Marketers as varied as pharmaceutical companies and farm equipment manufacturers bring Drumcircle their most challenging issues to tackle. We’ve helped CPG companies launch new products and revive old ones. We’ve helped multinational marketers create worldwide ad campaigns and regional Davids hold their own against global Goliaths. Contact us to see how our approach can help you.
CHALLENGE: A big farm equipment manufacturer had created the world’s most eco-friendly tractor. It burned less fuel and emitted far fewer pollutants than any competitor. The company intended to launch the new tractor with advertising built on the promise of helping farmers “be green.” However…INSIGHT: b.frank™ and Create/Debate™ Groups revealed that farmers deeply resented the “be green” message. They felt that, as people who earned a living from the land, they were already the greenest people around. Advertising built on that premise would fail in a big way.
OUTCOME: Drumcircle advised the client and their agency to build the launch campaign on a message of stewardship; buying the new eco-friendly tractor was just one more way of caring for the land that provided the farmers’ income. The result was the most successful new product launch in the client’s 100+ year history.
CHALLENGE: A global soft drink maker wanted to learn how several products, popular overseas, might be branded and positioned for success in North America.
SOLUTION: Using Create/Debate™ Groups, we discovered how people want various types of soft drinks to make them feel (beyond just “refreshed”) and paired both functional and emotional attributes to the various beverages.
RESULT: More than three-dozen product and positioning concepts, ready for quantitative testing.
CHALLENGE: Sales of a long-popular eye drops brand, traditionally marketed on purely functional attributes, had been eroding slowly but steadily.INSIGHT: Using b.Frank™ we discovered that, when peoples’ eyes look and feel good, they see the world more optimistically. This was a fresh, emotional insight on which to base a reinvigorated position.
RESULT: A refreshed brand and newly energized sales
CHALLENGE: A Fortune 500 marketer of packaged foods wanted to introduce a product that was a radical departure from their traditional offerings and would be sold in a completely new section of the grocery store.INSIGHT: Using b.Frank™ and Create/Debate™ Groups, we discovered that emotional demand for the product was strong, but consumers were not ready to accept the new product under the marketer’s traditional brand.
RESULT: The launch was delayed pending development and testing of new branding, saving a CPG giant from an expensive false start.
CHALLENGE: A cellular carrier was rebranding. The plan was literally to cease operation as one brand one day and re-emerge as a new brand the next day. The main channel for communicating the change was an advertising campaign that had to strike a perfect emotional balance between reassuring existing customers and intriguing new ones.SOLUTION: Traditional focus group ad testing is evaluative and can dilute the most persuasive components of a message. Drumcircle designed a generative testing process based on our Create/Debate Groups format that preserved the emotional core of the advertising.
RESULTS: The day of the launch, traffic to the company’s website was so heavy that the site crashed – a problem the clients deemed “a good one to have.”
CHALLENGE: A global technology manufacturer sought a single, core advertising message that could be turned into campaigns, directed to Corporate IT buyers, tailored for markets worldwide. They knew the brand had to have an emotional core but couldn’t get beyond the buyers to talk about anything but “speeds and feeds”SOLUTION: Using b.frank™ and Create/Debate Groups in the U.S., U.K., France, Russia, India and Brazil, Drumcircle discovered that, while cultures differed, there was a common set of emotional drivers that bound office technology purchasers around the world into a single, cohesive target audience
RESULTS: A tight creative brief that could be used by numerous ad agencies around the world to create powerful communications for their own markets.
