Tuesday, 27 February 2018
Monday, 19 February 2018
task 1: advertising campaigns
- TV adverts
- Billboard
- Bus shelters
- On the side of a bus
- Radio Jingles
- Posters
- Social Media
- Hashtags
- Magazine Adverts
- GIFs
- Shopper Materials (brand on a shopping bag)
- Branded events
- Product placement (TV and film)
- Sponsor a sports teams kit.
- PR stunts
- Legal graffiti
- Viral everything
1. How products are adapted across media platforms
Budweiser are sponsoring the 2018 World Cup in Russia, and have produced an advertising campaign called ‘Light up the FIFA World Cup’ they are hoping to target the 3.2B people who will watch the world cup live. Budweiser, the official beer sponsor of the World Cup for 32 years, will launch it new campaign in more than 50 countries, marking its biggest ever global activation.
The slogan from the 2014 World Cup was 'Rise as One'
Image found at: http://www.treefroginternational.com/budweiser-rise-one-campaign-2014/
The slogan from the 2010 World Cup was 'Celebrate The Passion' and the Budweiser logo was changed to look like a football teams Crest with the words 'United' written in it.
The campaign this year will be heavily focused on targeting the social media aspect of football and advertising.
found on pinterest.com
Found on youtube
A brand is created across different products and platforms by being put in places where loads of people will see it and be exposed to it. This will include places such as billboards over a highway, social media platforms so that they can get exposure and finally TV adverts at peak times such as when children are at home from school and in the breaks of big sporting events e.g. World Cup or Olympics.
3. How do they engage different target audiences.
They engage different target audiences by exposure and making it appeal to different people and demographics depending on the product they are selling. By using people of multiple demographics in the adverts they can make sure that the product is desirable to the intended target audience. A company may use social media if they are trying to appeal to a teenage or young adult demographic however if they are trying to engage with a 60+ demographic they may try airing tv adverts in the middle of the day or on the radio or in newspaper articles.
Coca Cola (Taste the feeling) 2015
Coca Cola is the most recognisable fizzy drink in the world and the "taste the feeling" advertising campaign would be marketing all four brands of coca cola in the same campaign. This campaign includes TV commercials, digital, print, out-of-home (billboards etc) and shopper materials (shopping bags)
Aims and objectives
- The main aim of this advertising campaign is to show that Coke is a vital part of our lives and without it the world would be a slightly less happy place. Each shot of the advert is showing us different stories.
- Music is very important in the story telling of the advert. The advert includes the sounds that we associate with coke "the pop of the cap, the fizz and, ultimately, refreshment".
- all four brands of coke are marketed under the same campaign which will help them increase their sales.
Target audience
coke is marketed at a wide age range which is 10+
Primary Target Audience - teenagers / young adults between 16-25
Secondary - pre teens / younger teens (11/15) those looking up to the people in the advert.
Tertiary - Anyone who enjoys Coke (i.e)
In the main advert there is a young boy who's spray painting a surfboard with an older man (who we assume is his dad).
Demographics - age, gender, ethnicity, spending power, race. Coca Cola is designed to appeal to everyone, the age demographic is usually between 16-25 years old adults.
Key Message
The main aim of this advertising campaign is to show that coke is a vital part of our lives and without it the world would be a slightly less happy place. Each shot of the advert is showing us different stories. Chief Marketing Officer Marcos de Quinto said “The bigness of
Approach
The approach is that they use images and videos of ordinary people doing "ordinary" things to show that it is more fun and exciting to do these things with a bottle of coke.
Representation
Multi ethnic groups of males and females are shown in the adverts telling you no matter what you are or what you believe in you can enjoy a bottle of coke with others just like you.
Their facial expressions reflect the enjoyment that you may experience from drinking Coke.
Campaign Logistics
significant calendar events were used to promote the "taste the feeling" message because millions of people watched the UEFA Euro 2016 championships and the 2016 Olympics. Millions of people tune into the Olympics and the Euros which means the brand will be out there to be seen. It is targeting different people but is mainly targeting the younger generation of people.
'Gif the feeling' is a way to get the target audience involved. As stated on their website (http://www.coca-colacompany.com)"As fans watch the video, they will see 32 icons corresponding to emotions – from refreshed and energized, to cool and excited. At any point, the viewer can click into the clip, pull out a GIF and personalize it by text typing to express how they feel. They can then share their customized GIF on social media with the #TasteTheFeeling hashtag". The effect of this is the younger people who know technology might be more willing to spread the word unknowingly.
Choice of media
- TV commercials - young people having fun drinking coke showing that coke can be an important part of our lives. words across the screen draw our attention.
screen shot of youtube video
- digital - young people were invited to "#GIFTHEFEELING" by using short moving images to describe their feelings :)
found on:
https://madovermarketing.com/2016/01/29/coca-colas-new-digital-campaign-for-tastethefeeling-is-themed-around-gifs/
found at: http://theinspirationroom.com/daily/2016/coca-cola-taste-the-feeling/
- out-of-home (billboards etc)
found at: http://www.boardworks.com/taste-the-feeling-at-the-world-of-coca-cola/
- shopper materials (shopping bags)
Call to action - what chosen and expected outcomes
The aim of the advert is to sell more of the product to the TA. They want to involve everyone with the product, young and old, people from any country it doesn't discriminate.
Legal and Ethical issues
A child will need permission to be used in an advert by parents.
The result of using different genders, cultures and ages within this campaign means that Coke were not discriminatory to any particular person.
Regulatory bodies
ASA - The ASA make sure that it is not offensive in any way and they follow all the ethical and legal guidelines.
Nike (Better for it) 2015-16
The advertising campaign was designed to show women that they can get out and exercise, challenge themselves and as the company has said "powering [women] to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level," (source)
- “Every athlete has goals. And Nike is the link between you and your aspirations,” this is linking back to the main message of empowering women and athletes in general and is clearly an objective of the advertising campaign.
Target audience
Women 21+ all the women in the TV ad and in the posters were aged 21 and above.
Key Message
The message of the campaign is that women can exercise and do anything they set their minds to.
Approach
The approach that was used was tv adverts, short funny videos of women's internal thoughts as they struggled to run a half marathon, take part in a yoga class and cycle behind some 'models'. This campaign was the first to also have a scripted youtube series which has two very contrasting characters one who is very keen on exercise and the other who isn't. The poster shows the two girls and the tag line of 'Better for it' is also clearly visible. The youtube series was introduced to the campaign in early 2016.
Representation
This advertising campaign was aimed at women
Campaign Logistics
The campaign is endorsed by four time gold medal winner Allyson Felix, “As athletes, we always want things to happen right away,” says Felix. “We want to put in the work and then we want to see the immediate results. But what’s important is looking at the full journey, the process, and taking the joy from that — even the ups and the downs. That’s what makes it all worth it.”
The Nike brand is named after the Greek goddess of victory and because of this they want to make sure their message always speaks to women in the best possible way. "Nike has a 40+ year history of serving and innovating for female athletes, developing products and services tailored specifically for what women want and need."
Choice of media
- tv adverts
screenshot of a youtube video
- out of home
found at: https://alexadquenga.wordpress.com
- social media
YOUTUBE SERIES
found at: http://www.adweek.com/brand-marketing/nikes-better-it-womens-campaign-gets-brands-first-ever-scripted-youtube-series-169245/
- print posters
found at: http://theinspirationroom.com/daily/2015/nike-women-better-for-it/
Call to action - what chosen and expected outcomes
They want to sell the brand to their target audience of women. They want to inspire the next generation of female athletes.
Legal and Ethical issues
Filming locations would need to have permission from the owner to film in a public place E.G. GYM
Regulatory bodies
ASA - The ASA make sure that it is not offensive in any way and they follow all the ethical and legal guidelines.
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