Stage 6: Pitch a New Ad

Stage 6: Pitch a New Ad

Using the example of the ‘Bad’ ad from my previous post (see post: Stage 4, for video), in this post I will be proposing a way to flip this ad from the ‘Bad’ to the ‘Good’.

The ad is essentially designed for tourists to be enticed to come to Australia, and in saying that, most of the visuals and snapshot of Australian locations were great and should remain. However, I would have furthered this by emphasising more of the unique experiences that Australia has to offer and advertising the beautiful sites there are to see in this wonderful and remote location. By doing so you make the ad more relatable to its audience as you promote the exact reason a tourist would come here to visit. I would also add a small caption at the bottom of each frame labelling the location presented, providing visitors with some quick information which might directly influence their choice to visit these particular locations (because they actually know where they are).

Additionally as Australia is extremely versatile and multicultural, I would incorporate such a theme that depicts just this, so as to create a sense of welcome and belonging whatever culture you may be.

 

Stage 5: Good Vs. Bad

Stage 5: Good Vs. Bad

In this post I’ll be reviewing good vs. bad advertising. To do so, I have chosen an ad for each to use as examples.

The first ad the ‘Good’, is a creative ad created by Advertising Agency: Saatchi & Saatchi Jakarta, Indonesia.

1dog

This creative approach effectively and interactively communicates its message on a large scale… yes pun intended, with a massive ‘floor sticker’. The ad, for Jakarta’s pet emporium JAKPETZ, promotes Frontline Flea & Tick Spray  with the slogan ‘Get them off your dog.’ When viewed from the upper levels, the floor graphic provides a visual illusion that the people walking on the first floor look much like fleas crawling over the larger than life size dog.

This particular approach is very much appropriate for its target audience, as it requires a large space, the ability to view it from a birds eye view and most importantly the (effortless) participation of lots of people, and where better to achieve this than a shopping centre.

Although the ad is simple, its creates an impressive appeal to an otherwise difficult product to advertise, and at the same time send across an important message for pet owners to remember to look after their furry friends from unwanted harmful pests.

The second ad, the ‘Bad’ is an ad released by Australia Tourism, titled “Vist Us Today!” Seen below.

There is so much wrong with this ad (in my opinion). For tourists who don’t know much about Australia, I don’t believe this ad accurately depicts Australia or is a good representation of it people …except the stereotypes of course.

For starters when was the last time you rode a camel?

As this ads target audience is foreigners, you can easily see how certain messages here could be misinterpreted. Although the intention was to reflect Australia’s character, could possibly have been successful in its approach when viewed by an Australian, its no wonder foreigners think we have pet kangaroos and swim with the sharks. Not to mention many cultures might find the cursing and the casual display of alcohol offensive.

Stage 4: Ads by Category. GLOBAL

Stage 4: Ads by Category. GLOBAL

In 2006 Apple launched the “Get a Mac” campaign asking the simple question yet inquisitive question “are you a Mac, or are you a PC?”

A series of 66 commercials directed by Phil Morrison of Epoch Films for TBWA Media Arts Lab, also known as “Mac vs. PC,” featured comedic actors John Hodgman personifying Bill Gates – a nerdy workaholic dressed in a plain ordinary looking suit – PC, and Justin Long, as a Steve Jobs, personifying a hip Mac computer. The ads were playful and funny but also incorporated an underlying competitive side and were seen in the US, Canada, Australia and New Zealand.

The ads were targeted at not so “tech-savvy” computer users, individuals who had a PC, but weren’t  sure what else there was and were produced with the intention for these consumers to make a switch from PC to a Mac. After the release of the iPod and iTunes, Apple gained a following of a young audience who before that had little knowledge of the brand and the advertising assisted in creating a new generation of young Mac users (Bulik, 2016). 

These ads were memorable, and provided succinct and straight forward information to its viewers, fitting well with the themes and aesthetics of the Apple brand. Previously Apple tried a “Switchers” campaign with real people who had happily moved from PC to Mac, and while it was popular with Apple fans, it was far less successful, and didn’t result in much “switching”. After the first few commercials, sales increased dramatically by 12% in the first quarter of the campaign, by the end of 2006 after more commercials came out, Apple sold a record breaking 1,600,000 Macs, showing an increase 39%. And in the last quarter Apple sold over 2,300,000 MACS. Sales continued to dramatically increase throughout the entire four-year campaign (Leap, 2014).

The series were successful in creating a high degree of magnetism, were targeted at the right audience, were logical, succinct, engaging, reflected on the companies character and most importantly the product actually backed up the promise delivered. I wouldn’t have changed a thing.  Well done Apple!

 

REFERENCES

Bulik, B. (2016). Top 15 Ad Campaigns of the 21st Century – Advertising Age. [online] Adage.com. Available at: http://adage.com/lp/top15/#getamac [Accessed 29 Apr. 2016].

Leap, A. (2014). “Get-A-MAC” Campaign Analysis. [Blog] Academic and Personal Blog. Available at: https://sites.psu.edu/aubreyleap/2014/07/23/get-a-mac-campaign-analysis/ [Accessed 29 Apr. 2016].

 

 

Stage 4: Ads by Categories. NOT-FOR-PROFIT

Stage 4: Ads by Categories. NOT-FOR-PROFIT

THE FOLLOWING ADVERTISEMENT IS QUITE GRUESOME.

dont-talk-while-he-drives

Bangalore traffic police in India released a very graphic advertisement “Don’t talk while he/she drives”, emphasising the risks of talking on the phone whilst driving and in particular highlighting the fact that it causes many deaths on the roads.

The objective behind this gruesome ad campaign is to raise awareness of the dangers of talking on the phone whilst driving, but it also brings focus to the fact that it takes two to tango. The driver is not the only person responsible for car accidents caused by distracted driving; it involves the person on the other end on the phone. Therefore the ad is directed both at the driver and anyone who may knowingly be on the other end of the line of someone behind the wheel.

This ad is powerful. It holds high shock value, enough to send shivers down your spine, and may trigger other emotions such as guilt, fear and discomfort. This is horrific image is sure to be a memorable one and will therefore hopefully change the behaviours of drivers on the road and reduce distracted driving.

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The role of marketing in not-for-profit organisations has grown substantially in the last few decades as the organisations have begun realising the value of marketing in developing a strong understanding of customers and other stakeholders

“The work of non-profit organisations is essential to maintain much needed services typically not provided by the for-profit sector or the government.” – (Research Online, 2009)

A paper written by West and Sargeant (2004) examines the inclination of risk-taking by non-for-profit organisations in advertising. The pair stated that “Much of their advertising over the has been risky and controversial” (West & Sargeant, 2004, pp. 1) when talking about NFPs (not-for-profit sectors). A variety of explanations are offered based upon the nature of the NFP organisation and its potential weaknesses (West & Sargeant, 2004), for example, budget.

” … It might also involve such issues as changing strategy, emphasising new causes or issues, reallocating a press budget to another medium and so on.” – (West & Sargeant, 2004)

As discussed in one of my previous blogs, sometimes lack of budget means you have to pack extra punch in order to effectively deliver your message.

 

REFERENCES

Research Online, (2009). Marketing in Non-profit Organizations : An International Perspective. [online] Research Online, p.22. Available at: http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1612&context=commpapers [Accessed 29 Apr. 2016].

West, D. and Sargeant, A. (2004). Taking Risks with Advertising: The Case of the Not-For-Profit Sector. Journal of Marketing Management, 20(9-10), pp.1027-1045.

Stage 4: Ads by Category. B2B

Stage 4: Ads by Category. B2B

With the help of Goodby, Silverstein & Partners, Adobe released a hilarious advertisement, promoting their new product Adobe Marketing Cloud, with the tagline “Do you know what your marketing is doing? We can help.”

Adobe Marketing Cloud allows you to get from data to insights faster than ever, by giving you a complete set of analytics, social, advertising, and web experience management solutions as well as a real-time dashboard, so that you have everything you need to know about your marketing campaign.

This advertisement is targeted at the marketing and advertising sectors of businesses, however due to its humours composition I believe Adobe made a clever move for the brand, to target all current and potential Adobe customers. This ad not only successfully made the case that Adobe Marketing Cloud would help you in avoiding disastrous and cataclysmic misinterpretation in customer data, but also made themselves memorable and likeable to consumers by using humour. The only way I might have improved this ad was to make the brand more evident at the end.

A study done by Lyus, Rodgers and Simms (2011), explores the connection between sales and marketing integration and performance, specifically whether the integration between the two, in business-to-business (B2B) organisations, assists the development and implementation of successful strategies in response to market change.

It was found that organisations that have highly integrated Sales and Marketing departments can collect better quality market intelligence than those who do not.

Makes sense..

The other conclusion made by Lyus, Rodgers and Simms (2011), was that organisations with highly integrated Sales and Marketing departments would be better at reacting to market patterns by composing and implementing effective strategic responses compared with those that do not.

Well this is where Adobe comes in to save the day! The cost depends on the subscription and how many of the six solutions (each with individual pricing) you subscribe to. Essentially it provides any business large or small, the same quality market intelligence by doing the hard stuff for you, digitally converting data to analytics faster than ever! – The rest is up to you.

 

REFERENCES

Lyus, D., Rogers, B. and Simms, C. (2011). The role of sales and marketing integration in improving strategic responsiveness to market change. Journal of Database Marketing & Customer Strategy Management, 18(1), pp.39-49.

Stage 4: Ads by Category. SOCIAL MEDIA

Stage 4: Ads by Category. SOCIAL MEDIA

On January 1st, 2015 Airbnb took to social media to announce the beginning of an exciting new social experiment which took the form of a social media campaign ‘#OneLessStranger’.

Airbnb’s mission is to provide a unique type of hospitality – a sense of community, comfort and belonging wherever you may be in the world, however far from home. Their hosts, welcome strangers into their homes, helping instil that sense of belonging “making the world a more connected and better place one stranger at a time”(#OneLessStranger, 2016). This is where their idea started.

“Our mission is to create a world where all 7 Billion people can Belong Anywhere.” – (#OneLessStranger, 2016)

The objective of the advertisement is to promote this sense of connectivity and engagement, because with connectivity comes comfort, which is exactly how they want you to feel when spending the night in the home of a complete stranger.

The intended audience is pretty much anyone with a camera and any sort of social media account. Although you have to be over 18 to book a room on the Airbnb website, this particular campaign is inclusive of everyone [“…all 7 billion people”].

There was clear evidence of their advertisement being effective as just 3 weeks after the launch of the campaign, over 3,000,000 people worldwide engaged and uploaded content, or were talking about the campaign.

I might have improved on this advertisement by taking it a step further and creating a series of ads, whereby you see people meet their (Airbnb home) hosts, take photos together, then upload them to the Airbnb website. This would further create further engagement between the company and their customers.

In Voorveld and Van Noort’s article ‘Social Media in Advertising Campaigns’ (2013, pp. 253-268), they examine and discuss the persuasive impact of Social Networking Sites (SNS) in comparison to more traditional advertising formats such as television (TV), as well as the effectiveness of SNS integration into tradition advertising campaigns. In their findings they were able to draw out 4 conclusions from three experimental studies. First, TV campaigns were found to have a more favourable affect. Second, cognitive and behavioural responses were found to be more favourable in SNS-only campaigns. Third, cross media campaigns that combine both SNS and traditional advertising formats were equally or more effective than campaigns using either only social media or TV-only  as “..there are indirect effects via perceived persuasive intent; it is the first study that has showed that cross-media campaigns are less recognised as advertising, which has an indirect positive influence on campaign effects.”(Voorveld & Van Noort, 2014, pp. 264). And lastly as mentioned above, campaigns in which both methods are combined, messages are perceived as less persuasive and this difference essentially affects consumers’ attitudes and buying intentions.

Thus, the overall conclusion is that social media plays a vital role in advertising because consumers appear to be less aware of the persuasive nature of the campaigns which in turn enhances their buying intentions. Therefore SNS campaigns have been proven to provide an interesting and successful alternative method to traditional advertising.

 

REFERENCES

#OneLessStranger. (2016). [Blog] Airbnb News. Available at: http://blog.airbnb.com/creating-onelessstranger-stories-belonging/ [Accessed 27 Apr. 2016].

Voorveld, H. and Van Noort, G. (2014). Social Media in Advertising Campaigns. Journal of Creative Communications, [online] Vol.9(3), pp.pp.253-268. Available at: http://crc.sagepub.com.ezproxy.lib.swin.edu.au/content/9/3/253.full.pdf+html [Accessed 26 Apr. 2016].

Stage 3: Award Winning

Stage 3: Award Winning

The the number one campaign of the 21st century as voted by AdAge was Dove’s “Campaign for Real Beauty”. The campaign delved into society’s notions of  female body image standards and the results made a huge impact on the conversations in advertising and consumer behaviours.

This particular campaign was the only campaign that was cited and voted by every one of the judges on the Advertising Age judges panel and was described as groundbreaking, brave, bold, insightful, transparent and authentic. It also aired at a time when digital media allowed and thrived off consumers interacting and sharing media content and by doing this allowed it to go viral on a global scale.

Dove’s “Campaign for Real Beaty” took the approach of appealing to the ‘every day woman’, by asking them to look at the attributes they possessed that already made them beautiful, focusing on creating a positive outlook on female body image. This campaign became so effective that brands such as Nike began to change their marketing and advertising approach my mimicking Dove and using women with more “everyday” looks in their ads with their headline proclaiming: “Nike does Dove.”

“This ad is the most viewed online ad ever with over 165,000,000 views” –  (Siddiqi, 2016)

The ad won 19 awards at Cannes Lions festival and the video ad was the most viewed and shared online video ad in 2013.

 

REFERENCES

Siddiqi, A. (2016). http://www.mediabuzz.com.sg/asian-emarketing/performance-marketing/1970-dove-real-beauty-sketches-wins-19-awards-at-cannes-lions-campaign-performance-to-get-inspired-by [Accessed 28 Apr. 2016].