



Marketing Campaign of Droga5

Summary

The advertising campaign that Droga5 proposed for the Jay-Z decoded was one of the most innovative campaign that set a benchmark for integrative thinking. It included decoding of more than 300 pages and 600 unique, traditional, nontraditional and digital advertising placements in almost 13 cities around the world in Bing maps. The campaign had a very high budget. Droga5's plot was to make the companies assist each other in an advertising style that was unique in itself. The objective of the campaign was to make the young generation to use Bing's new maps and at the same time promoting new book of Jay-Z, Decoded. The idea involved an interactive scavenger hunt.

Each day of the month, a page of Jay-Z's autobiography, Decoded, was to be placed in different locations of USA and abroad that had relevance to the content of the pages. The entire campaign was to use conventional mediums such as billboards and also nonconventional mediums such as pool tables, the inside lining of a Gucci jacket etc. Bing maps were to be used to identify the different locations of the pages. Microsoft, considering the interactive design of the campaign, designed a website that would enable people to follow the pages and could also build the book online without any cost. The website would give clues to the location where page was going to be released. Apart from that, people could also get updates from Jay-Z'z Facebook and Twitter accounts.

Those who located the page would automatically enter into a contest. The grand prize of the contest would be a couple of tickets for a concert featuring Jay-Z and Coldplay at Las Vegas or the autographed page by Jay-Z.

Analysis of advertising campaign

Droga5 is an advertising agency aiming to help and build the most influential brands of the 21st century. The mission of the agency is to drive innovation and look for innovative ideas in conjunction with traditional mediums. The Decode campaign was basically a dual client brief. The agency had to devise an integrated campaign for the Microsoft's Bing and concurrently received the brief to launch the Jay-Z's first book. The book launch has to be unique, something never done before as it wasn't just an autobiography or a business book but a musical memoir.

The main challenge for Droga5 is to bring together the product, the sponsor and the audiences. The product in this case is Jay-Z memoir, the sponsor being Bing and the audiences were common for both Bing and Jay-Z. To achieve this purpose, the agency brought forward an idea of formulating an adult game. The game is to be a type of treasure hunt where physical locations of book pages are to be found by means of clues. The clues can be found on the Bing website and from Jay-Z's Twitter and Facebook pages. The main point of consideration is proper execution of this innovative idea.

Marketing mix

The four components of marketing mix are product, price, placement and ...