Key Performance Indicator analysis for "Be More Dog" Campaign - Essay Example

KEY PERFORMANCE INDICATOR ANALYSIS FOR ‘Be More Dog’ CAMPAIGN. By of the of school City DateKPI is a way of measuring the performance so as to evaluate how successful an organization is in a given activity that they engage themselves in (Barrker, et al. 2006 pg 76). In most cases, success is a repeated or a time to time achievement of operational goal and in some occasions it is defined in terms of the progress that is made towards the strategic goals (Keillor, B. D. 2007 pg 31). Performance indicators are regularly associated with initiatives that improve performance (Marr, B.

2012 pg 25). Integrated communications systems indicate the contribution of media touchpoints and the brand’s KPIs message (Berman, J. 2007. Pg 21). In the campaign of ‘Be More Dog’, 02 were given a philosophy and theme by VCCP that applies all over its business and its marketing communications. The brand is also given by the campaign a personality that brings it together with all types of customers. This is important for 02 because it is faced by stiff competition from its competitor’s network.

In considering the joint and mutual effect of the brand’s message, creative, perceptions, and media touchpoints – including the experience of the brand, competitor media, and word of mouth on the brand’s KPIs and brand tracking (Christophel, D. 2009. Pg 32). The analysis will be carried out on three aspects i.e. identifying, pinpointing, and benchmarking (Kerzner, et al 2013 pg 40). In identifying, KPI is a success whenever the brand attributes has contributed to the target customers’ sharing behaviors, consideration and purchase.

The message that is communicated in the campaign is that life is really great in the 21st century. There is much stuff that should surprise us, but people are too tired for them to be appreciative of the things that surround them. In pinpointing, we look at the contribution of the message, hoe creative was it executed, and how successful is the media that drives the perception of those attributes (Pinheiro Bohl, et al. 2007 pg no. 33). From the campaign, VCCP packaged the idea in a way that was very creative (Brioschi, E. T. 2007 pg 51).

The ad by 02 takes a cat that is well known for being disinterested and lethargic that comes to the decision of making a change in its life so as to become more of a dog, ( an animal that is well known for unbelievable levels of showing enthusiasm. The pictures of sticks being fetched and holes being dug by cats. It idea well triggered in our brains. By ‘being more dog’, this will drive people to utilize more technology and services and that’s a good news for 02, they have perfectly promoted there product through this creative idea.

The communication is also effectively driven at home by using an animal that is most favorite in the internet and the targeted viewers being internet users, that was a very good move (Cokins, G. 2006. Pg 66). In benchmarking, the relative performance is assessed by each channel. As indicated in The Daily Mirror, the ad received 385,000 views in its launch on YouTube within 48 hours. In some occasions, the action has been utilized to stay with which to defeat the telecoms company. The ad was also supported by a good online job too.

Customers were able to throw virtual Frisbees from their phones to their PCs, which was able to catch the cat. People could also make dog bombs’ – messages that were personalized that tell cynical individuals to be more like dog. From the campaign, new services were also released by 02 alongside the campaign i.e. TU GO, that enabled the users to utilize their phones number on laptops, tablets and on Wi-Fi to text or call. From the above literature, the KPI analysis in terms of communication was a success for the advertisement (Tassic, J. F. 2003. Pg 66).Bibliography.Marr, B. 2012.

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