Task 1:Describe an existing media advertising campaign(P1&M1)
Share a coke campaign
The Coca-Cola Company, one of the world's largest multinational corporations in the non-alcoholic beverage space, is known for its innovative marketing initiative.In 2014, it launched its "Share a Coke" campaign.
Aims and intentions
There main message was to increase consumption of Coca-Cola over the summer period. The second message was to get people talking about Coke again,the campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.The campaign which began in Australia 2011 encouraged consumers to find bottles with names that held personal meaning to them, share them with friends and family, then tweet about their experiences using the hashtag #ShareaCoke.
Target Audience
The campaign is aimed at teenagers as the hashtag #ShareaCoke created a depth and breadth of content and ways for teens to get involved and use the functionality of social media to amplify the idea. The result was that 1.25 million more teens tried a Coke during the following summer.
Key messages
Share a coke wanted people to get together,to have fun and bond over having a bottle of coke.They didn't necessarily want to advertise coke they wanted to advertise this aspect of friends having a great time together,by bonding over coke.
Approach
- Consumers were prompted to convey a personal experience on social media. They posted 500,000 photos.
- "Share a Coke" is pure call-to-action advertising.
Representation
Share a coke campaign was all about bringing people together and bonding over a bottle of coke.And,in order to bring people together, Coca-Cola needed to encourage this on a more personal level and the way to do this is to spark conversation by using a first name.This way all social groups are involved in something,and everyone shares something in common by having a name.once the campaign started to get bigger they released share a coke in other countries and more unique and cultural names were being released,this was leading to more diverse names and more people feeling included over the world.
Campaign logistics
The ‘Share a Coke’ campaign first launched in Australia in 2011,it was then released one to two years later in the UK.In the summer of July 2013 ,share a coke did a tour around the UK where people can visit the share a coke van and get a drink.The campaign was well received and has proven that 2013 is the summer of sharing.
Choice of media
It was a multimedia effort, with TV adverts, billboards, and experiential marketing in the form of Coca-Cola 'tours' where participants could have their own custom bottle made.
Share a coke made a variety of TV adverts,they did some relating to a pregnancy or a proposal and it's showing that coca cola brings happiness.by having different cross platform marketing for this campaign,it allows there brand to reach to a wider audience leading to more of a success in the campaign as a whole.
A advert that coca cola produced to advertise share a coke:
https://www.youtube.com/watch?v=DdWdi-T_4MQ
Call to action
Share a coke intentionally seeded the campaign with opinion leaders and influencers to get them to them lead the conversation and encourage others to seek out “Share a Coke” for themselves. Celebrities were picking up the bottles and talking about them without any formal connection to the managers of share a coke. Social media chatter and media coverage blew up and google search rocketed.
Relevant legal and ethical issues and regulatory bodies
legal and ethical issues:
Although Coca-Cola tried to protect their “Share a Coke” campaign by pre-selecting appropriate names, they still incurred backlash from individuals who were left out.Coca-Cola has had a lot of pressure with ethical issues. This company has been involved in racial discrimination, misrepresenting market tests, manipulating earning and disrupting long-term contractual arrangement with distributors.
regulatory bodies
ASA-When producing the adverts to advertise coke,they need to be aware that there not promising anything that may not happen.Also,they shouldn't advertise something thats offensive or harmful to particular social groups.
Mcdonalds welcome back campaign
Aims and Intentions
To celebrate Mcdonalds reopening Leo Burnett London agency created a colourful ad titled “Welcome Back” that aims to harness the joyous moment the chain’s fans experience when having their first McDonald’s since lockdown.The 40-second spot, with Mark Morrison’s “Return of the Mack” as the soundtrack aimed to harness the anticipation and “pure excitement” felt by customers as McDonald’s reopens.
Target Audience
The main target customer for McDonald's includes parents with young children, young children, business customers, and teenagers.Mcdonalds aims to include all age and genders because mcdonalds is for everyone.In this advert you see a variety of ages,genders and races being happy over receiving a mcdonalds.
https://www.youtube.com/watch?v=scHMBPId2XU&feature=emb_title
Key Messages
Approach
It was on social media that people were urging the brand to make a comeback ad set to “Return of the Mack.When they made this campaign the inspiration came from ideas that were produced came from social media online from the public.The main approach here was to get people out and buying mcdonalds again and to do this they listened to the UK public.
Representation
Mcdonalds is all about representing everyone.In there adverts they always show a diverse range of social groups,and they make sure they include everyone.in the adverts they they produced for the welcome back campaign there wasn't any stereotypes or issues caused when the campaign released.
Campaign Logistics
The welcome back campaign was released on the 17th of July 2020 and was rolled out for 6 weeks.This was coincided with the end of lockdown,the campaign was done relatively quickly as they got the inspiration from people on social media.
Choice of media
They used a TV advert to promote there 'Return of the mack',and TV, out-of-home, social media and radio for six weeks.Besides all of this digital marketing they also has some tradional forms,for example having posters by bus stops,outside of shops or on a bus.The 'welcome back'campaign was inspired by the fans of Mcdonalds,so Mcdoanlds made sure that this was implemented to the audiences by not using any celebrity endorsement but by having all sorts of people in the general public in their campaigns.They used all the different forms of advertising to show this,and it was important to what type of advertising they use as some are more effective then others.
Call to action
When Mcdonald's released this campaign and announced that they'll be opening soon,fans of the fast food chain were rejoiced and were tweeting that the day that they open it'll be a day of celebration.Mcdonalds was also tweeting back,and responding to the audience this created a bond between the customers and the brand.
The campaign was a success as when Mcdonalds reopened on june 4th,the drive thrus were crazy and people were waiting for ages just to get that signature big mac.
Relevant legal and ethical issues and regulatory bodies
Even though there were no legal issues around this particular campaign,Mcdonalds have had numerous issues where they've shown false advertising when they've promoted several of there new editions of there foods online,however the one being given out to the public was different for example when there signature 'Big Mac' came out.In which many of the customers were comaplaining the food product being given out to the public was different to the one being promoted to the public as certain ingredients were missing.When Mcdonalds was becoming more global they started franchising in China,India and Latin America,however ethical issues were raised in how McDonald’s were going to adapt to different cultures and conditions when it sets up business in different parts of the world.Due to certain religions not eating certain meats and how the hygiene and working conditions where like in the fast food chain.
Regualtory bodies FSA is important for fast food chains as this regulatory bodie is responsible for food safety and food hygiene.It works with local authorities to enforce food safety regulations and its staff work in meat plants to check the standards are being met.Another regualtory bodie is the ASA in which the company needs to stick to the rules when promoting something and now promoting false advertisement.In where Mcodnalds take more seriously nowadays due to the backlash in the past.
M1
Share a Coke Campaign:
Coca Cola advertised their product through a wide range of media from television, radio,social media,posters, billboards, and direct mailing.Coke used a variety of different audio visual adverts for there campaign with the main key message being about'bonding and having fun this summer.The digital format for this campaign used social media as a way of the public talking about there brand.The #shareacoke was used on popular social media apps such as facebook and instagram which allowed a majority of people to share and learn about there campaign.The billboards and the posters that were used were also seen as effective,however not everyone in the target audience that Coke were advertising the product towards appealed towards the traditional marketing.
Within this campaign there is celebrity endorsement with the celebrity being happy and having fun as they showed off there there name on the bottle.This boosted the popularity and awareness of the brand as it showed the consumers that this celebrity trusts and loves Coke so you should too.This helped with the message of Coca Cola being about going out and bonding over a bottle of coke and having fun this summer.The use of the celebrity endorsement came in later in the campaign and the share a coke movement was already being seen as successful,so celebrity appeal wasn't necessary however the use of it was effective.
There caption 'share a coke with...' was used throughout there campaign, so in every billboard,poster,TV ad you see this caption that will be memorised and praticed into your everyday life so people will recognise and remember the brand.The tagline is also simple and easy to remember.Images of coke bottles with there names were also used throughout the campaign as well,this encourgaed people online/offline to talk about coke and if they have seen a bottle of coke with there name on.This helped the consistency of Coca Colas message.
Cola is known for having that white simple font on a red bottle.Red is an adventurous,bold,passionate colour that many brands use in marketing as it sticks out to the target audience.Throughout the campaign Coke made sure to keep the consistency of there colours to allow people to be able to distinguish and recognise their brand,this is shown in there TV advert with the red background.There font is minimalistic and not too over the top as this implements there message of the product being about you and you enjoying your beverage with your family and friends and it also dosen't take your attention away from the actual product being advertised.The message at the end of every advert or poster was share a coke with the 'COKE' being outlined or in bold.This conveyed that message of reminding the audience that a bottle of coke brings you joy and happiness.
Mcdonalds welcome back campaign:
Mcdonalds' used social media as there main way of advertising there welcome back campaign.The public were used predominately in their campaign as their main messages was about bringing people together over a drink or fast food.They wanted to show that all races and genders are included in there brand and that no one is left out,this proved out effective as it made the public feel like their included in the brands identity.In there TV ads they showed a variety of people getting excited and happy after eating/ordering a Mcdonalds'since the first time out of lockdown.This idea of people being happy and joyful on having a taste of Mcdonalds' food for the first time in ages was consistent throughout there marketing for this campaign.
The majority of the campaign was on social media as because of the pandemic not many people are outside and walking about as much as they used to.So the most effective way of getting to the audience and the public,is through social media,it's also a effective way of sharing the news that Mcdonalds'is back.The hashtag the mac is back was also trending on popular apps such as twitter,which helped spread the campaigns message and allowing it to reach to so many people.The caption was simple,effective and catchy which helped people to interact with this on social media.
The house style of Mcdonalds is known for the red background and the famous golden arches in the shape of a 'M'.The campaign sticks to these consistent colours throughout as it makes the audience remember the brand.The posters that Mcdonalds used has the colours red and yellow as the main focus,these colours are used throughout the campaign as this then allows people to recognise and know it each time they see it.There main colours red and yellow and bold and they stand out to people when it's being advertised on a side of a bus or in a train station,there housestyle is also unique and eye-catching.
Coca Cola and Mcdonalds' showed consistency of message by the practice of always delivering there messages in there adverts by aligning with the core brand values in the same tone, presenting the brand logo in a similar way, and repeating the same colours throughout their visual brand elements.
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