LO2: Work to be completed (Plan)

Advertising choices

Within the campaign the above the line strategies i plan to use include the the magazine adverts as this would reach a larger audience compared to that of the below the line strategies. The below the line strategies i plan to use include marketing the product to more specific audience/ individuals. I plan to achieve this by creating a social media campaign and promotional video which will be broadcasted online on platforms such as youtube.

Release Justification

In the release of all media products or advertising there are three main methods to do so. The first method includes releasing all advertising material on all the intended platforms at the same time as a result this means that the product or service being promoted will have a larger impact on the audience and will reach the target audience quicker. However, the length go the campaign would likely be shorter compared to other methods such as a slow release. A slow release involves staggering the release of the advertising material. For example at first the print material may be released initially then later followed by the audio visual products across a period of time meaning the audience is exposed to the product or service for a longer period of time. The final method of release would be "tease and reveal", this method often takes the longest and is used to generate interest in a product before the final release. This method can often be prolong for a long duration and is used by film studios and often well rebound brands.

For the release of "The Vintage Leather Company" campaign we plan to release the materials using the slow release method. This would be most suitable as it allows for the various media to have a greater impact and would create more interest in the product due to the longer duration of the campaign. Furthermore, this would also mean that the

Deconstructing a brief

Deconstructing a brief
The main aims and objectives of this advertising campaign is to promote the new opening of a trampoline park in the sheffield area. They state that they want to achieve this through the use of a viral campaign with both print and video aspects.
The main target audience for this campaign is families and teens aged 13 - 19 years.
Potential issues based on the context of the advertising campaign could include permissions when it is required to film children for the campaign.

Clients + Basic Ideas

Possible Clients

Vintage leather bags
Local music festival - Dronfest
UTC - CDM Department
Unit 3 Mag
Sheffield Uni - Road biking club

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Vintage Leather Bags - Vintage/ rustic design style or alternatively modern minimalist design with old fashioned/ handmade styled fonts (typewriter, calligraphy etc.). Little use of bold primary colours to match the design of the products.

Campaign message - Buy the product

Slogan/ strap line - As individual as you are 

Main imagery - Rustic themes (slate and wood textures for contrast), product pictures, 

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Music festival - Bright summery colours to represent the festival and heavy use of clear vector art throughout to show the contents of the event. Bold, clear fonts and imagery.
Campaign message - Buy tickets to the festival 

Slogan/ strap line - ??

Main imagery - festival photos, bands, festival iconography. 

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UTC - CDM Department - Bold, exciting imagery to engage and appeal to audiences.

Campaign message - Enrol at UTC CDM department

Slogan/ strap line - UTC Making the future

Main imagery - Technology based 

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Vintage leather Bags - Planning documents

Story board
Visualisation Diagram
Gant Chart
Moodboard
Call Sheet
Equipment list
Production schedule/ plan 

campaign

I think my campaign would be most successful on a print based platform which would include things such as posters and billboards to be displayed in the public domain.
My strongest skills include graphic and vector design.

For the campaign discrete imagery could be used to create intrigue and interest or alternatively text such as release dates for a product could be used to engage with an audience and arose suspicion.

Governing Bodies

LO1: NHS Blood 'Missing Type' Campaign



NHS 'Missing Type' Campaign 2015

Video ad: https://www.youtube.com/watch?v=j5TehHfYD6o

From the advertisement i can infer that the target audience is both genders who are between the ages 17 and 66 as this is from what time you can donate blood within the uk. As a whole this campaign is seen to be targeted at a large audience with a varying interests, this is denoted through the use of various different companies within the campaign all of which will appeal to some some aspect of the audience. As a result it increases the likelihood of participation in those who have seen the campaign as most can relate with some aspect and consequently more action/ interest would be taken in the cause. 

The key message and purpose of the campaign is to raise awareness of the decline of new blood donors in the past decade and more specifically the lack of donors for specific blood types. The organisation reinforced this idea with the message " You won't miss it when you give it; but patients could miss it if you don't. Do something amazing and save or improve up to three lives by giving blood."

Within this campaign a variety of methods have been used to engage with the audience. Most noticeably the organisation asked brands, organisations, and influences to remove specific letters (A, O and B which represent the blood groups which are in need) from their websites, Twitter names and signage without explaining why. Where after it was later revealed that the letters had gone missing to highlight the need for new donors. Consequently this created a large amount of media coverage due to the vast scale of the campaign. This proved extremely successful for the cause as there was a total of 689 pieces of coverage which resulted in a total reach of 347,619,784. Furthermore, the use of social media played a key role in the campaign. On twitter 60 'influencers' showed their support whilst 1000 brands includes names such as O2, Nandos, Game and NOW TV also showed support. As a result this engaged with large audiences and resulted in a total of 26, 121 social interactions using the hashtags #MissingType and #NationalBloodWeek. In addition to this other social platforms such as Instagram and Facebook saw an increase in the number of people engaging as its stated that the campaign resulted in 478,480 engaging on Facebook.

Throughout all forms of the campaign there is little use of groups, people or stereotypes to enforce the message, this mainly due to the larger target audience. The company may have chose not to use specific people or stereotypes to allow the campaign to appeal to this large audience due to the vagueness of the media used.  Furthermore, this theme is carried out in the video advertisements, however to a different effect. The cinematic elements combined with the low key lighting, narration and lack of actors reinforces the idea that this issue can affect everybody whilst also clearly conveying the solidarity and severity of the matter.

Logistically, this campaign was well planned. The organisation well timed the release of this campaign to ensure it had the biggest effect/reach, this is mainly as a result of this being as part of national blood week. At this time there is the biggest awareness of the problem across the whole of the nation so as a result of the campaign being released at this is is likely that more people would recognize the cause and therefore be inclined to participate. Furthermore, this campaign also had a larger impact than it just being nationwide. This is because at the same time this same idea was launched in several other countries with other brands all with the aim of raising awareness to blood donors. Consequently, this resulted in the campaign as a whole reaching and having a bigger impact due to its vast scale.  

This campaigns success was largely as a result of the variety of media used. In this campaign there was heavy use media involving things such as national print, online and broadcasting media, this was most effective as it easily reached large audiences and was freely available in the public domain whilst also catering for all ages. More specifically social media was also effective in portraying the message as again it could reach large audiences quickly and with little cost whilst also having the ability to be adjusted to suit a particular demographic.

Within this campaign there is little legal and ethical issues that the governing bodies such as OFCOM or the ASA could deem important, this is because in the media used there is no distressing or upsetting content to reinforce the message. Just the minimalist idea of missing letters in everyday life representing the need for new donors and this approach proved effective as it is reported that the campaign was a huge success with over 30,000 people registering to donate.

LO1: NHS Smoke free advertising campaign

NHS Smoke free advertising campaign

http://psnc.org.uk/halton-st-helens-and-knowsley-lpc/wp-content/uploads/sites/45/2013/12/FINAL-Comms-Toolkit-NHS-Health-Harms-111213.pdf

The target for this campaign is all those who smoke frequently throughout England, with the main primary audience being the two thirds of smokers who want to quit as stated by the public health of England. Additionally, this campaign is specifically targeting those who smoke in a family environment and especially in the presence of children.  

Evidently the key message of the campaign is that when smoking the damages cannot be seen and as a result this can have a severe effect on those who surround you and in this case children are represented as being susceptible to this. They may have used children to evoke strong emotions in the audience and possibly a sense of empathy towards the child as a result it would encourage them to try and quit smoking if they did or possibly help those around them.

Within this campaign several methods are used to engage the audience. Most noticeably the use of vulnerable children are used to represent the harsh consequences of smoking and as a result evoke strong emotions and lead the audience to feel epithetic and compassionate towards them. As a result of these strong emotion being developed it would result in the audience feeling that they should be more considerate if they are a smoker or if not it could result in them feeling as if they have a responsibility to make this aware to those who do.

As previously mentioned children and babies are used throughout all forms of the campaign as they strongly enforce the campaign and its message clearly in addition to having a bigger emotive impact compared to if an adult was used as they are often not portrayed to be vulnerable and susceptible. The campaign also makes use of stereotypes to reinforce the message and allow the audience to recognises and already relate to the cause. For example in the print advertisement the idea that smoke suffocates is seen throughout this is obviously denoted by the hand seemingly made from smoke that is chocking the child this has clear connotation of harm and distress consequently resulting n action being taken.

This campaign is skilfully scheduled to be released for January. The NHS has chose to do this as at this time of the year as this is when most people are trying to quit often as a result of the new year and the idea that people often make resolutions to improve there health. Therefore the NHS Smoke free campaign looks to support smokers trying to quit at this time.

In this campaign there is very little legal issues however it could be seen to have ethical issues. For example this campaign depends heavily on emotions and guilt tripping the audience into taking action this is achieved by evoking strong emotions through the use of vulnerable characters which in this instance is young children. These characters are used to create a sense empathy as all age ranges can relate to this and therefore results in this having a bigger impact across a larger audience. 

As a whole all the campaign choice of media was effective as it reached a large audience and raised awareness by 84% with 40% who saw the ads saying they were more likely to quit in addition to 37% of people who saw the ad taking some form of action, such as ordering a smoke free kit. As a result 6% of those who viewed the ad made an attempt to quit. This campaign also distributed 84,596 smoke free kits and this combined with the large campaign was effective in spreading the message and resulting in action. 

LO1: Cadbury Creme Egg

LO1: Cadbury Creme Egg Advertising Campaign

Tv Ad: https://www.youtube.com/watch?v=rDURT0Nrm_4

The target audience for this advertising campaign is that of 16 to 24 year olds, despite the clear denotation of a purple colour scheme which has connotations of femininity this product is not targeted specifically at specific genders instead the purple is used to reinforce the brands image and branding.

The key message of the campaign is that the creme eggs are only on sale for a limited time and this exclusivity results in the audience feeling compelled to buy a creme egg and 'have a fling' which has connotations of a short term relationship.

This campaign was mainly marketed across their Facebook page and TV. The aim of the advertising was to use Facebook to reach 16 to 24 year olds buying individual creme eggs. The social media campaign for this created egg versions of popular social networking and dating sites. These include things such as 'Eggstagram' and 'Tindegg' thus appealing to a younger demographic. In addition to this the campaign continued the popular hash tag 'Creme egg bake' which engaged an encouraged people to suggest new ways to bake with creme eggs.

Throughout the campaign there is little uses of groups, people or stereotypes to enforce the campaign message. However, in the campaign there were several variations of the same advert all with the message of too 'have a fling with a creme egg' . In the different Tv advertisements numerous different models are denoted throughout to represent people from all backgrounds, such as an artist, teen preparing for a date, women on date and a suited man in a limousine . Consequently, this would result in the campaign possibly appealing to a larger market as the audience is led to feel as if they can relate or empathise with at least one of the characters.

This campaign was well organised which resulted in its success in increasing cadburys exposure and purchase intent for younger ages. The campaign itself was timed to be released well in advance of the annual holiday of easter, this was key as at this time it is know that there is a dramatic increase in the sales of confectionery and therefore the campaign would have a bigger impact. In addition to this the same campaign has been used several years after due to its success and to reinforce the ideas again.

By choosing to largely promote this campaign using social media it has successfully reached there intended target market of 16 - 24 year olds as this demographic have a large dominate on these platforms. The Tv advertisements were also successful in expanding this target market and possibly reaching older ages as the ads featured people of all ages and genders. As a whole this campaign proved extremely successful as in the years of 2012 cadburys were struggling to get recognised in the confectionery market however after this initial campaign and the ones there after the company has gained more recognition and thus profits.

In this instance the campaign has also complied with the guidelines set by the ASA and therefore will avoid the risk of the advertisements being removed or further reported to OFCOM. The ASA set guide lines that state that the media product should be non misleading, harmful or offensive and this campaign is seen not to have breached this. Similarly, there is little issues with regard to ethical issues in the campaign this is because no controversial products such as alcohol, gambling and tobacco are used, theres is no deception or vulgarity in addition to there being not racial issues or puffery.

LO1: Share a coke Ad

Coca Cola - Share a Coke Advertising campaign

From this campaign it can be inferred that the advertisements are targeted at both genders as there are no gender stereotypes seen within the campaign plus the product is also not gender specific. The main age range which coca cola aims to market to is those of 12 and over. This is denoted by the use of the bold primary colour of red which is often seen to be appealing with younger audiences. Furthermore, it can be inferred that this product is aimed at those whom are less health conscious and lead a less healthy lifestyle as the brand coca cola is synonymous with unhealthiness and poor diet. However, the brand itself has since acknowledged this and started to promote coca cola life for this specific target market. 

The key message of the campaign is seen to be that everyone one should enjoy coca cola together and involves a social aspect as this campaign resulted in many gifting personalised coke bottles and thus increasing sales by 7% in addition to increasing traffic on their social media pages by 870% and a total of more than 18 million media impressions. (https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola/)

Throughout this campaign the brand has made use of a simple colour scheme which only includes minimal colours such as red and white. The use of bright colours allows audiences eye be directed at the advertisement and the little use of text and imagery results in them focusing directly on the product itself and the meaning of the advert. As part of the minimalist look the brand as also added the hashtag 'Share a coke' on most of the media. Consequently, this results in the target market engaging directly with the product in addition to promoting the campaign and brand, in this instance this worked extremely well as the company claims to have received 998 million impressions on Twitter. Audiences were also encouraged to engage with the product as there was the option to buy personalised bottle which sold more than 150 million as well as over 730,000 glass bottles personalised via the e-commerce store being sold. Alternatively, the audiences could engage with the campaign digitally as coca cola offered the chance to share virtual named bottles which proved popular as over 17,000 were shared all of which promoted the brand and finally the audiences could physically interact with the product. This was achieved by 65 experiential stops on the Share a Coke tour.

The Share a Coke tours were a large part of the logistics of the campaign as it promoted the message across a large area. The marketing was also scheduled to be released in the summer of 2013 and 2014, this is effective because at this time it is most likely that the general public will crave a refreshing drink and coca cola is advertised as being able to fill this need. The initial promotion of the campaign was also key, this was achieved by celebrity endorsement. In  April 2013 the company released 150 names on bottles they then also sent a select few as gifts to celebrities which in turn resulted in them promoting it. However, coca cola also wanted to 'let the public discover them in store for themselves, so they could be the first to break the news on social media.' They also had where they claimed to make there fans famous and asked who they'd like to share a coke with, before revealing their messages up in lights on their famed sign in Piccadilly Circus as a result this made more people enticed to buy the product as they felt there name could be displayed on the famed sign.

Throughout the campaign various different medias are used. Most noticeably cola used digital advertising, they did this because it is easier to access larger audiences quicker and easier. However, they also used traditional methods such as billboards but still used the hashtags throughout to further promote the campaign digitally. Despite this the tv advertisements is seen to be effective as it clearly connotes the idea that coke should be shared with friends and family this is denoted by the use of family imagery and the use of the idea of an ideal self.

LO1: Lynx Excite Advertising Campaign

Lynx Excite Advertising Campaign

From the advertising media i can infer that this campaign is aimed at specifically at the male market. I think this because across the various adverts it is portrayed that those whom use this product will ultimately make them selves more appealing to attractive women as resented by the group of angelic figures seemingly dropping out of the sky/heaven in search of the male who wears the new lynx product.

As part of this campaign the advertising agency depends heavily on the ideology that men will inevitably be attracted to women dressed in a provocative manner and the idea that the male protagonist seen in the tv advert is an ideal self possibly as a result of the attention he receives. Consequently, this would result in the male viewer being inclined to go out and purchase this new product in the hope that he experiences the same attention. 

Throughout all the various marketing techniques and platforms the clear connotation of seduction and attraction is evident throughout which engages with the audience as they would likely want to experience a part of the utopia depicted.

Tv Ad: https://www.youtube.com/watch?v=PqD5SecdNbs

LO1: Iphone 6 Ad

 Iphone 6 Advertising Campaign

TV ad: https://www.youtube.com/watch?v=7A25Q-vtHcw

The key messages of the campaign is that the new version of the iPhone has improved features and most noticeably a new design. The idea of there being a new and improved camera is emphasised throughout various media advertisements through the uses of the phrase 'Shot on iPhone 6', Apple has skilfully used this on both print advertisements in the public domain such as billboards and posters to promote the image capabilities of the new model in addition too web and tv ads which highlighted the capability for video. In addition to this the large majority of advertising for this product  is web and digital based which in turn has connotations of the modern world and technology therefore reinforcing the brands image as being the forefront of technology. Furthermore, the advertisements could be seen to connect to the audiences personally as all the images used for the campaign are mainly shot my amateur photographers and which conveys that anyone can achieve such photos with this brand new model consequently this would result in the viewer being compelled to buy the new phone. 

Throughout the campaign there is little use of groups, people, issues and stereotypes this is could be used to enforce the idea that the iPhone is suited to everyone no matter what. Despite this it can be inferred that the iPhone is targeting people aged between 18 - 35 which mainly includes the youth population covering students and young working professionals.

Class System

A
Emirates advertising campaign
Video Ad: https://vimeo.com/74746284   &    https://vimeo.com/74746284

Print Ads:

In this campaign Emirates is advertising there business class suites to a variety of consumers and this is achieved by using several different models to attract to several different people with different lifestyles whilst also connoting that it can suit all your needs no matter what.

B

Private banking campaign

In this campaign the service is targeted at those with a significant income. The idea of the service being private and secure is denoted through the use of private signs which are synonymous with wealth and affluence. Furthermore, this reinforces the idea of seclusion and privacy much like the difference seen in the different classes. In addition to this the audience is seen to be addressed personally again making the service seem exclusive and individual.

C

Definitions

Definitions
Ideal Self: A persons conception of how they would ideally like to be.
Intertextuality: The relationship between texts, especially literary ones.
Pastiche: An artistic work in a style that imitates that of another work, artist or period.
Endorsement: The action of endorsing someone or something (promoting).
Call to action: Is an instruction to the audience to provoke an immediate response.

Wacom Inotus - Advertising campaign

Wacom Inotus - Advertising campaign

From the media used in the advertising campaign i can infer that the core message of the campaign is to promote wacoms new product and persuade people of the creative type to buy the new product as both the video and print advertisements directly address people in the digital media sector.

Video Ad:  https://www.youtube.com/watch?v=txSjxwHKDRE

The video ad carries the message that the product is simple and easy to use aswell as defining the target market this is because the video follows 4 young artists and there first encounter with the product and shows their journey from first getting and using the tablet through to the final product in print/non digital form.