Research Portfolio (U20:P1, M1 U24 :P1)

Research Portfolio (U20:P1, M1 U24 :P1) 

Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products

Learning Outcome 1 (U24): Understand the products that are produced within and across media industries

Campaign 1- Airbnb experiences

aims and objectives

- Attract customers to their overnight accommodations around the world

- Create awareness of airbnb's unique selling point of their accommodation's being an experience of living in a foreign culture.

target audience

- Those seeking experiences, daring, relaxing or adventurous lifestyle seeking

- middle class - disposable income

- Primarily 18-30 year old (solo travellers)

- Families experiences too. 

- ABC1 social status

-All genders and ethnicity. 

-

key messages

- comfort

- experiencing foreign cultures

- embracing and encouraging experiencing foreign cultures and multiculturalism for the buyer's increased understanding of the world

approach

representation

campaign logistics

- started in 2016

- live there campaign started in the same year along side it (merge of 2 campaigns into one)

- Timing - The location of the destination they showed on all platforms was timed based on popular calendar based destinations (eg. family locations in summer and winter)

- Live there part of the campaign was in response to the younger generation who want to travel more (cheaper flights, gap years etc...), workplaces offer 6 month breaks as well. 

-This campaign also fuels the desire to travel abroad and embraces the beauty of experiencing foreign cultures and living in unfamiliar settings. 

choice of media

- This champagne use a range of platforms to spread awareness

- tv add (link)

the reason for using this platform was because of the ability to target certain audiences based on the time, in between which tv shows and on what channels

. mass audiences, one of the most popular ways to consume media

- print add  

- social media platform, instagram 

don'g to there... live there

#livethere

call to action

- Expected outcomes was to cause a reaction, successfully through the hashtag. Power of this hashtag across all social media. 

- was to get feedback from consumers and to get feedback on social media.

- More bookings

relevant legal and ethical issues and regulatory bodies

- Promoting methods of transport that could have a negative effect on the environment considering the mass audience exposed to this advertising campaign.  

- Cultural appropriation

- Making those who don't have as much disposable income feel bad, because they can't afford these experiences.

- Legally its' own approved campaign, approved by ofcom (tv) and asa (print campaign aspect)

Campaign 2 - Shaun the sheep Farmageddon

aims and objectives - intro to campaign 

The first aim and objective of the shaun the sheep Farmageddon campaign was to create awareness for the release of the new product (film), esspecially since the characters are already globally iconic. This means that they wanted the fact that a new film will be released obvious and separate from the other Shaun The Sheep products already on the market. 

-The importance of creating awareness allows and audience to be aware of the date of the release of the film, as well as build excitement for the target audience. 

without a successful campaign creating awareness, no one will know.... the success of the product would hang in the shadow.

-Introducing an stand out film to the market was of course an important aim, in order to gain a sufficient profit in return. 

The film industry is incredibly saturated, so Aardeman Animations had to create a campaign that was original, eye catching and consistent ... eg. bold colour scheme, large billboards and stand out/ in your face advertisements on taxi's.  

- Another potential aim and objective was for Aardeman animations to spread certain messages in relation to the form of film 'Farmageddon is'. Perhaps, an objective for the release of this advertising campaign and film was to keep the stop motion animation arts alive and exciting for the new generations to come. 

aardeman animations want to increase profit. reputation . spread certain messages. animation arts 

if it's successful it could be used as a tentpole to create new products. 

report style writing

Target Audience

-Primarily targeted towards young children through use of bright colours, animated characters and aspects of a lighthearted fantasy genre. The fact that the sheep in the film acquire much more intellect and communication skills than we would typically see in real, non-animated sheep generally excite young children. This particularly targets this audience considering the scientifically proven much larger imagination and creativity in young children.   
Especially so when this revolves around childlike slapstick humour (eg. sheep characters rolling down hills, jumping on top of each other, and pranking their human owner on the farm).
-Secondary target audience is adults/ parents - the film itself may have some hidden adult references allowing adult audiences to enjoy the film while their children enjoy the film from a more innocent childlike perspective . 
-Nostalgia is also a method of targeting young adults or older teens, since the original 'Shaun the sheep' tv programme was an iconic children's show first released in 2007. The first 'Shaun the Sheep' movie also came out  in 2015 - 5 years before 'Farmageddon'. 

key messages

unique selling point 

- This Advertising campaign also adheres to ethical values of those passionate about sustainability, and promotes positive behaviours in relation to global warming and production industries. This is due to the campaign collaboration with the company 'woolmark', essentially using the brand's (shaun the sheep) iconic mass market platform to advertise the use of wool products instead of other less sustainable fabrics. This both increases the respect of the brand for those who take these matters seriously, but also leads to more profit as 'Woolmark' is most likely spending lots of money for the promotion of their wool through the 'Farmageddon' campaign. 

links to the promotion of wool. 

- because it's produced by such a well respected tv show, we know that it's going to be a reliable product. 

warmth 

approach

- This advertising campaign successfully gets across these key messages and the unique selling point of linking their campaign to the promotion of wool. This is achieved through advertisements on the sides of london taxi's and a promotional video. - The taxi adverts not only promote the new film all over a huge mainstream audience around london, with the large images of the characters floating in space (a theme of the new film); but also promotes the wool industry with the large words "Super soft wool" seen on all the taxi's. The woolmark logo is also on the side of the taxi, as well as the name of the new film "Farmageddon", promoting both subject matters equally. 
- A video was also released, showcasing the sheep characters in the film teaching the new, alien character about the benefits of wool. A chalkboard reads "Wool is... super soft, super snug and super natural". This video cleverly promotes the new film, in a non trailer-like style, showcasing the kind of scenes we may see in the film, as well as the sheep's relationship with the new character. This drags audience in to want to watch the film when it's released. This video also clearly promotes the use of wool products, blatantly stating it's key benefits in the lighthearted way, appropriate for the young primary target audience. 

- unique selling point

- artists playing together for first time - faith in film

- wider target audience

- Celebrity endorsement

representation#

friendly animals.. for children

- Counter types

- Dominant representation

campaign logistics

- time of day and year

choice of media

- Trailer (tv and cinemas)

- Targets specific audiences - for example it could target a specific audience of cinema goers by being broadcast at cinema's before a specific genre of film.
- Similarly targets specific audiences when broadcast on tv, by being shown in between specific tv programmes (maybe even Shaun the sheep!) and on specific channels. 

- Billboard advertisements using close marketing techniques to target specific audiences 

- These billboards are a great use of marketing, for reaching mass audiences, and for targetting audiences based on the location of the billboard.
- The ODEON billboard targets cinema goers by being such a huge billboard at the front of a famous cinema. Film lovers, and regular cinema attenders will gain awareness through this use of marketing and most likely come back routinely, to see this film.
- Also targets young children, teens and families by being in front of a cinema, as these are common cinema audiences.

- The Westfield shopping mall billboard is effective for reaching a mass audience, as thousands of people entering and exiting this popular mall will have exposure and awareness to the release of this film. 

- This may also reach global audiences, as such a huge, and popular mall attracts tourists and overseas students. 

- Wool mark taxi posters (sponsor??) (ethically good for environment etc..) (I'll do more research on this)


-london is known for black taxis.. everywhere
- huge above the line form of advertising - not subtle - in your face 
- global audiences- center london - film released in several other countries. 

call to action

- The call to action for the trailer and billboards was to tempt audiences into watching the film when it's released. This includes in cinema's and potentially film streaming websites in the future. this was the chosen and expected outcome in order to raise awareness and for the film company to gain a profit. It also indirectly wants people to talk about it either in person or face to face. It's asking for responses. 

links to target audience

allows the consumer to directly respond to the media text

Relevant legal and ethical issues and regulatory bodies

- The film and it's advertising campaign would not have been released if there were significant copyright or any legal issues. 

- Regulatory bodies such as OFCOM would have to approve all content, including the advertising champagne before it's release, avoiding legal issues.

- Ethical issues don't seem to be much of an issue for this advertising campaign. However, some may say that the cheeky, mischievous behaviour of the sheep in the trailer may be unethical to present to young kids, as their impressionable nature may mean that some imitate the character's behaviours.

case study for help

available from 2020 on netflix