This campaign is the Share a Coke campaign created by Coca-Cola,
What is the product in the advert?
The product in the advertisement is Coca-Cola.
When is the advert from?The share a coke campaign launched in 2013 and 2014.
Where would the advert have been displayed?
The advert was displayed on TV, magazines, billboards and social media. The TV Ad was released on YouTube.
Who is the advert created for? (global or a specific country)?
The campaign began in Australia but soon became a multi-national marketing campaign.
This campaign is the "all in or nothing" campaign created by Adidas.
What is the product in the advert?
The product in the advertisement is Adidas.
When is the advert from?
The campaign began in 2014.
Where would the advert have been displayed?
The advert was displayed on TV, magazines and newspaper, billboards and even on buses. The TV Ad was aired on TV screens around the world at halftime during the UEFA Champion's League Final.
Slide 2
What is the adverts aim?
The aim of the 'Share a Coke' campaign was to create awareness and to "create a more personal relationship with consumers and inspire shared moments of happiness." https://www.coca-colacompany.com/au/faqs/what-was-the-share-a-coke-campaign
Example
In the USA commercial of the 'Share a Coke campaign, throughout the video we see people together in laughter and joy sharing Coke. This shows that the aim is for people to share happiness and joy with each other. In another video, it shows the reactions of customers showcasing their drinks with their names on it. Their happy smiles shows the effect of the campaign.
How does the ad achieve the aim?
https://www.investopedia.com/articles/markets/100715/what-makes-share-coke-campaign-so-successful.asp
On this website, we can see why the ad campaign was successful. The Share a Coke campaign was huge success worldwide.'It encouraged consumers to search for bottles with names they connected with and give to a friend or family member.' The campaign also continued to grow increasing the variety of names from 250 to 1000. In the TV Ad, we can see the happiness and joy of the consumers as they see the bottles that have their names. On the website, it said that the brand connects with the consumers on a personal level and watching the TV Ad we have proof of that.
What is the advert's aim?
https://www.marketingweek.com/adidas-launches-biggest-campaign-to-keep-nike-at-bay-during-world-cup/
The purpose of the 'all in or nothing' campaign was to control Nike during the World Cup. The TV ad 'Leo Messi's World Cup Dream' "presents the "all in or nothing" attitude by showcasing the dedication and commitment required to winning this great tournament.Giving anything less than everything will not win the World Cup. At Adidas, we believe the only way to play sport, unlock your potential and get the most out of the biggest event in sport is to be "all in" " This was written by Tom Ramsden.
During the TV ad, we are show various scenes and shots that motivate and show dedication to the sport. At one point in the advert, the camera zooms into the football and behind the ball we see a blurred sign that says' now or never' this then proceeds to the next shot which shows Messi running for the ball showing commitment to win the game.
How does the ad achieve the aim?
https://campaignbrief.com/adidas-wins-battle-of-real-tim/
"Adidas secured victory on and off the pitch at the 2014 FIFA World Cup in Brazil by outperforming its competition in real-time marketing with its ‘all in or nothing‘ campaign"
The brand had a 5.8 million increase in followers across all major social media platforms and it was also the most viewed sport brand on YouTube, based on videos that were posted during the World Cup. The ad campaign was a success because they raised awareness towards the brand and they also controlled their competition 'Nike'.
How do ads from the same campaign share the same aim?
For the 'Share a Coke' campaign, both of the aims were the same, to share happiness and joy with their consumers. We know this because on the print ad we see bottles named, 'Friends', 'Family'.
In the TV Ads, we see people sharing their Coke bottles and laughing in happiness and joy.
Slide 3
Who is the target audience?
The 'Share a Coke' campaign is aimed at all types of people. It is aimed at all ages, we know this because on the print ad, one of the bottles is named 'Family'. We also know it aimed at all ages because in the TV ads there is a variety of ages featured. We know that it aimed at both genders because bottles had both male and female names on them. We also know that its aimed at both genders because in the TV ads, there are both male and female featured.
https://www.youtube.com/watch?v=5-ahnFYzMp8
In the TV ad, we can see a variety of people, there are male and females, different races and ages. aT 0:33 of the TV ad we can see two bottles named 'Tyler' and
'Ana'. This shows that it is aimed towards both genders. We also know this because there are both genders shown in the ad.
How does the ad appeal to the audience?
This ad appeals to the target audience because it may help them relate to it. If they see someone like them, it may appeal to them more. For example if a white female viewer sees a white female in the ad enjoying the Coke, it may appeal to the viewer.
Who is the Target Audience?
https://www.youtube.com/watch?v=L5kPJqDTFdo
For the 'all in or nothing' campaign, the target audience would be 20+ year old men. I say this because in the ads, we see fully grown men only. So that would be the target audience. Their interest would most likely be sport and Football because Adidas is a sport shoe brand that specializes Football, so this would be a key interest.
In the TV ad, we see many famous Football players in different locations playing the famous sport. This may appeal to the target audience as they may be viewing the ad in many different locations. This ad will appeal to the audience because Football may be one of their interests.
Slide 4
What is the advert's key message?
The message that the 'Share a Coke' campaign sent was based on emotion, the purpose of the campaign was to spread and share happiness with every consumer.
https://www.youtube.com/watch?v=5-ahnFYzMp8&t=36s
The key message is based on pushing benefits of products. We know can tell what the message is by looking at both ads. In the print ad, the bottles are about friends and family, so the message is about bringing people to closer and creating happiness and harmony.
In the TV ad, we see the people laughing and smiling in joy as they share their Coke bottles.
The ad shows that the message about spreading pushing benefits of products. We see this at 0:38 of the video link above when the people are all laughing together in in joy. The message was effective as it encouraged consumers to connect with their loved ones as they find names that they connect with.
The print ad and the TV ad both share the same message which is about pushing benefits to others. In the print ad, we see the bottles that have names that usually associate with closeness, such as friends and family. In the TV ad, we see all the people enjoying themselves together and being joyous.
What is the advert's key message?
For the 'all in or nothing' ad campaign, the aim was to create emotion in viewers and also the was also is in the name itself, "all in". This is about giving it your all through dedication and commitment. The ad campaign is meant to motivate their audience about giving their all in life. Tom Ramsden who is a global brand marketing director of Adidas wrote in article about the campaign,"At Adidas, we believe the only way to play sport, unlock your potential and get the most out of the biggest event in sport is to be ‘all in’." The emotional side of the message was through the powerful scenes shown in the TV ad where the players were training hard and playing their best in-game.
https://www.youtube.com/watch?v=L5kPJqDTFdo
In the TV ad, we see the shot zoom into the football at 1:33 with the sign in back saying "now or never" which then goes into the next shot of the game where the players were fighting for the ball showing their full effort and potential. This relates back to the message of working to your full potential.
Slide 5
What is the advert's approach?
For the 'Share a Coke' campaign, their approach was happy, because the purpose and message was about sharing happiness and connecting with people.
It is evident that it is a postive and happy approach because in the TV ad, we see only positiveness in the ad. We see people smiling and sharing their joy with each other (0:44).
What is the advert's approach?
For the 'all in or nothing campaign' , the ads approach be aspiring as the print ad and the TV ad can motivate the viewers to be the best they can be.
Slide 6
What is the advert's representation?
The advert's representation would be individual people and social groups. It makes sense for it to be about individual people as they are the consumers who purchase the product. The social groups also a representation because Coke is a global brand that is recognized every where. The representations help sell the product because the brand is known everywhere and when people see Coke, they are tempted to buy it. Social groups would help sell the product because they interact and share with eachother.
What is the advert's representation?
The advert's representation would be individual groups for example, the football fans who going to watch the World Cup. The fans would help sell the product as they will share what they see with other football fans.
Slide 7
When and Where would the print advert been best placed?
Because the campaign started in Australia and the aim was for happiness to spread everywhere, the ad would've been best placed online so people around the world can see it and share it with people they are connected to.
I say online because n 3.2 billion people use the internet, meaning the campaign would've got alot of attention.
When and where would the print advert been best placed?
Because the main purpose of this ad campaign was about the World Cup, the best time to place this ad would have been during preparation for the World Cup to start.
I say before because if viewers see the ad campaign and realise it is about the World Cup, awareness would be risen for Adidas and the World Cup. It would have maximised the chances o reaching the audience because during the preparation, fans are waiting for the World Cup and if they see an ad that is about the World Cup, they will definitely see it as they are already searching for things about the World Cup.
Slide 8
What is the advert's type of media?
For the print ad, the type of media is obviously print based and for the TV ad it is an ad based on TV.
The print ad was used to be shared online so people could share on the internet with people they know, they could do the same with TV ad but they had to wait for it to be released on YouTube to share.
What is the advert's type of media?
For the print ad, the type of media is obviously print based and for the TV ad it is an ad that was shown on TV.
The print ad was distributed online so people could view on the internet with people they know, once the TV ad was released online for websites such YouTube it was available to be shared.
Slide 9
What is the response mechanism and expected reaction?
The response mechanism for the 'Share a Coke' campaign would be the Coca Cola website where they describe what the 'Share a Coke' campaign is. The expected reaction is for consumers to buy the product that has their name and share it publicly which would increase the awareness of the brand.
What is the response mechanism and expected reaction?
The response mechanism for the 'all in or nothing' campaign would be article websites that talk about the brand campaign. Another one would be social media as that is very popular and there is always talks about sport on social media. The expected reaction would be viewers going out and trying to find out more information about the campaign.
Slide 10
What are two legal and ethical issues which effect the advert?
For the 'Share a Coke' campaign, to prevent any legal and ethical issues, they would have to make sure there is no copyright or offensive content on the ads otherwise the brand would be forced to take them down. This would also reflect badly on the brand.
For the 'all in or nothing' campaign, they would have to ensure that none of their ads have copyrighted content and offensive content, otherwise they would have to take them down and maybe redo the ads.
Slide 11
For both ad campaigns, they have both stayed within the guidelines of the ASA. The brands and the ASA need to ensure that their ads do not contain any offensive or violent content that may displease the audience, because if there is, there will be complaints to the ASA and the ads will have to taken down.
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