Archive for the ‘TV’ Category

Scary business for new feature film…

Thursday, March 15th, 2012

Paranormal Activity 3 Ads Banned - Marketing Communications

Paranormal Activity 3 Ads Banned

The new feature film Paranormal Activity 3, rated ‘R’ for some violence, language, brief sexuality and drug use, has been banned from broadcast before 9pm by the ASA after receiving complaints that parents and the children watching were caused distress.  According to Marketing Week the campaign included a series of three TV ads for the third installment of this blockbuster; each 10-second ad featured quick changing scenes shot in the style of video and surveillance camera footage from the film.  Given the explicit scenes of violence and abuse you would have thought that Clearcast would have been reluctant to clear the program for the 7.30pm showing as opposed to 9pm, apparently not! Who are Clearcast anyway…?

 

In compliance with the BCAP TV Advertising Standards Code, and according to the company’s website, Clearcast are owned by the UK’s largest TV Broadcasters and it is their mission to ‘…make it easier to get ads on air…’ I think the mission says it all really!  This poses the question as to whether companies like Clearcast should be held accountable.

Hilariously Paramount Pictures said that the short duration of the spots “alleviated” the potential for harm or offence because they did not maintain a level of sustained threat and tension to leave a lasting impression on the average consumer. – So basically as long as the feature clip is short then viewers cannot be affected in a negative way.

Thank you to the Advertising Standards Authority, who said although the ads were brief, the general tone was of fear and the way the spots were shot.  It makes you wonder what would happen if governing bodies such as the ASA did not exist…?

 

VisitEngland campaign is part of Britain’s plan to boost tourism…

Thursday, March 8th, 2012

According to a report from Marketing Week the UK are planning to target domestic tourism with saturation marketing.  Culture secretary Jeremy Hunt said that “there will be no escape” from the VisitEngland campaign and the VisitBritain “Great Britain” activity in overseas markets, the UK will benefit from being “the best country to visit”.  Will this be enough to encourage UK residents to holiday at home this year…?

VisitEngland 2012 - Rupert Grint - Marketing Communications
VisitEngland 2012 – Rupert Grint

Historically there appears to have been an underinvestment in domestic tourism marketing and the UK faces the challenge with marketing to encourage less travel abroad and educate the public to the benefits in ‘staycating’ by pushing huge events including the Olympics and the Queen’s Diamond Jubilee.  How is the government tackling this challenge in practice…?

VisitEngland - Stephen Fry - Marketing Communications

VisitEngland - Stephen Fry

VisitEngland 2012 holidays at home £5m campaign features celebrities such as Stephen Fry, Michelle Dockery and Rupert Grint (Harry Potter star) who encourage people to do an array of activities in England, Scotland and Ireland.  Amongst the stars is Julie Walters who attends a garden party in the Cotswolds! What else will aid the marketing campaigns launched in the run up to the Olympics…?

VisitEngland - Julie Walters - Marketing Communications

VisitEngland - Julie Walters

In recognition of the importance of 2012, it has been reported that commercial partners are offering additional discounts on accommodation, attractions, and other tourism related goods and services. Operators involved include Thomas Cook, leisure group Merlin Entertainment, Travelodge, and more.

VisitEngland - Michelle Dockery - Marketing Communications

VisitEngland - Michelle Dockery

To ensure that this campaign is a success, the investment of £25m on a three-year strategy and the six-week TV activity is to be continuously monitored with a goal to establishing what campaigns are working and what the focus should be going forward…

 

 

Cadbury & The Olympics

Thursday, February 23rd, 2012

This week on Marketing Week shows the launch of Cadburys Rocky themed music video. The ‘Eye of the Tiger’ music video is the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and is designed to motivate athletes on the Team GB.  What makes this series of films different to any other of Cadbury’s quirky adverts in the past…?

 

Cadburys Olympic Advert - Eye of the Tiger

Cadburys Olympic Advert - Eye of the Tiger

The video is the final in the series of musical films featuring songs like Simply the Best, Danger Zone, and Gold, all of which are world class songs that are attached to momentous events in history.  Very clever Cadbury, once again they pick a song that just about everybody knows and cannot stop singing once they have heard it!  What celebrities are in the Cadbury finale…?

The ad features sports fans from home towns of Team GB stars such as Tom Stalker (Liverpool) and Ashley McKenzie (London) singing the Rocky theme tune as a way of encouraging their future local heroes.  Cadbury really are Risin’ up, straight to the top of viewer’s radar!

Cadbury Olympic Adverts-  Eye of the Tiger

Cadbury Olympic Adverts- Eye of the Tiger

Cadbury have been very busy on their support campaigns leading up to the events this year…, In January the brand kicked off the year with the launch of their limited edition pack and on-pack promotion.  The new promotion has been reported as offering extensive support as part of Cadbury’s status as the Official Treat Provider of the Olympic and Paralympic Games.

 

The Muppets are back with more mayhem…!

Wednesday, February 8th, 2012

 

Cravendale - Muppets

Cravendale - Muppets

In association with Disney the latest Muppet movie was launched in the US in October 2011 and is to be released this week in the UK.  Along with cinema exposure, what kind of marketing have the Muppets done, and do they need to in order to succeed in the UK…?

Hollywood blockbusters tend to promote themselves as a result of the sheer volume of exposure leading up to the release in cinemas; however this often occurs in the films home territory, in this case the US.  What are the implications of not marketing through traditional channels to other countries and what can brands do to help this…?

Everyone knows who the Muppets are.  The long standing brand is well established not only in the states, but in the UK as well.   This has not deterred the organisation from conducting marketing through TV advertising, by featuring characters such as Kermit and Pepe in the latest Cravendale advert as brand ambassadors for the milk that is long lasting, this promotes brand awareness among the British public and viewers are made aware of the new movie coming to the big screen this week.  The marketing activity is also continued on the packaging of Cravendale in stores throughout the country, and the Muppets are on the website!

Click here to view this amusing ad.

 

Usain Bolt, Sir Richard Branson & Faster Broadband!

Tuesday, January 24th, 2012

You may have seen the new brand ambassador for Virgin Media on adverts recently. They certainly chose someone very famous and being as they have been advertising fast broadband it is really quite apt that Usain Bolt is their ambassador. The world’s fastest man and Olympic gold medal-winning Jamaican sprinter, Usain Bolt not only brings some world renown to the advert but also some giggles!

 

Usain Bolt Virgin's New Brand Ambassador

Usain Bolt Virgin's New Brand Ambassador

The advert has done well to gain the spotlight on TV for being both eye catching and hilarious! The best part about this new fast broadband campaign is the fact that Bolt is seen in the advert wearing a Richard Branson beard lookalike and mimicking the world famous entrepreneur.

Virgin Media apparently came close to signing Bolt after his sensational appearance at the Beijing Olympics and now they have done the trick they are starting a nationwide campaign featuring the sprinter and Virgin’s founder in Virgin’s £110 million push to double their broadband speed. This big push will be taking place over the next 18 months and effects it’s 4.1 million internet customers.

The TV advert will be supported by a variety of other marketing paths including billboards all showing Bolt amusingly impersonating Sir Richard Branson even down to the little golden goatee! Their new strap line, “Keep Up” from agency DDB London, also very apt, will be used in all their future marketing activities. It seems Virgin Media have made a very intelligent marketing move here not only comparing Usain Bolt’s unrivalled speed with that of their broadband, but also using an Olympic athlete in the year of the London 2012 Olympics and the right amount of humour to bring it all down to earth (well apart from when Bolt tries to get on a spaceship at the end of the advert…)

Click on the following link to view Virgin Media’s new advert - Virgin Media Advert Ft. Usain Bolt & Sir Richard Branson

 

An interesting concept from Aldi this Christmas…

Thursday, December 22nd, 2011

Aldi Christmas TV Ad - Brand MarketingDo we like the new Christmas advert from Aldi…?  Ruth Mortimer, Marketing Week’s associate editor certainly does.  Ruth emphasizes the simple, yet effective strategy that Aldi have employed for their new advert with the concept of liking stuff.  –One section of the advert consists of children claiming that they like either the Lindt chocolate reindeer or Aldi chocolate reindeer – what they don’t like is socks.  So how is the advert constructed…?

This very light hearted collection of likes and dislikes draws from consumers of all ages from children, to senior citizens, and from teenagers to Santa! – As Ruth proposes in her feature, this demonstrates the fact that Aldi are cheap, yet affordable, making the store a sensible choice for your Christmas shopping, and really highlighting the brand values.  This advert also demonstrates a close connection with social media, recognizing that many of us spend our online lives ‘liking’ stuff on different websites as a way of communicating to friends and professionals alike, through a range of social media channels.  Will this be enough to entice consumers from the likes of the M&S and John Lewis adverts…?

It seems John Lewis is not just liked but ‘loved’, a new Facebook page We love the John Lewis 2011 Christmas Advert. The TV advert demostrates the Christmas value ‘Its better to give than receive’, with a little boy waiting impatiently for Christmas day to arrive – not to open his own presents but to give a present to his parents.

As with the Aldi advert, the brand’s values are communicated well here.  There is a high caliber of advertising so the heat is on for all food retailers, let’s hope Aldi continue to improve sales revenue in order to complete what has been a very good year for the brand.

Where are you getting your Christmas gifts from…?

“This year rather than using celebrities, the campaign will feature The X Factor contestants and their God-given talents”

Wednesday, December 14th, 2011

X Factor Advert - Marks and Spencer - M&SThe clever campaign from M&S featuring the 16 X-Factor live show contestants has proven a success amongst the show’s loyal fans.  Everyone is talking about it! The contemporary version of When You Wish Upon A Star song has been a proven success by engaging with its audience and generating a strong, emotional response.  According to Marketing Week the advert is the highest rated among all the brands during the final last Sunday.  How was this success measured…?

According to a research study that measures emotional responses to ads from viewers aged between 18 and 25, this generated the highest response with the right mix of emotions.  The research agency used an unobtrusive electroencephalograph (EEG) headset to monitor brain activity.  In addition to this, the viewer’s eye movements were tracked to provide a correlation between what they saw onscreen and their emotional response.  This form of tracking gives the brand a firm handle on how successful the campaign was and reflects that the timing of the advert is just as important, in terms of impact, as the content.

Timing is everything.  The contestants look amazing showcasing the new Christmas range and the exposure of this advert has been maximized to its full potential.  Steve Sharp, executive marketing director of M&S, emphasised the importance of the program to the British public and how this is reflected by the fact that discussions on the show are continued into the following week.   In conclusion we may say that this is M&S at its best and the collaboration between the two brands is one that has created something truly amazing!

Click here to view this emotional performance.

FMCG’s increase online spending…

Friday, October 14th, 2011
Online Marketing Spend

Online Marketing Spend Rises

The latest statistics on advertising spend show that in the first half of 2011 there was increase in spending by 27% compared to the second half of 2010.  FMCG (Fast moving consumer goods) companies have been investing more on video and social media which has impacted hugely on the overall growth of spending this year.  According to Marketing Week this does not include mobile ad spending, of which we are all well aware is growing at a rapid rate.   Does this mean that online advertising is replacing TV for many of these brands…?

Matthew Cullum, Heinz Soup marketing controller, encourages the use of social media reinforcing the message that consumers want to engage with his brands through channels they are becoming more and more familiar with…

Essentially online and new media channels are becoming the ‘norm’ for a lot of consumers!

Cullum states in his report,

…Our use of these channels doesn’t replace TV but it is a great compliment to it because it allows the consumer to spread the word and they engage more than they would with traditional channels such as TV or Radio”.

It is fair to say that as long as companies are integrating their marketing campaigns, which is apparent in all FMCG’s, there is no reason why this cannot work.

Although there are concerns with regards to social networks having limited potential for brands, we should consider that as long as campaigns are comprehensive and that traditional methods of marketing are pursued then brands cannot really lose!

What are your thoughts on brands spending more on online advertising…?

 

Cadbury’s – TV Programs….Online….Olympics!

Tuesday, June 14th, 2011

Cadbury Spots V Stripes - Marketing Communication Blog

The Cadbury’s brand have done it again…In order to push the Spots V Stripes product the brand have partnered with ITV and ITV2 programmes to be launched this autumn.  The shows will be based on the Minute to Win It program that was launched by NBC in the US last year and the format is in production in 30 countries.

Cadbury’s initial launch of the Spots v Stripes product was in support of its sponsorship of the London 2012 Olympics. According to a recent report from Marketing Week, the strategy was and is to encourage people to become involved in playing games. This branding is seen everywhere and has been a huge investment for Cadbury involving a substantial lead time running up to the Olympics.  Take a look at the launch advert from back in August 2010, almost two years prior to the Games, launching the Spots V Stripes idea with different competitive fish!

The wider gaming format of Minute to Win It will be rolled out at Cadbury Spots v Stripes events.  Hopefully the timing of the ITV game program will tie in nicely with the lead up to the Olympics and therefore give Cadbury the exposure it needs to ensure sales continue long after the events of 2012.   Cadbury currently have a strong association with the Olympics, on the website it is listed as a worldwide partner, alongside MacDonald’s and Coca Cola…ironic given the nature of the event!

Unique ‘Britain’s Got Talent’ Style Campaign Launch

Tuesday, May 17th, 2011

Marks & Spencer have done it again with yet another revolutionary marketing campaign… the brand has partnered with ITV to launch its first ever childrenswear advertising campaign, including a Britain’s Got Talent style competition which allows parents to upload video’s on ITV’s website in a competition to find young talent.  M&S’s collaboration with ITV includes TV, press, in-store and online activity.  This comprehensive campaign will have a huge impact on the success of their childrenswear range…I can’t wait to see what they will do next!

A  recent report shows that despite the drop in consumer spending and the increasing awareness that consumer confidence is low, this year M&S out beat expectations in the last quarter with strong increase in revenue for menswear and lingerie.  Chief executive, Marc Bolland put it down to the success of the marketing campaigns, with particular reference to the Valentine’s Day and Mother’s Day promotions and how these had a strong impact on sales revenue.   With the recent increase in online promotion M&S have demonstrated how expanding their marketing mix can increase the impact of a single campaign with each element of communication complementing each other.

With a somewhat dreary year for retailers this year, M&S have produced a string of celebratory TV adverts that not only encourage consumers to purchase goods but promote their brand as the brand consumers can rely on.  The strap line for the new campaign Do your thing is set to promote the childrenswear as a fashion-led range and as part of their wider strategy, taking on brands that currently have more market share.  The results speak for themselves and Marc Bolland certainly expects to see the benefits from this latest campaign in the first quarter!

M&S have demonstrated the impact of simultaneous marketing and there is a clear correlation between the launch of their campaigns, and the increase in the revenue for the particular range which is being promoted.  Marketing Communication: A Brand Narrative Approach, presents an interesting case study on a collaborative Volvo campaign that was extremely successful and demonstrates how the use of online and offline marketing can be extremely powerful  (Chapter 446).