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A ravolution in Creative business strategy - Schemetter B.

Schemetter B. A ravolution in Creative business strategy - Wiley & sons , 2003. - 257 p.
ISBN 0-471-22917-2
Download (direct link): leaparevolutionIncreativeb2003.pdf
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Room Service
173
Room Service®
Hallmark wasn’t ready to embrace the idea of a children’s television show based on Crayola crayons. It may have been the right idea—but it definitely wasn’t the right time. One of our agencies in Sweden, on the other hand, created a TV show that was rated number two on its channel in the first year.
Look for What's Exciting in the Unexciting
It all started in what seems the most unlikely of places: Sweden’s paint industry. (It just screams “prime-time TV,” doesn’t it?) Ten years ago, Malaremastarna (the Swedish Association of Painting Contractors) created an association for the paint and painters industry in Sweden called Fargdepartementet—which roughly translates as “Institute for Color.” The association is a consortium of 15 companies, seven ofthem direct competitors. Other members include all of the paint producers in the Nordic countries, plus the trade union and the painters’ association in Sweden. The corporate members contribute the funds. The role of Euro RSCG Soderberg Arbman is to recommend the best way to use those funds to promote the paint industry.
Since the organization’s inception, the goals had remained consistent: Defend the market of paint and paint services against other markets; expand the market; and, ultimately, place painting high on the priority list in consumers’ minds. To accomplish those goals, the agency had relied primarily on traditional media, including one commercial that featured some of Sweden’s top politicians.
Then the home decorating trend hit. Suddenly, decorating became fashionable, trendy, a cool thing on which to spend time— and money. The paint association wanted to be part of it. But in order to capitalize on the trend, the association decided it first needed to overhaul its image. Painters had been perceived as not-so-bright, not-so-creative guys who paint only in white. The industry wanted to make painting and painters more fashionable, more artistic.
Technology and new media, or traditional media, will be accelerators only when they connect with the true essence of the CBI. Today's prosumers are savvy, more sensitive than ever to hype they see as superficial and irrelevant. —Jose Luis Betancourt, Betancourt Beker Euro RSCG, Mexico City
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The Entertainment Factor
The Leap
The ad campaigns created by the agency up to this point had been reasonably effective. They had shown audiences the importance of having nice surroundings at home and in the office—even in public facilities. But now it was time to break new ground. The agency knew what it needed to do: bring fun and fashion into painting and show viewers the simple, even inexpensive things one could do to improve one’s decor with paint.
The agency thought it had come up with an idea that perfectly met every objective. It would showcase fresh new decorating ideas that were extremely affordable. It would demonstrate that painters can be creative types who can work wonders in one’s home. It would help to give consumers a new attitude toward the painter’s trade. And, ultimately, it would get more people to hire professional painters in addition to selling more paint. It might even get people interested in becoming professional painters.
Boldly, the agency presented the idea. The response reminded me of the time early in my career when the head of British Motor Company responded to a great idea I had with the less-than-supportive “Just remember, I warned you.” This time was worse. The idea actually drew laughter. “If you can do that,” the members of the Fargdeparte-mentet said, “we will certainly go along. Good luck, and report back to us.”
Painting in PrimeTime
What the agency had proposed was a television series, to be aired on national TV in Sweden. The series of 10 half-hour shows would introduce viewers to fashion trends in home decorating, feature young, artistic painters, and include new ideas for decorating with paint—and lots of rock ’n’ roll. A young, fun, hip TV show with a rock feel seemed like the ideal vehicle with which to reach the primary target: young people (ages 25 to 35) living in small apartments with equally small budgets, people who care about their living space but have no idea how to redecorate.
Room Service 175
Promoted as “a new way to look at decorating,” each show in the Room Service® series featured a different decorating makeover, carried out by a team of young people consisting of a decorator, a painter, and a carpenter. This was real reality TV. These were real people in real spaces.
To recruit people for the show—both those who wanted to have their spaces redecorated and those who would make up the Room Service decorating teams—the agency distributed leaflets in coffee shops, game centers, and other places where young people hang out. The show was promoted in all paint stores in Sweden. A Room Service website was launched. Ads ran in print and on television. The TV channel also provided the agency with a lot of airtime prior to the show—the agency cut together trailers, which teased upcoming episodes.
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