Cited from: http://www.youtube.com/watch?v=RC-OaeU7mHw
Cited on: 08/09/2010
General information
Launched in late 2009 early 2010 this product was supported by various promotional techniques by parent company L'Oreal along with the TVC shown above. Advertised as accessible yet cutting edge cosmetics with a cool urban edge Maybelline NY is able to capture market share with substantial expertise in the marketing department of Maybelline NY but also L'Oreal.
Target Audience
Women who wear makeup and more specifically Mascara, opening into the category of non loyal mascara buyers looking to switch brands/product.
My Opinion
I enjoy the "show" feel about this TVC as it ads a sense of drama and captures your attention. I received this mascara through a promotion and am now a convert. The essence of this ad is to entice women to try the product, because I can say that once they try it they will be hooked. This creates a trust in the brand and the next time they're looking for a different mascara they may just try another Maybelline NY one rather than a different brand. This means that the brand itself is maintaining their market share with products that capture women's imaginations and desire for gorgeous appearances.
Advertisement: Pepsi "We Will Rock You" TVC
Cited from: http://www.youtube.com/watch?v=oziz2ANbWQc
Sourced on: 08/09/2010
General Information
This commercial employs celebrity endorsers and a fantasy style execution along with the use of popular culture music. Launched in 2004 this commercial was featured by Pepsi in more than one nation. Pepsi has used primarily celebrity endorsers over the past 25 years mostly being popstars, employing David Beckham to Michael Jackson. This positioning of their product within pop culture could attribute to its image.
Target Audience:
The target audience of this commercial is most likely to be young adults, people who know of the celebrities being featured.
Objectives:
The objectives of this campaign is to increase sales and top of mind awareness within young adults, so that when they do purchase a soft drink it is in their consideration set.
My Opinion:
I liked this ad, i thought it was creative in its use of a popular song and popular singers. People who are susceptible to following fads because someone told them to would find this appealing and may choose Pepsi over alternatives next purchase time. The use of fantasy style execution is always entertaining to viewers, and i don't think Pepsi has ever had an issue with the creative execution.
Advertisement: Mountain Dew "Do the Dew" Master TVCCited from: http://www.youtube.com/watch?v=elBx5lbnCe0
Sourced on: 08/09/2010
General Information
This commercial, launched in 2006 features an American who ventures to the mountains of China to become trainee hand slapper. The style of execution is fantasy and slightly dramatization as the novice then believes he is good enough to take on the master with a mountain dew in hand. It was executed very much so like a mini Karate Kid movie, with an American young adult training with a Chinese Kung Foo master.
This commercial, launched in 2006 features an American who ventures to the mountains of China to become trainee hand slapper. The style of execution is fantasy and slightly dramatization as the novice then believes he is good enough to take on the master with a mountain dew in hand. It was executed very much so like a mini Karate Kid movie, with an American young adult training with a Chinese Kung Foo master.
Target Audience:
Young males and young adult males who like Kung Foo movies.
Objectives:
To increase consumption of mountain dew within the demographic of young males who watch Kung Foo movies.
My Opinion:
At 2 minutes 30 this ad feels longer than what it actually is. I felt that there was too much plot and storyline to watch. I believe this ad was targeted very much so at young male adults and wasnt appealing to me at all.
Advertisement: Coca Cola "Open Happiness" UK TVC
Cited from: http://www.youtube.com/watch?v=3sFuHzJyp0E
Sourced on: 08/09/2010
General Information
This TVC aired during summer 2009 was created by UK advertisers "Mother" for the Coca Cola open Happiness campaign. The campaign was used worldwide with each country having their own "open happiness" commercials. The commercial employs fantasy and almost slice of life execution styles and have a happy and jovial mood about it.
Target Audience
The campaign is very creative and uses popular culture in the form of a popular Calvin Harris song to target a young demographic in the United Kingdom.
Objective:
Objectives for this ad are to create a buzz for summer and for people to associate fun times and summer with coca cola.
My Opinion
I really liked this ad when i saw it. I think its really creative and interesting. The people at mother thought outside the box with this one and it brought a smile to my face when i saw it.
Trade Press:
Coke launches open happiness summer campaign
Thu, 7 May 2009
Coca-Cola is bidding to "capture the essence of summer" with its latest TV campaign launching under the new "Open Happiness" strapline at the end of the month.
The campaign will feature outdoor and digital elements to be unveiled from mid-May and has been created by Mother.
The 'Open Happiness' theme is designed to "inspire people to say yes to the opportunities that summer brings". The TV ad is titled "Yeah Yeah Yeah, La La La" and features a track commissioned for the ad by electro artist Calvin Harris.
The ad shows a man pushing a large box into a park which, when opened, turns into a music organ with little creatures inside. He then fits a bottle of Coke to the machine and hits the keyboard a drop of coke falls into the creature's mouths, prompting them to sing 'yeah yeah yeah' and 'la la la' as a crowd of young people gather.
The soft drink brand says the campaign is a continuation of its "coke side of life" brand communication strategy.
Marketing Director Cathryn Sleight says the brand is hoping it will build a similar sense of "anticipation and excitement" about the summer in a similar vein to its "Holidays are Coming" Christmas ad.
Campaign activity includes a national 6, 48 and 96 sheet poster campaign, sales promotion, online 'coke zone' activity featuring free music downloads and the launch of an exclusive yellow Selfridges Centenary bottle in June to coincide with the department store's 100th birthday activity.
Louise. M (2009) Coke Launches open happiness summer campaign. Marketing Week. 32(9).
Write Up:
This article highlights the buzz aim of the campaign. Louise (2009) breaks down the advertisement to show a cause effect relationship between the buzz created by the advertisement and its linkage to the Coca Cola brand. It states that popular electro artist Calvin Harris was commissioned to create a song for the ad, which further illustrates that this was targeting a young crowd in the UK.
Nettleton. K (2009) Fury Creatures star in Coca-Cola Summer Campaign. Campaign UK. 18
Write up:
This article similar to the one above, merely outlines the nuts and bolts of the commercial. Created by mother, what it features, its length and supporting marketing mix factors.
Journal Article:
Write Up:
This journal article uses qualitative research to measure brand advertising efficiency in the German Car industry. It was found that advertising efficiency is positively connected to the purchase event feedback and the size of the brand product portfolio. I think this is useful for the sector of brand advertising as it suggests that you need to have a good fit between every brand in the company portfolio as they all inter connect and create an overall company image, or vise versa, meaning that at some point one will impact on the other.
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