Walkers Advert:
What is an advertising campaign?
An advertising campaign is a regime that is a company takes on with the intention to promote a product, Walkers did this in the essence of creating an advert for their new product, MixUps. Other types of production can be used like posters, social media, adverts, trailers etc.
An introduction to the campaign
Walkers had to notion and vision to innovate their brand with a new product, Walkers MixUps, this was in a time of 2015 where their brand needed inno
vating, to re-establish their authority in the crisp sector. Therefore a strong advertising campaign was essential to ensure the viewership of this advert was high, thus increasing brand reputation and likelihood of viewership converting into purchases.
Was the campaign successful?
Personally, I believe that the campaign was successful, “the challenge when you are number one is how you stay relevant? We need to be at the beating heart of popular culture and tap into what is happening now”. This is what Walkers marketing director said, this notion has been addressed because Walkers evidently had an increase in sales, and this precipitates the success of the campaign.
What media platforms was the campaign advertised on?
The celebrity endorsement of the Spice girls all posted it on their social media accounts, to get the interaction of the mass audience, this would’ve gone out to millions of people to see. In addition, to the TV channels like ITV it was posted on Walkers official Youtube channel. This cross media convergence allows a product to be advertised to a mass audience, covering all elements of the internet that people could access.
What was the aim of the campaign?
The priority of an advertising campaign is to increase the products/brands reputation, this was evidently Walkers intention as they stated that “We want to rejuvenate the brand. Although we are in a very good position as the number one crisp brand, we are really trying to reconnect with customers,” this clearly shows that Walkers had an intention to reconnect with the mass audience, the public, this therefore allows a greater range of people who will want to buy the product.
Who were the target audiences?
As shown in the previous quote the demographic that Walkers was targeting was the mass audience, this is hard to denote into psychographics, as it will predominately be aimed at most people in public ranging from all ages and all hobbies.
What were the key messages/USP?
Walkers really drew upon the taste, the use of a ‘biggest fan’ of the Spice Girls not sharing the crisps connotes to the consumer that these crisps are delicious and thus un-shareable.
Was celebrity endorsement used?
The use of the Spice Girls will instantly bring in mass viewership as it gives the advert a purpose to watch, also it will instantly bring in all fans of the Spice Girls as they will idolize them, thus resulting in them having a desire to purchase a bag of Walkers MixUps.
Representation of people in the campaign
The contrasting use of the Spice Girls (women) and the biggest fan (male) will open up the opportunity for Walkers to advertise this to the demographic of all genders. A notion of ethnicity wasn’t used as a focus point, this is so that similarly it increases their ability to target to the mass audience. Lastly, the age was mainly middle aged people this is because the super fans of the Spice Girls would mainly be of this age.
What was the positive and negative responses to the campaign?
DailyCommercials conducted reviews from the public on this advert all of it was consistently positive, subjects like execution, style and humor was rated 5 stars; with memorable and effective as 4 stars. Evidently this connotes that Walkers MixUps advertising campaign was effective.
What were the regulatory issues Walkers had to deal with?
Walkers had to ensure this notion of humor in the advert wasn’t deemed as rude, especially if this advert being broadcasted pre-watershed, it needs to comply with ASA (advertising standards authority) regulations otherwise the advert could be removed.
Evaluating the consistency of advertising campaigns
Cadbury Dairy Milk
Introduction:
This advertising campaign consisted of the viral publication of the ‘Gorilla Advert’ this was the main element to this campaign, as it was published globally in 2007 to the mainstream public, via YouTube, TV adverts. The advert consisted of a Gorilla playing the drums to an iconic song, In The Air Tonight, this notion thus grabbed the attention from the consumers.
Target Audience:
Cadbury’s are very successful in the essence that their target audience is very mainstream, demographics of ages apply to their brand and this advertising campaign. This thus allows Cadbury’s to have a greater opportunity to distribute and sell Dairy Milk to the public. The psychographics of this target audience would be chocolate lovers, this
still keeps their audience mainstream and large as a vast population of the public enjoy chocolate. Due to the brand color of purple and this strong notion being carried throughout the video, stereotypically this would appeal to females, but this is not the case, this color denotes the brand image of Cadbury’s.
Aim/message and how is consistent is it
In this advertising campaign Cadbury’s focus their advert on attraction and retention rather than factual, what this means is that they use an iconic song, In The Air Tonight and a Gorilla will retain the attention of a consumer, this notion is carried through as the suspense is built up and led into the conclusive
shot of ‘Cadbury’s Dairy Milk’ the brand. In addition, Cadbury’s recognition is based on the color purple, this is carried through the whole campaign, with a purple backdrop, drum and conclusive shot, and this consistency is effective as it allows the consumers to have this constant notion of Cadbury’s Dairy Milk throughout the advert.
Strengths and weaknesses
Overall, this advertising campaign is mainly successful, this is because of the stro
ng brand image notion carried throughout the advert, connoting the brand of Cadbury’s. However, I believe the product notion should be stronger in this advert, allowing the consumer to understand the Dairy Milk product.
Asda Advert 2009
Introduction
This advertising campaign, focuses on the deals at offer at Asda, it uses staff of the company to connote the inclusive values the brand. They needed to promote the shop and also the products and deals at the company.
Target Audience
A demographic of this target audience will most likely be at 30+ year olds this is because the inclusion of deals, connotes the notion of saving money, something that families will want to do. In addition, products like washing powder is used, this reinforces this notion that an older demographic will be targeted. Psychographics, don’t have a huge implication on the target audience, this is because everyone has to purchase food at stores, and so the way Asda need to advertise is by informing the consumer that their brand is better than competitors like Tesco’s.
Message and consistency
There is a strong message of a wide range of products, this is connoted by the back-scenery of the shots, these vary from all sectors of a supermarket from, frozen to confectionary and cleaning, this therefore carries this consistent ideology t
hat Asda sell a wide range of products. Also Asda consistently show the deals they have at the shop this allows the viewers of the advert to have a strong implemented notion of Asda selling brands at cheap prices, a great unique selling point for them. Lastly, to conclude most Asda adverts the slogan ‘Saving you money every day’ is used this consistency through all advertising campaign gives the mainstream audience something to recognize the brand with and associate them to a phrase.
Strengths and weaknesses
Overall, I believe that this Asda advertising campaign is very successful, I believe this because important notions of wide range products, great deals and the brand image is carried consistently throughout the advert. This gives the consumer a strong understanding of the brand of Asda, giving them a competitive advantage over competitors like Tesco’s. A disadvantage of this advert is that the brand image of the color green isn’t as imminent in the campaign, this makes the initial scenes of the advert harder to identify it to Asda.
Oak Furnitureland advert 2018
Introduction
This brand started an adverting campaign to promote their brand of furniture. The advert used vast amounts of wooden furniture as this precipitates the brand name of ‘Oak Furnitureland’. It goes into depth onto one specific piece of furniture, by explaining the characteristic of it, like ‘100% wood, strong’.
Target audience
The target audience can be denoted by the use of a middle aged women in the advert, this connotes that a demographic of 40+ year olds will be their target audience. Due to the use of a women in the advert it may be denoted that the gender of the target audience may be towards the female notion. A psychographic that they would have to appeal to is the consumers that enjoy interior design.
Message and consistency
The overriding message of this advertising campaign is to portray the selling points of their furniture and the brand of such is comes from) Oak Furnitureland. This is consistent throughout the campaign as repetition of selling points are used like ‘solid hard wood’. This install this ideology into the consumer that this brand sells quality products. Also the use of their famous slogan, ‘You better knock on wood’, this is used in all adverts and campaigns from Oak Furnitureland as it gives the mainstream audience something to recognize the brand with.
Strengths and weaknesses
The use of explaining the characteristics of the products is a very effective way to promote the brand, it gives the audience a positive opinion of the brand and thus will precipitate to sales. However, I believe an inclusion of a variety of products will be effective as it will allow the audience to understand the product range of the company, enticing them into the website.
Harrison Cable-Media 