Coke Epic Advertising

 

In January 2010 Coca Cola Company created the “happiness machine” video with the help of an interactive marketing company. This advert dispensed a lot more than a cold beverage. It was placed at St John University in New York. It had strategically placed hidden cameras and all the reactions from the students were real!

Coke was trying to engage and remind teens of the brand and try and connect with them outside typical TV commercials and online games.

In this advert coke did a lot of things good. The marketing tactic that Coke used focused on low-cost marketing, that has high energy and creates a social buzz known as “Guerrilla Marketing” which according to Levinson (1984) can be defined as “Achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money” ( Levinson, 1984, p. 87) The video has gone viral with over 4.5 million hits on YouTube.

It is targeted and connects the brand with teens and young adult’s outside the traditional TV advertising. They are trying to interactively call to action so people can “share the happiness” alongside the question “where will the happiness strike next”. Coke has raised the marketing bar. There challenge was to connect people to share a moment with someone they would have never met- which I think they successfully completed. They are created new ways to express themselves through a tangible sense of connection. The video was shared many times through the use of social media and word of mouth.

They use a psychological method called “classical conditioning” which is a process that can occur between an environmental stimulus and a naturally occurring stimulus.

Simple advertising can differ what brand method to purchase. In coke’s case they have used happiness which is contagious. That contagious” quality is where design meets the market. This is an example of how viral happiness can be.

Overall I think this campaign is excellent and engages the consumer through ambient advertising creates a buzz through innovate advertising

 

Bibliography

Levinson, J. C. (1984). Guerilla Marketing . Entrepreneur Press .

 

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#singitkitty

 

#singitkitty

This advert is an advert from the company Three. They are a mobile phone network provider. The advert follows on from other adverts previously done by Three – such as the pony advert and the pug advert. They all follow the same theme of “silliness”.

The advert is trying to build brand awareness through using funny techniques. They are trying to present a different persona about the company. Being funny attracts viewers to watch the full advert and not turn off half way through; I think they use “funny” to their advantage and it works well. It Intrigues the audience with the use of the little girl and the singing cat. It could perhaps be referred to as nostalgic. Due to the 80’s music as it brings back memories or maybe because of the girl on the bike would bring back memories to girls who once had one of those bikes.

The advert is aimed at younger people and people with a mobile phone in my opinion. Furthermore, it is aimed at especially online users with the use of the hashtags- #singitkitty. This gets users talking about the advert through word of mouth which is free marketing for the company.

I like this advert as it is fun and memorable. Three made this a good advert as it is shareable through social media sites. I good tool they have used is making it actively interactive as the audience can go online and insert their face into the advert which makes it more personally to the individual. Another factor is that Three have used a continuation of a running theme, which links in with all their other adverts this allows this one to tie in. Three are not taking a serious approach to their advertising which is a contrast to their competitors like 02 and Vodafone that take a corporate business-like approach which is very refreshing.

In contrast I feel that Three sing it kitty advert creates a lack of linkage to what they are trying to sell and promote to the customer- not selling anything in particular. The advert has a loss of branding and the customer may come away from the advert wondering what Three actually does/is. Perhaps some customers may feel is Three is a silly company they won’t be able to sort out my problems and won’t take me seriously.

The Psychology of this campaign is that it is a themed campaign and runs alongside other adverts they have done. It also follows a trend and continuation of “we all need silly stuff”.

 

 

No drinks, no excuses

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I have chosen this poster advertisement I found on Pininterest. This is a campaign against drunk-driving to warn people the penalties of their actions. There have been various campaigns over the years to help prevent this. However, this advert tackles the problems around drink driving and explains what can happen if you do.

The caption on the advert which is “How much will your next round cost you?” makes the reader stop and read, and this makes it very thought provoking, straight forward and somewhat play on words. The advert is very eye catching and each of the four bottles of alcohol has a word written on them such as “your job” and “12 month driving ban”, which has great importance to some people and really hits the reader with a reality check. This creates a sense of alarm for people or the drink driver.

A persuasive technique used in this poster that it creates a fear effect. Unlike some of their previous persuasive adverts which contain disturbing images on the matter, this one does not contain any disturbing images which makes some people tune out of the message and prevent adverse effects. Therefore, I find this a very impressive advert that would leave the viewer with an important educational message, as some people do not realise the consequences of drinking and driving.

Overall I feel that this advert is very important reminder to the reader to take a different way home as a drink drive endorsement will remain on your license for 11 years (ask.com)

Bibliography

ask.com. (n.d.). Retrieved 03 04, 2014, from https://www.askthe.police.uk/content/Q368.htm

Miss Dior

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“All our lives and it’s so real what I feel, this is why”. – Dior (Dior, 2012)

  This week I am looking at the print advert for Miss Dior Eau de Toilette fragrance ““La Vie En Rose” starring the long term ambassador “Natalie Portman”. The French fashion house has pulled out all the stops to launch this campaign. In many ways, the evolution of the Dior fragrance line mirrors the evolution of its fashion line (The nerdy perfume blog, 2010).

The French label “Dior” also created a short film to coincide with the TV advert. I first saw this advert in the magazine “Glamour”, and immediately liked this advert; I feel that it draws you in with its romantic feel and with the use of the beautiful Natalie Portman. The colour used in the advert illustrates simplicity and elegance which the brand is trying to portray to the consumer. Dior is trying to create a brand image that consumers want to inspire to be like by exploring that a “Miss Dior” is a woman of great elegance and effortless beauty.

The advert is simply gorgeous, feminine and has chic pink all over it and the connotations of pink which show her innocence also, the ribbon placed on the perfume could be a symbol of traditional values. The TV advert was directed by Sofia Coppola, and features a typical summer romance, driving off with her love in an open top sports car; all shots in the print adverts are from the TV advert. The advert also features Grace Jones sung version of Edith Piaf’s La Vie En Rose which formed the soundtrack for the advert.

The target audience for this product is young trendy females between the ages of 25-45. The brand has a personality of sincerity and sophistication that is defiantly put across to the audience. The demographics classification of the audience is perhaps middle or upper class due to the expensive nature of the product. The typography is very grand and sophisticated compared to the opposite “tacky” therefore; it is aimed at social climbers/ aspires/ strivers because image is very important to the type of women who would buy this product.

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 Many brands like Dior use celebrity endorsements, and using a celebrity catches the audience attention. Brands that choose to make a celebrity a brand ambassador are taking a risk in advertising investments however using a celebrity pays of for Dior. Her facial expressions are gazing at the audience which encourages people to explore. Furthermore, it indicates the women’s independence with the bottle of the ‘Miss Dior’ perfume is put there for the audience to remember the product if they want to buy it and also so they can have a look at how the bottle is.

I never get tired of these campaigns, and it has pursued me to buy this perfume- and I love it 🙂

 

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Bibliography

The nerdy perfume blog. (2010, 09 01). Retrieved 02 25th, 2014, from http://thescentsofself.com/2010/09/01/christian-dior-miss-dior-cherie/

Dior. (2012, 02 20th). Facebook. Retrieved 02 25YH, 2014, from MISS DIOR ‘LA VIE EN ROSE’ – Scene 4: https://www.facebook.com/Dior/posts/140140796152882

 

 

Cadbury Eyebrow Advert

Can you move your eyebrows as well as the children in this advert?

I’m sure most of us have tried to move out eyebrows and failed miserably!

Getting your advert noticed is becoming increasing difficult however; Cadburys eyebrow advert has become one of the most popular and most memorable adverts in history and has taken the internet by storm.

In this creepy, but entertaining advert it features two mischievous children performing a bizarre eyebrow moves to an electro funk soundtrack, from Cadburys fictional production company a “Glass and a Half Full Production”. Cadbury marketing director “noticed the wriggly potential of eyebrows and though we would have a bit of fun with them” (Sweney, 2009)

It seemed that this advert was everywhere when it first came out onto our screens. This advert is very powerful due to the following factors:

  • It’s catchy and entertaining. This type of advert spreads like wildfire.
  • It keeps the watcher intrigued, making them stay tuned to find out what happens.
  • Sparks conversation between people. This advert created good word of mouth marketing (free marketing) for Cadbury as everyone was talking about it!

Within the advert there are some prominent themes. Cadbury’s adverts are in touch with their customers and appreciate their interest; they are trying to make out that Cadbury is like no other. This advert  is both communicating a serious marketing message, while expressing humour promoting the brand as easy going in a positive manner, maybe if you buy the product you will have as much fun as the children in the advert! Besides the catchy music, annoying expressions some people love or hate the advert at the same time.
Thinking back what does the advert have to do with Cadbury? Does it really reinforce the brand?

According to Marketing, the execution of this campaign did not increase sales. In my opinion the Gorilla playing the drums was more likeable than this advert. The main problem with these adverts is that they fail to create relevant associations for the product. The audience’s unconscious mind works on the basis of associations and links things to similar things and to our fundamental psychological desires of curiosity- and this advert definitely creates that aspect of curiosity.

However, on the other hand this advert does make use of distinctive purple colour used throughout the advert and is although this advert is nothing to do with the product it creates a memorable funny talking point. Overall, all this advert can do is remind me of that brand of chocolate does still exist on the market, which may not be sufficient for me to buy it next time I want some chocolate and this “eyebrow” advert  has not altered my shopping habits one bit.

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Bibliography

Meme, K. Y. (2007-2014). Know Your Meme. Retrieved 02 19th, 2014, from http://knowyourmeme.com/search?context=entries&sort=relevance&q=eyebrow+cadbury

Sweney, M. (2009, Jan 23th). Cadbury’s ad raises an eyebrow. Retrieved Feb 17th, 2014, from The Guardian: http://www.theguardian.com/media/2009/jan/23/cadburys-ad-eyebrow

Penguin Audio Book- Authors

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What makes marketing fantastic….?  The “Wow Factor”

 

 This advert certainly has this “Wow Factor” through its strong visuals and illustrations that created a 15% increase in awareness in less than a week for audio books and helped created a lasting impression with customers. (Ajmera, 2013)

 Penguins print media advert is famous for turning famous literacy authors into headphones through innovative, creative visuals and getting up close and personal with the authors, and connecting them with the reader.

 The greatest print adverts are memorable and create a bond between the customer and the organisation and I feel that this print ad has managed to successful do these things. Viral videos can overlook print adverts however; they are just as powerful when thought out correctly!

Penguin in this print advert used famous authors like William Shakespeare, Mark Twain, and Oscar Wilde acting as headphones and whispering into the ears of listeners, making both the communication of the audio book an experience as well as a visual.

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 At first the advert can baffle and confuse the audience with the eye catching print media; it looks the famous figures have decided to take up a more aerobatic occupation by bending backwards into a mirror.

 This advert is hilarious in the way that the consumer can see the authors heads enlarged to mimic headphones. The advert is quirky, original and is very minimalist and focuses in what really matters, this is why I feel that it is a very effective advert and makes audio book more of a cool item to buy!

 

 

Works Cited

Ajmera, H. (2013, Nov 5th). 10 most amazing Creatives on Social Media. Retrieved Feb 11th, 2014, from Digital Insights: http://blog.digitalinsights.in/10-most-amazing-creatives-on-social-media/0586587.html

 

2000s: Guinness – noitulovE

Evolution is panned out backwards in “noitulovE”, which is a successful advert from Guinness. Guinness is a popular well known drink with a long history of investment in various aspects (Young, 2011) . This advert incorporates the aspect of storytelling and grabs the audience’s attention, with symbolic explosives that work themselves into a whirling Guinness froth to beautiful but desolate landscapes being brought to life ALL by a group of men. It pushes the boundaries on how long earth has waited for Guinness to arrive by using their tradition witty tone seen in previous adverts.

The danger with this type of advertising is that the creativity may not be harnessed to the benefit of a brand and its objectives however; I feel that this advert succeeds as it is closely aligned to the businesses positioning. The lasting impression left by this advert reinforces ideas that motivate people to buy the brand.

Guinness have done many award winning adverts, but personality this is my favourite Guinness advertisement because of the entertainment value, and what it represents to its target market. I enjoy the way it highlights how patience is a virtue and the execution of the advert is done really well and holds true to Guinness’ humour and furthermore, the concept is simple, “Guinness is so good that it is worth it to wait for a whole lifetime.”

P.s- The title of the commercial is Noitulove. If you don’t know what’s noitulove, its evolution spelt backwards! 🙂

 

Young, L. (2011). The Marketer’s Handbook: Reassessing Marketing Techniques for Modern Business. John Wiley & Sons.