M1 - Evaluate cross media advertising campaigns

Nike

"Nothing Beats a Londoner"

Nike's 'Nothing Beats a Londoner' campaign, created by the agency Wieden and Kennedy, is to promote an inspirationally connecting advert to show a diverse sense of community and togetherness of London's different areas through the use of sport and music. While Nike often uses professional athletes as their primary source of inspiration, ‘Nothing Beats a Londoner’ uses real kids from the capital which emphasises the sense of community the advert is driving for. As well as this, the short cameos of athletes such as Karry Kane and Mo Farah, local UK artists like Skepta and J Hus as well as personalities such as Gareth Southgate and Michael Dapaah are an emphasis on the togetherness of Londoners Nike is trying to portray. The three-minute film showcases the variety of sport that takes place here, and celebrates the grit and determination displayed by those partaking in it.

In terms of consisting the overall message throughout the visuals of the advert, Nike maintains a high resolution picture with a hint of grittiness thanks to being shot in 16mm which creates the sense of realism. The advert uses primarily darker shades of colours which adds to the essence of a city feel. The overall style is very immersive for the audience as the camera follows actors quite close up to bring them into a more personal level of the London culture and community. There are a mixture of shots such as follow shot and extreme close up as well as what seems as GoPro footage. 

The slogan for the campaign, 'Nothing Beats a Londoner', emphasises the ideas of competition within London and the constant one up-ing of different characters through sport. The fonts used for the campaign utilises the branding of Nike while incorporating the brief LNDR, created from the LDN abbreviation of London. Nike certainly keep the edgy vibe within the adverts using hand drawn fonts on their posters which adds to the street setting of London. As a whole the adverts style is animated at times using lots of images and colours and maintaining a fast pace which adds to the sense of street life and city rush. 

For the campaign, Nike worked with Wieden and Kennedy to produce the video advert and create the overall style for the campaign to be produced into cross media advertisements such as posters. In relation to the video the printed advertisement that sprang from it was similar in their use of gritty fonts and use of intentional messy pulling together of images as well as taking direct shots from the video itself and using the Nike LNDR logo brand with it. This ensured the message within the campaign of a community of London and bringing together everybody from their respective sports and backgrounds.


















Being Nike, social media was a heavy use in terms of promoting the campaign and with the use of celebrities, Nike was able to reach a wide network of fans and followers as well as being shared beyond this. After the video was made Nike allowed the video to be promoted onto the pages of those involved to gain a wide audience and spread the message of community amongst the target audience (Londoners). As well, being a three minute video, it was easily transported to sites such as YouTube, Instagram and Twitter as well as being easily streamed via mobile on the go for commuters who may also see the printed advertisement. 

P1 - Advertising Campaign

Jägermeister

"Be the Meister" 

Aims and Objectives -

The aim of the advert like any product is to and in this case influence the audience to drink Jägermeister by making it appealing. The more an audience will purchase, the more revenue the company will make.

Target Audience -

The target audience is wide above the age of legal drinking which is differs in different countries. The adults used in the advert are over the age of around 25 because at that age, people are more likely to drink responsibly. Although it is shown to be consumed in a party environment which suggests how the target audience is directed at more younger adults rather than older ones.

Representation -

The advert takes place in a city in what seems like an underground ice club. There is quite a dark, Gothic atmosphere on the advert as a whole and represents quite a different social group. The people represented in the video (German) are shown to be partying and wait for the approval of a woman who acts as a figure for the drink in this club. The drink itself is shown in blocks of ice at -18 degrees, to push to the audience this is a drink best served very cold. Stereotypes of people in the advert are quite Gothic and primarily younger. There is no negative stereotyping of social groups however a broader diverse cast would be suitable to modern day audiences. The overall impact to an audience us broad. Older audiences may find it a bit overwhelming and out of their taste as well with the slogan "Be the Meister" . Which a younger audience may find more attractive in the life of partying.

Key Message -

The overall message is that this is a drink to be served cold and consumed around people socially and enjoy your time. The audience access the message through the advert with the scene of a club and people laughing and dancing together. In terms of posters and other media platforms the advertisements message of "Be the Meister" i.e. to be the best and in order to do so, drink the best drink which Jager are pushing to audiences.

Choice of Media -

In terms of the overall choice, they have used darker colour schemes to link to the products dark look and taste. The campaign draws a focus on ice and how the product should be consumed ice cold. This is emphasises through images of ice blocks, texts ("ice cold shot") and the font used imitating frosty cold air. They also have in the background faint images of spices i.e. ingredients in the drink itself. They use star anise, nutmeg etc. Putting across a truthful message to the audience. The focus on the spices and ice shows how this drink is predominantly a winter drink.

Legal and Ethical -

The primary focus on the legal issues are how the product is an alcoholic drink, so must be targeted and advertised to audiences of legal drinking age. This is why the actors used in the advert are all adults and a clear amount older than the minimum drinking age. Being an alcoholic drink and presented to be consumed amongst friends and people yet addresses to the audience they should 'drink responsibly'.

In terms of the material in the adverts there is nothing degrading to any social groups as well as no poor behavior swearing/bad language. Those seen to be dancing and drinking are responsible and considerate as well as the whole atmosphere being very calm and controlled.

In terms of slander and libel there is no spoken or published words that would affect the reputation of another company. The copyright within the advertisement is all original content.

Regulatory Bodies -

In terms of the ASA (Advertising Standards Authority) they will regulate the content of the advertisement from complaints from the audience. If people feel the representation is ethically incorrect then they will change or even remove the advert from publicity.

Call to Action -

In terms of the audience, the advertiser has engaged them by using popular themes. Setting the advert in a club will attract all party goers. The overall Gothic style and dark colours is different and in modern society people are always looking for new, interesting content to engage in.

The advertisement will make the audience want to go out and purchase Jäger for parties etc. because of the social aspect and fashionable look.