Question

Mini case analysis    

Summarize the creative aspects of the “Save a Life” effort at the end of Chapter 9. What makes this effort and its promotion creative?

Brainstorm on an idea for a new commercial that would extend the campaign’s theme and develop this new Big Idea as a proposal to present to your instructor.

Answer 1

Summary of the case-

This case tells us how Graham Douglas has strong goal and determination to save lives. His never ending effort and believe that his idea is unique and social will help many people in society. He puts the most effort in selling this idea by creating an unique and creative promotional ad to sell this idea with Bandage/Donor kit.

His determination, creative thinking and involvement of pathos means appeal to emotion leads to creative promotion. He uses a Emotional story of one brother to save related and unrelated brother which leads to end of life of his own. This was story to create viral message so that media create buzz about this and let more and more people to know about this idea and product.

All Big news sites, reporters, media covered his story idea and product which leads to 75 million media impressions.The use of controversial story with emotion leads to make promotion creative.

I would extend the campaign theme where i would use celebrity influence. In promotion, A ceberity who is not very famous and want to be in light would donate bone marrow to save lives. This will attract more controversy for my theme as well as attention to that celebrity.This can be broad cast on TV, social media, Billboards, newspaper etc.