1.Final Assessment

ALL SUBMISSIONS MUST INCLUDE YOUR STUDENT DETAILS AND SUBMISSION DECLARATION.

IF THESE DETAILS ARE NOT COMPLETED YOU RISK BEING PENALISED

Instructions

All responses must be entered in the answer boxes at the end of each question

Read the following case study and answer the questions that follow.

As a consumer goods corporation, Procter & Gamble needed a way to target their primary consumers: mothers. While the company produces a range of products used every day by most Americans, the brand saw an opportunity to create a long-lasting, emotional connection to create a new type of relationship with consumers. With the 2010 Winter Olympics occurring in the coming months, P&G chose to take a risk and sign a sponsorship with the U.S. Olympic Committee, beating their competition Johnson & Johnson to the decision. With a last-minute decision made, the company began work on a campaign with less than a year to implement the program.

Background Information and Research

Once the company signed the contract and began to work on the concept for their Olympic campaign, P&G reached out to one of Americas best advertising agencies, Wieden+Kennedy. Initially, the company wanted to focus on the athletes who make up the United States Olympic team to cultivate a connection between those competing and those watching.

Upon further evaluation, the plan was altered to focus on their primary market, mothers, and put them in the spotlight and create an attachment with them. During research, P&G discovered when people knew that brands were from P&G, they felt more comfortable with the brand. With this in mind, Procter and Gambles goal was to combine all brands under one name while displaying mothers using the products to drive more emotion behind the commercial.

Campaign and Results

Although at first P&G does not have an obvious connection with the Olympics, they used mothers as a middleman to connect the company to the event. This focus drove the creation of the Thank You, Mom campaign, which premiered in 2010 during the Vancouver Olympics. While many other brands were focusing on the athletes, P&G completely shifted the conversation to the mothers who raised the competitors.

The first video in the Thank You, Mom campaign is a one-minute long video titled Kids displaying Olympic athletes as younger versions of themselves competing in the Olympics and their mothers watching. The main purpose of this video was to create the association and establish the tagline P&G, Proud sponsor of Moms. Along with the premiere of the video, P&G created a platform for consumers to thank and honor their moms to bring this campaign back to the customers home. Lastly, they built the P&G Family Home, which was created for all the U.S. Olympic athletes and their moms, and flew them to Vancouver.

This three-part campaign was the most successful global campaign in P&Gs history, with a $500 million increase in sales. The video itself was viewed over 74 million times with 46 billion media impressions, along with over 370 million Twitter interactions.

Procter & Gamble saw this as an opportunity to extend the campaign further and develop it for future Olympic games. There are now five videos involved in the Thank You, Mom campaign, and the project is seen as one of the most impactful marketing campaigns of all time.

Conclusion

While this opportunity was intimidating to the company at first, all the hard work and creativity paid off purely based on the impact they had on customers around the world. Although the focus lies more on the message and less on the products, the portrayal of their message hits home because of the impact mothers have on their children, and Thank You, Mom has now become a global phenomenon.

You are required to read the case study provided above, watch 3 videos in the link provided below, and answer the questions on the following pages:

Link 1: P&G 'Thank You Mom - Olympic Games (London, 2012 )

Source:https://www.youtube.com/watch?v=BnBvlz8EaZ0

Link 2: P&G - Thank You, Mom - The Winter Olympics (Korea, 2018)

Source:https://www.youtube.com/watch?v=sUg6s-uIp1w

Link 3: P&G - Thank You, Mom - The Paralympic Games (Sochi, 2014)

Source:https://www.youtube.com/watch?v=6gs6RAmTTqY

Question 1(10 Marks)

In your opinion, why did P&G decide to sponsor the Olympic Games but not the other sports games? You need to focus your discussion on the target audience, buyers, and users.

(500 words)

ANSWER: (box will enlarge as you enter your response)

Question 2(10 Marks)

Search the information from the Internet and provide some background information about the competition between P&G and Johnson & Johnson.

(500 words)

ANSWER :

Question 3(10 Marks)

The three videos are about the Thank You Mom campaign, however, they have different themes. After watching the videos, provide and discuss the theme of each video from the marking perspective.

(500 words)

ANSWER:

Question 4(10 Marks)

In your opinion, why did P&G create a different theme for each video? What are the connections between these themes?

(500 words)

ANSWER:

Question 5(10 Marks)

Based on the steps in developing effective marketing communication provided in Lecture 10, discuss the effectiveness of their campaign.

(500 words)

ANSWER:

END OF FINAL ASSESSMENT

Marking Rubric