Thinking About a Campaign

• Use critical thinking.
• Push your ideas.
• Know your audience/demographics.
• Hold a good conversation – visually and spoken.
• Content strategy – timing, teasers, the big picture etc.
• Editorial tone – who are you speaking to?
• Hierarchy of information – what information is most important and how is it displayed/delivered?
• Imagery – use of photography, illustration, graphics etc.
• Medium – what is the best medium for your audience? TV, billboards, print, social media etc.
• Press and PR – how do you get people excited about the campaign? Use of press launch, PR agency, celebrity endorsements etc.

AIDA – Attention, Interest, Desire and Action

Attention: In advertising it is essential to grab the audience’s attention. This makes creative concepts, great imagery, catchy slogans, rememberable music and effective colours, essential to attract people you are targeting.

Interest: Once you have the audience’s attention you need to think about how you will keep it? Make the relevant messages clear with headers, subheads, colour etc.

Desire: After you have the audience’s interest it is important for the audience to have a want or need for what is being advertised. This links with Maslow’s Hierarchy of Needs (as shown below). Where does your product/brand/idea fit into Maslow’s hierarchy of needs?

Action: This is where the audience become active, whether it be buying your product, visiting a website, calling for information etc. It is important to make it clear what you want the audience to do. 

 

5 P’s to Consider In Marketing

PRODUCT: everything which is tangible; quality, colour, size, smell and purpose.

PRICE: of goods and profit.

PLACE: how and where you buy it? The distribution, expectation and experience.

PROMOTION: advertising, public relations, events, word of mouth, social media, Facebook, twitter etc.

PEOPLE: your customers, your supporters and your market.

CUSTOMER BEHAVIOUR: understanding attitudes and motivations, market research- secondary and then primary, what makes people different? and why do people fail?

Robert Shore’s 10 Principles of Advertising

1. Know your audience.  For example: if you were targeting a young adult age audience it would be effective to use social networking sites to advance your campaign. An example of this is the Nike #findgreatness campaign, launched during the 2012 London Olympics, where their hashtag accompanied their billboards. According to searchengine.com there was 16,000 tweets associated with the hashtag in a week period.2. A great creative concept is key. For example: the Coca Cola ‘Share a Coke’ campaign has been hugely successful and that was a creative, original and personal concept to attract a huge audience.

3. Less is more. For example: the simple KitKat advertisement featured below. It is effective because everyone recognises the KitKat and it reminds the audience of the chocolate bar.

4. A picture is worth 1,000 words. For example: the Evian ‘Live Young’ advertisements featured adults wearing t-shirts to make them appear as if they had a child’s body. This is an effective and creative use of imagery to tell the story. Words are not needed to accompany the advert.

5. Originality is just copying with a twist. For example the Durex advertisement during the 2012 London Olympics (pictured below) copied the olympic ring structure but replaced it with condoms to get people’s attention and used the fastest runner as a pun.

6. The medium is important. This links very much with audience and the medium which is best for your target audience. For example the use of social networking sites may not be the best medium for an elderly audience but television between a popular programme for that age range may be effective. Referring back to the Nike advertisement in the first point, the advert uses the correct medium for their audience and has successful results.

7. There’s no such thing as bad publicity. Bad publicity can still be good publicity because it attracts attention which is hard to be forgotten. For example, Miley Cyrus has had a large amount of bad publicity in the press and online but her music videos have gained views because of the bad press.

8. Restrictions will set you free.

9. Once is never enough. For example: Nike repeat their logo over and over again and sometimes do not even need to use their name to be recognised. In the advertisement featured below they use their tick to make people think of their brand to persuade them to exercise.

10. Ignore all rules. Don’t be afraid to be controversial  and break conventions as it could pay off. For example: the NHS ‘Get Unhooked’ advertisements are shocking and make the audience want to look away but have an effective message.

Group Task – Creating a Social Media Campaign

Brief:

• High street fashion retailer
• Promoting autumn/winter collection
• Aimed at 25-35 year old male audience
• Interests: food, films and latest technology

Retailer:

• Urban Outfitters

Campaign idea:

• Online competition based on Instagram.
• Picture competition where customers try on clothes from the new collection, take a picture and upload it to instagram with the hashtags ‘urbanoutfitters’ and ‘stayhotthiswinter’.
• The picture with the most likes wins.
• Photo booth featured in 5 flagship stores including props and backdrops to
• Creating an Instafilm from the pictures of the new collection, photo booths, customers queuing and featuring the winner.  The video will be played in cinemas and on youtube.
• Prize: The outfit from the picture, a pair of cinema tickets (aimed for a date) and to feature in the advert to be first shown before the film.
• Slogan: Stay hot this winter.
• Advertise competition on facebook, twitter, YouTube and posters around stores.
• It’s an effective way of getting a large amount of people to view the new collection.
• People trust public more than advertisers so seeing people wearing them is more likely to boost sales on the collection.
• Attracting the audience by the competition being on latest technology (Instagram app), interest of film and playing on the idea that they can appear cool if they feature as the winner on the video.

Successful Social Media Campaigns

Comedy Central: Key and Peele

Creative Agency: Comedy Central Brand Creative
Media: Horizon
Upload date: 9/9/2013
Views: 1,210,172

• This a cheap and easy way of advertising to reach your audience.
• People who have searched for the programming get an advertisement within the clip they want to watch. “We know you like watching Key and Peele on YouTube but you’ll love watching the whole show even more on Comedy Central”.
• It is a clever way of getting the audience’s attention on the clip as they are about to watch a clip of the programme you are advertising, you keep their interest by playing the clip from the show. Their desire should be created by enjoying the clip and hopefully causing them to carry out the action of watching the episodes on TV.

Coca Cola – Personalised Road

• This video really stood out to me because it is a really clever use of technology and a way of personalising the advertising to your customer individually.
• Coca Cola Israel took the “Share a Coke” campaign which has gone global and created a personalised road by using interactive billboards. They got people to submit their name to an app which used locations to recognise when that person was going to pass the billboard and they would see their own name on the billboard. They also received a notification to tell them their name was going to appear.
• Successful due to the app reaching number 1 in the app store and 100,000+ downloads of the application.
• This technique of advertising should create trust and loyalty between the consumer and the product.
• Coca Cola grabbed the audiences attention with the idea of their name appearing on a billboard and got their interest by submitting their name. The desire is fulfilled when they see their name on the actual billboard and the action the brand would want is that the customers continue to buy their product.
• This advertisement stands out as it is revolutionary, nothing like this has been done before.

Group Task – Thinking About Audience

TASK: Think of a brief outline of a campaign for an audience that your brand would not usually advertise to.

BRAND: Ryanair

Audience? Elderly, well-off, retired, aged 60+, middle class+

What are their needs? Comfort, assistance, stress-free environment, pre-payed services, convenience

What are you offering them? All-inclusive ticket package including; meals, seating, assistance (on and off board with their baggage), optional transfers (to and from the airport) and priority boarding.

How many are there? 192 approximate per flight.

How many of those will you reach? Around 30.

How frequently? Aim to get the to fly once every 6 months. The package offered to every customer (not limited to target audience) and offered on every flight.

How much will they pay? £50 + price of optional transfers.

Potential total income? £1,500 per flight (based on 30 customer per flight choosing the package)

Successful and unsuccessful advertising campaigns

Successful Advertising Campaigns

1. Dumb Ways to Die – Metro Trains – McCann Erickson Melbourne

• Target audience = young people who do not usually pay attention to safety notices/warnings.
• A great example of an advertising campaign that effectively uses many different media platforms. This campaign uses video, music, application, game, social media and print. The campaign included a music video of a song that warns people about the dangers of trains. The video was shown on YouTube, played on the radio, available to download on iTunes and posted across social networking sites. McCann Erickson made content for tumblr, instagram and soundcloud. They made a game that is available for download from application stores and created posters for characters featured in the video.
• The campaign was a huge success and used a clever advertising technique by attracting people’s attention without them realizing it was advertising.
• A hugely creative campaign which uses a catchy song that will stick in your head, bright colours, a name that attracts the audience’s attention and friendly cartoon characters.
• It was launched in Australia but has made its way worldwide.

2. Three Little Pigs – The Guardian – Bartle Bogle Hegarty

• A creative twist of a child’s tale turning it in to an adult news story.
• Award winning – CLIO award, AdWeek award, Cannes Lion recognized.
• A modern, interesting and intriguing advertisement.
• A great way of showing the Guardian as a modern, interactive, open-minded news organization.
• Effective use of social media within the advertisement.
• Using the Guardian name and logo throughout is a great way of the audience not forgetting who made the advertisement. Newspapers are not always easily recognisable in a crowd.
• Voiceover sounding as a news story on the television may attract the audience to watch the advertisement because they were not expecting that during an ad break. They may think the news has come on.

Unsuccessful Advertising Campaigns

1. Re-Civilize Yourself – Nivea – 

• This advertisement is a clearly example of advertising gone wrong. The message aimed at the audience was interpreted in a way that the creators did not expect, racist. The oppositional reading in the case of this advertisement has become the preferred reading by audiences. It would have been expected, with any campaign, that some people would have an opposed, negative view, however, in this case the negative view was the majority opinion.
• This has the lesson to be very careful about the wording and phrases used in campaigns.
• Nivea released a statement of apology and never used the advert again.
• The campaign did get a large amount of publicity but not in the way they would have wanted. Is bad publicity still good publicity?
• It’s not surprising that it is much more difficult to find the creators of this advertisement for Nivea.

2. Deserve to Die – Lung Cancer Alliance – Wisconsin

• This campaign shows how slogans should make sense without the small print. This advertisement had a great message behind it but the words ‘Cat Lovers Deserve to Die’, “Hipsters Deserve to Die’ and ‘The Tattooed Deserve to Die’ shocked the audience. The posters appeared mainly on bus stops where people do not have the time or find it hard to read the smaller print from a distance.
• It may have been in Wisconsin’s intentions to shock the audience to look at the adverts but it has caused a large amount of controversy.
• A key lesson to this campaign is how important design is; getting the perfect colours, readable text and font sizes correct.