Research Portfolio (U20: P1, M1 U24: P1)
Learning Outcome 1 (U20): Know how existing adverting campaigns embedded advertisements across a range of media products.
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries.
Call of Duty: Modern Warfare (CoD) or (MW) used several different forms of advertising. The MW advertising campaign used many different platforms to advertise the game and make it as successful as they could. They had; billboards, posters, social media adverts with accounts and posts, magazine adverts, video adverts, website adverts, TV adverts, electronic adverts and possibly more.
The game is owned by Activision and they have produced and advertised all of the CoD games in the past so the recent MW game was advertised to 'revive' the slowly dying franchise due to the release of new games such as Fortnite in the recent years that have pushed down CoD in popularity. Therefore the aim for this new CoD campaign was to bring their fans back to the franchise and increase their player base once again. Whereas the objectives set out for game were to have a successful launch that will bring in the numbers higher than the year before. They also had an objective to keep more of their fans playing the game throughout the year and fend off any new competition that may harm the games popularity over time. The recent CoD campaign does this reassuring them that the game is going back to basics and back to what they became so iconic for in the first place. It also shows new characters to interest audiences but the main attraction from the campaign is by having the iconic Captain Price to reel in the original fans of the franchise.
The target audiences for MW are going to be the same as previous games however they may try to creep into the slightly older audiences as they used the same name as one of the more popular previous CoD with modern warfare. The primary target audience for the new CoD MW is 18-21 year old men. This is because the game shows several different forms of violence and war in the adverts. This has a stereotypical connection to men and people of this age. Therefore the games primary audience is unchanged from the previous years along with the style and USP of the game. The secondary target audience for MW is 23-30 year old men who are either interested in the game to play in their spare time and even older men who may have a military past. This target audience is the secondary as the game has violent aspects in adverts and due to male stereotypes they are the perfect candidate to play these games with such nature. However they are less likely to purchase the game and play it as much as those from ages 18-21. This is due to them having more spare time and men aged 23-30 will most likely work full time and potentially have families to take care of leading to less time for them to play the game. However they are still likely to buy it and play whenever they can. The tertiary target audience for CoD is most likely ex military personnel and younger teens. This is because they will have the most time to play the game but they are not supposed to be playing it. This is due to the games 18 PEGI rating stating it not suitable for children younger. But it is still very likely that they will find access to the game either through older siblings or parents. Therefore by having them as a tertiary audience it will allow CoD to have more sales at launch. Along side this we have veterans and ex militia as a tertiary audience. This is because squad mates from the army when discharged will most likely go back to their own towns and own lives. CoD provides a place of social interaction between people and also a form of common ground when playing the game. Therefore having aspects of the marketing campaign target them would bring in that tertiary audience.
The key message given to audiences from this recent CoD campaign show that they are going back to basics. This is shown with the minimalistic adverts, both print and online. This is also to tell their fans that they are taking CoD to the simpler times with out any futuristic features and making it similar to years ago when it was the most popular first person shooter. This is a message being sent to the fans of CoD because of the decrease in popularity in the game and the negative reviews received by the CoD community about the past 3 years of game releases and the introduction of games such as Fortnite have created further disappointment for CoD players. Therefore this message can reassure fans that CoD will return to its former glory and stature.
The approach of the campaign taken by Activision, the producers of the game, with the latest CoD game is to go back to basics with boots on the ground, realistic game play that will bring joy back to CoD fans as well as linking it back to the original CoD games that gave the franchise its fame. Also with the adverts being very simple and grey it shows that they are creating adverts and campaigns similar to those of the original CoD and MW games.
The image used is to represent the war filled game and as it shows the popular franchise character Captain Price on majority of its posters and billboards. Where as the banner ad on websites has a new character with a night vision helmet and combat gear holding a gun. In both materials they have dirty faces and clothes so they are shown in a way that is seen as getting 'down and dirty' putting their effort into the war they are fighting. This represents the war and violence aspects of the game where they could be shown to 'get their hands dirty.' Also by using Captain Price they are using an already established character that is know to be straight forward and slightly aggressive character. Therefore by having him on the posters and ads they are showing that the game is going to be violent and aggressive as you would assume you will be following Captain Price. Also using Captain Price will also represent the back to basics theme being sent out through the whole campaign.
The campaign logistics of the CoD MW campaign are that they use the same time of year every year to release their newest game. This is because their audience then anticipate the release of the new game. This means that fans of the franchise receive leaks around the same time each year as well as knowing the games official title around the same time each year. By doing this audiences will be more hyped for the release of initial leaks and the release of the game. CoD also have a new system called CoD partners, this includes content creators that are paid to promote and play the game. This includes pre-release game play to build hype and get more fans to see the game online other than in ads they may ignore. During the week before the newest CoD release and during the week of release CoD had a snapchat filter to build knowledge of the games release. They did this because they want to target that tertiary audience of younger teens around 13-18 to build hype for them to then urge their parents or older siblings to buy the game so that they can play. CoD did this because they needed to target that tertiary audience in some way so they decided to create a snapchat filter.
The choice of media Activision and CoD used was on nearly everything. There were online ads and physical ads from bus stops to huge billboards. Also from small YouTube banner ads to the take over of their own Twitter page. They decided to use all of these media forms because they wanted and needed to get their game across to everyone and ensure that it is seen everywhere. On their twitter page following the game play advert released where the last words said after the reveal of captain price were 'bravo six going dark'. Following this CoD blacked out their Twitter, Instagram and Facebook pages and left it black to show they were 'going dark'.
The call to action that the CoD MW campaign used was the use of pre order now at the end of their YouTube advert and their online adverts tend to link to their website. Other than this across all of their marketing campaign they didn't use much call to action as the game is so a large and the title is so well known, they know that they will get millions of pre orders and buys upon release. Therefore the minimal use of call to action will be enough to get the numbers they want.
CoD will face several legal and ethical issues from the release of this game as it holds one of the most violent and gruesome (Single Player) campaigns ever from the franchise. Therefore Activision will face ethical issues such as if that is suitable for a game due to the violent nature. The main ethical issue that may arise from the campaign will be that the posters and adverts do not have any black people or any women as a centre of an advert. This is seen as unethical as it is supposed to be inclusive of everyone and this is portraying the image of the military only being for men and that there are not many black soldiers. To prevent this in their release trailer there is a clear shot of a black woman in combat gear being the first to jump out of the plane.
This is to prevent any and all ethical issues that may arise against the campaign. On the other hand there is a shot later in the release trailer that shows a young boy wearing a gas mask. This will be looked at a controversial and potentially ethically wrong however it is unlikely as it is a common outcome from war which is shown in the trailer moments earlier. The legal issues from the trailer will be minimal as Activision is such a large and experienced company any legal issues that arise will likely be denied or prevented as Activision are likely to have foreseen the issue and stopped it from happening.
The regulatory body for the CoD ad campaign is the ASA. This is because they make sure the adverts are not misleading, offensive or harmful. The main ad campaign for CoD was neither of these things although the adverts and the game have aspects that make have more ethical issues however the adverts themselves broke none of the rules set by the ASA and the adverts were all law abiding.
The Evian Live young campaign is one that promotes their water as a drink that makes you feel young. The campaign was featured on several forms of advertising from a YouTube advert to a poster and billboards.
The main aims of the Evian live young campaign were to gain customers and get more people to buy their water over their competitors. This is because they want customers to believe that drinking Evian will make them more youthful and make them younger. It doesn't have any effect to make people actually younger but the point of the campaign is to make people feel younger. The objectives of Evian in their live young campaign will be to have increases to sales numbers and number of views on their website and YouTube advert. This would be their main objectives as it provides a short term goal to achieve after the release of their marketing campaign.
The primary target audience for Evian and the live young campaign is middle aged men and women from around 20-40. This is because they are featured most on the advertising materials and the comedic elements of the baby images appeal to them. Making them the primary target for the water. This is also because they drink the most water and are out the most during the day as they are working and are more responsible enough to buy water instead of a soft drink or other drink. The secondary target audience for the Evian live young advertising campaign would be 40-60 year old people. This is because they are the older generation that wants to feel younger and this Evian water advertisement campaign gives them that idea and that wish of 'living young'. Therefore they will be more interested in the water as it will make the feel younger and live younger which is a common wish amongst older people. The tertiary audience for this Evian live young campaign is most likely to be teenagers. This is because they live young and therefore they will believe that the water is for younger people and the water could potentially be seen as trendy and lead to them buying Evian water over competitors such as Buxton or Volvic. Additionally, a lot of the campaign is social media driven, therefore would target this bracket.
The key message in the Evian live young campaign is the fact that they want customers to feel like a baby when they drink the water as it makes them live as if they were younger. It also gives customers the idea that drinking Evian will make them feel like a younger version of themselves as it gives off an idea of the water being trendy and youthful leading to people buying the water. It also gives connotations of the 'eternal elixir' that will make all that drinks it feel younger and live forever. This is part of the message being given with the Evian live young campaign.
The approach used by Evian is that of an eternal approach that will make the water look like something magical and something that you need in order to be eternal like everyone else that drinks it. It also has the idea of making everyone feel like a baby. This has connotations of being innocent and pure as well as new and young. This is to appeal to their target customer as a mythical drink that will prolong your life and make you look and feel like a baby inside.
The images used represent the youthful effect of the water. This means that they are likely to make the customers feel more youthful from looking at the adverts.. The actors used in the campaign are usually active and happy when seeing their baby counterpart. This is to show the feeling of youth and fun that is connected to the live young aspect of the campaign. The use of mixed race actors in the video advert shows the diversity of the waters target audience and how they are not excluding anyone as it is just water and they are inclusive of everyone. The use of babies will also attract attention as it becomes memorable and is more likely to be remembered by viewers as it consists of dancing babies of all races, genders and ages.
The campaign logistics consist of the release date of the Evian live young campaign being released on the 16th of July 2018. By releasing the campaign in the middle of the summer they are more likely to be successful as water is consumed more in the hot weather. Therefore by releasing the campaign in the middle of summer they are more likely to sell more water as consumers are likely to buy more water bottles and therefore they are going to see the Evian advert and think about buying Evian water over other water for that live young and funny feeling like they saw in the adverts. Also during summer consumers are more likely to be outside and this means they are more likely to be travelling past posters and signs that have Evian on them and therefore they are more likely to buy Evian water if it is in their face so many times.
Evian's choice of media was the use of their website and a video advert as well as several forms of print advertising. This is because they wanted their advert to meet their target audience in places that they would most commonly expect to find them. This is to make the campaign as successful as possible where they are looking to reach as many customers as they can. The use of a TV advert is to gain the attention of older consumers as they watch more TV whereas the bus stop adverts and YouTube adverts are more directed towards their younger audiences and customers as they are more likely to be at bus stops as they may not have a car or they will be online as they are commonly online and searching the internet.
The call to action of the Evian live young campaign is minimal. This is because they only used their name and live young on their posters and video adverts. This is because they are already out in stores to buy so there is no rush for consumers to buy it. Therefore they do not need to put any call to action on the campaign as it is simply not needed.
The relevant legal and ethical issues for the Evian live young campaign are that they may have more white or male actors and less black or female actors. Therefore they will need to be more ethical and have equal number of black and white actors as well as having equal male and female actors to stay ethical and be equal showing their water to be for everyone and not excluding of anyone. Evian may also be seen as unethical if they are using actual babies and have them be in potentially dangerous situations or uncomfortable situations that are inconsiderate to the baby. This will need Evian to make sure that any babies used in the production of the advert are taken care of and treated the best they can be.
The regulatory body for for the Evian live young campaign are the ASA (advertising standards authority). They will regulate the whole campaign to ensure that the campaign is suitable for all ages and able to be released to the public. The ASA will regulate the advert because they are the certified regulator for advertisements in the UK.
In the Evian live young campaign they placed a large poster that covered a bus. This is to attract large amount of focus to the bus and therefore to Evian water. With the bus being very eye catching it is likely that audiences will passively buy the Evian water as it will have caught their eye and lead to them noticing it in the shop and buying it self consciously. This therefore makes the advertisement more successful as more customers are buying the water. The use poster over a bus is above the line advertising and it is a different form of advertising to how something such as a banner ad on a website that is more below the line advertising. The use of below the line advertising is to be more discreet when advertising in comparison to above the line which is more in your face advertising. The product for the campaign is slightly adapted for the different platforms as the TV ad has more detail behind it the water can be less informative and can stay as a simple bottle of Evian water while on the print ad the water may not even be shown as audiences will know the logo and the slogan as well as the colour scheme therefore they will recognise the ad and Evian when they go past it or see it on the street. Evian have engaged several different target audiences in their ads as they have use several different types of actors as they want to appeal to every target audience and buy using eye catching colours that will engage all the target audiences that they want.
In the CoD marketing campaign they used a common theme of being simple and minimalistic. This is to make the audience relate the new CoD game to the older ones. This is in attempt to bring back their older fans as well as bring nostalgia back to the franchise. It uses a consistent grey and dark theme. This consistent theme of being simplistic and back to basics is sent to fans throughout the whole campaign. As well as the use of a old favorite character in all images of the marketing campaign to reinforce the nostalgic feel of going back to basics and giving fans what they have asked for for so long. The video ad for the newest CoD was to build hype and anticipation for the game by giving brief images of gameplay and giving more detail about the game with its reveal trailer especially. As well as this Activision and CoD as a whole changed all of their social media accounts to match the theme given by the video ad to connect the campaign and build more tension and hype within the community. The print ad however was very simple and basic as well as being straight to the point and giving the fans less information about the game. This is as CoD wanted to build hype and keep things simple to show their 'back to basics' theme. They also used this to engage their target audiences. The more interested fans would be more likely to look into the adverts to try and gather more information and get more excited for its release while their tertiary audience will most likely see the ad and be either intrueged or just have the knowledge of the games release in their mind so they will buy it in the future or on release instead of being too invested in the marketing distributed to the world.
CoD also used social media heavily to promote their game with the use of a snapchat filter and several instagram, reddit, twitter and online posts to further promote the game. This was to reach the younger audiences of their target market that are more commonly on social media so using these platforms to build hype around the games release through the platforms becomes easy and manageable for Activision to promote their game to a different target market to those seeing the posters and billboards in public. The use of posters contrasts to the use of social media as one is online and the other is seen in person. As well as the contrast in audiences being targeted with the ads. As younger audiences are targeted by the social media ads where as older fans or veterans of war will be targeted by the physical ads as they are more likely not going to see the online ads as much as younger audiences will do.
The Evian live young campaign has a consistent message of showing their product makes you feel young like a baby and feel young enough to have more fun. In the video ad the people in the advert are dancing and having fun while looking at their baby reflexion that is dancing with them. This message is consistent through the whole campaign. In the printed poster for the live young campaign the model is behind their baby counterpart. The consistent message is shown in both as they have their baby reflection or photo while being linked to drinking the Evian Live young water. This was good for Evian as they kept the same theme that presents their message consistently and when audiences see the advert or a baby doing any sort of active thing they will be reminded of Evian water that allows more success for Evian to make more sales and sell more water. The message is consistent through the use of colours. In the Evian adverts they have a consistent use of blue, white and pink colour scheme. This colour scheme is used to show the peaceful and youthful effects of the water to show the live young aspects. The adverts have usually have got an urban background based in a city to show that the water is to drink on the go in the city. The facial expressions of the actors in the Evian ads are always something weird or happy to show the youthful mood connected to the water and live young. The actors usually wear white, pink or blue clothing to match the colour scheme of Evian and their ads. They also used minimal words as they are only selling water and there isn't a need for any words as they are just advertising the mood given when drinking water. Finally they have the common slogan throughout the campaign that is to keep the whole campaign linked together
In the
colours, models, settings, facial expressions, clothing, slogans, words, hashtags
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries.
Call of Duty: Modern Warfare (CoD) or (MW) used several different forms of advertising. The MW advertising campaign used many different platforms to advertise the game and make it as successful as they could. They had; billboards, posters, social media adverts with accounts and posts, magazine adverts, video adverts, website adverts, TV adverts, electronic adverts and possibly more.
The game is owned by Activision and they have produced and advertised all of the CoD games in the past so the recent MW game was advertised to 'revive' the slowly dying franchise due to the release of new games such as Fortnite in the recent years that have pushed down CoD in popularity. Therefore the aim for this new CoD campaign was to bring their fans back to the franchise and increase their player base once again. Whereas the objectives set out for game were to have a successful launch that will bring in the numbers higher than the year before. They also had an objective to keep more of their fans playing the game throughout the year and fend off any new competition that may harm the games popularity over time. The recent CoD campaign does this reassuring them that the game is going back to basics and back to what they became so iconic for in the first place. It also shows new characters to interest audiences but the main attraction from the campaign is by having the iconic Captain Price to reel in the original fans of the franchise.
The target audiences for MW are going to be the same as previous games however they may try to creep into the slightly older audiences as they used the same name as one of the more popular previous CoD with modern warfare. The primary target audience for the new CoD MW is 18-21 year old men. This is because the game shows several different forms of violence and war in the adverts. This has a stereotypical connection to men and people of this age. Therefore the games primary audience is unchanged from the previous years along with the style and USP of the game. The secondary target audience for MW is 23-30 year old men who are either interested in the game to play in their spare time and even older men who may have a military past. This target audience is the secondary as the game has violent aspects in adverts and due to male stereotypes they are the perfect candidate to play these games with such nature. However they are less likely to purchase the game and play it as much as those from ages 18-21. This is due to them having more spare time and men aged 23-30 will most likely work full time and potentially have families to take care of leading to less time for them to play the game. However they are still likely to buy it and play whenever they can. The tertiary target audience for CoD is most likely ex military personnel and younger teens. This is because they will have the most time to play the game but they are not supposed to be playing it. This is due to the games 18 PEGI rating stating it not suitable for children younger. But it is still very likely that they will find access to the game either through older siblings or parents. Therefore by having them as a tertiary audience it will allow CoD to have more sales at launch. Along side this we have veterans and ex militia as a tertiary audience. This is because squad mates from the army when discharged will most likely go back to their own towns and own lives. CoD provides a place of social interaction between people and also a form of common ground when playing the game. Therefore having aspects of the marketing campaign target them would bring in that tertiary audience.
The key message given to audiences from this recent CoD campaign show that they are going back to basics. This is shown with the minimalistic adverts, both print and online. This is also to tell their fans that they are taking CoD to the simpler times with out any futuristic features and making it similar to years ago when it was the most popular first person shooter. This is a message being sent to the fans of CoD because of the decrease in popularity in the game and the negative reviews received by the CoD community about the past 3 years of game releases and the introduction of games such as Fortnite have created further disappointment for CoD players. Therefore this message can reassure fans that CoD will return to its former glory and stature.
The approach of the campaign taken by Activision, the producers of the game, with the latest CoD game is to go back to basics with boots on the ground, realistic game play that will bring joy back to CoD fans as well as linking it back to the original CoD games that gave the franchise its fame. Also with the adverts being very simple and grey it shows that they are creating adverts and campaigns similar to those of the original CoD and MW games.
The image used is to represent the war filled game and as it shows the popular franchise character Captain Price on majority of its posters and billboards. Where as the banner ad on websites has a new character with a night vision helmet and combat gear holding a gun. In both materials they have dirty faces and clothes so they are shown in a way that is seen as getting 'down and dirty' putting their effort into the war they are fighting. This represents the war and violence aspects of the game where they could be shown to 'get their hands dirty.' Also by using Captain Price they are using an already established character that is know to be straight forward and slightly aggressive character. Therefore by having him on the posters and ads they are showing that the game is going to be violent and aggressive as you would assume you will be following Captain Price. Also using Captain Price will also represent the back to basics theme being sent out through the whole campaign.
The choice of media Activision and CoD used was on nearly everything. There were online ads and physical ads from bus stops to huge billboards. Also from small YouTube banner ads to the take over of their own Twitter page. They decided to use all of these media forms because they wanted and needed to get their game across to everyone and ensure that it is seen everywhere. On their twitter page following the game play advert released where the last words said after the reveal of captain price were 'bravo six going dark'. Following this CoD blacked out their Twitter, Instagram and Facebook pages and left it black to show they were 'going dark'.The call to action that the CoD MW campaign used was the use of pre order now at the end of their YouTube advert and their online adverts tend to link to their website. Other than this across all of their marketing campaign they didn't use much call to action as the game is so a large and the title is so well known, they know that they will get millions of pre orders and buys upon release. Therefore the minimal use of call to action will be enough to get the numbers they want.
CoD will face several legal and ethical issues from the release of this game as it holds one of the most violent and gruesome (Single Player) campaigns ever from the franchise. Therefore Activision will face ethical issues such as if that is suitable for a game due to the violent nature. The main ethical issue that may arise from the campaign will be that the posters and adverts do not have any black people or any women as a centre of an advert. This is seen as unethical as it is supposed to be inclusive of everyone and this is portraying the image of the military only being for men and that there are not many black soldiers. To prevent this in their release trailer there is a clear shot of a black woman in combat gear being the first to jump out of the plane.
The regulatory body for the CoD ad campaign is the ASA. This is because they make sure the adverts are not misleading, offensive or harmful. The main ad campaign for CoD was neither of these things although the adverts and the game have aspects that make have more ethical issues however the adverts themselves broke none of the rules set by the ASA and the adverts were all law abiding.
The Evian Live young campaign is one that promotes their water as a drink that makes you feel young. The campaign was featured on several forms of advertising from a YouTube advert to a poster and billboards.
The main aims of the Evian live young campaign were to gain customers and get more people to buy their water over their competitors. This is because they want customers to believe that drinking Evian will make them more youthful and make them younger. It doesn't have any effect to make people actually younger but the point of the campaign is to make people feel younger. The objectives of Evian in their live young campaign will be to have increases to sales numbers and number of views on their website and YouTube advert. This would be their main objectives as it provides a short term goal to achieve after the release of their marketing campaign.
The primary target audience for Evian and the live young campaign is middle aged men and women from around 20-40. This is because they are featured most on the advertising materials and the comedic elements of the baby images appeal to them. Making them the primary target for the water. This is also because they drink the most water and are out the most during the day as they are working and are more responsible enough to buy water instead of a soft drink or other drink. The secondary target audience for the Evian live young advertising campaign would be 40-60 year old people. This is because they are the older generation that wants to feel younger and this Evian water advertisement campaign gives them that idea and that wish of 'living young'. Therefore they will be more interested in the water as it will make the feel younger and live younger which is a common wish amongst older people. The tertiary audience for this Evian live young campaign is most likely to be teenagers. This is because they live young and therefore they will believe that the water is for younger people and the water could potentially be seen as trendy and lead to them buying Evian water over competitors such as Buxton or Volvic. Additionally, a lot of the campaign is social media driven, therefore would target this bracket.
The key message in the Evian live young campaign is the fact that they want customers to feel like a baby when they drink the water as it makes them live as if they were younger. It also gives customers the idea that drinking Evian will make them feel like a younger version of themselves as it gives off an idea of the water being trendy and youthful leading to people buying the water. It also gives connotations of the 'eternal elixir' that will make all that drinks it feel younger and live forever. This is part of the message being given with the Evian live young campaign.
The approach used by Evian is that of an eternal approach that will make the water look like something magical and something that you need in order to be eternal like everyone else that drinks it. It also has the idea of making everyone feel like a baby. This has connotations of being innocent and pure as well as new and young. This is to appeal to their target customer as a mythical drink that will prolong your life and make you look and feel like a baby inside.
The images used represent the youthful effect of the water. This means that they are likely to make the customers feel more youthful from looking at the adverts.. The actors used in the campaign are usually active and happy when seeing their baby counterpart. This is to show the feeling of youth and fun that is connected to the live young aspect of the campaign. The use of mixed race actors in the video advert shows the diversity of the waters target audience and how they are not excluding anyone as it is just water and they are inclusive of everyone. The use of babies will also attract attention as it becomes memorable and is more likely to be remembered by viewers as it consists of dancing babies of all races, genders and ages.
The campaign logistics consist of the release date of the Evian live young campaign being released on the 16th of July 2018. By releasing the campaign in the middle of the summer they are more likely to be successful as water is consumed more in the hot weather. Therefore by releasing the campaign in the middle of summer they are more likely to sell more water as consumers are likely to buy more water bottles and therefore they are going to see the Evian advert and think about buying Evian water over other water for that live young and funny feeling like they saw in the adverts. Also during summer consumers are more likely to be outside and this means they are more likely to be travelling past posters and signs that have Evian on them and therefore they are more likely to buy Evian water if it is in their face so many times.
Evian's choice of media was the use of their website and a video advert as well as several forms of print advertising. This is because they wanted their advert to meet their target audience in places that they would most commonly expect to find them. This is to make the campaign as successful as possible where they are looking to reach as many customers as they can. The use of a TV advert is to gain the attention of older consumers as they watch more TV whereas the bus stop adverts and YouTube adverts are more directed towards their younger audiences and customers as they are more likely to be at bus stops as they may not have a car or they will be online as they are commonly online and searching the internet.
The call to action of the Evian live young campaign is minimal. This is because they only used their name and live young on their posters and video adverts. This is because they are already out in stores to buy so there is no rush for consumers to buy it. Therefore they do not need to put any call to action on the campaign as it is simply not needed.
The relevant legal and ethical issues for the Evian live young campaign are that they may have more white or male actors and less black or female actors. Therefore they will need to be more ethical and have equal number of black and white actors as well as having equal male and female actors to stay ethical and be equal showing their water to be for everyone and not excluding of anyone. Evian may also be seen as unethical if they are using actual babies and have them be in potentially dangerous situations or uncomfortable situations that are inconsiderate to the baby. This will need Evian to make sure that any babies used in the production of the advert are taken care of and treated the best they can be.
The regulatory body for for the Evian live young campaign are the ASA (advertising standards authority). They will regulate the whole campaign to ensure that the campaign is suitable for all ages and able to be released to the public. The ASA will regulate the advert because they are the certified regulator for advertisements in the UK.
Advertising Industry Sector
- Billboards
- Bus stop Posters
- Websites
- Sponsors
- Social Media
- Trailers
- Magazines
- On Busses
- Website Banners
In the Evian live young campaign they placed a large poster that covered a bus. This is to attract large amount of focus to the bus and therefore to Evian water. With the bus being very eye catching it is likely that audiences will passively buy the Evian water as it will have caught their eye and lead to them noticing it in the shop and buying it self consciously. This therefore makes the advertisement more successful as more customers are buying the water. The use poster over a bus is above the line advertising and it is a different form of advertising to how something such as a banner ad on a website that is more below the line advertising. The use of below the line advertising is to be more discreet when advertising in comparison to above the line which is more in your face advertising. The product for the campaign is slightly adapted for the different platforms as the TV ad has more detail behind it the water can be less informative and can stay as a simple bottle of Evian water while on the print ad the water may not even be shown as audiences will know the logo and the slogan as well as the colour scheme therefore they will recognise the ad and Evian when they go past it or see it on the street. Evian have engaged several different target audiences in their ads as they have use several different types of actors as they want to appeal to every target audience and buy using eye catching colours that will engage all the target audiences that they want.In the CoD marketing campaign they used a common theme of being simple and minimalistic. This is to make the audience relate the new CoD game to the older ones. This is in attempt to bring back their older fans as well as bring nostalgia back to the franchise. It uses a consistent grey and dark theme. This consistent theme of being simplistic and back to basics is sent to fans throughout the whole campaign. As well as the use of a old favorite character in all images of the marketing campaign to reinforce the nostalgic feel of going back to basics and giving fans what they have asked for for so long. The video ad for the newest CoD was to build hype and anticipation for the game by giving brief images of gameplay and giving more detail about the game with its reveal trailer especially. As well as this Activision and CoD as a whole changed all of their social media accounts to match the theme given by the video ad to connect the campaign and build more tension and hype within the community. The print ad however was very simple and basic as well as being straight to the point and giving the fans less information about the game. This is as CoD wanted to build hype and keep things simple to show their 'back to basics' theme. They also used this to engage their target audiences. The more interested fans would be more likely to look into the adverts to try and gather more information and get more excited for its release while their tertiary audience will most likely see the ad and be either intrueged or just have the knowledge of the games release in their mind so they will buy it in the future or on release instead of being too invested in the marketing distributed to the world.
CoD also used social media heavily to promote their game with the use of a snapchat filter and several instagram, reddit, twitter and online posts to further promote the game. This was to reach the younger audiences of their target market that are more commonly on social media so using these platforms to build hype around the games release through the platforms becomes easy and manageable for Activision to promote their game to a different target market to those seeing the posters and billboards in public. The use of posters contrasts to the use of social media as one is online and the other is seen in person. As well as the contrast in audiences being targeted with the ads. As younger audiences are targeted by the social media ads where as older fans or veterans of war will be targeted by the physical ads as they are more likely not going to see the online ads as much as younger audiences will do.
In the
colours, models, settings, facial expressions, clothing, slogans, words, hashtags
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