LO1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products (P1, M1)

 P1(U20): Describe an existing media advertising campaign:

Describe two existing media advertising media advertising campaigns that have products across a range of media

Add in supporting visual images (2) 

Must include:

Aims and objectives

target audience 

key messages

approach

representation

campaign logistics

choice of media 

call to action

relevant legal and ethical issues and regulatory bodies

Nike - 'Nothing Beats a Londoner' Campaign:

Aims and Objectives:

Research found that Nike had somewhat lost connection with young Londoners. In response, a campaign was devised that channeled into the heart and soul of what it means to be a kid growing up in London.

Young Londoners already wear Nike but don’t relate to Nike ads blasted around the city featuring ‘out of touch’ international stars like Ronaldo. Nike had to do something that was for the kids not the athletes and that related to their lives, talked true to their struggles and showed that Nike understood the city.

Target Audience:

By focusing on key participants, target audiences, cultural factors, and social dynamics relevant to the heartbeat of the city, Nike created a viral campaign that combined the identity of living in London with the brand and its purpose. Significant concentrations of this campaign is the adversity faced by those who grow up in London, like on going racism, sexism, poverty, and violence, along with typical childhood and athletic struggles. So women, people of ethnic minorities, C2DE classes, Londoners and the British public

Rather than being centric to London as a city, the campaign highlighted individuals who make up the soul of the city. While this concept risked alienating cities outside of London, it was ultimately relatable and transferable to other locations and cultures with similar values and ideals.

Key Messages:

Significant concentrations of this campaign is the adversity faced by those who grow up in London, like on going racism, sexism, poverty, and violence, along with typical childhood and athletic struggles. The campaign highlighted individuals who make up the soul of the city. Nothing beats a Londoner is authentically focused on the kids. They are the essence of the ad. It’s their language that speaks loudest. And it’s the authentic focus on their struggle that resonates strongest with the target audience.

Approach:

The advert showed the different aspects of the London life and the challenges each group faces, from the pish boys and the pressure put on him, to the dangers of running through Peckham.

Alongside 258 members of the public, the ad also features a number of celebrities and athletes, ranging from Olympic medalist Mo Farah to grime artist AJ Tracy. However, unlike previous ads that revolve around famous faces, the inclusion this time is both subtle and seamless.  At three minutes long, the full film is short enough to capture attention on mobile – which also makes it highly shareable.

Nike has also ensured interest on social media by letting those who star in it publish their own standalone parts on Instagram. This activity has also extended the ad’s competition-element, with kids tagging others in their posts and ‘calling out’ their so-called sporting prowess. It’s all meant in jest, of course, merely serving to promote the campaign and ramping up interest on social. Racking up 4.6 million views in less than a week, the ad fizzed through WhatsApp group chats and the Twitter-sphere alike. It became the #1 trending video on YouTube, and had everyone from Drake to Sadiq Khan interacting with it on Twitter.

Representation:

The campaign represents the rich scale of London’s subcultures and candidly embraced its stereotypes. There’s no doubt that Londoners have deep-rooted pride in their home city. The further you get away from London, the less it represents you, and there are big anti-establishment movements happening outside of the capital. There was representation of race, gender and class, starring urban legends such as Skepta, Giggs and Big Shaq alongside national treasures like Mo Farah and Gareth Southgate.

Campaign logistics:

The campaign was released on February 9th 2018 to inspire youths as they broke up from school for half term holidays. Nike supported the film by parachuting over 75 pro athletes into the community to inspire young Londoners through a week of sporting and cultural events.

Choice of media:

They used social media such as YouTube (4.6m) to promote their campaign.

They also made use of Twitter, Facebook and Instagram as their main social media platforms. Nike used multiple choices for campaigning on different platforms. They used their main one, the video campaign on Youtube. They also used billboards such as the one below. This billboard hasn't go the vibrancy of variation which the main youtube video has. A simple black background is very boring however the LDNR with the Nike tick is consistent with the other choices of media such as the poster below.

This poster is much like the social media video used as the vibrancy is similar to shows the representation of the campaign. The poster shows the variety in the Nothing Beats a longer through a mixture of colours, shots, angles and races.

This image is from the original video Nike released and the main form of the campaign. All these lead audiences to the main element of the campaign which was the audio/visual video which was shown in both TV, Online and Cinema formats. The advert was 3 minutes long online, however was adapted for other formats (like TV) in order to fit with time restraints.

Call to action:

In the campaign they mention running and cycling to promote clothing that they sell for those activities. Quick shots of running wear like shoes, basket ball, boxing, rowing gear, football wear and shoes, ice hockey, and rugby clothing to motivate and influence the viewers to purchase the gear or to take up a sport where they would need to purchase clothing from Nike. 

Relevant legal and ethical issues and regulatory bodies:

Nike have run into copyright trouble by using LDNR as an abbreviation for Londoner in their expensive promotion ahead of Russia 2018, which features a number of their top sports stars inside and outside football, including Mo Farah, Harry Kane, Eden Hazard and Gareth Southgate.
The legal complaints are understood to have come from a number of companies including eyewear firm Foresight & Vision who have LDNR trademarked as one of their sunglasses brands.

Coke - 'Share a Coke' Campaign:

Aims and Objectives:

Coca-Cola had two objectives they wanted to achieve through the campaign. The first and primary objective was to increase their sales as it was the summer period. The second objective was to increase their engagement with its customers by talking to them. They wanted this campaign to create a platform where people won't just consume the product but also love it.

Approach:

The campaigns main approach was the printing of various names and nicknames onto coca cola bottles, however there were other important aspects to the campaign. Given that coke wanted to engage with younger target audience it was crucial that online elements of the campaign where a large focal point. Coke encouraged users to take to social media by using #'s to share their own moments of family and friends. As well as this coke rolled out the ‘Share a Coke’ campaign through various media channels like newspapers and TV commercials. By adding names on the bottles in the campaign and advert then it makes it more memorable for those with the names featured.

But it was social media channels, particularly Facebook that the campaign really developed. Through Facebook, users participated in a large scale. Moreover, the campaign had achieved mass sharing as customers could connect with each other. Basically, consumers had to SMS their friend’s name which would be displayed live on the iconic Coca-Cola sign located at Sydney’s King’s Cross. The user then would receive an MMS via which they could share their chosen friend’s name lit up in lights through Facebook or send him/her mail. On top of this an element of experimental marketing was used where customers could custom make their own bottles. 

Call to Action:

Coca-Cola created a powerful call to action in the campaign. The campaign name in its self was a call to action. It made purchasing Coke and share their memorable moments with their friends and family on social media.

Coke had ensured that the campaign slogan should be something that is very catchy and easy to recall such that the call for action should immediately come to mind when the customer purchases the brand.

 

 

Campaign Logistics:

 

The campaign was conceived by Australian marketing firm 'Ogilvy' in conjunction with Coca Cola, and as such was first launched in the country in 2011. From there the campaign was expanded further into new markets. Coke ensured to keep the campaign fresh as time went on, for example in 2015 the name pool was expanded to 1,000 with various nicknames like 'bro' and 'sidekick' being added to the inventory. In 2016, the company replaced people's names with lyrics from 70 popular songs including 'Lean on Me' and 'We are the Champions'. In 2017, the campaign returned to the US with a new variant; holiday destinations. Bottles of coke are labelled with favourite summer holiday spots such as Hawaii, Ibiza, Barbados etc.

 

Target Audience:

 

The main target audience for the 'Share a Coke' campaign is teenagers. In recent years carbonated drinks have been under fire for being unhealthy. Health concerns have been raised conversations about regulation on carbonated drinks and talks about healthier alternatives has exploded which has contributed to the decline of Coke. 

 

By targeting the drink at teenagers it created a personal connection with them by putting 250 of the most common names on the drinks bottles, a simple, powerful idea that would connect teens to Coca-Cola. In recent studies Coca-Cola also found out that many teenagers thought that the drink was out dated and more of a parents drink. By adding a social element to drinking Coke it meant teenagers would also relate socializing to the brand, which was done to encourage teenagers to buy a drink for their friends with their name on it.

Representation:

The campaign will now include over 1000 names that will be printed on the drink. By having this amount of names printed on the bottles it means many names from different cultural backgrounds will be used. This will help represent people from all over the world and make them feel included within the brand. Coca-Cola South Pacific Marketing Director, Lucie Austin, stated that the goal for the new campaign was to have every Australian be able to participate in the campaign. 

Coca-Cola's campaign runs on an extremely large scale, spanning many types of media, including billboards, online content, social media, and influencers. Increasing the number of people the campaign represents, will allow for greater participation in the campaign as a whole. Additionally, adding names spanning different cultural backgrounds will make more consumers feel represented by the campaign.

Key messages:

 

The main message of the Share a Coke Campaign is to make teenagers share a coke with a friend. It encourages people to buy their product by adding names to the bottle and involving the audience personally and promoting the brand. This campaign may have also improved brand identity by Coke showing that they care about the younger generations and the importance of having a social life.

 

Choice of media:

 

Coca cola used a range of media to advertise the Share a Coke campaign. Coca-Cola ramped up the activity throughout the summer with a TV ad, a Google+ Hangout with musician Connor Maynard, which allowed the publics to join and 'hangout' with other people. This was effective because it followed the campaign theme of bring people together to socialise.

Also partnership with Ocado and by touring the country with kiosks and vending machines offering an on-site printing service so consumers could print any name on-pack.

In addition a lot of social media was used to target the teenage audience. For example, they were encouraged to use hashtags on apps like Twitter and Facebook. 

As well as these, traditional above the line advertising was used like TV adverts, posters and billboards to ensure they had mass exposure to secondary audiences and others interested in Coke products.

They also made use of a digital billboard where people could write their names and have them appear on the billboard showing Coke as being equal to everyone and helping the brand to develop their relationships with customers in a positive way.

Legal and Ethical Issues:

One issue specific too this campaign was being able to represent a diverse range of names printed on their products appropriate to the culture in which they are being printed. As well as this ethical issues arise given the nature of Coke's product, chronic consumption of their product is associated with serious negative health issues such as obesity and cancer. It call into question whether a product like this should be allowed to be advertised, especially to certain audiences such as children who may not be fully aware of the negative side effects that come with consumption. As well as this there were some issues that came with the custom message element of the campaign. Coke had to ensure they had a good message censoring system to ensure any rude or insensitive messages were not shown on a large billboard in a public area, which could result in legal ramifications.

M1 (U20): Evaluate different cross media advertising campaigns for consistency of message.

Evaluate different cross media advertising campaigns for consistency of message, across different media forms such as print, audio-visual for TV, online advertising.

Nike - 'Nothing Beats a Londoner' Campaign:

Nike uses cross media pathways to expand their message with a varied level consistency. Nikes message of younger generations rising up against the challenges they face is seen in multiple forms of  media. Nike's campaign was featured on Instagram where this consistent message was portrayed in @chlomaylee's post. Their rise through challenges was seen as the tennis player is playing in the pouring rain while also wearing clothes produced by Nike.

Another cross media pathway Nike has used is print. The billboard Nike used for the campaign was not, in my opinion, able to convey the message of rising against the challenge due to the lack of information on the image. However, people only look briefly at a billboard therefore there only needs to be little information and the 'LDNR' mention promotes the nothing beats a Londoner campaign so are able to put the messages in through that reference.

There are plenty of athletes and celebrities in the advert such as Skepta, Giggs and Big Shaq alongside national treasures like Mo Farah and Gareth Southgate. In the billboard above there are no relations to celebrities, however there are many in other forms of media Nike used.

In other posters such as this, some of the celebrities are seen which were featured in the campaign. The consistency of the message of rising up against adversity can be seen as the celebrities shown here are all black and therefore are likely to have experienced racism, a form of adversity. Comparing this to the main form of the campaign, the video, the message is consistent while taking a different form. Five black celebrities show how they have risen up to big positions while in London and they are being used to promote to others like them. London also is prominent in this poster, similar to that in the main campaign.

How the product features prominently: The location remains consistent throughout the advert, showing different areas of London and the types of sports that are played in those areas. The advert is consistent with not advertising any of their specific clothing products. However, it does advertise a sense of community and inclusion in sport which may motivate customers to purchase Nike clothing so that they can take part in these advertised activities. For example, in one section of the Ad they show a community of basketball players playing together and in another part of the Ad they show a football team playing together which is a nice contrast, but stays consistent with the sense of community that they are promoting and the type of target audience that they are pushing towards such as teens interested in sports.

The LNDR logo above appears to be a one off example which is used on other Nike products and clothing. There are a few examples where nothing beats a Londoner's focus can be seen as quite similar to this previous print advert, however the lack of extra content other than the text doesn't do a good job at connoting the message although it is consistent with its message. 

Nikes print adverts are very colorful bright and happy helping them stand out to their young target audience. This is seen to be consistent throughout the campaign, especially with the audio-visual advert (one of the main parts of the campaign). Despite this, some exceptions (such as that of the above advert) can be seen to subvert this, showing a cloudy shot over a city, which we can assume is London through the landmarks shown and the text stating "Welcome to London". The text below continues to maintain the messages in the campaign, empowering the members of London and ensuring that the message comes across either way. In all adverts, furthermore, logos are used for the most part with the tagline "Nothing Beats a Londoner", or an abbreviated version of the word 'Londoner' to 'LDNR'. As a result, the content of the adverts is maintained and consistent, ensuring the advert is easy to notice and link to the campaign, especially with examples which feature the Nike 'Swoosh' and tagline.

Coke- 'Share a Coke Campaign'

Within the share a coke campaign they used a huge variety of media platforms to promote the campaign. Some examples include TV advertisements, print adverts like billboards, digital posters, bus posters and bus stop posters and classified newspaper ads. However, Coke used social media as a huge part of their advertisement campaign, specifically making Facebook posts and the use of hashtags. The hashtags allowed the public to get involved and share pictures of the bottle around the internet. There is a clear consistency throughout the social media posts through the use of colours and product placement. For example, Coke have used the same colours in all of the adverts, which include white, red and brown (the colour of the drink). Also, in each of the adverts, print and digital, the product has been placed, as the main subject with a white background making it stand out a lot more.  These colours connote the brand of coke and red and white had been Coke's brand colours ever since they started. 

The product is features very prominently throughout each advertisement in the Share a Coke Campaign with the main image being the drink bottle or can with a name on it. There are many examples which all show the product on a white background which contrasts the colour of the drink, which is a mix of brown and black, or the brand colour being red. By having a bright white background it helps attract the eyes of the audience and with colours such as black and red allows the product to stand out in the bright background. 

Throughout the campaign there are very little celebrity endorsements used but in the video advert many teenagers and young adults are used to target the right age group. The people in the video advert, found on YouTube, shows clearly young people who could be guessed to be in their teens or early adult age. This is evident through the style of clothing and hair which was modern for the time. They also used a variety of races within the advert which is likely to make the brand look more inclusive.

The call to action in most of the adverts used by Coke in the 'Share a Coke' campaign had a simple call to action; share a Coke. This call is prominent in most adverts with the phrase next to the bottle. The message is consistent with the original advert as the theme of drinking Coke with friends and sharing Coke bottles is common throughout. There is also the call to action of the individual buying a bottle by the personalization of each advert with a name on the bottles. This call to action is very consistent on every advert.