Task 1: Research Portfolio (P1:U20, M1:U20, P1:U24)
P1 (U20): Describe an existing media advertising campaign.
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products.
M&S Christmas Advertising (2017):
Advert posted on YouTube:
Key Messages:
The film 'Paddington' and the M&S campaign are promoting each other. M&S are the ones in control of the TV advert as its presented by them and shown at the end of the Advert. They're also promoting themselves by creating a hashtag which can be seen at the end of the advert which is #LoveTheBear. Marks and Spencer's main website has the TV advert incorporated and a whole page dedicated to 'Paddington' but also to products that appeal to children such as costumes and story telling books. Their messages is to make people feel the comfort of Christmas and make everyone feel special about the holiday. The use of a cute little bear and santa reinforces this message as it creates a heartwarming feeling when watching the advert. This is made in order to make the advert memorable in order to increase sales but to also promote both the film and the company.
Aims and Objectives:
Marks and Spencer aims are to create an advert for Christmas every year. They do this to create awareness and to reinforce its emotional connection with consumers but to also reflect lengths people go to make Christmas special. They specifically chose to create a Christmas campaign every year so that Marks and Spencers can increase sales during Christmas time. This is because families are looking for presents and ways to spend their money which big companies like M&S are taking advantage of. Their main objective though is to increase sales over the Christmas period and they've create a whole web page dedicated to Christmas.
Website during Christmas time:
Target Audience:
The people they're targeting are children which consequently means that parents are involved as they're the ones purchasing the present. This meaning that families more specifically are being targeted. This is really smart as this will increase sales and reinforce their brand identity as over the Christmas period parents are always looking for the best presents for their children and their website specifically says "Find the perfect present" and usually money isn't an issue as parents are willing to go over their budget to buy a present.
Approach/Call to action:M&S's approach and action was to create a warm family friendly advert which brought the feeling on Christmas upon people. By using a cuddly teddy bear really emphasized on these feelings which was a strategy used to attract their target audience. Every year they make a Christmas advert meaning that everyone that watches TV was waiting for them to release one. In this case only one regulatory body is put in place as they're essentially only advertising their product on TV, but promoting the advert on other platforms. Their goal was to increase Christmas sales and promote the film Paddington.
Regulatory Bodies:
The regulatory body guide lining this advert is the Advertising Standards Authority which essentially states if the product advertised its adapt to the indented audiences. This links with ethical issues as the ASA is the company that will review this campaign by making its not misleading to its customers as is selling what they're trying to sell which are products on the M&S website ,but also promoting the film Paddington.
Campaign Logistics:Timing and scheduling have a very important role especially for this campaign. To get into more detail for example the TV advert would have to be aired at a specific time in order to target the right people. Considering they're mainly targeting families this means they'd have to chose an appropriate time which would be from 6-8 PM as this is when kids and parents are both at home from either school or work meaning that they'd all be sitting down watching TV. This makes sense as it would save M&S money and be more efficient by choosing the appropriate time slots.
Representation:
The representation of this campaign was the continuation of the brand’s "Spend it well" platform that launched in May, which encourages people to focus on the people and experiences that matter most. The retailer has coordinated both its social activity and charity partnership with the Paddington 2 film. The story in the ad, "Paddington and the Christmas visitor", has been turned into a limited-edition children’s book that will be sold in stores and online for £3. All profits will be donated to the NSPCC to help fund its Childline service.
Choice of media:
- Tv Advert
- Website
- Social Media (Hashtag)
Ethical Issues:
The only main ethical issues that this whole campaign faced is the advert had this whole issue surrounding the man that hugs Paddington because it sounds like he's swearing which caused the advert to go viral on social media. This also got noticed by the press but all press is good press meaning that M&S really benefited from this as it most likely boosted their whole campaign. Also other things need to comply with regulatory bodies as its a family friendly advert.
Nike - Nothing Beats a Londoner (2018):
Video:
The only main ethical issues that this whole campaign faced is the advert had this whole issue surrounding the man that hugs Paddington because it sounds like he's swearing which caused the advert to go viral on social media. This also got noticed by the press but all press is good press meaning that M&S really benefited from this as it most likely boosted their whole campaign. Also other things need to comply with regulatory bodies as its a family friendly advert.
Nike - Nothing Beats a Londoner (2018):
Video:
Key Messages:
Nike is using its platform as one of the biggest sports brands in the world to tout a message of equality. They created a 90 second spot which features stars such as LeBron James and many more important role models within sport. Nike wants to encourage people and take the fairness and respect they see in sport and translate them off the field. They show all the competitiveness, cockiness and bravado of youth but of course it’s these characteristics that unite them and make the city so culturally rich. At the end the film celebrates the uniqueness of this cool community in one of the most vibrant, dynamic cities in the world. A dictionary would say that a city is a geographically defined urban area but Nike knows that it’s the people with their passions, energy and positivity that make a city special. The initiative is centered on using Nike's voice and power of sport to inspire people to take action in their communities. As part of the effort, which has been released during Black History Month, Nike will also sell t-shirts as part of its annual Black History Month collection that say “Equality.”
Aims and Objectives:
The Sun states 'Nothing beats a Londoner' is the one of the best advert ever made. Nike wanted to create something memorable which as we can see they did. The advert doesn't just promote themselves but encourages the public. They want to raise awareness around Equality and sort of change the and take the positive things from sport and use them through daily life.
Target Audience:Nike being an established and well known business can reach a multitude of people meaning that their target audience varies from anyone that is into sports. The advert has been shown only online and has gone viral meaning that they've already achieved their goal as a campaign already as many other organisations and business have also help with promotion by sharing the advert. They're also going to air on TV soon to reach out to even more people.
Tweet including the hashtag:
Approach:
Nike is using its platform as one of the biggest sports brands in the world to tout a message of equality. They created a 90 second spot which features stars such as LeBron James and many more important role models within sport. Nike wants to encourage people and take the fairness and respect they see in sport and translate them off the field. They show all the competitiveness, cockiness and bravado of youth but of course it’s these characteristics that unite them and make the city so culturally rich. At the end the film celebrates the uniqueness of this cool community in one of the most vibrant, dynamic cities in the world. A dictionary would say that a city is a geographically defined urban area but Nike knows that it’s the people with their passions, energy and positivity that make a city special. The initiative is centered on using Nike's voice and power of sport to inspire people to take action in their communities. As part of the effort, which has been released during Black History Month, Nike will also sell t-shirts as part of its annual Black History Month collection that say “Equality.”
Aims and Objectives:
The Sun states 'Nothing beats a Londoner' is the one of the best advert ever made. Nike wanted to create something memorable which as we can see they did. The advert doesn't just promote themselves but encourages the public. They want to raise awareness around Equality and sort of change the and take the positive things from sport and use them through daily life.
Target Audience:Nike being an established and well known business can reach a multitude of people meaning that their target audience varies from anyone that is into sports. The advert has been shown only online and has gone viral meaning that they've already achieved their goal as a campaign already as many other organisations and business have also help with promotion by sharing the advert. They're also going to air on TV soon to reach out to even more people.
Tweet including the hashtag:
Approach:
Celebrity endorsement has been used a lot in this advert ranging from sport starts to people within the UK grime scene, famous and popular entertainers such as 'Big Shack'. Nike really did go big on this campaign as they've promoted their product using all these famous people meaning that not just only Nike's target audience has been reached but all the fans and people that idolise these celebrities.
Regulatory Bodies:
This campaign has been advertised on many platforms. YouTube have their own guidelines meaning that if they're broken they'll remove the video or monetize your video. Social media would be regulated by the FCC (Federal Communications Commission), Billboards and posters would be regulated by both the ASA (Advertising Standards Authority) and IPSO (Independant Press Standards Organization).
Instagram post also including the hashtag:
Representation:
The campaign wanted to represent how rich London is within the sport scene, but also the struggles that every person faces from playing sports within London. Nike’s Nothing Beats a Londoner advert is being hailed as one of the best commercials ever made. The sentiment is powerful, and the message is unswervingly clear. Wieden+Kennedy has produced a fine, authentic piece of work in response to its brief which is to essentially make Nike progressive and the consumer reaction is proof that its creative resonates.London is a natural choice for pinning its brand. This is thanks to London's cultural diversity, liberal environment and the sheer commercial value of its consumers. It’s great to that a brand like Nike is clearly representing the rich scale of London’s subcultures and embracing its stereotypes.
Phone app:
Call to action:
Nike's action was to make Londoners feel appreciated for all their hard work that they face by living in London. This obviously was a campaign initiated so that Londoners would appreciate Nike for seeing how hard and tough the sport scene in London is. 'Nothing beats a Londoner' really calls for a new type of customer, which would be the typical person living in London doing sports. By doing this when people need equipment the first thing they'll think is Nike and they've appreciated their hard work.
Campaign Logistics:
The only way that Nike's target audience accessed the advert is through social media. They racked up 2 million views in just a few days, plus the advert went viral meaning that now views are going to be huge. Especially thanks to all the celebrity endorsement as Nike managed to fit 258 athletes in a 90 seconds spot. The campaign will be promoted through Nike’s social channels as well as with avatars and filters for people who support the message to use in those channels. It will also have billboards and posters in U.S. and Canadian cities.
Choice of media:
Legal and ethical Issues:
The only ethical issues that Nike faced in this spot is that they have been slated for for its lack of Asian characters. There is just one man and woman within the whole spot of 258 athletes. People are getting angry over the fact that the advert promotes Equality but "the only people that live in London are apparently white and black".
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message.
Mercedes-Benz:
Mercedes-Benz has a cross-selling strategy that includes digital and social media channels, including paid media, owned media, earned media and content marketing. For example, its “Generation Benz” online community was developing a customer profile for Mercedes Benz that would help them understand which marketing tactics would work best for each channel.
Website competition which also links to Instagram:
They determined that their campaign for their CLA model should include a traditional marketing tactic, which was a Super Bowl television ad with Usher and Kate Upton. This was also selected because the game was being played at a stadium they sponsored: The Mercedes-Benz Superdome in New Orleans. Additionally, they leveraged a microsite for that model and increased awareness across social media channels, including the #clatakethewheel campaign that targeted those in their early 20s to early 40s.
Additionally, Mercedes-Benz used paid Facebook ads, which was linked to video content also produced by the brand about the CLA model. In terms of earned media, they partnered with Casey Neistat, a known key influencer among the Millennial demographic, to cover that channel. Mercedes have literally covered pretty much every media platform to promote their new CLA model. This company is very well known meaning that financially they can afford all these different cross media advertising methods, which have turned to be all successful and bringing revenue to the company.The result was the best product launch for the brand in 20 years, one million visitors viewed the CLA content online, and they had more visitors to their MBUSA.com website than at any other point in history. Additionally, they achieved an 82% conquest rate, which was the percentage of new buyers who had previously bought other luxury vehicle brands. When you deliver a consistent brand message to your customers, this strengthens your unique selling proposition in their minds. It demonstrates that you take your brand seriously, which reinforces their trust in your organisation. According to Tan, the average age for CLA buyers was 46 which is 11 years younger than the typical Mercedes buyer. The company also ended up with an 82 percent conquest rate, or percentage of new buyers who had previously chosen another brand.
Mercedes success proves that social media can be a powerful tool, helping even the most “stuffy” brands appeal to a younger demographic. They kept the message by using the same hashtags and layouts for all their advertising methods. They advertised through all socials media's, television, magazines for car enthusiasts, on their website but also reached out to all people by creating a competition which was that 5 of the best photographers that participate in this competition get to drive around wit a Mercedes for a week.
Starbucks:
Starbucks and their Frappuccino Happy Hour campaign is a good example of a cross-channel campaign that delivered results. Starbucks updated their website and released a television commercial in conjunction with the 10-day campaign. They used common imagery across all channels to tie together the various tactics and messaging style they used for it. They included other tactics like an in-app message to customers that encouraged users to text "WOOHOO" to find out what the brand had in store in terms of summer surprises they would be offering.
Regulatory Bodies:
This campaign has been advertised on many platforms. YouTube have their own guidelines meaning that if they're broken they'll remove the video or monetize your video. Social media would be regulated by the FCC (Federal Communications Commission), Billboards and posters would be regulated by both the ASA (Advertising Standards Authority) and IPSO (Independant Press Standards Organization).
Instagram post also including the hashtag:
Representation:
The campaign wanted to represent how rich London is within the sport scene, but also the struggles that every person faces from playing sports within London. Nike’s Nothing Beats a Londoner advert is being hailed as one of the best commercials ever made. The sentiment is powerful, and the message is unswervingly clear. Wieden+Kennedy has produced a fine, authentic piece of work in response to its brief which is to essentially make Nike progressive and the consumer reaction is proof that its creative resonates.London is a natural choice for pinning its brand. This is thanks to London's cultural diversity, liberal environment and the sheer commercial value of its consumers. It’s great to that a brand like Nike is clearly representing the rich scale of London’s subcultures and embracing its stereotypes.
Phone app:
Call to action:
Nike's action was to make Londoners feel appreciated for all their hard work that they face by living in London. This obviously was a campaign initiated so that Londoners would appreciate Nike for seeing how hard and tough the sport scene in London is. 'Nothing beats a Londoner' really calls for a new type of customer, which would be the typical person living in London doing sports. By doing this when people need equipment the first thing they'll think is Nike and they've appreciated their hard work.
Campaign Logistics:
The only way that Nike's target audience accessed the advert is through social media. They racked up 2 million views in just a few days, plus the advert went viral meaning that now views are going to be huge. Especially thanks to all the celebrity endorsement as Nike managed to fit 258 athletes in a 90 seconds spot. The campaign will be promoted through Nike’s social channels as well as with avatars and filters for people who support the message to use in those channels. It will also have billboards and posters in U.S. and Canadian cities.
Choice of media:
- Social Media
- Youtube
- Billboards
- Posters
- TV advertisement (Future)
- Phone app
Legal and ethical Issues:
The only ethical issues that Nike faced in this spot is that they have been slated for for its lack of Asian characters. There is just one man and woman within the whole spot of 258 athletes. People are getting angry over the fact that the advert promotes Equality but "the only people that live in London are apparently white and black".
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message.
Mercedes-Benz:
Mercedes-Benz has a cross-selling strategy that includes digital and social media channels, including paid media, owned media, earned media and content marketing. For example, its “Generation Benz” online community was developing a customer profile for Mercedes Benz that would help them understand which marketing tactics would work best for each channel.
Website competition which also links to Instagram:
They determined that their campaign for their CLA model should include a traditional marketing tactic, which was a Super Bowl television ad with Usher and Kate Upton. This was also selected because the game was being played at a stadium they sponsored: The Mercedes-Benz Superdome in New Orleans. Additionally, they leveraged a microsite for that model and increased awareness across social media channels, including the #clatakethewheel campaign that targeted those in their early 20s to early 40s.
Additionally, Mercedes-Benz used paid Facebook ads, which was linked to video content also produced by the brand about the CLA model. In terms of earned media, they partnered with Casey Neistat, a known key influencer among the Millennial demographic, to cover that channel. Mercedes have literally covered pretty much every media platform to promote their new CLA model. This company is very well known meaning that financially they can afford all these different cross media advertising methods, which have turned to be all successful and bringing revenue to the company.The result was the best product launch for the brand in 20 years, one million visitors viewed the CLA content online, and they had more visitors to their MBUSA.com website than at any other point in history. Additionally, they achieved an 82% conquest rate, which was the percentage of new buyers who had previously bought other luxury vehicle brands. When you deliver a consistent brand message to your customers, this strengthens your unique selling proposition in their minds. It demonstrates that you take your brand seriously, which reinforces their trust in your organisation. According to Tan, the average age for CLA buyers was 46 which is 11 years younger than the typical Mercedes buyer. The company also ended up with an 82 percent conquest rate, or percentage of new buyers who had previously chosen another brand.
Mercedes success proves that social media can be a powerful tool, helping even the most “stuffy” brands appeal to a younger demographic. They kept the message by using the same hashtags and layouts for all their advertising methods. They advertised through all socials media's, television, magazines for car enthusiasts, on their website but also reached out to all people by creating a competition which was that 5 of the best photographers that participate in this competition get to drive around wit a Mercedes for a week.
Starbucks:
Starbucks and their Frappuccino Happy Hour campaign is a good example of a cross-channel campaign that delivered results. Starbucks updated their website and released a television commercial in conjunction with the 10-day campaign. They used common imagery across all channels to tie together the various tactics and messaging style they used for it. They included other tactics like an in-app message to customers that encouraged users to text "WOOHOO" to find out what the brand had in store in terms of summer surprises they would be offering.
Starbucks Video Advert:
Tweet on social media:
The focus for success here is to pick something that is worth promoting, limit the time to create that exclusivity and demand to not miss the opportunity, and maintain consistency across channels like Starbucks did with consistent visuals but customized content and delivery mechanism.
Starbucks kept the same message by picking a 'Frappuccino' as their main product. Their packaging has the Starbucks logo on it meaning that because they're very well established within society it would be recognized right away. They also kept similar imagery so that their product is recognized on all advertising platforms.
They used many platforms to promote the product which had an underlying message which was that they wanted people to sign up and use the "My Starbucks Rewards" which is a royalty program. Thanks to television, social media accounts and their well established presence within communities Starbucks managed to deliver the same message across all products, creating a successful campaign.
P1 (U24): Describe the media products for an identified industry sector.
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries.
Media Products within the media industry:
- Billboard
- Magazine Adverts
- Film
- Social Media
- Youtube
- Video Advertisements
- TV Advertisements
- Leaflet
- Posters
- Flyers
- Infographics
- Online Adverts
There are many ways that products adapt to a specific media platform. This is because every media platform needs different codes and conventions for the advertising industry. For example a TV advert would include a video of the product you're selling with codes and conventions appropriate for your target audience. Social media is another method of advertisement which includes things such as hashtags or promotion of other social medias such as Twitter, Instagram, Facebook and more to advertise whatever the product is. Social media is the innovation of the advertising sector as it can be cheap, free and makes yours product sell. Campaigns are very good at adapting the same product on different platforms. For example Star Wars advertised their product in every possible way. They used toys, social media, TV, games, newspapers, billboards and many more ways to sell themselves to the public. Although the product is the same, this doesn't mean that you can't sell the products using the same codes and conventions. A magazine advert is completely different from a TV advertisement. Both media platforms can use the same content but it has to be interpreted in different ways. An advert on television would include someone speaking over a video, a magazine advert is purely visual meaning that everything advertised is all on a piece of paper. In order to grab a person's attention a magazine advert would need bright colors and also portray the message clearly and fast. A TV advert would need an interesting story or scene that would entertain the watcher and grab his or her attention.
Merchandise: Effectiveness of Star Wars on Social Media:
How is a brand created across different products and platforms:
A brand can be created across different products and platforms by keeping certain elements of the product on all platforms. For example using the same color scheme across products is often a good way to create a 'theme' for your products. Also using your logo for the product in every advertising platform, leaving social media links on every platform so that people can recognize the same products across different platforms. Another method could be to use the same slogan as people will most likely remember it, the name of the product on every platform which is the most important way to create a brand as you're trying to reinforce your brand identity and get your product known across to your target audience.
Billboard Advert:
Engaging different target audiences:
In order to find your desired target audiences you need to research what age groups use different media platforms. For example if you want to target teenagers you'd know that social media is great place to start off. Once gained this knowledge you can then branch to other platforms such as TV and learn what time your advert would be most suitable for. For example a student is a teenager meaning that the best time to air your advertisement is when they get back from school which is around 5-6pm. Social media is great as you can advertise many things on there and engage pretty much any target audience. It also helps to branch out and allows you to advertise all of your products. For example you can upload a video, a picture / image of your product, a leaflet, a banner, an informational message and many more. When creating a product you need to always keep in mind your product as you don't want to make the mistake of using the wrong conventions or methods as this will waste time and resources as you haven't targeted the specific audience you wanted to. This is why having a clear idea of the target audience can be beneficial.
To conclude Star Wars created a brand by including their signature 'Star Wars' logo which has been used across all products so that people would recognize them across all different products. Another things they did is included their slogan which is 'The force awakens' which is also put across all their products for the same exact reason. Star Wars has been around for many years meaning that they've established themselves within the community meaning that just by looking at images people can already tell what the advert is promoting. For example the use of light sabers in all their products to kind of put codes and conventions that are part of their films. In order engage multiple audiences, first of all they have finance meaning that they can invest in pretty much any form of marketing and advertisement which they currently do. They use a range of methods such as social media, tv adverts, merchandise, magazine adverts, billboards and partnered with other huge companies like Nissan which used the 'Last Jedi' film to promote their new range of SUV's with self driving technology. They also partnered with other companies to promote other films in the past such as Gillette, Verizon and Duracell. All of this helped Star Wars access an even more wider audience which explains how their box office is so successful. They also engage with their audiences by creating console and pc games, mobile apps and games, cartoon shows on Disney channel and even have their themed rides at Disneyland. They adapt their product to every sector of the advertising and marketing world which allows them to reach a vast amount of the population meaning that everyone knows about Star Wars. Another way they adapt to different audiences is for example when they create toys they would target young kids but then on the other hand when creating computer games they target a teenager to young adult audience. Social media would then be targeted to 18-40 year olds. One things to keep in mind is that this brand has been around since the 70's meaning that many adults are fans of the film meaning that some of these product may appeal to them. This is why Star Wars partners with car and shaving companies to reach that older and more mature target audience.
Nissan x Star Wars Advert:
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