Advertising Considerations Audience
Types of advertising
The audience for this advertising campaign is creatives but mainly young creatives to inspire them and for them to have a greater appreciation of sign painting. As I was researching for my website I realised there was nothing for creatives to gain inspiration for sign writing but there are plenty of websites that you can gain inspiration for hand rendered type but I would like to make this campaign specific for sign painting. Sign writing is a dying art and I would like to keep it young, fresh and current, I would like it to be something that people refer back to. As I am aiming this advertising campaign for young creatives I will include social networking pages as part as my campaign.
Cinema Advertising Pre-movie Advertisements In-Movie Product Placement TV Advertising 15/30 second Television Advertisements Commercials TV Programme Sponsorship Television Interviews Newspaper Advertising Regional Community Newspaper- freely distributed Regional Daily Newspaper National Daily Newspaper
Message The message is that sign writing is still relevant, even though it is dying a dying art I want to inform, inspire and educate the audience on the rare talent. I want them to want to ask questions be curious and try something new.
Tone of Voice My campaign is going to have a casual, fun tone of voice.
Online Directories (e.g. Yellow-pages online and country-wide business directories) White papers/ e-books Blogging Social Networking sites (e.g. Facebook, Twitter, Linked-in Pinterest) Contribute to Special interest forums (e.g. Google Groups) Magazine Advertising Gossip style Magazines Industry Specific Magazines Printed Directories Yellow-pages Telecom Local Directory
Radio Advertising 15/30 second Radio Advertisements Radio Interviews
Website Your website Campaign Specific mini-websites
Outdoor Advertising Billboards Video Billboard Bus shelters Bus backs Truck sides Car sign-age Outdoor sign-age on your building Miniature Billboards Posters around town Free standing displays in shopping malls Hot air balloons/blimps
Sponsorship Sponsor a sports teams T-shirts Sponsor a community event or non- profit organisation
Mail Direct Mail/ Addressed Mail Unaddressed PO Box Mail Drop- Flyers/Postcards Unaddressed Residential Mail One-On-One In person cold calling Telemarketing Participate in Networking groups
Branded Objects Branded Pens, Coffee Cups, T-shirts, bags, clocks ect Public Demonstrations Set up in shopping malls (or in the supermarket) Alternative Advertising PR Stunts Word of mouth Viral (video, e-mail, postcards, CD’s) Legal graphitti Chalk on the sidewalk Flyers under car windscreen wipers Video projection SMS text messaging
Online advertising Text ads Display advertising Organic Search Engine optimisation Email Marketing/ Newsletters SPAM
Design Production
OUGD504
Aimee Parker
Advertising Considerations Successful Advertising Campaigns Dumb ways to Die
Evian Trains travel in a straight line. If you get hit by a train, you’ve probably done something wrong which makes getting hit by a train one of the dumbest ways to die. Rather than a typically earnest public service announcement, McCann opted for a mix of offbeat humour, a catchy tune and a collection of amiable animated characters to launch our message as an online music video under the compelling title Dumb Ways to Die. Within 24 hours of its launch on 16 November 2012, the Dumb Ways to Die song reached the top 10 chart of iTunes and was ranked number six on the singer/songwriter category on the global iTunes chart just 48 hours later.
The video has now amassed close to 86 million views and 4.4 million shares. In July 2013, Dumb Ways to Die was still the fourth most shared ad of the month. Supported by an integrated advertising campaign, it spawned a plethora of global parodies and spin-offs with over 30 million combined views, attracting massive global media attention for Metro Trains and its safety message.The game app has climbed to number 1 in 17 countries including the US, UK, Canada and Australia, with over 70 million downloads and 1 billion unique plays across 135 countries, making it the world’s top iTunes app. It’s also Kate Moss’ favourite app.More importantly, 28 million people have stated that they would be safer around trains because of the campaign.
Riffing on the idea that Evian water makes your body feel youthful, the company first introduced us to its synchronized swimming “Water Babies” spot in 1998. (At least there was actual water involved.) About a decade later, Evian reprised the theme in “Roller Babies,” a viral sensation (by 2009 standards) starring a bunch of tots skating around to “Rapper’s Delight.” And last year, Evian gave us “Baby & Me,” in which adults breakdanced with baby-fied reflections of themselves in front of a mirror. (With 75 million views to date, it was the most-watched ad on YouTube in 2013. Congratulations, world.) Now, less than a year later, the babies are back. In a cross-promotion with the soon-to-be-released Amazing Spider-Man 2 (because nothing says Spidey like fancy French bottled water), Evian is re-introducing the “Baby & Me” magic mirror concept. The plot of “The Amazing Baby & Me” is essentially unchanged from the original—dude passes a mirror, sees a reflection of himself as a baby, and dances with said baby to an obnoxious song. Except this time, the “dude” is Spider-Man, and his mini-me is (presumably) is a baby in a Spidey suit. (I mean, we don’t actually know what’s under the suit. It could be a very small adult. Or an alien. Or a robot.) And that’s it. No explanation of what this has to do with Evian, apart from the brand’s “Live Young” tagline at the end. We don’t even get to see Spider-Baby’s cute little face. (That’s why people like these ads, right? Because babies are cute?) Welcome to your most-watched YouTube ad of 2014.
The Gaudian Newspapers aren’t known for their compelling self-promotion. Yet in the grip of their existential crisis, that’s what they need—a riveting argument for their own value, evolution and place in the cultural conversation. In late February, London ad agency Bartle Bogle Hegarty delivered just that for The Guardian. Its brilliant two-minute spot, reimagining the Three Little Pigs as a modern news story, vividly demonstrated the paper’s concept of “open journalism,” which urges readers to collaborate in the news process by sharing commentary, images, even original reporting. Beginning with the Big Bad Wolf’s death, the spot shows The Guardian deftly gathering, analyzing and curating the fast-moving swirl of facts, speculation and opinion on the case—working with readers to develop a deeper understanding of it. The response to the ad has been extraordinary. “The film kick-started global debates about the future of news reporting, about open versus closed, about citizen journalism, about the digital future and about the role of great advertising,” said David Pemsel, CMO of Guardian News & Media. “We were thrilled.
Advertising Considerations Print Advertisements A species in rapid decline, the African penguin needs help. South African advertising agency Bittersuite and SANCOOB, a non-profit organisation that aims to protect threatened seabirds, recently developed this innovative series of print ads to raise awareness of the penguin’s critical situation. Inspired by the artwork of Dutch graphic artist M.C. Escher, two of the designs feature clever optical illusions to draw the viewer in for a closer look and get their message across. The third draws inspiration from optometrists’ eye charts, featuring a timeline of different sized penguins to show the decline in the species.
To advertise the fact that you can get more than 620 miles out of single tank of fuel with Volkswagen’s Amarok, ad agency Below developed a series of print ads, inviting people to ‘turn on adventure’. The clever concept features three images with the groves of the car keys transformed into a city, safari and mountain landscape. McDonald’s is constantly coming up with innovative new ways of advertising, this brilliant print ad being its latest offering. The eye-catching design, created by TBWA Shanghai, features a box of fries, carved from the very ingredient from which they’re made.
This ingenious pad campaign by Ogilvy & Mather for travel brand Expedia uses airport IATA codes to great effect. The idea came about after the team noticed a woman walking through Heathrow with the word FUK hanging off her suitcase. With over 9,000 airports around the world, each with its own three-letter code to choose from, the team created a series of prints, using a tagline in the form of passport stamp, which says ‘Find whatever floats your boat’.
UK newspaper The Guardian recently commissioned advertising agency BBH London to create this eye-catching print to show its readers they get the full story. The print is clean and cleverly designed to convey its message. With a purple background, the piece features a simple pie chart, The Guardian logo and a legend with the words ‘the whole picture’ next to each colour.