Whilst running for the plane to
Customer context: Represented by the cloudy skies and emotive copy. This makes the advertisement immediately relevant and attractive.
The promise: “High Performance. Delivered” This is what is desired emotionally by the client. It provides purpose. It is what the customer will measure
Endorsement: Tiger Woods. Provides credibility. If accenture is good enough for tiger it’s good enough for the customer. Endorsement reinforces belief
The brand: Accenture. Provides the reference point it is what is remembered
Products: Consulting, Technology, Outsourcing. Importantly this is what we can buy
Call to action: accenture.com. It’s where to go for more information
This ad is the tip of the iceberg and provides a perfect template for consistent, brand communication. The content of this advertisement connects and is reinforced by the total package of integrated marketing. My only criticism? Tiger really shouldn’t be teeing off in a thunder storm with a carbon fibre driver, it’s the perfect lightening conductor!