Research Portfolio: P1 (U20), P1 (U24), M1 (U20)
Learning Objective 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products
Learning Objective 1 (U24): Understand how the products that are produced within and across media industries
U20: P1, M2
U24: P1
Apple IPhone XS Advertising campaign
Learning Objective 1 (U24): Understand how the products that are produced within and across media industries
U20: P1, M2
U24: P1
Apple IPhone XS Advertising campaign
P1: 20
Aims and objectives
An aim of the campaign by Apple for their new IPhone XS is to create awareness for the product and themselves. By this having adverts for the IPhone being shown the consumer will be made aware of this new product and know Apple has a new product coming out, therefore increasing the awareness of the new product as well as having the apple logo being shown consistently in or on their adverts. Also by creating hype of this new product gets consumers talking about the new product and its spread by word of mouth again increasing the awareness of the Apple brand.
An aim of the campaign by Apple for their new IPhone XS is to create awareness for the product and themselves. By this having adverts for the IPhone being shown the consumer will be made aware of this new product and know Apple has a new product coming out, therefore increasing the awareness of the new product as well as having the apple logo being shown consistently in or on their adverts. Also by creating hype of this new product gets consumers talking about the new product and its spread by word of mouth again increasing the awareness of the Apple brand.
Anther aim for the campaign is to launch the product to the consumer and make them fully aware of the product, its USP's and where and when it will be on sale. This is important for the campaign so the consumer can be excited about the products release and could make them want to buy the product more as they are hearing and seeing all these things about the product. By introducing a new product to the market can also help increase the standing of the company and possibly increase their market share over competitors who may not have released new products recently showing that Apple keeps giving out new products showing their innovation.
The aim of increasing their sales is a key goal of any product based business. This could be done by Apple releasing a new product as the campaign promotes more talk among consumers about the products and the company driving more interest in the company increasing sales. The campaign by aiming to increase sales can promote the new IPhone XS and then when it is released will have build up a large group of consumers ready and willing to purchase it and then sales are increased as the product is released as a large number of people after seeing the advertisements will want and buy the new IPhone.
Target audience
Campaign Video for Apple IPhone XS - (From Youtube)
The demographic of
race has been targeted and appealed to by the campaign as people of multiple
ethnicities were featured in this advert. For example, in the Apple advert there
are about 4 different visible ethnicities. The was likely done by Apple so they
could target the largest number of races and ethnicities in the short advert as
possible, this would show that the product featured in the campaign is for
everyone and all races to use and buy. This would aim to try not to exclude
anyone from the campaign so they could get interested in the campaign and want
to buy the product. this is very useful for an international community with a
very large and diverse consumer market, this is able to target anyone and
everyone, so the message of everyone can and should buy this product is spread
by the advert. The demographic of age is also targeted by this
advert, this is done by the show of different age groups in the featured
people. For example, in the beginning of the advert it shows a young teen girl
using the featured product of the campaign, this shows that she and her age
group are able to use the product and should get it, this is also done for the
large segment of middle ages (30-50) as the couple with their toddler are shown
using the phone to record first steps, this also targets the older ages as an
older gentleman using the phone to take a picture of doggie. This is good
as it shows the object of the campaign is able to accommodate a large amount of
ages from young people to old, this attracts them as it shows they can use the
product and should buy it as the latest technology.
For the entirety of the campaign, the target audience of this was to appeal to everyone, this was done through the use of having multiple age ranges and races appearing in the adverts across the campaign. This message of diversity is put by apple to get everyone to buy their products they could be trying to do this due to falling sales so they need to target a mass audience through the campaign diversity message.
For the entirety of the campaign, the target audience of this was to appeal to everyone, this was done through the use of having multiple age ranges and races appearing in the adverts across the campaign. This message of diversity is put by apple to get everyone to buy their products they could be trying to do this due to falling sales so they need to target a mass audience through the campaign diversity message.
Key Messages
The
key message of the campaign is that 'Bigger is Better', by this the campaign
means that the new IPhone has the largest screen of any Apple product and that
makes it better. This shows the audience of the campaign that this new phone as
all the latest technology inside it and its a new technological marvel and that
why they should buy the phone. Another key message of the campaign is that the
phone is able to be used by anyone.
Choice of Media:
A
choice of media which the campaign used to advertise the product was a TV
campaign aimed to show off a key feature of the new product, this was
“Everything you love just got bigger” this was referring to the size of the
screen on the new IPhone being the biggest of any IPhone. The effect of showing
off this feature of the product is it gains the interest of the audience and
shows them this feature makes the product better than other possible products.
Another effect of this choice of media is it can reach a large variety of
target audiences as the ad is both on TV where it can reach more middle aged
and older people and advertise to them while the ad is also on youtube where it
can reach younger audiences such as teenagers and people in their twenties,
this also allows the ad to go cross media by it being able to be shared across
social media where it can get more views, the current amount of views the ad
has received is at 10,308,511 views showing the choice
was a good one as it reached a large amount of people and the ad has been
around since late 2018.
(Image from Google)
As shown above another choice of media the advertising campaign has chosen to use is billboards, the campaign has used billboards in a clever way to show of one of the key aspects about the new product, this aspect being the size of screen as it is said to have the largest screen of any Apple product, this aspect is definitely shown off by the the billboards as they are very large billboards and the size of the IPhone being extremely large compared to the skyscraper its on. The effect this has on the target audience is that they will look as this giant Ad and can quickly tell that being big is one of the products key aspects, by having these large ads also causes people to talk about the campaign and the product and spreads word of the product another kind of advertising. This will also give the target audience the idea of the product being a great product as they have these large billboards just for them and could influence them into buying the product.
(Image from Google)
Above is an Apple release event where they release a new product, this choice by the campaign is an effective one as a high ranking member of Apple will get up on a stage in front of about 1000 people, a live stream of the event will also be available throughout the event, these are mostly watched by millions of people around the world, the recording of the live stream on youtube has received 2 million views itself. These events are effective for the advertising campaign as by releasing a product in this way is a unique thing to Apple and it builds up hype about the upcoming products, the effect of having the images of the product on a dark black background shown in the image above is it really brings out the quality of the products screen as it shows these vibrant colours in contrast to the black background. By building the hype of the product also increases the amount of people that talk about the new product which is a boost to the advertising campaign.
Approach
(Photo below from Facebook, posted by Apple)
Apple did use social media platforms in their advertising campaign for their new product, in the photo above is a screenshot of a Facebook post by Apple to advertise their new products. The advert picked up on all the key aspects of the products and showed them of to the audience. The effect of showing of these key features is the audience becomes aware of these new features the product has compared to older products by the company, this shows the product is the best product of that range which can influence the audience to want to buy the device more. This also generates talking points for the audience to then talk about with each other and others spreading word of the advertising campaign, the product which also helps the spread of the campaigns key messages and gets more of the market involved in the campaign. On Facebook the ad received a lot of feedback, the ad got 337k shares and 183k comments, and 402k reactions to it, this shows how interactive audiences were towards the advertisement campaign.
Representation
In the TV advert there are a range of different ages and ethnicities shown and represented. However, their representation did go against the usual stereotypes, for example their was a older man shown using the IPhone to take a photo of a dog, this goes against the stereotype of older people as they are represented to be out of touch with technology but he is using the very modern up to date IPhone. The effect of this on the audience is that older people will then want to get and use the phone as the represented older person is using it easily.
A stereotype that was conformed to was a young girl trying to put a cookie into a glass of milk but as the IPhone has a new camera it can increase the size of object, this being the cookie which now cannot fit inside the glass, this therefore conformed to the stereotype as its stereotypical for young kids to like cookies and milk. The effect of this is that it could potentially appeal to adults with families as it shows the phone can capture key moments in the children's lives in great detail.
Another stereotype that was conformed to was the two parents with their toddler, the stereotype was that the parents where obsessing over the toddlers first steps and taking a lot of pictures, this was conformed to as the mum was using the new product to take pictures of the event, this would then appeal to parents as a target audience for the advertising campaign as it shows a parent using the phone to picture the event and the phone using its key features, parents could then want the phone to also capture their kids events using the new Phones camera.
Campaign logistics
The time of year for the campaign release was in late September, this was likely to start building up hype for when the product comes onto the market. The advertising campaign started with the launch event at Apple HQ in California where they showed what the product looked like and what its key features were. The advertisement was also then released after the launch event for public viewing. The reason for the launch is to build up hype for the product before its market release which was then in late September. A reason for this release date could be to start getting the IPhone in the public during November so more consumers start noticing the Phone and wanting one then comes December and christmas time where sales will very likely increase due to the Phone being brought as a christmas present.
Call to action
The advertising campaign does not have a call to a action to the audience, they never say an order to their audience, however through their adverts they are showing off the key aspects of the product to the audience, mainly the slogan of "Bigger is better" which refers to the size of the screen on the new IPhone, this is a sort of subliminal call to action as it is almost telling the audience to go get the new IPhone as it is better then the other IPhones out there and it has all these new amazing features to it which just makes it even better, and through these information is the subliminal message of go buy this phone as its is the best and you need to have one. It could also be appealing to other people who do not own an IPhone and could be calling on them to switch to the IPhone XS as it is the best smartphone, therefore increasing the target audience of the advertising campaign to not just IPhone users, but everyone.
Relevant legal and
ethical issues
ASA board -
The ASA is the advertising standards authority, they regulate all the advertisements in the UK, they don't directly monitor them all but deal with any complaints that have been filed against adverts and check them against legislation to make sure they comply, if they are found to have broken a rule/law the ASA determine a punishment and usually pull the ad from circulation. A possible ethical issue that the advertising campaign has avoided is excluding an age range from the advertisements which feature people and they also include a large range of ethnicities as to try not exclude people from the advertisement while also making the campaign appeal to as many people as possible to try get them to purchase the product. Joint to this while showing these different ethnicities and ages they also avoided most stereotypes to not offend anyone such as when the older man is using a brand new smartphone. This is great for the campaign as it allows for the targeting of these people and included them in the campaign which could influence them to buy the product or something similar of the same make. Apple check the advert to meet ASA standards so it can be released in the UK, and not be taken down due to any problems with it.
The ASA is the advertising standards authority, they regulate all the advertisements in the UK, they don't directly monitor them all but deal with any complaints that have been filed against adverts and check them against legislation to make sure they comply, if they are found to have broken a rule/law the ASA determine a punishment and usually pull the ad from circulation. A possible ethical issue that the advertising campaign has avoided is excluding an age range from the advertisements which feature people and they also include a large range of ethnicities as to try not exclude people from the advertisement while also making the campaign appeal to as many people as possible to try get them to purchase the product. Joint to this while showing these different ethnicities and ages they also avoided most stereotypes to not offend anyone such as when the older man is using a brand new smartphone. This is great for the campaign as it allows for the targeting of these people and included them in the campaign which could influence them to buy the product or something similar of the same make. Apple check the advert to meet ASA standards so it can be released in the UK, and not be taken down due to any problems with it.
Coke together is beautiful
The advertising campaign has targeted a variety of age using their video advert, in the advert there is a feature of different ages amongst the crate characters. For example in the beginning of the advert there is a a mass of different characters holding and drinking a coke, these characters all seem to be apart of the middle aged age group, the effect of this is that the campaign then appeals to this are group and makes them feel its specially for them due to its representation. However, ages amongst the crate characters isn't all that clear and some could be older or just middle aged, this was likely done intentionally by the creators of the advert as it means all of the ages can then feel included within the advert as their age could be a host of the different characters. The effect of this is that the ad effectively targets everyone.
Coca-Cola has effectively targeted a mass audience by the use of featuring all different types of age ranges, races and ethnicities across their campaign, and this features on all digital and print forms of this campaign highlighting to the audience this drink is for everyone and so everyone should buy it increasing brand awareness through they key message.
The slogan of the campaign is "Together is beautiful" the key message of the campaign is to buy a coke and share it, in the ad there is a large range of characters seen sharing cokes. Coca-Cola is promoting creating new friendships by sharing a coke, or even building stronger relationships by hanging out and sharing a coke together. Another key message of this campaign is saying that coca-cola is for anyone and everyone that is why there a lot of different characters in the ad showing that anyone can enjoy a coke. The effect of this on the audience is that they see this and will get the message that a coke is for everyone to enjoy and should enjoy and even share with people, this will entice them to buy a coke to then share. The ad is also promoting inclusivity as no one should be excluded for any reason, everyone should be friends and enjoy a coke.
On Instagram coke-cola heavily features this campaign to their followers, their Instagram page features 18 posts dedicated to this campaign, and on their page the posted pictures formed a large picture which made the slogan 'Together is beautiful' made up of images which featured in their video advert. This repetition of their slogan puts it into the minds of their audience who will when hearing that slogan will quickly think of coke, and think of cokes key message of unity. This kind of use of their Instagram page also gains the attention of the audience who will be encouraged by the message and also want a coke to then share.
Above is an image of an exclusive carton for the coca-cola campaign, this is a great way to get the message of the campaign to the market as this carton is a symbol of the campaign and when people see it and read the slogan they will think of coke and the key message of inclusivity and unity. People will also want to collect this carton due to it being exclusive and it features the characters from the main advert, against showing consistency within the campaign and giving that key message to the audience. The effect of this is the market will recognise this slogan and characters with the campaign and will then want to buy one of the cartons or just a coke increasing sales for coca-cola.
Approach
Aims and objectives
The aims of the Coke together is beautiful campaign is to celebrate unity and diversity through sharing a coke with everyone and anyone, another aim of the campaign is to highlight coca-cola's key values and get more of the target market aware of these values. An objective of the campaign is to increase sales of the product coke by getting more people buying coke to then share it with others to promote unity. Another objective of the campaign was to spread the message that coca-cola is for anyone to drink and everyone should drink it. An overall objective for the campaign is to increase the sale of coca-cola's products.
The aims of the Coke together is beautiful campaign is to celebrate unity and diversity through sharing a coke with everyone and anyone, another aim of the campaign is to highlight coca-cola's key values and get more of the target market aware of these values. An objective of the campaign is to increase sales of the product coke by getting more people buying coke to then share it with others to promote unity. Another objective of the campaign was to spread the message that coca-cola is for anyone to drink and everyone should drink it. An overall objective for the campaign is to increase the sale of coca-cola's products.
Target audience
Coca-Cola ad from Youtube:
Coca-Cola ad from Youtube:
The advertising campaign has targeted a variety of age using their video advert, in the advert there is a feature of different ages amongst the crate characters. For example in the beginning of the advert there is a a mass of different characters holding and drinking a coke, these characters all seem to be apart of the middle aged age group, the effect of this is that the campaign then appeals to this are group and makes them feel its specially for them due to its representation. However, ages amongst the crate characters isn't all that clear and some could be older or just middle aged, this was likely done intentionally by the creators of the advert as it means all of the ages can then feel included within the advert as their age could be a host of the different characters. The effect of this is that the ad effectively targets everyone.
Coca-Cola has effectively targeted a mass audience by the use of featuring all different types of age ranges, races and ethnicities across their campaign, and this features on all digital and print forms of this campaign highlighting to the audience this drink is for everyone and so everyone should buy it increasing brand awareness through they key message.
Key Messages
(Sourced from Youtube)
The slogan of the campaign is "Together is beautiful" the key message of the campaign is to buy a coke and share it, in the ad there is a large range of characters seen sharing cokes. Coca-Cola is promoting creating new friendships by sharing a coke, or even building stronger relationships by hanging out and sharing a coke together. Another key message of this campaign is saying that coca-cola is for anyone and everyone that is why there a lot of different characters in the ad showing that anyone can enjoy a coke. The effect of this on the audience is that they see this and will get the message that a coke is for everyone to enjoy and should enjoy and even share with people, this will entice them to buy a coke to then share. The ad is also promoting inclusivity as no one should be excluded for any reason, everyone should be friends and enjoy a coke.
Choice of Media:
Coke-Cola used three main choices of media for this advertising campaign, these were a promotional carton, a TV advert and their Instagram. For the TV ad is was the largest part of their advertising campaign. The ad strongly gave the main key messages of the campaign across to the audience. For example in the ad there is multiple characters shown to be of different ethnicities. This is an effective way for them to get their message across to the audience as the TV ad while being on youtube is also while featuring on day time TV can get the most views that way, the youtube video since January has got 860,959 views.
(Sourced from Google)
On Instagram coke-cola heavily features this campaign to their followers, their Instagram page features 18 posts dedicated to this campaign, and on their page the posted pictures formed a large picture which made the slogan 'Together is beautiful' made up of images which featured in their video advert. This repetition of their slogan puts it into the minds of their audience who will when hearing that slogan will quickly think of coke, and think of cokes key message of unity. This kind of use of their Instagram page also gains the attention of the audience who will be encouraged by the message and also want a coke to then share.
(Sourced from Google)
Coca-Cola did release this campaign on both youtube and on their social media accounts the video advert on the same day. On their Instagram their advert has received 52,020 views and liked 13,000 times. On the day of its release its slogan 'Together is Beautiful' was the top trending hashtag during the U.S. Superbowl. The reason why it might have received this amount of attention is due to ad being seen a very positive one and people used it to spread the positive message it gave of and people want to spread it around and did this using their social media accounts and posting links to the ad and using the hashtag.
Representation
A lot of people were represented through this campaign, there was only ever one stereotype i managed to spot but it was part of a culture, this was a crate women in their video ad wearing a traditional hijab. The effect of this is muslim women will see this and see coke understands the tradition and supports it and this could persuade them to go buy coke and spread the key message of the campaign. Otherwise there were no stereotypes as the crate features weren't all that visible and didn't have any. The effect of this is people will watch this ad and see coke is challenging the stereotypes by now putting any negative ones on display in their ad and this could persuade people to want to buy coke as it doesn't display stereotypes and coke really is for anything and everyone.
Campaign logistics
The main release of this campaign was at an American Super Bowl game which is a very popular sports event in america where nearly 80,000 people are in the stadium and millions watch it live. Therefore this ad gained mass exposure quickly to the market and this will get people talking about it and spreading the word of it to others. As this was during the high season of american football this would be talked about a lot as a key feature other then the football. After the ads premier during the Super Bowl in beam the number one hashtag in america for the day, this would give the campaign even more exposure from all twitter users. As it was the high season a lot of people where going to football games and when they get to stadiums they usually buy snacks and drinks and by showing the ad and having this mass exposure could influence audiences and football fans to go buy coke at the stadiums increasing coke sales.
Call to action
The main call to action by this advertisement campaign is to buy a coke and then share it with others and build relationships or improve them. This then turns the call to action into buy coke, and then the reason behind the buying are then transmitted through the adverts.
Relevant legal and ethical issues
There are no ethical issues with this coke advertisement campaign as they have avoided using any stereotypes in their adverts and in the ads they just show people without any specific features, therefore they have avoided running into any ethical issues and by doing this also increases cokes standing as a friendly company.
With legal issues there also aren't any of these as the campaign avoided using anything that wasn't created and owned by them and made their own kind of crate to avoid any copyright.
There are no ethical issues with this coke advertisement campaign as they have avoided using any stereotypes in their adverts and in the ads they just show people without any specific features, therefore they have avoided running into any ethical issues and by doing this also increases cokes standing as a friendly company.
With legal issues there also aren't any of these as the campaign avoided using anything that wasn't created and owned by them and made their own kind of crate to avoid any copyright.
ASA board -
They avoided anyone calling the ASA to intervene with coke ads as they avoided stereotypes and their adverts spread a positive message about being better people and building relationships.
(Image from Youtube)
Consistency
From the four images above, the consistency between the platforms can be seen, the billboard, digital ad, and the image used in the launch event, all contain the same image of a bit of a planet on the screen, this consistency connects the adverts together and when people see the image they will connect it quickly to the campaign and the product. Therefore this was a well run as they had consistency. All the adverts also have something to do with the size of the phone as two say how the phone is bigger then others and two show the size of the phone compared to others.
The use of image is consistent across each platform to create a sense of similarity amongst the campaign and make it more memorable for each consumer.
They consistently use their logo through their campaign, especially through the print adverts. On their big billboard the logo while small is still visible, this kind of use of the logo increases the brand awareness of Apple as this famous logo features on all their products as well so its in the minds of the consumers that an apple sign is for Apple.
The use of font and text for their campaign is bold across their campaigns, apart from the video until the end the font is small size and bold, this use of smallish bold white text is used as contrast to the large black backgrounds that feature in most of the adverts. This is to show the new screen size of the phone as being big with bold colours and a clear picture to show consumers this is the best product for size and screen quality trying to get more consumers to purchase the product.
Sales
The impact of this campaign on the market was not good however, several reports say that during and after the campaign iPhone sale figures were falling. This however could not be the fault of the product or the advertising campaign but that of the emergence of other competitors products into the market. The campaign had no affect on the sales figures of iPhones.
Choice of Media
The choices of media Apple chose to use for this advertising campaign however were good but not enough to really launch the product and get more people aware of the product. Their use of social media to advertise was quite lacking, they only released one advert of the product on their Facebook page. This would have got to their followers but if missed then there would be no second chance to see about this new product and its campaign. Therefore, Apple should of utilised social media more to really launch their new product into the market so more of the target audience of the middle aged people could have seen it then wanted to buy it. Their use of the advert was a good effort to try promote the product for the campaign but just wasn't enough to get consumers to purchase the product.
The main successful part of the campaign is that they connected the adverts through the use of wording as well as the use of consistent images across the choices of media and their campaign.
Coca-Cola
I believe the Coca-Cola "Together is Beautiful" campaign is a good campaign, i believe this as they had a good level of consistency across their choices of media and throughout their campaign.
Consistency
Coca-cola used consistency very well throughout this campaign, in the three images above its clearly visible that consistency has been thought about by the advertising campaign, they used the campaigns slogan "Together is Beautiful" across their adverts to really get that message across to the audience and by having this repetition of this slogan means whenever its seen or heard they will think coke and remember the campaign. This will also link the positive message of the campaign and coke for a long time so when this slogan is seen or heard they will also think of the positive things it stands for in unity and supporting diversity.
The Coca-Cola logo is used throughout their campaign on adverts, this is to get the logo in the mind of the consumer market to increase brand awareness and shows it off as a Coca-Cola brand. This for existing customers of coke will make them think of the classic beverage and make them want to buy want increasing sales for the company.
The use of font and text for this campaign is simple this is as the most features text of the campaign the "Together is Beautiful" slogan is the most prominent and the font being twirly makes it very appealing to everyone as it is not trying to show itself off and also now showing it as a cheap product. This can in turn increase the sales for the company and make more people think of the campaign and the brand.
Sales
In terms of sale the advertising campaign helped to improve sales for CocaCola and they reported improved sales in February a few weeks after this campaign was launched. The reason for this success in sales growth could be due to this campaign after a large audience during its premier at the american Super-Bowl watched by millions, it gained american media attention which just helped to increase its views and likely influenced a lot of people to start buying coke to then share as per the campaign.
Choice of Media
The choice of media for this advertising campaign was well selected. Their use of social media to spread awareness of this campaign was well done especially on their Instagram creating a collage out of posts on their profile which would of gained peoples attention to coca-cola and their campaign to get people to be more sociable and be more inclusive in their lives with others.
Their use of youtube and tv with their video advert was also well done as the ad was unique to coca-cola and got a lot of attention on social media after its release, this likely spread even more awareness of this campaign by coca-cola. They did cross media when the youtube video was shared via Coca-Colas social media accounts giving it more attention.
Their use of making a limited edition crate to hold coke bottles is a clever way to get more people to buy them as they would want to collect these special cartons as they contain the campaigns slogan and pictures of the characters who appeared in the campaigns video advert and by having these cartons around increases brand awareness for the coke and for the campaign.
P1 U24 -
2. How products are adapted across media platforms:
The continuous repeat of the slogan makes it stick into the brain of the target audience and could also get them to repeat it to others again spreading the message. The impact of the video advert was the a large part of the campaign as it was shared a lot on social media platforms and received a lot of views on Youtube. The use of the posters on Coca-Cola's Instagram page also shows the creation of this brand for Coca-Cola as the posters features a lot of similarities to the video advert for the campaign and features the same product the company the original Coca-Cola bottles. This shows Coca-Cola has promoted themselves across a few platforms to spread this message the campaigns slogan.
The colour scheme is also used consistently across the campaign. Although the colour palette is altered slightly, there is still a consistent use of the colour red. The connotations of this suggest the love that consumers have for the brand.
Lastly, the use of the logo appears across several platforms within the campaign. The font is the same here and instantly becomes recognisable to Coca-Cola. It is in a white colour and fancy font to suggest that the drink is available for the elite.
They avoided anyone calling the ASA to intervene with coke ads as they avoided stereotypes and their adverts spread a positive message about being better people and building relationships.
M1: 20
Apple - IPhone XS campaign
I believe this campaign was a good one as they used consistency throughout their choices of media platforms, they did this by having slogans talking about the size of the new iPhones screen, the advertising campaign has also used consistency with the same image on the products screen throughout the adverts.
(Image from Google)
I believe this campaign was a good one as they used consistency throughout their choices of media platforms, they did this by having slogans talking about the size of the new iPhones screen, the advertising campaign has also used consistency with the same image on the products screen throughout the adverts.
(Image from Google)
(Image from Google)
(Image from Youtube)
(Sourced from Google)
Consistency
From the four images above, the consistency between the platforms can be seen, the billboard, digital ad, and the image used in the launch event, all contain the same image of a bit of a planet on the screen, this consistency connects the adverts together and when people see the image they will connect it quickly to the campaign and the product. Therefore this was a well run as they had consistency. All the adverts also have something to do with the size of the phone as two say how the phone is bigger then others and two show the size of the phone compared to others.
The use of image is consistent across each platform to create a sense of similarity amongst the campaign and make it more memorable for each consumer.
They consistently use their logo through their campaign, especially through the print adverts. On their big billboard the logo while small is still visible, this kind of use of the logo increases the brand awareness of Apple as this famous logo features on all their products as well so its in the minds of the consumers that an apple sign is for Apple.
The use of font and text for their campaign is bold across their campaigns, apart from the video until the end the font is small size and bold, this use of smallish bold white text is used as contrast to the large black backgrounds that feature in most of the adverts. This is to show the new screen size of the phone as being big with bold colours and a clear picture to show consumers this is the best product for size and screen quality trying to get more consumers to purchase the product.
Sales
The impact of this campaign on the market was not good however, several reports say that during and after the campaign iPhone sale figures were falling. This however could not be the fault of the product or the advertising campaign but that of the emergence of other competitors products into the market. The campaign had no affect on the sales figures of iPhones.
Choice of Media
The choices of media Apple chose to use for this advertising campaign however were good but not enough to really launch the product and get more people aware of the product. Their use of social media to advertise was quite lacking, they only released one advert of the product on their Facebook page. This would have got to their followers but if missed then there would be no second chance to see about this new product and its campaign. Therefore, Apple should of utilised social media more to really launch their new product into the market so more of the target audience of the middle aged people could have seen it then wanted to buy it. Their use of the advert was a good effort to try promote the product for the campaign but just wasn't enough to get consumers to purchase the product.
The main successful part of the campaign is that they connected the adverts through the use of wording as well as the use of consistent images across the choices of media and their campaign.
Coca-Cola
I believe the Coca-Cola "Together is Beautiful" campaign is a good campaign, i believe this as they had a good level of consistency across their choices of media and throughout their campaign.
Consistency
(Sourced from Google)
(Sourced from youtube)
Coca-cola used consistency very well throughout this campaign, in the three images above its clearly visible that consistency has been thought about by the advertising campaign, they used the campaigns slogan "Together is Beautiful" across their adverts to really get that message across to the audience and by having this repetition of this slogan means whenever its seen or heard they will think coke and remember the campaign. This will also link the positive message of the campaign and coke for a long time so when this slogan is seen or heard they will also think of the positive things it stands for in unity and supporting diversity.
The Coca-Cola logo is used throughout their campaign on adverts, this is to get the logo in the mind of the consumer market to increase brand awareness and shows it off as a Coca-Cola brand. This for existing customers of coke will make them think of the classic beverage and make them want to buy want increasing sales for the company.
The use of font and text for this campaign is simple this is as the most features text of the campaign the "Together is Beautiful" slogan is the most prominent and the font being twirly makes it very appealing to everyone as it is not trying to show itself off and also now showing it as a cheap product. This can in turn increase the sales for the company and make more people think of the campaign and the brand.
Sales
In terms of sale the advertising campaign helped to improve sales for CocaCola and they reported improved sales in February a few weeks after this campaign was launched. The reason for this success in sales growth could be due to this campaign after a large audience during its premier at the american Super-Bowl watched by millions, it gained american media attention which just helped to increase its views and likely influenced a lot of people to start buying coke to then share as per the campaign.
Choice of Media
The choice of media for this advertising campaign was well selected. Their use of social media to spread awareness of this campaign was well done especially on their Instagram creating a collage out of posts on their profile which would of gained peoples attention to coca-cola and their campaign to get people to be more sociable and be more inclusive in their lives with others.
Their use of youtube and tv with their video advert was also well done as the ad was unique to coca-cola and got a lot of attention on social media after its release, this likely spread even more awareness of this campaign by coca-cola. They did cross media when the youtube video was shared via Coca-Colas social media accounts giving it more attention.
Their use of making a limited edition crate to hold coke bottles is a clever way to get more people to buy them as they would want to collect these special cartons as they contain the campaigns slogan and pictures of the characters who appeared in the campaigns video advert and by having these cartons around increases brand awareness for the coke and for the campaign.
P1 U24 -
Magazine Adverts
Video Adverts
Social Media Adverts
Instagram, Facebook, Snapchat
Bill board adverts static or interactive
Bus Posters and posters, static or interactive Taxi, tube.
Air Banner
Banner
Pop Up ads
Radio Ads
Tv Ads
Pamphlets and leaflets
Newspaper adverts
Print - Crate, Clothes, magazines, newspapers
Social Media Adverts
Instagram, Facebook, Snapchat
Bill board adverts static or interactive
Bus Posters and posters, static or interactive Taxi, tube.
Air Banner
Banner
Pop Up ads
Radio Ads
Tv Ads
Pamphlets and leaflets
Newspaper adverts
Print - Crate, Clothes, magazines, newspapers
2. How products are adapted across media platforms:
(Sourced from Youtube)
The Coca-Cola "Together is Beautiful" campaign into a video advert, this is useful for the campaign as it makes the message of the campaign easily spreadable my sharing a link. The advert is also useful for building brand awareness as the the advert features the main slogan of the campaign showing cross media promotion of their campaign. The colours inside the advert are consistent with that of the campaign and the brand of Coca-Cola with the red and white creating promotion for not just the campaign but the Cocoa-Cola brand as a whole. The audio in the advert are also minimalistic and is calm and soothing to give of the audience that the campaign is to calm you and the product aids in this. The Classic coke bottle is also featured a lot in the advert again showing of the product to the audience to convince them to buy it.
(Sourced from Google)
The campaign also used a exclusive create for the campaign to promote it and the Coca-Cola brand. The way this was done by having this crate available on the Coke store website (https://www.cokestore.com/s38cwrfcr39e2czp). The create featured the same artwork that was in the video advert. This promoted the campaign and made it a exclusive item for the company and the campaign and as well it adapted the campaign as by having this crate with the classic coke bottles would be a promotion for the campaign and company as when people see this crate will recognise the artwork as being the same as that of the video and the slogan from the campaign.
(Sourced from Google)
Social media was also used in the cross media promotion for the campaign and company. This is a good way for the campaign to reach as many people as possible and spread the message about the campaign and the product. The posts on Coca-Cola's Instagram page form to make a large picture which has the slogan of the campaign on it meaning viewers will click on their Instagram page to the see this large posters for the campaign. The poster then features the same colours and visuals that the video advert had on it, the posters also has characters holding the original Coca-Cola bottles.
Colour is adapted across the different platforms as well. It is obvious to see that the colour red is the most prominent and this not only creates a brand but makes the product far more enticing. The Instagram post (as seen above) uses the red quite obviously, however they use a more muted tone from the colour palette as a background. This links the campaign together nicely.
3. How do institutions create brands across different products and platforms?
The continuous repeat of the slogan makes it stick into the brain of the target audience and could also get them to repeat it to others again spreading the message. The impact of the video advert was the a large part of the campaign as it was shared a lot on social media platforms and received a lot of views on Youtube. The use of the posters on Coca-Cola's Instagram page also shows the creation of this brand for Coca-Cola as the posters features a lot of similarities to the video advert for the campaign and features the same product the company the original Coca-Cola bottles. This shows Coca-Cola has promoted themselves across a few platforms to spread this message the campaigns slogan.
The colour scheme is also used consistently across the campaign. Although the colour palette is altered slightly, there is still a consistent use of the colour red. The connotations of this suggest the love that consumers have for the brand.
Lastly, the use of the logo appears across several platforms within the campaign. The font is the same here and instantly becomes recognisable to Coca-Cola. It is in a white colour and fancy font to suggest that the drink is available for the elite.
4. How do they engage different target audiences?
They were able to engage different target audiences by having this cross media promotion for themselves and the campaign. One way in which they did this is by having the video advert for the campaign/product this video was easily shareable across social media platforms, they shared the video on their Facebook page, this can then target people of middle age and upper middle aged people who use Facebook. They also use their Instagram account to promote the campaign/product this can then reach and target the younger generation who also use Instagram more then the older generations. Their exclusive crates can be used to target the older generation who don't use as much technologies as this is physical and still has the campaign slogan on it to spread the message to the older generation. Finally, the TV advert was shown during prime time and on commercial channels. This would have targeted a mass audience of all ages, genders, classes and ethnicities to further the success of the product,
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