Temazo

Communications Strategy Development March 11th 2013
IPA case study: Virgin Atlantic – Still red hot, even in a downturn
Review the case study attached andview the TV commercial at:
http://www.guardian.co.uk/media/video/2009/jan/05/virgin-atlantic-ad
Please work in groups of 4-5 (MA1) and pairs (MA2). Youcan decide who you work with. If you need help with this, please contact Joz.
Prepare a 15-20 minute presentation to cover the following areas:
1. Asummary of the main points of the case study
2. A detailed deconstruction (ie analysis of all aspects) of the creative idea as expressed in the TV ad: what ishappening and why? How are key elements communicated? How does the action support the core brand idea?
3. Suggest how the creative idea might have beenresearched – creative development and pre-testing: what methods might have been used? How would potential effectiveness have been judged?
4. Identifythe different kinds of research used to isolate the advertising effect
Marks will be awarded for:
* Clarity of understanding of the case study
*Observation and interpretation of creativity and link to strategy
* Understanding and relevance of research methods discussed
* Evidence of wider readingrelated to Virgin Atlantic communications and/or challenger brand strategies and/or research methodologies
* Confidence in presenting and discussing (inQ&A) your thoughts
Marks will be awarded on an individual basis so make sure you divide the task equally between you and speak up on March 11th!