韦柯广告的动态

The Super Bowl is just over a week away. Many people tune in just for the ads. As a career marketer, the Super Bowl ads are something that our team would discuss the Monday after. It wasn't the usual "which ads were the best" line of questioning. We would ask which as might have had the strongest brand message? Was there one(s) that had a strong call-to-action? Which had the message that might have best connected with their customers? We often would find creative ads that had the brand/message lost in the "creativity". Too much ___ or not enough ___. This year, I've read that DoorDash will deliver one winner an item from every Big Game spot in an ultimate contest. This is a great ready from ADWEEK: Inside the Audacious Attempt to DoorDash the Entire Super Bowl https://lnkd.in/gkN3rRYn Bonus question: what is your favorite Super Bowl commercial?

?? A Lesson in Branding: your brand name can shape your future... Let’s look at the restaurant meal delivery business… - The battleground of the food delivery industry offers a compelling narrative on the transformative power of branding, with DoorDash commanding a staggering 66% share of the US market, leaving competitors in its wake. ?? A broader brand name has broader benefits as competition intensifies... - As the food delivery war intensifies, consumers are becoming less loyal, brands are looking for new ways to grow their business - partnerships, discounts, and category expansion. - Instead of anchoring their brand name in “food”, DoorDash anchored in a broader frame “dashing” allowing them to sell anything dashers could deliver. ?? Enabling a Game-Changing Super Bowl Move... - This inspired a new brand platform “Your Door to More” - a calculated push to move beyond food delivery, to a company that makes your life easier and better through delivery. - And because of its expanded frame, DoorDash can now do arguably the most ambitious giveaway in Super Bowl history. - Using its 30-second ad in the Super Bowl to reveal how to win every item advertised in a nationally broadcast spot during the Super Bowl from 2024 BMW i5 All-Electric, a 2024 Kia EV9, a Volkswagen, a pallet of Reese’s Peanut Butter Cups. cNow that’s dashing to the next level…. ?? Final thoughts... - Your brand name isn't just a label; it's a compass guiding your future. So, when choosing a brand name or frame, dare to doubt convention to unleash the transformative potential of branding. - Use DoorDash as an example. In contrast to competitors tethered to food-centric branding, DoorDash's brand versatility sets it apart. While others struggle to replicate its success, DoorDash's expansive frame fuels relentless innovation and growth. https://lnkd.in/dSQYkBdX #BrandTransformation #DeliveryInnovation #SuperBowlGiveaway #FutureForward #DoorDashDelivers

One of the best insights in ADWEEK's cover story featuring DoorDash is Kofi Amoo-Gottfried's explanation on how DoorDash functions as an organization. Trust is paramount. Here's what he had to say about getting the ad approved: “My conversation with my CEO was literally in a one-on-one with no deck and went something like, ‘We’re doing Super Bowl. Here’s what my thinking was.’ [Tony Xu:] ‘Sounds great.'” And on his lawyers: “Our legal department? I love them. Because their job, as they understand it, is to help you get to yes, not say no. That’s the brief that they have down from our CEO: Your job is to help the team figure it out.” This is an organization that understands the value of marketing and trusts their team to execute. That's why Wieden + Kennedy could pitch such an absurd idea and actually get a client to say yes.

DoorDash could be on the verge of hosting the most significant giveaway in Super Bowl history! If you believe the app is just about food delivery, you're missing out on its fresh brand direction. DoorDash aims to shift consumers' perception from mere delivery to a 24/7 personal assistant experience. In 2021 and 2023, the brand showcased new verticals during the Super Bowl, urging users to embrace novel app habits. Now, in a 30-second Super Bowl ad, DoorDash plans to unveil how viewers can win every item featured in nationally broadcasted Super Bowl commercials. Wondering how this is possible? Chief Marketing Officer Kofi Amoo-Gottfried secured the participation of major household brands. As more brands join the sweepstakes, excitement for this campaign continues to build. Click here to read the ADWEEK article to learn more: #advertising #advertisingstrategies #marketingcampaigns #brandidentity #superbowl

To demonstrate that people can get just about anything on DoorDash, DoorDash is going to DoorDash stuff from all the ads that air during the big game to one lucky person. Yes. Every. Ad. All the cars. 1000 Popeyes Wings. Too many snacks for any pantry to handle. The cash to put towards buying a home. A tax service. And so much more. I had the pleasure of sitting down with Jameson Fleming for the February cover of ADWEEK to share more about DoorDash’s brand and product evolution, about our new brand platform - “Your Door To More”, and about how we’re attempting to pull off a never-done-before idea. The thing about doing something novel is that it’s a high trust exercise. Trust from our leadership team at DoorDash - who ask and empower us to dream big and swing big. Trust across the working teams - Marketing, Product, Engineering, Strategy & Ops, Enterprise Partnerships, Legal - who have adroitly navigated many twists and turns together as this thing has taken shape. Trust between DoorDash and our incredible agency partners - Wieden + Kennedy, Wavemaker, Edelman. Trust between our internal creative studio Superette and the creative teams at W+K. Trust from all the other brands (Popeyes Louisiana Kitchen, Mars, Dove, Anheuser-Busch, PepsiCo, Kia Worldwide, Intuit, FanDuel, BMW of North America, LLC, YouTube, Mondelēz International, The Hershey Company, Kawasaki Motors Corp., U.S.A., Nestlé, Ferrara, Molson Coors Beverage Company, Volkswagen Group, BetMGM, State Farm) who’ve leaned in to build a collaborative participatory ecosystem that engages all of our fan bases around this idea. Honestly, watching that incredibly high level of trust develop in real time and at warp speed has been my favorite thing about an effort has felt at times like pretty #unhinged. HUGE shout out to the entire team in the comments. Head over to the microsite to watch the mother of all carts grow as more brands are announced. Oh, if you’re a brand in the game and we aren’t talking yet, please hit me up and let’s make some magic together over the next ~10 days!

DoorDash's strategy to deliver everything from cars to Popeyes, and even offering funds for a home purchase, is inspired by all the Super Bowl ads. This approach sets DoorDash apart from other food delivery platforms by injecting a fresh perspective. DoorDash is demonstrating fearlessness in breaking the mold and redefining the expectations of a delivery service. This move emphasizes that DoorDash is not just about quick food delivery but providing a comprehensive experience. It exemplifies the kind of innovative thinking they mean when referring to actions beyond typical Super Bowl ad spending. #superbowlads #doordashalltheads

you may want to keep your eyes peeled for this superbowl commercial, @doordash seeking to shift its purpose... "DoorDash will use its 30-second ad in the Super Bowl to reveal how to win every item advertised in a nationally broadcast spot during the Super Bowl. Yes, that means the brand is dashing one lucky winner a 2024 BMW i5 All-Electric, a 2024 Kia EV9, a Volkswagen, a pallet of Reese’s Peanut Butter Cups, a thousand wings from Popeyes (ordered at the winner’s convenience, naturally) and dozens more supersized prizes. The brand will even toss in a 30-pound jug of mayonnaise. It’s all part of DoorDash’s calculated push to persuade consumers that DoorDash can be “Your Door to More.” In other words, the brand doesn’t want to be seen just as a delivery vehicle for local goods, but rather, as a company that can make your life easier and better. After selecting Wieden+Kennedy to build the new ...." https://lnkd.in/gMNJymHf

How would a brand create a campaign that effectively communicates a business pivot? Doordash's marketing team was given a similar problem statement when Doordash decided to pivot from being a food delivery only business to a comprehensive delivery solution. To make this campaign a success, the team did 2 things: - Create a brand campaign for Super Bowl 2024, one of the most important marketing events of the year for US customers in order to maximise reach & top of mind awareness. - Craft an eye catching ad, that not only captures viewer attention but also stays with consumers. They offered a chance for 1 viewer to win absolutely everything that was being advertised in the super bowl finale, from grocery to cars, but with one catch, The viewers had to catch the promo code aired during the finale to stand a chance to win these prizes. This not only ensured they caught viewer attention, but also ensured that all through the super bowl finale, doordash will be front and center in the viewer's mind while they look for the exclusive promo code. DoorDash's ad in the 2024 Super Bowl is more than just a commercial; it's a strategic move to reposition and amplify the brand's presence and capabilities on a global scale, making it a case study in how to effectively utilize high-profile events to reshape consumer perception. #superbowl2024 #superbowl #superbowlads

Watching winning work can elevate your own projects by providing insights into creative excellence and innovative thinking. So which better way to look than the Cannes Lions International Festival of Creativity Titanium Lion Grand Prix winner, Wieden + Kennedy & DoorDash All-the-Ads Super Bowl campaign. This also happened to be our favourite Super Bowl ad - we know creative excellence when we see it. This campaign challenged Super Bowl viewers to input a comically long promo code to enter a sweepstakes to win a product from all 76 ads aired during the game. “It hijacked a cultural moment, making people look at the company in a fresh way,” said Jury President Debbi Vandeven, VML’s Global Chief Creative Officer. Debbi Vandeven emphasized the original purpose of the Titanium category: to reward work that 'causes the industry to stop in its tracks and reconsider the way forward’. DoorDash's campaign did just that. It was more than a Super Bowl ad—it was a product demonstration that showcased the company's evolution from delivering food to delivering anything people want. Vandeven highlighted that DoorDash and Wieden+Kennedy rethought everything, contending with legal challenges, complex partnerships, and real-time ad integrations. Dive into the case film to see how DoorDash and Wieden+Kennedy brought this groundbreaking campaign to life: https://lnkd.in/dJxDzdaw #CannesLions #TitaniumGrandPrix #CreativeExcellence #SuperBowlAds #AwardWinningCampaign