Task 1- Research Portfolio P1(U20) P1(U24)

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.

P1:U20 - Describe an existing media advertising campaign
1. Adidas- Calling all Creators

https://www.adidas.co.uk - Video ad

Aims and Objectives:

This campaign was created by Adidas to get out a message for people to join the adidas family, The main message that was included in the campaign was "Those with the need to make something new. Those who question everything to invent what is to come. Changing sport every day, family, related by minds. Pull up a chair. Join Us"
.The campaign name "Calling all Creators" refers to the audience as creators which would make them feel good about themselves and therefore would make them want to join the creators of Adidas.The objective of this campaign was to get more people to own a Adidas product by purchasing their new products which would hopefully increase their sales. The overall aim of the campaign was to spread awareness of their new products by using famous sports stars in there adverts.
This is a screenshot from the TV advert which includes football star Lionel Messi and Basketball star James Harden, by Adidas doing this, it persuades the audience watching the advert to join the Adidas "family".

https://www.youtube.com/watch?v=sLmpxY_XRMU
Screen shot from video ad

Types of Media Used:

The types of media Adidas used for advertising this campaign was Radio, TV and Billboards. The advantages of using these types of media is that Adidas would be able to reach out to there whole target audience as it will be advertised in 33 different countries including the US, Canada, China, Japan, South Korea, the UK and France. An ethical issue that they overcame is that they included people of different backgrounds (skin colour, nationality etc.) and they also include both male and 

female athletes to stop the controversy of people calling Adidas sexist or racist. 

Target Audience:

The target audience for this campaign would be sporty people who aspire to be like or want to be part of Adidas with the famous athletes in advert. The age range would range between 15-25.

Key Message:

The key message of the campaign is that everyone can start new and become a creator just like the athletes by choosing to wear Adidas products. This is why Adidas included the famous athletes in their ad so it can inspire the audience to want to become just like them and be part of the Adidas family.

Approach:

Adidas's approach to the campaign was to try to inspire the audience by having their favourite athletes talk about the brand and wearing the new products. They revealed the campaign via their youtube channel by creating a promotional video. Following the release online, the ad was debuted in theatres in the U.S on December 22nd and was then broadcasted during christmas days NBA games.

Call to Action:

Adidas would hope that that after the audience sees the calling all creators campaign, they would want to become part of Adidas and become a "creator" just like their favourite athletes in the advert. They could do this by purchasing the new products released as part of the campaign or any Adidas product. The target audience can also act upon this by visiting the websites that they have put within the campaign.

Regulatory Bodies:

The regulatory bodies that would assess the adverts are the Adverting Standards Authority as they specialise in regulating adverts for suitability to be aired. Another regulatory body that would assess the adverts for this campaign is OFCOM, they regulate radio adverts so that they are suitable to be aired live on the radio.

Representation:

In this campaign, Adidas didn't focus on targeting one particular ethnic group, this makes the audience feel inclusive and that they are able to purchase the products being advertised from Adidas. This is also an advantage towards Adidas because this enables them to attract more of a wider audience as they are basically targeting everyone that sees the campaign.

https://acceleratetv.com/watch-adidas-star-studded-global-campaign-calling-creators/

Billboard

2.  Metro Trains: Dumb Ways to Die

https://www.youtube.com/watch?v=IJNR2EpS0jw - Video ad

Aims and Objectives:

The campaign was created by Metro Trains to make people aware of the dangers that their are with trains. The campaign was a music video of cartoon characters showing the consequences of messing around near trains. The song created by the campaign was very memorable and catchy, an advantage of this is that the message sticks in the mind of the audience so next time they are at a train station, they know the consequences and know how to be safe.The objective of the campaign was to get the message across for people not to mess around when near trains. The aim of the campaign was to hopefully reduce the death rate of trains. 

Target Audience:

In this campaign, Metro main target would be kids aged 8-15, we know this because the cartoon characters created are generally something that kids are more likely to enjoy when they see it on tv or youtube. However adults who travel by train can also be targeted in this campaign as there are some hazards included in the video that can happen in real life on the tube so the adults can take this into account when they see the video and when they are next travelling by the tube.

Types of Media Used:

The types of media that was used to advertise this campaign was TV, YouTube, Social media, Radio and Billboards. The advantages of using these types of media is that it can help reach the message further to as many of the target audience as possible. The campaign was clearly successful as It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 30 million times. As of August 2017, the video had received over 150 million views. An ethical issue that they may have had is the fact they although it is a cartoon, it still shows characters being sliced open and blood being shown which can be to gruesome for kids. 

Key Message:

The key message that metro are trying to get across is for people to stay safe when travelling via the underground. The catchy song will remind the audience of the potential hazards when travelling on the tube and can help to try and prevent these potential hazards from happening.

Approach:

Metros approach to the campaign was to reveal the campaign via their youtube channel by creating a catchy song that they would hope would go viral. This happened to be the case as the video gained millions of view within the first month of the release.

Call to Action:

Metro would hope that after the audience views their campaign that they will remember and think of the song when they are on the underground platform so that they know all the potential hazards so they can avoid them. Metro would also hope that when the audience views the video, that they share it online to spread as much awareness as possible about being safe when travelling by tube.

Regulatory Bodies:

The regulators that they would need to be aware of is OFCOM, this is because they regulate music for the radio, so they would need to make sure the song is suitable to be aired live to people. The Advertising Standards Authority would also assess the advert as they regulate every advert to analyse if it is suitable to be aired on TV.

Representation:

For the campaign, Metro created a Dumb Ways to Die game on the App Store  This is a way that they have targeted their audience as kids aged 8-15 are more likely to see the campaign by playing the game on their iPads or phones rather than viewing the video on youtube or hearing it on the radio. The adults would be targeted by Metro creating the video and sharing it on youtube and on social media as adults are more likely to view the campaign on social media rather than playing the game on their phones.

https://play.google.com/store/apps/details?id=com.popreach.dumbways&hl=en_US 

Dumb Ways to Die Game

https://tapdancingspiders.com/marketing/was-dumb-ways-to-die-a-success/

Dumb Ways to Die Tube Billboard

P1:U24- Describe the media products for the advertising industry, including an assessment of the way in which products are adapted, and institutions create brands and cross media products across platforms to engage audiences.

There are many ways that a company can advertise; some of these ways are Billboards, Radio adverts, TV Adverts, Leaflets, Magazine advert, Newspaper advert, Social Media.

Adidas-Calling all Creators

How products are adapted across media platforms, how they engage audiences and how they create a brand:

Print:

http://www.adidas.co.uk/heretocreate

This is a poster/banner from the Adidas campaign "calling all creators". This print advert doesn't advertise or adapt one particular product but actually it is promoting the brand and all of their products. We know this as the advert doesn't include any of their products but includes the brand logo and what the campaign represents. An advantage of this is that it engages the audience into making them want to find out more about the campaign, this could be to find out what new products are being released or what other famous athletes are part of the campaign. This is kept consistently throughout the campaign as many famous athletes are shown on other platforms when representing the campaign. The adverts also manages to engage different audiences such as adults because they are more likely to understand what the advert is about rather than if kids was to look at the advert, this advert doesn't engage kids because they probably wouldn't understand what the advert is about.

Audio-Visual:

https://www.adforum.com/creative-work/best-of/12399/best-ads-that-promote-diversity/play

This is a screen shot from the TV advert, this shows the way in which Adidas are promoting and adapting their products as the famous athletes in the advert are wearing the shoes which helps promote the products more effectively and also engages the audience as well as persuades them to purchase the products. Also the products are adapted  in the advert so they attract and engage all genders and lifestyles as the shoes come in different colours and styles. An advantage of this is that Adidas also avoid any ethical issues which could be accused of being sexist.  This advert also keeps the consistency of the campaign which is having famous athletes representing the brand and wearing the products which is shown in the print advert. Also an advantage of this is that Adidas are able to engage different audiences this is because this advert is more likely to engage with younger audiences because the shots are moving and are interesting which would make them engage with the advert. Also they would recognise the athletes included in the video rather than viewing the print advert in the street where they may not understand what the advert is about.

Audio:

The audio in the TV advert is the athletes talking about what it is to be a creator whilst trying to persuade the audience to become part of Adidas. They don't promote the products verbally but they are adapted by the athletes as they are talking about the brand and wearing the products, an advantage of this is that it engages different audiences such as adults, this is because adults are more likely to understand whats being said in the advert and therefore would more likely to purchase a product instead of a kid. 

All these components have helped to create a brand as when the audience hears or sees an athlete such as Messi associated in the campaign, they know that they are associated with Adidas as they have seen them previously wearing their products or they see them wearing the product in this campaign. Also the Adidas logo helps to create a brand because as soon as they see the three stripes, they know instantly that it is an Adidas advert.

Metro - Dumb Ways to Die

How products are adapted across media platforms, how they engage audiences and how they create a brand:

Print:

https://laughingsquid.com/creative-dumb-way-to-die-print-ads/

This is a print advert from the campaign Dumb Ways to Die. This poster is promoting one of the many aspects of the campaign which is a dumb way that you could die. We know this as the main tv advert includes all the many dumb ways to die whereas this poster only included one of them. An advantage of this poster is that it is funny, this is because it shows a animated character having his livers taken out and he is celebrating the fact that he earned money from it. This helps spread awareness to different types of audiences because if people find the poster funny then they would want to know more about it and would research more into it. This is kept consistently throughout the campaign as their are many more print adverts like this one but about different characters. This advert engages different audiences such as adults because adults are more likely to read and understand the advert, however young children will be entertained by the character and associate it with the app.

Audio-Visual:

https://www.youtube.com/watch?v=IJNR2EpS0jw

This is a screenshot taken from the youtube video, this shows how metro are advertising the many ways that you can have an accident on the tube or other scenarios. This helps to adapt the message to the audience as the advert goes through each scenario but puts a funny twist on it, this is an effective way for the audience to remember each scenario so when they are in the situation their in, they can remember the advert and avoid the scenarios. An advantage of this is that they can also avoid any ethical issues of the audience thinking that the advert is too graphic as they would find it funny instead. This advert also keeps the consistency of the campaign which is having the injured animated characters represent the message that is being sent across to the audience which is to be safe on the underground which is also shown in the print advert. This advert also engages different audiences such as kids because they are more likely to sit through and enjoy the video, also the characters showing the hazards is more suitable for kids because they are more likely to remember the actions the characters are doing rather than the lyrics of the song. Adults are more likely understand the messages of the lyrics to the song and children are likely to learn the lyrics and sing it all the time, which is why this advert engages different audiences. Additionally all the characters seem friendly and are age appropriate so they are targeting younger children.

Audio:

The audio in the youtube video is a song created by metro explaining all the dumb scenarios in which people can die. They promote the message verbally and physically as you can see each scenario happening throughout the video. An advantage of this is that firstly it engages different types of demographics as they are possibly targeting businessmen or women that take the tube to work or to the general public who take the tube to get to where they want. Another advantage of the song is that it allows the audience to get a better insight of how to avoid these scenarios from happening to them so they can think of the song on the underground and they know the possible risks and therefore they can avoid them. The song engages with different audiences such as adults and kids, this is because the song is very catchy and is more likely to get stuck in their heads rather than a kid. However the song is also likely to engage with kids because the tune is very kid orientated so it is also likely to attract and engage kids.

All these components have helped to create a brand because when the audience sees the character in the video, they would know that it is associated with Dumb Ways to Die, also if they were to hear the song on the radio they would instantly know that it is associated with Dumb Ways to Die. Also the colour scheme helps to create a brand because the bright colours used for the characters are relevant to the brand.