LO1 advertising campaign 4

Coca-cola - share a coke campaign
                                                                                 

In the summer of 2016 Coca-Cola released the 'share a coke' campaign in the UK, this started a colossal chain reaction of people talking about finding their own name on the bottle of one of their favourite soft drinks. This campaign was particularly successful as it captivated a massive target audience particularly those whom prior to this struggled to find their name on anything- These personalised bottles were available to everybody able to access a supermarket during the time they were on the shelf and provided a starting ground for people to give these drinks as a gift to show appreciation which Coca-Cola soon caught onto and used very regularly in their televised advertising. More importantly that this due to no hike in price these bottles were appealing to those of every NRS rating which meant the target audience was broadened even more. Due to the product being personalised, it appealed to both male and females, young and old, rich and poor hence why it became one of the most successful advertising campaigns of 2015.

The primary message of the campaign was to show people that they are appreciated and spread a sense of community throughout the country as again these products could be given as a token of gratitude from one person to another which was highlighted in one of the aired TV advertisements were various members of the public were asked whom they would share a coke with and why. The fact that Coca-Cola were broadcasting such a positive message to the people of the united kingdom caught on, and soon it became a rush to grab a bottle that had your name on. 

As a company, they organised events all across the country which gave those with more obscure names a chance to get their hands on a free bottle of coke with their name on which wasn't necessarily as readily available in shops. As a result Coca-Cola portrayed themselves as a brand that truly cares about their customers and reinforces the message that the campaign is based around - that it is nice to share and give back. In amongst all this Coca-Cola were successfully selling their product easier than before due to a deep desire of the public to have something specifically for them.  

No other company before Coca-Cola offered their customer a personalised product with no extra charge therefore when the idea was first released and advertised, it caused a nationwide out cry of people rushing to search for their names. This is a clever way to engage a wide variety of people because above all - everybody has a name and they took advantage of the buzz that as children everybody got when they saw some form of stationary or gift that had their own name on . In addition Coca-Cola printed and put into circulation unique names that were not as available to us as children.  

By using members of the public at the forefront of campaign material that had the ability to reach vast amounts of people of all different walks of life meant that we as the audience began to evaluate the positivity behind giving and sharing. For a younger audience this proved to be educational as it was highlighted that sharing is a popular thing to do , it also gave young adults/adults the opportunity to reconnect with old friends which again was shown through the medium of a woman saying openly that she would share a coke with her art teacher simply because she deserved it.

The thing that made the advertising campaign as successful as it was, was the appearance of not only the Web and Tv advertisements looking the same, but also the print based and social media. This assisted the audience in making a connection with the house colours made famous by Coca-Cola and the product on the shelves which further reinforced the message of the campaign which was the main reason behind why it became so popular amongst the people of the UK. Particularly for younger viewers, the fact that the message was across all platforms exposed them regularly to the idea that sharing is a positive experience therefore when seeing the product on the shelves were inclined to ask to purchase it due to them relating it to something that does good which after all is the companies selling trait.

During the production of these products it was important for the company to print labels of not only common 'British' names, but those of a more diverse background as now the united kingdom as a whole is a more multicultural society. Should they have not done this, it would have been seen as unethical and wrong which could have resulted in a backlash from those excluded from the craze due to their names for some reason or another not being in circulation. When using members of the public and their stories in some of the main material for advertising, Coca-Cola would have had to take into consideration the importance of data protection in regards to airing those who's stories were used. Most importantly it was vital for the brains behind the 'share a coke' campaign to copyright the content of the advertisements but also gain a trademark over the idea as a whole so that other companies didn't use the same content or idea for their own products.

In order to prevent their image being destroyed and a loss of reputation, Coca-Cola ensured that when people were choosing names to print onto the bottles on the internet - they weren't of an explicit or harmful nature. They achieved this by placing an interface on their web page that rejected words/names which could be perceived as offensive by certain groups of people/the public. This helped them retain the positivity which the campaign prides itself upon.

                                                               

LO1 Advertising Campaign 3

Cadbury's 'Have a fling with a creme egg'

This advertising campaign is aimed at people of all ages, genders and NRS due to it being a product available to all in many different supermarkets in the allotted time that it is on the shelves for, however there is a certain humour behind the 'fling' that a child/young teenager may not understand. The reference to a fling is relevant in this situation due to the creme egg being only available over the easter period and a fling in terms of a relationship is something that doesn't necessarily go much past the early stages such as a date referred to in the advertisements. Personally i believe this advert would be more geared towards those who don't have a relationship as they would find the association with a short relationship and the time that a creme egg is on the shelf funnier than say someone who hasn't experienced a similar thing.

The key message of this campaign, is simply to buy the creme eggs before they fly off the shelf when the easter period is over, by doing so in a way that is humorous makes us associate the product with the enjoyment given when watching the advert and a psychological sense makes us want to purchase it  - human instinct makes us then want to consume this product as we are aware that soon it will be gone for another year. Using yellow as the main colour for the campaign connotes easter, happiness and new beginnings which is completely relevant to the key messages, this paired with the house colours of the creme egg creates a familiarity that we as viewers will the associate with that product when we see it on the shelves - in every advert that cadbury did for this campaign we see the visuals changing but the colours and fonts staying the same so that when we see the print based content and social media pages we quickly make the association back to the product.

snapchat filter

In order to appeal to a broader audience, cadburys decided to pay to put a filter on the well known social media platform Snapchat. The only issue with doing so is that it doesn't relate well to both the tv and print based adverts, this then in a way ruins the effort made when keeping the house style as there is no mention of the 'Have a fling' just the product itself. A possible reasoning behind this could be that Snapchat is generally used by younger people (13+) therefore the usage of the 'fling' material could potentially be misunderstood or even inappropriate for some - this however is no use for the older users of snapchat whom would understand its content. Even though snapchat is primarily used by those whom are old enough to do so, there is a growing number of parents that in this technological age show their children the snapchat interface in particular to give them access to the filters which change their appearance to something funny. For children this positive (funny) experience is then associated with the product and the next time they see it , want one to try especially if they are aware that creme eggs aren't available for a long period of time.


Although seemingly harmless, the issues and stereotypes that this advert is based around could potentially be seen as immoral simply because of the fact that the main narrative behind the advert is surrounding a short meaningless relationship from which younger viewers (those who are more likely to be attracted to such products) may take wrong ideas and deem such things appropriate in later life  as in general chocolate is a product sold and advertised for children . However when taking into consideration that chocolate companies treat children as their target audience, it could be seen as Cadbury's wanting to broaden their target audience and potentially expand their sales to older people by supplying them with humour they will understand and appreciate.

Cadburys have chosen an eclectic variety of media platforms on which to advertise their creme egg at easter time this helps enforce the campaign in many ways through the power of association - both young and old can see not only the print based content but the actual tv advertisement and realise they are for the same thing. For children in particular this is because of the house colours being used in all of the forms of advertising and for adults, the reference to the fling. This was clever of cadburys because even when aiming an advert at an older generation, they still appeal to children due to the colourful appearance and displaying the actual product that they know and love.



In addition to using colours that will attract the younger audience, during the pre - production stage of creating this advertising campaign, Cadbury's marketing managers casted those with an unusual persona/appearance in order to make the advert more humorous. This is effective as the main campaign message is one that does include humour however not necessarily the type appropriate for a child to understand.

Before putting this advertisement into circulation, it was important for the team at Cadbury's to accurately represent the confectionery in a way that made the consumer aware of not only its availability but its prospect as a product. This is in order to avoid breaking the law of libel or even slander. However displaying a message such as they have done in this way required deliberation to ensure that the content was moral and in all senses, ethically sound due to it being broadcasted on prime time television rather than post watershed.                                                                                                                                    

print

Print/web advertising examples 

LO1 Advertising Campaign 2

#LastSelfie

The last selfie campaign seems to be a last ditch attempt to get the attention of millennials, the main focus of the advert was to highlight just how fast these animals are dying out/becoming extinct through the medium social media. WWF included the fastest growing social media contender Snapchat to appeal to those under the age of 16 due to them being associated with this way of communicating- this was highlighted in the video ad when the picture of the chimp begins to count down and then disappears never to be seen again just like sending a snapchat.

As touched on previously, this campaign's target audience are those part of the younger generation as it is seen in the media as these are the most impressionable people and those that naturally have the ability to sculpt the future as they desire as after all - we are the future. Although seeming relatively stereotypical i believe the gender that this particular campaign is aimed at females due to the caring nature that most have and again the emotional techniques used will appeal more to females than males. The up close shots of the animals faces connotes intimacy which is other wise lacking in normal day to day life hence why these animals aren't getting the attention they deserve and in turn they're becoming endangered- this engages the audience in many different ways for example it gives them a sense that there is something that they can do regarding the extinction of these animals by using personal pronouns such as 'we' which gives the impression that as a collective 'we' can bring change.

 Again, although stereotypical and mentioned previously the target audience being young people enforces the campaign message as if younger people are taking interest in current affairs, it will pave the way for adults to join in too which will start a whole new band of people supporting the WWF. In addition to the 'last selfie' campaign, WWF also had a feature on their twitter page entitled 'Endangered emoji' which again is appealing to millennials as they are more likely to be associated with the different emojis- one of the web advertising posters shows all the different emojis with their associated endangered animal. This allows young people to make the link between the characters they use on texts every day and the animals that require help to survive. Constantly using the theme of social media to enforce the campaign makes it more relatable for today's generation and helps create a mindful link for the audience.

Both the website for WWF and the Facebook page associated with #Lastselfie and #EndangeredEmoji show little if any resemblance to the interface that the supporters with the campaigns are used to - this could cause confusion when trying to access content that has engaged an audience interested in the endangered emoji and last selfie. The web interface is in the house colours of the organisation however this is the only way which could make the connection between these successful campaigns and the plain information on the website which isn't as engaging for the millennials targeted initially.

Displaying the same message on various different platforms including print, web and Tv, the producers and marketing managers of this campaign are tying to access a broad target audience. Covering these three platforms makes the content more accessible to the younger people which the campaign was made for primarily - after seeing this interface on multiple different pages and websites the message begins to hammer home that this is a real issue that needs addressing - a call to action.

Because of the target audience to this campaign being younger people, when making this advertising campaign the producers had to ensure that the content being shown was not going to cause any distress - Wild animals especially to children are often highly regarded therefore the video footage/ images need to be suitable and not likely to cause distress or offence to more impressionable members of society in order to avoid being immoral. In addition to this when trying to get people to back a charitable campaign it is vital that everything being said statistically is correct as it could lead to people parting with money under false pretences - both Libel and Slander law would be important to take into consideration as the main goal is to receive donation for the soon to be extinct species'.

LO1 advertising campaign 1

Chanel NO5 https://www.youtube.com/watch?v=iBBeY6wSYDE

Looking at this particular Chanel No5 advert we can denote that its main target audience is women, of NRS grouping C-A due to the expensive nature in which it is portrayed - However having prior knowledge on the NO5 scent, this advert is for the sole purpose of broadening that target audience due to the perfume generally being favoured by the more mature woman (40+) this is attained by using the younger model that may be more related to by a younger women. Chanel is what is classed as a luxury brand therefore is attempting to appeal to those with a bigger disposable income to purchase the fragrance.

The adverts key message is that in order to live an affluent lifestyle such as the women in the TV advert and print products, then you must begin by buying more expensive perfume. The entirety of the advert shows an idyllic world where the woman is desired and lives an extravagant lifestyle which is what stereotypically women want for themselves and for their families and it is denoted that should you buy Chanel - you too may be able to live this life as far fetched as it might seem realistically. At the forefront of this advertising campaign is essentially the idea that they want you to want this perfume and by using different techniques and giving the advert sex appeal they have engaged their audience.

The fragrance is endorsed by Gisele Bunchen , a fashion model whom fits the brand well - she appears on all of the different advertising platforms particularly the advert where she is seen living in this grand house and working as a model (again reinforcing this idea of an ideal life ) which no doubt isn't that much different from her own life. This gives the audience someone to associate the brand to and more importantly the fragrance which she advertises especially seen as Chanel have many different celebrity endorsements for each fragrance. To look more in depth at this, we can connote that by using the young attractive model, the brand is Appealing more to the younger woman as it gives the desire to be like that person and live the life that they do as generally such luxuries may not be as desirable to the older woman, to be specific the beach house where the model is shown running up the beach in a small swimsuit is probable to seem distasteful.

Unfortunately at this present time it is common for young women to find being abnormally thin attractive therefore by using a well presented model again with what is considered to be the perfect body type, the brand is enticing a larger group of people to the fragrance for the sake of being related to the stereotypes this advert portrays. Although less obvious this advert could also appeal to men due to the strong male presence in this advertisement what with the singer and husband/boyfriend that is seemingly attracted to the model. This directs men towards other fragrances the brand and serves as a form of cross advertising as the general message carries throughout the different campaign. The soundtrack that goes along with this advertisement gains support from other people that may not be acquainted with the brand as much due to fact of it being so popular. 'The One That I Want' denotes that by purchasing this scent you will become wanted or more desirable to the type of man in the advert whom is seen in the media to be 'perfect' hence why Chanel chose two very attractive people to be associated with the brand.

This is one of the adverts for the Chanel NO5 campaign which aired November 7th 2014, alongside this tv advert came various other forms of print based and web advertising. The most successful of these platforms would be the tv campaign as it managed to reach a broader audience however more specialist magazines such as Marie Claire around this time allowed the magazine a double page spread. Alongside the TV advert, Chanel made a small two minute film from which scenes were shown in the advert ( https://www.youtube.com/watch?v=8asRWe5XNw8 ) meaning when searching for the advert to view on the internet you get directed to the full length film version which allows the audience more of a chance to view the extended film with more Chanel product placement which continues to enforce this idea of buying the product. Although the brand didn't offer a radio advert, the vast amount of public domain advertising manages to carry through the message message of - to live this lifestyle you must be this/buy this.

The fact this advert was aired only on Tv and public domain advertising allows us to see the branding of this particular perfume which we now associate with the Chanel branding for example the logo and the classic black, white and gold which connote luxury and expense - should this have been a radio advert the same things which are now strongly associated with the brand wouldn't have been shown therefore the effect a lot lesser. Because Gisele Bunchen features on both the aired tv adverts and public domain we not only associate her with the brand but the fonts and colours which feature around her which again would have been far less effective should this have been aired on radio.

However taking all of the above into consideration, i don't think the advertising campaign is as effective as it could be. Luxury fragrances are what is considered a niche market and only appeals to those in a higher NRS grouping simply due to the ostentatious props and home life they are showing. To some, the abundance of nice things may be 'off putting' or excessive which drives those who could potentially buy the product for an occasion away. The website today shows no relevance to the advert still being aired which takes away all of the links made to the celebrity endorsement , a complete section of the website is dedicated to the NO5 fragrance however the fonts and model used for the advert, print based products and mini film are not present which could cause potential confusion to those possibly willing to buy.

When advertising a product for the audience to buy, it is important that the representation of that is fair, in this circumstance - it could be inferred that the people whom buy this fragrance are those who potentially have a lot of money and that you could possibly live this lifestyle. However this isn't outright and relies on its audiences realism. Should the producers have said explicitly that the scent makes you appeal more to those with more affluent life styles , they could have potentially been caught out by libel/slander laws and would leave themselves susceptible for public complaints. Because an accompanying short film goes along the main advertising campaign, intellectual property rights would have to be owned by the production company working alongside Chanel to prevent others misusing its content.

Public domain advertising 

Chanel NO5 website lacking endorsement

Advertising

what platform do you think your marketing campaign would be successful on?
 I think i would choose a print based advert as it is an above the line advertising method which could potentially mean a wider variety of people will access it.

What are your strongest skills?

photography.


In order to incorporate social media into my campaign i could say if the campaign was advertising a brand of clothing, show teasers of the designs with information on when it would be available to purchase such as the Kanye West YEEZY boost shoe campaign.

Off The Shelf

Off the shelf is a festival of words celebrated in sheffield where you can attend different events that explore literature. In order to market the campaign , kid acne (a sheffield street artist) designed the logo which is featured on the front of the winter gardens. People whom live in sheffield associate this type of writing with the popular street art that appears all over the city.

The main source of advertising would be the leaflets and short programs telling you where the events are taking place which entices those whom enjoy reading by making the format readable also.

Legal Bodies

Ofcom - 'Ofcom is the UK’s communications regulator.'
they act on complaints regarding what the public find offensive, misleading or harmful. In addition to this, they do regular checks to ensure nothing seemingly sinister goes out into the media. The main aim is to keep the people of the uk protected against content which could potentially have a negative effect and scamming issues. They withhold the right to remove any media from the public.

BBFC - the British board of film classification are the regulators of what classification a film is given before being released for public viewing. They also regulate the content of trailers and promos for films to ensure they are only seen by suitable audiences.

ASA- the advertising standards authority 'is the UK’s independent regulator of advertising across all media'. Their work relies on 'proactively checking' and acting on complaints about advertising of any form which is offensive, harmful or misleading.



Looking at the campaigns you've analysed so far. How has each one avoided falling under ASA or other regulatory bodies scrutiny?  

All of the adverts i have looked at so far have managed to avoid scrutiny by maintaining a careful approach to what it is they are advertising. For example the 'last selfie' campaign material managed to convey a very serious issue of animals dying out into something tame and inoffensive by using the snapchat interface and aiming the entire campaign at millennials whom are not as easily offended as smaller children. Snapchat is an application designed by usage of those over 13 years old - by which age you would expect that child to fully understand the problem surrounding animal extinction and the prospect of snapchat images being only available for seconds at a time.

The chanel advert however has some ethical issues surrounding the model used