Hush Puppies

In this case you will be recommending a media plan to support an advertising campaign for Hush Puppies in the UK. Despite the fact that virtually everyone wears shoes; there are few high profile brands within the shoe market. Hush Puppies is one of the few brands recalled by consumers when prompted, although it does not tend to be the first to come to mind, ie, has low brand salience. The brand is generally considered to be of a good quality and is seen to be synonymous with comfort, but is also perceived as middle aged and dull. The Hush Puppies brand has in the past been symbolised by a Bassett-hound dog which represents the way in which consumers perceive the brand, that is on the one hand old fashioned and dull, on the other hand comforting, dependable and well bred. Hush Puppies is therefore a rich brand with comfort at its core. However whilst comfort would seem to be an excellent core value for a shoe brand, research suggests that comfort and style are generally considered by consumers to be mutually exclusive. Secondary research shows that the shoe buyer is becoming more demanding and looking for higher levels of both comfort and style in their footwear. This poses a potential problem to Hush Puppies as its former buyers, middle aged purchasers who consider style to be of less importance, are now increasingly seeking a combination of comfort and style in their footwear. Qualitative research with Hush Puppies target audience, 25-40 year old BC1C2 willing to spend over 25.00 on shoes, indicates that consumers are looking for emotional permission to dress for comfort, without it meaning that they do not care about their appearance. As a result of this research, the proposition when you feel good you look good has been developed by Hush Puppies advertising agency. This turns on its head the traditional premise that you need to look good to feel good.. The proposition was considered to be appropriate for Hush Puppies as it reinforced market trends and focuses on the core value of comfort. As a result of this work the creative brief (see below) was developed. The final campaign idea built around the proposition when you feel good, you look good, is to use a variety of dogs expressing different moods alongside their owners, and the end line be comfortable with who you are. The campaign should provide national presence for Hush Puppies over a 12 month period.

Creative Brief Why are we advertising?

To introduce the new generation of Hush Puppies as a stylish credible choice, whilst continuing to build their reputation for comfort. To increase brand saliency.

Who are we talking to?

Men and women, 25-40 years, BC1C2, as they value comfortable feet as they know the shoes you wear can affect your whole mood, making you more confident, relaxed and energetic. They are not fashion followers, but do care about appearing modern and stylish. They have heard of Hush Puppies but think they are old fashioned and frumpy. They are looking for permission to buy into the Hush Puppies comfort promise.

What must the advertising say?

When you feel good, you look good.

And why should the consumer believe it?

Because Hush Puppies are the worlds most comfortable shoes and feeling good starts with feet.

What tone of voice?

Self confident.

Question 1
As the media executive on the Hush Puppies account, prepare an outline report for your account director addressing the following issues. Your response should be applied to the UK, although it should be based upon the information provided in the case. a. b. Identify media objectives for the 12 month campaign Provide justified recommendations for the inter-media decision to support the campaign. You should include a recommended media budget. Identify intra-media considerations for the planning of the media schedules.

c.