#6 Overall Effectiveness of the 'Brainfail' Campaign

Dare effectively coordinates different promotional methods that reinforce each other.  By having a IMC planning approach the bigger potential for better results from campaigns and reduction in marketing costs. According to the American Association of Advertising Agency IMC provides clarity, consistency and maximum communications impact. Messages become more reinforced by communicating the same information on different mediums. (Small Business - Chron.com, 2014)

Starcom Melbourne general manager Peter Toone said: 

“Dare’s creative platform of ‘when you’re not thinking straight’ gave us the opportunity to develop a dynamic social listening program for the brand, to aid us in identifying global trends and events quickly, which then informs the creative messaging in real time. Ultimately this leads to more compelling and engaging communications, whilst still remaining true to the Dare brand.” (Campaign Brief Australia, 2014)

Mary Stafford, Dare Iced Coffee brand manager Says 

"Everyone can relate to those moments where you're just not thinking straight - this kind of creative execution brings to life this occasion on a large scale. It is exactly the way we want to engage people with a meaningful and fun experience of the Dare brand...After all, a Dare fix'll fit it."(Campaign Brief Australia, 2014)

Stafford said Dare will continue to aim for double digit growth to secure third place in the Non-Alcoholic Ready To Drink (NARTD) market, as it is currently fourth behind Coke, V and Redbull. The Brainfail campaign was shortlisted as one of the Mumbrella ads of the month.

References:

Campaign Brief Australia, (2014). Dare launches upside down billboards part of ongoing campaign via AJF Partnership. [online] Available at: http://www.campaignbrief.com/2013/05/dare-launches-upside-down-bill.html [Accessed 24 Oct. 2014].

Small Business - Chron.com, (2014). The Importance of Integrated Marketing Communications. [online] Available at: http://smallbusiness.chron.com/importance-integrated-marketing-communications-73248.html [Accessed 24 Oct. 2014].