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Here is a project I worked on during one of my university briefs given to us all about The Big Issue. The brief was to create build awareness and understanding of the big issue ethos, business model and products, with view to increasing reach and levels of audience engagement. The challenge was to increase the number of people the big issue would engage and the depth of that engagement. The big issue is a social enterprise and have little money or no marketing money.
Here I came up with the idea of getting vendors throughout the country to sing a song about the big issue to engage with their audience and inform others of what the big issue is and how you (the consumer) can help.
Hope you enjoy.
The Big Issue Song
Thankyou for buying the big issue,
A change has been made and it’s all down to you,
Every pound makes a difference, as do your two,
Incase you didn’t know, here’s what we do.
We’re not all homeless, but we all need a hand,
So if you could help, then that would be grand.
We offer the homeless, the chance to earn a living,
You’re helped them too, simply by giving,
We may be a charity, but it’s a hand up not hand out,
To make are lives easier, and less of a bout,
But that’s not all; we don’t stop there,
We give them a voice, and someone who cares,
We offer weekly entertainment reviews,
As well as celebrities, stories and news,
Arts, sports and politics, all together,
The changes we make will last forever,
Nearly 3000 of us, out here on the streets,
Making a stand, on our own to feet.
A good value read, which has earnt its place,
You’ve brought your copy; see the smile on my face,
Christmas is always the busiest time of the year and it doesn’t help than the day you decide to go out and do all your Christmas shopping, so does everyone else, and your stuck in a stuffy and overcrowded department store trying to find the perfect gift for your loved ones. Argos, this year was trying to promote their online shopping reserve and collect system. The TV advert shows a family of aliens visiting a shopping centre and questioning why humans don’t just use Argos to order online and collect in store instead of the stress and strain of shopping during this busy time.
Personally I felt quite negative towards this advert from a young adults perspective but thinking from an creative or planner I could see the execution being well thought out with strong references to the proposition has shopping with Argos could be less stressful and easy with their online service.
The aim of the advert was to increase the amount of online activity for Argos and to create an online presents for Christmas shopping. Objectively the brief was to encourage people to shop online but using aliens to express this wouldn’t have been my first connection or idea. However in relation to the advert and strategy I felt the message was clear.
During the advert there are some questionable features including the mother daydreaming about Justin Bieber, a young singer, generally adored by young children, not adults, which personally I can see being taken the wrong way in relation to our society or culture.
Another questionable feature of the advert is although the famous Bill Nighy who starred in Pirates of the Caribbean and Love Actually plays the voice of the father alien and Caroline Quentin from Men Behaving Badly playing the Mother Alien, the feeling of the advert can shy away when the voices are heard, as this can be seen as a distraction from what the meaning of the advert is and what they are trying to say and instead the consumer trying to guess who plays the voice over for the aliens, including comments that the children in the popular programme Outnumbered, played the children voice overs, when in fact they do not.
After discussing the advert with people and consumers I feel the strategy behind the advert had been crafted well with the meaning of the advert clearly represented with the aliens discussing the stress of Christmas which people can relate to, but although the message is clear with an emotional link of consumer buying, focusing on the behavior surrounding Christmas stress, but obviously not to the aliens.
Overall the execution of the advert is clear but with mixed opinions as to whether the aliens are creepy or funny, the question now is, was the collect and reserve system a success for Argos.
Christmas is always a favourite time of the year, the presents under the tree, the Christmas roast dinner or the snowball fight in the garden. But what we seem to forget that Christmas is a time for giving and being with the people we love. John Lewis’s new Christmas advert (The Long Wait) shows just that, that it’s better to give than receive. The advert features a seven-year-old boy counting down the days till Christmas till he can finally give his parents his present. I feel the advert is a warm and loveable advert and that John Lewis focuses their feel good message of what the real meaning of Christmas is.
The advert is a complete contrast to the usual Christmas adverts one see’s on TV or a billboard these days. With the concept of the advert surrounding the idea of “gifts you can’t wait to give” as John Lewis tag line, it works well with turning the traditional notion of Christmas and children waiting for the famous Santa to come deliver their presents on Christmas day, and using a child to promote this idea of it is better to give than receive, which could emphasise the idea that parents are trying to teach their children about the meaning of Christmas and the meaning of idealising present giving.
In the advert John Lewis are trying to emphasise, taking your time on buying gifts for loved ones and going that extra mile, although the advert does emphasise the meaning of their proposition (for gifts you cant wait to give) they don’t emphasise that going to their stores will help consumers find that prefect, but the uses of such a powerful advert with a clear and clever message keeps the awareness and word of mouth marketing clear in people’s minds.
Looking at the awareness John Lewis had gained through this advert it is clear that they succeeded greatly. The advert was first launched on Twitter and YouTube to generate impressions and marketing through conversations and was then later aired on TV first viewed during ITV’s X Factor talent show which was great strategy within timing the advert. With over 4 million YouTube this advert definitely was something to talk about this Christmas. The relationship between the advert and its target audience can relate well with the traditional notion of family value, which could be any family in any part of the country. John Lewis have been using mini film techniques to capture the audience’s attention for many years now and this film style seems to be creating engagement and getting consumers aware of John Lewis as a company but not necessarily surrounding their products, most advert’s on TV seem to focus on showing their cheapest deal in store today or their amazing offer on a particular product but John Lewis focus of messages that could link presents with their company but also to other companies which either can be seem as selfless, or a mistake. Personally with the amount of attention surround this advert, John Lewis didn’t need to worry.
Virgin Atlantic have always been a popular airline but unfortunately with competitors like British Airways and Easy Jet it is hard to encourage people to fly with your airline. In October 2011, Virgin Atlantic release a new TV advert showing the glitz and glamour of their airline, the main feature of this advert was to encourage people to fly with Virgin Atlantic and experience the dazzling world of their airline. Using digital effects and classy colours along with stylish music, Virgin Atlantic has recreated a James Bond themed advert with a fashionable edge to their airline. Using the famous band Muse’s cover of Nina Simone’s Feeling Good track, the atmosphere of the advert is very classy and elegant with a sexy vibe to the airline.
The fact the advert doesn’t really tell a story but focuses on different aspects of their airline, for example the airhostess and the pilots looking glamorous and sexual gives the air that this is an airline of style and importance. I feel the advert wants to give the consumer the impression of charm and attraction, and seems to focus its target audience towards more high flying and business people who travel a lot but also want that comfort and care at the same time in my opinion this could focus on a more male demographic.
When watching this advert, to me it screams 007, especially the relationship with Golden Eye and Die Another Day starring Pierce Brosnan, with the women jumping through the screen in the opening credits of the films. The fact the advert has a emphasise on this style of filming relates well with people who enjoy action films like 007 and the emphasis of a suggestive and sensual women gives this feel to the advert.
The aim of the advert is to encourage people to fly with Virgin Atlantic, unfortunately even though this advert I feel it is cleverly constructed, there is an element of this luxury airline being rather pricey and the stereotype that only business class would receive such style and elegance on board. But then when we move to the end of the advert personally I feel the airhostesses and pilots are talking comically but unfortunately with the feel of the advert it didn’t come across as humorous. Also the emphasise that the airplanes associates itself as a woman has the element that women are graceful like this airline.
The advert has an air of fantasy becoming reality, the celebrity feel of people taking your picture, the elegance of the hostess filling your martini glass, the cheeky smiles of the sexy pilot. The element of class and emotional trigger of pure quality is being sophisticatedly portrayed in the advert and helps convey their message well.
Overall the construction and execution of the advert is well versed, a great advert with a sexy refined style with its tag line “your airline’s either got it or it hasn’t” and this advert has shown in my opinion it’s definitely got it.
So you have £5 million to create a one-off television advert that must be as successful hit and generate over 9 million impressions through YouTube and twitter along with word of mouth marketing, and all of this must surround a two minute video talking about milk and yogurt. So how do you do it?
After the success of the Yeo Valley Rap broadcast in 2010, Yeo Valley were determined to create the same reactions, with a £2.5 million TV campaign featuring a fake boy band called “The Churned” who sing about the wonderful world of natural farming, Yeo Valley want to tell consumers they are in harmony with nature and show how passionate they are about organic natural farming. BBH has chosen to use the very popular talent show X Factor, to air another song based advert. The fact that Yeo Valley used their entire budget in one advertising campaign seems rather risky but personally with the amount of attention it works incredibly well.
The connection of Gary Barlow one of the judges, as a member of a world wide popular boy band (Take That) along with Louis Walsh, the manager of two most successful boy bands in the pop world (Boyzone and Westlife) I felt, linked well with the advert’s content and a strong emphasis on the branding strategy.
The advert features four band members wearing white tops, which I feel could link in with the idea of pure farming as white is a very pure colour, singing about natural farming, they then dress in farmer clothing and walk out of a barn into a field, (on the same location as the previous rap advert was filmed). The target audience is very focused towards music lovers but personally I feel more towards female audiences due to amount of male content in the advert but also BBH has used a female character to attract a male audience to. Overall I feel the advert is well executed, with strong references to the idea of natural farming but with a comic edge to the scenes, which I feel can appeal to all ages.
The objective of the advert was to create awareness of Yeo Valley and their natural farming. The fact that in the advert, the boys are singing enthusiastically about farming shows a clear execution of what the advert wanted to express. The link between the times when the advert was aired is also a huge advantage to the execution of the advert, as many people watching would believe this was linked in with the talent show. Immediately after the video was aired Yeo Valley became a number one trending topic of twitter and the video itself was viewed more than 133,000 times on YouTube and generated 9.6 million “tweet impressions”. Along with the advert, a sing-a-long version was posted on the popular social networking site Facebook, and the song itself charted to number 32 in the ITunes chart within hours of the showing. Overall another successful advert from BBH, which using an interactive element has created a strong positive campaign for Yeo Valley.