Task 1: Research Portfolio
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products.
P1 (U20): Describe an existing media advertising campaign.
Dumb Ways To Die Campaign
Aims and objectives:
The aim and objective of the Dumb Ways To Die Campaign is to create a message of the important of rail safety as well as the aim to engage an audience that isn't interested in hearing any kind of safety message. They claim that their aim is to create ‘a completely different route and create a humorous, friendly campaign so the message was not lost on a younger generation’. They approached the topic by turning the serious topic of safety into something that could be laughed about to draw in attention whilst using cartoons to create humour. This day and age teenagers act stupid around trains and the video helps spread awareness by using humour to interest teenagers to watch it.
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| Dumb Ways To Die Campaign billboard |
Target audience:
The target audience of the campaign is aimed towards people who don't have an interest in learning about rail safety. The target audience itself is mainly based towards as wide as a range of people as possible, mainly adults and children. This is due to mainly adults using the rail line with their children, therefore it is the most relevant to them as the knowledge would effect their life's. Compared to elderly people for example who don't tend to take the rail line when traveling due to they age and the convenience and accessibility. It was aimed towards the generation of this day and age, this is demonstrated by how they use a range of platforms, for example Tv adverts as well as Youtube adverts to catch a wider audience spread to spread the word. This day and age everybody uses modern technology as well as social media, the\refore the video was easily able to be seen by others by sharing the videos around for example. The campaign was extremely successful in terms of the amount of people who viewed them.
Key messages:
The dumb ways to die campaign was created by advertising agency McCann Melbourne. Their key message through out their campaign was create awareness of rail safety and uses an inappropriate use of humour to grab the audiences attention. Throughout the campaign they illustrate to a wide audience the importance and safety of being careful on a rail. The company claim that “poor safety around trains could lead to your death” has a weak impact. However, they say that the “poor safety around trains means you are dumb” has impact. This is proven and back up by the 32 millions youtube views.
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| Dumb Ways To Die campaign billboard |
Approach:
The advertising agency McCann Melbourne approached the campaign by releasing not just a video but a song as well as a game. By creating a video it visually got the message across as it was easily able to understand. This is due to it the message being demonstrated in a clear meaningful manner. A song was created and was an extremely catchy jingle, this helps with their campaign as due to it being so catchy people would be singing it in public and be heard by others. The video demonstrates the serious matter of rail safety
Representation:
The advertising agency McCann Melbourne, who are responsible for creating The Dumb Ways To Die campaign represents a company that ‘tell the truth’. The campaign itself uses cartoon characters to represent people and dumb decisions they could make when standing by a rail line. This illustrates the general issue and the concept of the video within the campaign whilst using humour to make the topic seem a less serious and more of a relaxed approachable concept.
Campaign logistics:
The Dumb Ways To Die video was release on November 2012, the video itself was animated by Julian Frost and produced by Cinnamon Darvall and was successfully viewed 2.5 million times within the first 48 hours of being released. Once the video was released it became viral over a short period of time.The video was written by a musician called John Mescall and produced by a talented producer called Ollie McGill, there were given a guide line to follow to create the song to insure that it would be appropriate for the younger generation to hear as well as still illustrating the serious important matter of safety on railways.
Choice of media:
The choice of media they decided to mainly use were a video, song and game. All the forms of media
platforms Dumb Ways To Die used all aim towards a different target market. The Dumb Ways To Die game is mainly based towards the younger generation of kids as the game is based purely off cartoon characters. The video created for the campaign was posted and shared around social media (Facebook and Twitter), by the public sharing the video it's not only giving the campaign free advertisement but it is also helps spread through word of mouth. The campaign itself is aimed towards all ages as through the target audiences life they will all need to know about train safety. Currently the video roughly has been viewed on youtube over 165 million times, which demonstrates how their video was successful and that they did take advantage of a range of media platforms which benefitted their outcome.
platforms Dumb Ways To Die used all aim towards a different target market. The Dumb Ways To Die game is mainly based towards the younger generation of kids as the game is based purely off cartoon characters. The video created for the campaign was posted and shared around social media (Facebook and Twitter), by the public sharing the video it's not only giving the campaign free advertisement but it is also helps spread through word of mouth. The campaign itself is aimed towards all ages as through the target audiences life they will all need to know about train safety. Currently the video roughly has been viewed on youtube over 165 million times, which demonstrates how their video was successful and that they did take advantage of a range of media platforms which benefitted their outcome.
Call to action:
Dumb Ways To Dies action of their campaign was to create awareness of the sensitive subject of railway safety, yet at the same time make the concept seem humorous and friendly. Therefore, the discussion they are making won't be lost within the younger generation. They did this by creating an up beat song as well as using bright colours and cartoons to display a range of scenarios.
Dumb Ways To Dies action of their campaign was to create awareness of the sensitive subject of railway safety, yet at the same time make the concept seem humorous and friendly. Therefore, the discussion they are making won't be lost within the younger generation. They did this by creating an up beat song as well as using bright colours and cartoons to display a range of scenarios.
Relevant legal and ethical issues:
The campaign did however receive some negative criticism as well as the positive. People claimed that the video advertised suicide as if it wasn't a serious topic, this is due to them using cartoons and a jingle with a up beat tune which creates the appearance of a positive fun video. As well as the video also being censored in Russia by the government agency in charge of Internet censorship, also including the youtube video due to legal complaints from the government.
Regulatory bodies:
When Dumb Ways To Die were advertising their campaign; they had to make sure they were following the ASA guidelines (advertising standard authority) to insure that their campaign wasn't too disturbing for the audience. Especially when advertising a sensitive subject like rail way safety and the dangers it has.
Consistency of message:
The consistency of the message throughout all the media platforms are all the same. They all illustrate that the point of the campaign and the importance of rail safety. Including the aim to engage an audience that isn't interested in hearing any kind of safety message. They state that the purpose of their campaign is to create ‘a completely different route and create a humorous, friendly campaign so the message was not lost on a younger generation’.
Different media forms:
All these media sectors are a very modern day age choice as they all include technology. They mainly decided to do this instead of a print copy as it’s keeping up with society and the current generation. However, they also targeted the older generation by also displaying banners on the side of buses. The choose to use buses as it mainly targeted people who take public transport as well as being an over all import safety point that everybody should be aware of in this day an age. They created a game that was child friendly to help simplify and explain the importance of safety through a level at which children could understand, which is why they decided to create a game which included cartoons and bright colours.
Share A Coke campaign
http://www.coca-cola.co.uk/stories/share-a-coke
Aim And Objectives:
The aim of the campaign was to gain attention from the audience as well as increase the consumption of people purchasing Coca-Cola. Therefore, the company sales would increase even though the market for fizzy drinks is extremely competitive. The wanted people to talk about coke a spread the word by making it the topic of conversation. They did by producing custom names on bottles of coke therefore people would hopefully take photos of them with their bottle, this benefits the company as the customers are producing free advertising for them and spreading the word.
Target Audience:
The target audience of the coca cola campaign is based mainly towards teens, this is backed by how the company has chosen to use most popular teen and millennial names in the U.S. to go on the packaging of the coke bottle. However, coke itself is drank by most teenagers and adults. It’s not a drink specifically aimed to one age group or generation.
Key Messages:
The key message of the campaign is to get closer with your friends and family by sharing a bottle of coke with the, or even give them it as a generous present. It demonstrates a positive gesture and bonding moment by sharing a drink with a friend. They wanted to advertise the product and produce the product to help create memories and memorable moments between friends and families, as well as creating an emotional connection with the customer through the personalisation of the product.
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| Share A Coke With A Friend campaign poster billboard |
Coca-cola approached the campaign by displaying the campaign through various channels like newspapers and TV commercials. However, it was mainly social media which the campaign as successful as it was. This is due to the customers themselves discussing it online as well as promoting the product by taking photos of their own names on bottles and posting it online. This benefits the company as not only are they gaining income from people purchasing the product but they are also getting free publicity from the customers reposting online their experiences getting their Coke.
Campaign Logistics:
Coca-cola is a company which is located and manufactured in Atlanta, Georgia, USA. The name Coco-Cola comes from the two main ingredients, kola nuts which is a form of caffeine and coca leaves. Within 2015 it was announced that Coca-cola is now considered one of the worlds thirst most valuable brands in the world and their industry. Coca-Cola decided to team up with Oligvy and Mather Australia who are advertising agency partners. Their work together formed them to launch their ambitious digital media campaign named ‘Share a Coke’. Which is now one of the most successful and effect campaigns that is known.
Choice of media:
Coca-cola uses a range of medias to advertise and get the word around about their campaign and what their products offer. However, the most successful advertising method was by using social media. The word about the campaign spread the most due to customers posting the product online. They promoted the product by taking photos with their names bottles and posting pictures online. This benefitted the company extremely well due to benefitting the business saving money and increased their income. This is illustrated by customers advertising without the company having to pay them. This effected Coca-cola as more people would purchase the product due to seeing other peoples bottles from the word being spread around which would mean that more income would be coming in to the company from purchases.
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| Three bottles from the coke campaign displaying three names |
Call To Action:
Cokes action was to make it possible for the audience to share a coke with the people that matter most to them, as well as use the coke bottles to help create and share stories within the public and creat special moments with Coke. This was a success as there were over 235,000 tweets from 111,000 fans using the hashtag #Shareacoke and over 150 million personalised bottles sold. Relevant legal and ethical issues:
However, even though the company did receive a lot of income from the
campaign the campaign did also receive negative comments. This is mainly due to the encouragement and popular advertising on social media to purchase the drink when intact the drink is extremely unhealthy and bad for you. A range of anti-coke campaigns were realised trying to encourage people not to purchase the product. This did in fact add a bad light to the campaign and added a negative impact. Even thought they were receiving a negative review the review still caused them to get publicity, which in fact benefited them as any publicity is good publicity when advertising as it is still getting your product across to the audience.
campaign the campaign did also receive negative comments. This is mainly due to the encouragement and popular advertising on social media to purchase the drink when intact the drink is extremely unhealthy and bad for you. A range of anti-coke campaigns were realised trying to encourage people not to purchase the product. This did in fact add a bad light to the campaign and added a negative impact. Even thought they were receiving a negative review the review still caused them to get publicity, which in fact benefited them as any publicity is good publicity when advertising as it is still getting your product across to the audience.
Regulatory bodies:
When Coca-cola were advertising they needed to make sure that they weren’t breaking any of the ASA guidelines which is the Advertising Standard Authority. For example they had to make sure that they are being ethical. This means that when they were producing the names on the bottles they needed to make sure they had names that would represent all demographics and not just names from the creators cultures.
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| Poster of the Dumb Ways To Die campaign in a public mall |
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| Dumb Ways To Die poster at a rail way station |
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| Dumb Ways To Die game app |
Within the app they have produced they used the same cartoon characters they have used through the advertisement posters to keep up the consistency by making sure it all relates. They use the app to portray the message by making light jokes about railway safety and crossing the road by exaggerating natural occurrences to create a humour. They also used the same song in the background that went viral on social media, therefore they are keeping the campaign consistent by relating back to the same characters used through each platform used to advertise on with the same message.
They also used social media as a large platform due to their video of 'Dumb Ways To Die' being vied over 147 million times on Youtube. As well as their hash tag #dumbwaystodie having over a million uses. Social media is an amazing platform for them to have due to the fact that it's free publicity and advertising. The audience are sharing around the video and discussing it online without being paid to, however it benefits the company due to spreading awareness.
Share A Coke Campaign
On the other hand Share A Coke Campaign also uses a range of adverting platforms to promote their drink with custom names on. Throughout each platform they keep the consistency of the message they do this by relating each product on each platform. For example overtime the product is advertised they display the bottle which has the same font every time but different names which demonstrates their campaign and how they have so many types of custom names on their bottles.
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| Billboard |
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| Double decker bus |
On each platform the campaign looks similar, it contains the same font as well as their simplistic bright red shade through out. For both on the double decker bus and billboard the advert is kept quite simplistic due to the fact that people will look up and recognise straight away the familiar colours and font. Both the billboard and double decker bus adverts are a good way for them to advertise as people on the bus are traveling and out which means they may get thirsty and go to a store near them when they are out and could purchase a Coke. The billboard is bold and bright which is eye-catching for all the drivers passing by. The simplistic writing and familiar font makes it easy for the drivers to drive by without getting distracted reading the sign.
They also keep the consistency of the message by adapting their bottle for each country and the foreign names they may have. This displays that Coke are taking the extra effort to make sure they product adapts to the target market in all areas of the world as well as keeping the consistency of the message by keeping the products the same but just adapting the names.
Another ad that the Coke campaign had was a video advert. Within the video advert they kept us the consistency of the message by displaying a story about friends and family all bonding over drinking customised Cokes with their name on it. They displayed the main product which was the Coke with the names on it throughout the video with the same font and layout displayed on all the there adverts. Another way they keep up with displaying the consistency throughout each advert is by the slogan they have 'share a Coke with...' illustrated through out the video ad by people demonstrating the slogan and actually sharing Cokes within the video. 
They used social media to promote the product, they mainly did this by turning the slogan they used throughout each of their ads into a hashtag #Shareacoke, by doing this not only are they keeping up with the consistency of the message but they are making the slogan memorable by displaying it on all of their adds. Even when the hashtag is displayed the word 'Coke' is shown in red, which is their main colour that they are recognised by which is displayed throughout all of their adds. The hashtag received over 235,000 tweets from 111,000 fans by using #ShareaCoke.
P1 (U24): Describe the media products for an identified industry sector.
Media products within the industry:
- Television
- Radio
- Print Publications
- Internet
- Direct Mail
- Signage
- Product Placement
- Mobile Devices
- Sponsorships
How products are adapted across media platforms
Adapting products across media platforms is typically done based on target audience and the typical engagement length of the user. If we look at a vacuum cleaner then print media advertising provides a limited window to get the attention of the readers as they pass through the pages. Adverts need to be impactful, short to the point and clearly demonstrate the product, features and benefits in a concise way. Starbucks do this by making sure that the name Starbucks is printed body and clearly for the audience to see within the advertisement. TV advertising provides a guaranteed engagement window providing on average a 30-sec commercial that would enable the product to be shown ‘soft sold’ with lifestyle presentation matched to key features and benefits. Digital media allows for more contextual, behavioural and targeting meaning the vacuum message can be tailored to appeal to consumers in either a consideration phase (the presentation would be a mixture of lifestyle and key benefits) or in the purchase phase – Features, Benefits and price Call to action). This will also allow companies to spread their marketing budgets more effectively as they will use a variety of media platforms, which will allow them to evaluate their spend in greater detail. For example Starbucks use social media platforms to advertise and promote their products (Facebook, Twitter and Instagram), they have an account on each platform to insure that they are reaching as many people as possible on social media. They post their latest news to insure that the public are uptodate with what they have to offer. They also use their social media accounts to tag their website link. By tagging their website link it's promoting their website which would create more customers on the website which could encourage them to purchase products in stores which are advertised on the website.They are adapted by making sure that they fit each form of platform, for example on Twitter they engage more with the audience due to the majority of people that use Twitter are the younger generation who are more interested in online communication compared to adults. The audience may not have been aware that Starbucks had a website if it wasn't for tagging the link within their posts. Therefore this benefits benefit as it's giving them extra publicity.
How is a brand created across different products and platforms
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| Starbucks simplistic bus stop poster |
How do they engage different target audiences
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| Starbucks drinks that range in sizes, going from large to a kids mini. |
Providing the brand understands the values of their target audience in addition to their preferred communication channels the brand would look to set up a series of communication and branding creatives, in addition to sponsorship. It is then possible to target these customers through contextual, behavioural, programmatic digital display campaigns, broadcast that aligned to channel preference and scheduling, social media targeting, print advertising and events. Each channel and audience segment will require specific messaging and creative but most marketing managers will use a series of test and learn models to refine the messaging to each market and audience. By fully understanding the audiences habits and preferences the marketing activity can be adapted and personalized specifically to the consumer, which will ultimately create higher and more meaningful levels of response. As a result, this will ensure their marketing budgets are being used effectively to fully engage with defined targeted audiences. Starbucks engage different target audiences by a range of type of drinks they are showing. They sell a range of small to large sizes of drinks as well as selling mini hot chocolate drinks for children. starbucks don't only sell coffee drinks for adults but they also sell fruit smoothie drinks for children.
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