Key Performance Indicator analysis for "Be More Dog" Essay

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