Many people I talk to who ask about the industry don’t realize the amount of work that goes into creating just a few advertisements. Campaigns are far more complex than they appear on the surface, and not just because they require a lot of time and thought.
One of the difficulties I notice my peers have, myself included, is distinguishing the difference between a 360 campaign and an integrated campaign. After talking to several instructors and professionals, ranging from juniors to creative directors, I have learned a few things about the key points of both campaign styles. The biggest difference I have come across is that a 360 campaign starts with the brand problem, develops a concept to solve the problem, then finds every single media channel that is best suited to advertise the solution. This is a pretty traditional approach to advertising. You get a brief for, say, Kraft Macaroni. You brainstorm what the selling points of Kraft Macaroni are specifically, or you look at what isn’t being done for the brand that should be. Let’s use Kraft’s current selling point- it’s the cheesiest macaroni that kids love. There’s our concept. Now we go out and in the form of print, digital, OOH, mobile, commercial etc., make clever ads to show that Kraft Macaroni is, in fact, the absolute cheesiest and best macaroni.
This campaign has made a full 360 degree circle with its ads and executions.
An integrated campaign is different because its first execution is developing a big idea that will always be at the center of your campaign. An integrated campaign may or may not have additional executions in the form of print or OOH, but often times it does not. This is confusing, so here is an example of a fantastic integrated campaign.
In 2013, British department store John Lewis launched a holiday campaign called the Hare and Bear. It featured a mini-movie of animated forest creatures getting ready for Christmas but the bear goes to hibernate, much to the dismay of his rabbit friend, the hare. At the end of the video, the hare slips a John Lewis alarm clock into the bear’s cave and he wakes up on Christmas morning for the first time ever, and comes out to see the beautiful tree his friends made. The message: Don’t just give someone a gift for Christmas, give someone the gift of Christmas.
The video went viral and John Lewis ended up making a Hare and Bear story book for kids, Hare and Bear stuffed toys, educational resources, online games, and many more executions, but they all had to do with the Hare and the Bear. This is an integrated campaign. The advertisers started with a message, then tailored the campaign to match the message.
If this were a 360 campaign, John Lewis would have said, “We want to tell people to give the gift of Christmas, not gifts for Christmas”, then they would have ran a print series about giving the gift of Christmas, made a few billboards about the importance of giving, and perhaps they would have made a game where you can give your friends little gifts online.
Both methods of advertising are great, it’s just a matter of learning and choosing which one will be the greatest for your specific campaign. For other examples of integrated campaigns, look up Coca Cola’s Small World Machines, the BGH Big Nose campaign (hilarious by the way), or Snickers You’re Not You When You’re Hungry. You’ll start to see the commonality in integrated delivery. Until next time, I hope this helps with a few projects, and happy comping, my friends.
Written by: Jillian Aramowicz