CREATIVE BEST PRACTICESExamples of success / not success

Publicly presented case examples

• Message– Alternate Version is the primary message point, which

worked well for theatrical viewers• Too Cluttered

– 4 Frames– 20+ words to read– Small mention of street date

• No Persistent Iconic Imagery– Will Smith is in and out of the frames. He could be the icon– Title or Star Should be on every frame

• Consistent Branding– I Am Legend currently only in the resolution frame– Title should be on every frame

Strengths:• Message

• Simple message regarding availability, includes extended cut

• Consistent Branding• Title treatment and box art is on every frame

Room for Improvement:• Try to remove some clutter

• Real estate/word count given to Shoe promo is hefty• Iconic Imagery

• Consider using talent more, rather than just talent on box art

Improved Online Creative Needs Improvement

• Message– Alternate Version is the primary message point, which worked

well for theatrical viewers; however, upside potential to influence a larger population may have been limited.

• Clutter Free– 4 Frames– 20+ words to read– Small mention of street date

• Iconic Imagery– Will Smith is in and out of the frames. He could be the icon– Should be on every frame

• Consistent Branding– I Am Legend currently only in the resolution frame– Title should be on every frame

• Message• Simple message regarding availability and various versions

• Clutter Free• Few words to read• Less is More

• Iconic Imagery• Talent and iconic imagery was leveraged to a better extent

than with Sex and the City.• Consistent Branding

• Batman and box shots on every frame• Room For Improvement: Make Date a Bigger

Deal

“Best in Class” Online CreativeNeeds Improvement

No significant Purchase Intent lift +14 pts PI Lift (Definitely intend to buy)

TDK Online Drove Purchase InterestAfter strong gains in online with SATC, TNR Banner Ads have now cracked the definite interest hurdle.

1. Apply brand mark persistently Network logo should be used on every frame of the ad

2. Use simple iconic messaging The ad must convey the message simply and quickly to be seen and understood by the

consumer

Consumer will not read lines of text and will be overwhelmed with too many elements

3. Make the star of the TV program clearly identifiable at a glance.

Examples of effective ad:x Iconic Imagex Prominent Logo throughout Adx Clutter Free

Example of ad that FAILED: Iconic Image Prominent Logo throughout Ad Clutter Free

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