Task 1: describe an existing media advertising campaign (P1&M1)

Share a coke

Aims and objectives:

The 'Share a Coke' campaign involved changing the traditional wrapping around the Coca-Cola bottle to say 'Share a Coke with...' and a popular name. The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness. The primary campaign objective was simply to increase consumption of Coca-Cola over the summer period. The secondary objective was to get people talking about Coke again. The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand. Coca-Cola wanted a core idea that would reunite people with the idea of getting together and sharing a good time over a Coca-Cola. They wanted to jumpstart real conversations and remind people of those in their lives they may have lost touch with, or have yet to meet. It's evident that Coca-Cola wanted to get their name more exposed and seen through the different eyes of consumers. Their message simply was "Share a Coke", this meaning that you could share a coke with someone and create a memory.

Target audience:

From the very beginning, Coca-Cola set out to use the "Share a Coke" campaign as a way to connect and engage with teenagers and millennials. From this "Share a Coke" advert, you can see that the majority of the people are around 20/30 years old. Overall, I would say that Share a Coke wasn't aimed at specific age groups, it was just an overall campaign for anyone wishing to have a good time or meet up with people and enjoy themselves. The "Share a Coke" advert is aimed at both females and males who are wanting to meet up with each other and have an enjoyable time together.

https://www.bing.com/videos/search?q=+share+a+coke+advert&&view=detail&mid=61EC8CE2EED3CC18C82361EC8CE2EED3CC18C823&&FORM=VRDGAR&ru=%2Fvideos%2Fsearch%3Fq%3D%2520share%2520a%2520coke%2520advert%26qs%3Dn%26form%3DQBVR%26sp%3D-1%26pq%3Dshare%2520a%2520coke%2520advert%26sc%3D5-19%26sk%3D%26cvid%3D671198F0009B4B3891DA7BB8DD179F62

The Coca-Cola Company knew that they needed to innovate and by creating this campaign they could target a more specific audience. Although they are still targeting all Coca-Cola consumers, this campaign was more geared towards the millennials due to the fact that they could personalise what they were drinking and then post it on social media. The goal of this campaign was to get people talking about Coke, bring people together, and reintroduce their new label and idea, and with this age group, they would be able to help spread this message.

Key messages:

"Share a Coke's" unique selling point would be that they make each bottle seem personalised to each person by having their name on the bottle. If you can't find a name in stores, you can go online to personalise a limited-edition glass bottle of Coke with your name or order one as a gift for a friend or family. This encouraged more people to get involved as they felt special by having it personalised and aimed at them. 

Approach: 

'Share a Coke' used celebrity endorsement to help share their campaign idea. By involving celebrities, you are more likely to be noticed more because it gives a wider field for people to see your product and get involved. By seeing celebrities involved, it allows you to know its reliable and is something worth trying. This helps in gaining peoples attention as it's well-known people helping spread awareness of something new. 

Each bottle is personalised to a person by their name. This is a great way to get across to people because they have a reason to get involved and it allows them to feel like it's personalised and just for them. As you can also personalise your own bottle online with what you wish it to say, this makes it even more personalised to you and can make you feel special in yourself for having this, or for giving it as a gift for someone else. 

Representation:

There isn't much, if at all any, stereotyping within the "Share a Coke" campaign, however you could say that it's stereotyping the fact that teenagers are always out together and don't spend much time at home/with their families. This is typically what people believe is what teenagers do on a regular basis, so could feel this advert is justifying their opinions of young people.

It's aimed at a range of people, races, genders etc, so it isn't leaving anyone out. The only problem could be that because a lot of the advertising and sharing is done over social media, a lot of people may not see this because they don't have these different social media's. However, the hashtag and sharing of the campaign was done over different social medias, such as Instagram, Snap Chat and Facebook, which each has a variety of ages on, meaning it reaches a larger range of people.

Campaign logistics: 

The campaign was first launched in Australia in 2012 and then later in Britain in 2013. The 'Share a Coke' campaign was launched during the summer. This is because it's a cold, refreshing drink, but it's also because this is the time where people and friends get together and spend time with each other. This means it's a popular time in which people are more likely to get involved and purchase their products. 

The campaign was carried out over a wide range of media. More emphasis was put on the broadcast media and the internet with the aim of reaching a wider audience. The Coke's marketing communications were effective in that it was successful in making customers feel valued and cared about.

Choice of media:

Social media played a huge role in the success of the campaign. When people were successful in finding their name on a bottle, they were encouraged to share their find on social media using the hashtag #ShareaCoke. This sharing behaviour acted as an organic means of spreading brand awareness throughout social media platforms. These included Twitter, Instagram and Facebook. Friends would see each other finding their names, enjoying a Coke product, and they would be inclined to interact with the brand, and so on. Putting people's names on bottles was the incentive that caused more people to go out and buy the product and post it. Social media allows people's friends and family to see this share and feel encouraged to get involved themselves. Social media has a large range of types of people on it, which enabled the campaign to reach across to more people. 

The campaign went beyond customised bottles. Coke created interactive billboards and websites as well as travelling kiosks where people could get more unique named coke products. Coke rolled out the 'Share a Coke' campaign through various channels like newspapers and TV commercials, but it was social media channels, particularly Facebook, that the campaign really started picking up steam. Even if consumers did not like Coca-Cola or other affiliated products, they still were more drawn to buying them because it had their name on it and was personalised specifically to them. If people's friends and family were purchasing a coke, then they felt more encouraged to feel involved/included.

By using interactive billboards, people where able to feel apart of the experience within the campaign and people could see this when travelling etc which means a lot of people would see this and get involved. These billboards would typically be built in the busiest locations, meaning the more people passing the billboard, the more likely customers are looking and interacting with the ad. Using an interactive billboard is a great way of bringing enjoyment to the customers and bringing them joy from the campaign, so they then had a feel to what the campaign brings.

Call to action:

Coca-Cola created a powerful Call to action in the campaign. The campaign name 'Share a Coke' was their Call to Action. It made people purchase Coca-Cola and share their memorable moments with their friends and family on social media. The "Share a Coke" slogan is inherently a call-to-action to buy more product. Catchy and easy to remember, the phrase carried an embedded directive to purchase a bottle of Coke for the purpose of giving it to another, and bringing them joy and happiness.

Relevant legal and ethical issues and regulatory bodies:

One Arab-Israeli citizen sent a legal petition to an Israeli court calling the campaign discriminatory. Not one Arabic name, he pointed out, appears among the popular Israeli names identified by the drinks giant, even though Israel's Arab population numbers more than 1.5 million. Printing the name Muhammad, the Islamic prophet, on a plastic soft drink bottle could also offend religious sensitives; some Muslim consumers could consider it inappropriate to print the name on a consumer product and especially to through it out when finished. 

Nike Nothing Beats a Londoner Campaign

Aims and objectives:

Nike felt that they had lost touch with the real kids of London, so they wanted to get back on their level and create a new voice and presence in London that makes ripples around the world, allowing the consumers to see, touch, and feel the Nike brand again. They want more people to wear and buy their products and clothes so they feel they fit in more with Londoners.

Target audience:

This advert is aimed at 16-25 year olds who live in London. This is shown by the people they have used in the advert, as they are around these ages. It is also aimed in general at people who enjoy playing sports or being active, and want new sportswear for different types of  weather throughout the year. Nike is typically aimed at sporty/active people due to the items and products they sell.

Key messages:

Nike's 'Nothing Beats a Londoner' campaign wanted their key messages getting across to Londoner's in an exciting and engaging way. They wanted to include celebrities and well-known people to give Londoners inspiration and someone to look up to. With this, they also felt that seeing Nike sportswear on celebrities would then make young Londoners more likely to purchase some of their own as they felt inspired. Londoners felt compelled to buy Nike clothing and footwear as a result of viewing a campaign that was tailored to them. 

Approach:

Alongside 258 members of the public, the ad also features a number of celebrities and athletes, ranging from Olympic medalist Mo Farah to grime artist AJ Tracy. The specific choice of celebrities is also something to admire, as Nike has clearly steered away from the most obvious or indeed famous, instead choosing those who are both credible and inspirational to young Londoners. By including these celebrities, it made people more likely to get involved and feel inspired by them.

Representation:

The advert was based in urban, deprived London and it was shot across the capital in Dalston, Peckham and Brixton. Although it is aimed at a range of types of people, it is especially aimed at those who live in or around London. By using celebrities in their advert, it helps to show the range of people it is aimed at, as different people will know of each celebrity involved. Despite the advert being set in London, it avoids all the stereotypes that could be added, and instead of showing well known things like the Big Ben, it shows the inside of local boxing rings and basketball courts. By avoiding these stereotypes and using well known things to draw in attention, the ad instead gives of a sense of real pride in Londoners and Brits in general, and shows the positive side to London, that many people may not know of.

https://www.youtube.com/watch?v=26qmJzTCRG4

Campaign logistics:

The advert was released on February 9th 2018, just before children broke up from school for the half-term holidays. This would've got people to get ready to prepare their children or themselves for going back to school and wearing sportswear that is suitable for all weather, as in the advert it is shot in the rain, snow, wind and other dramatic weathers. By releasing this advert just before children broke up from school, it allowed people the time to look into Nike and what products they sell.

Choice of media:

The ad is three minutes long which is short enough to capture attention on mobile and this makes it highly shareable. Nike has also ensured interest on social media by letting those who star in it publish their own standalone parts on Instagram. This activity has also extended the ad's competition-element, with kids tagging others in their posts and 'calling out' their so-called sporting prowess. 

Instagram has a range of people on their app, many of which are of a teenage/young adult age. people tend to follow influencers and celebrities, so a lot of people are likely to see their posts of their standalone part, and this way they can tag their friends or share these posts through Instagram's Direct Message, and this allows more people to see it and more likely that more people will then look into purchasing Nike products and get involved themselves.

Call to action:

If you want to be a Londoner, buy Nike products and wear Nike clothing to fit in. The campaign wants more people to buy their sportswear and make people feel as though that if they buy their products or clothing they will fit in as a Londoner. 

Relevant legal and ethical issues and regulatory bodies:

Through its aims to celebrate diversity, it has been criticized for failing to include any South Asians, despite this group being a huge part of London's population (and one with a thriving involvement in sport, specifically cricket).  

The ad has drawn criticism from people outside of London, with many taking against its claim that 'nothing beats a Londoner'. There's also the question of whether or not the ad alienates other consumers who can't necessarily relate to feeling pride in a big city. In this sense, consumers in small towns and villages across the UK might feel left out of the conversation and unable to relate to both the ad and Nike in general, meaning less people would purchase Nike products, and possibly resulting in Nike having a bad reputation when it comes to aiming their campaign at a range of audiences.

Evaluating different cross media advertising campaigns for consistency of message.

The 'Share a Coke' campaign:

The 'Share a Coke' campaign was open to a variety of people, especially through its choice of media links. They had a hashtag being shared with their product on social media like Twitter, Instagram, Snap Chat and Facebook. They also spread their campaign idea through TV commercials, newspapers, travelling kiosks and interactive billboards and websites. The use of the hashtag was very effective because it was very easily shared and became memorable to people. The hashtag was used over multiple social media apps, which made it easy to reach a range of types of people who are apart of that app. This seemed more effective than newspapers and TV commercials, as younger people don't tend to read newspapers, and the older people who would read the newspapers may not be as interested in getting involved within a fizzy drink campaign. TV commercials are a good way of sharing an idea and campaign, though again, not everyone watches TV and the commercial would only be on certain channels that not everyone is interested in. Although, by the campaign using a range of media links to advertise, it meant more people would see this and get involved. The use of these media links was very consistent as they helped to spread the campaign and helped to get the message across to more people of a variety of ages and groups.

The campaign allows people to personalise their bottles of Coke and allows it to feel special and aimed at people specifically. People are able to find and buy a bottle in a shop, but they are also able to go to a kiosk or online they can get one personalised for them, so they choose what it says, which allows it to feel even more personalised for them, and you are able to then buy these as gifts which makes it feel special and aimed at people, which brings them joy and happiness. Finding and buying from a shop is still a great way of making it feel personalised, though people with unique names may feel left out and struggle to buy one for themselves, so being able to make their own online means they get one that is rightly suited to them and they don't have to feel left out or struggle to find a bottle for themselves. By keeping the personalisation through each bottle, they are able to make everyone feel special and make people feel the need to buy their own to join in with everyone else and be apart of the campaign.

Within the 'Share a Coke' campaign', they have used celebrity endorsement through celebrities sharing photos of them featuring a coke with their name on it. This helped to share their campaign idea and allow the audience to see its reliable and their product is worth trying. This also shows the product is for everyone and its worth going out and trying to find your name. The use of celebrity endorsement within this campaign helped engage more people and believe the product was worth buying. This allowed the campaigns message to continue to spread as it showed a range of people with their personalised bottle feeling very happy and full of joy, which is reminding people of the enjoyment you get from this campaign if you get involved. The use of this celebrity endorsement was consistent through social media and allowing celebrities to share their experiences by being opinion leaders, but this was as far is it went, as the campaign became successful very quickly, meaning the use of celebrity endorsement wasn't necessary in sharing the message.

'Share a Coke' became very popular, and people who purchased their bottles began to share their memorable moments with their friends and family on social media. Their slogan of 'Share a Coke' is very easy to remember and is extremely catchy, and it refers to purchasing a bottle for the purpose of giving it to another as a gift or just to be nice. The 'Share a Coke' slogan appeared prominently  on all media products showing a consistent approach. These included on their billboards, in their TV adverts, through social media, travelling kiosks and pretty much displayed on all their advertisements for this campaign. The slogan is displayed in most of their adverts, typically displayed as "Share a Coke with..." and an image of one of their bottles with and individuals name on it. It was a very simple but effective slogan as it became their hashtag in which everyone who purchased a bottle posted about it, including this hashtag, and people were able to see each others and interact more within it. The hashtag was a very key part of helping to spread the campaigns message and in keeping this message consistent, and allowing it to reach so many people.

Coca-Cola is famous for its white scripted text on a distinct bright red background. The colour red in marketing portrays power, excitement, energy and passion. Coca-Cola is consistent in the use of their colour choice which helps people to recognise the brand and makes it unique and eye-catching. The 'Share A Coke' campaign kept the colour scheme of Coca-Cola which sticks to the loyalty and genuineness of the brand. The use of colours is a way of a company producing a good identity for themselves. Through this particular advert, they have stuck to this colour scheme of red and white, so without any title, people would be able to recognise and know what this is. The message is very consistent through the campaign and the advert as it's expressing the joy within the campaign and reminding you that it brings friends and family together and allows you all to have fun and a positive, nice time. 

https://www.youtube.com/watch?v=sGjQnGio5mw

There is a consistency of house style within the 'Share A Coke' campaign as it sticks to the colours of red and white, and the use of this consistency keeps the audience aware and remember the look of the Coca-Cola brand. The Coca-Cola house style is typically red and white, and the "Share a Coke" campaign has stuck to this, as in the majority of their adverts, they mainly keep to the colours of black, red and white. Through the consistency of these colours, it allows people to recognise instantly what brand and campaign this links to. They continue to show the Coca-Cola logo within their advertising, which as a very basic but unique, memorable and well known designed logo that sticks to the colour scheme and font of text, which allows people to recognise and know it each time they see it.

Nike- 'Nothing Beats A Londoner' campaign:

Nike's 'Nothing Beats a Londoner' campaign was only shared through a three minute long video ad, through the celebs involved publishing their own standalone parts on Instagram, and the campaign ran London-only media during half-term on TV, Instagram, x-box, YouTube, mobiles and cinemas. The three minute long video ad was a good way of sharing around the campaign as the ad wasn't too long that it was boring or time-consuming, but it was short enough to watch and share to friends. By allowing the celebs involved to publish their own standalone parts on Instagram, this meant people on Instagram could share and like/comment on these posts and it allowed more people to be inspired as it's celebs and people they typically look up to. Although, running a London-only media during half-term would have left a lot of people feeling left out and excluded from this campaign if they didn't live in London, meaning that not a lot of people would have felt as though they can participate and purchase Nike's products. By having a three minute long advert, it gave the campaign the time to put more into it, giving people a bigger insight into the brand. This enabled them to keep the idea of their brand being very big and well known, and that it consists of a range of products, suited to a wide range of different types of people. The message of 'Nothing beats a Londoner' was consistent through these different advertisements as the video ad and the use of celebs sharing their standalone parts on their social media allowed the celebs to be noticed more and from a larger range of people.

Through this three minute long ad, Nike is trying to showcase the variety of sports that takes place within that area and the importance within buying Nike products and how well it helps when taking part in sports or exercise activities. This video ad was a good idea in the sense of allowing people to see it and share it, and it helps to show how sports brings people together and brings enjoyment within it, although because it is aimed at London, it makes others who don't live there feel excluded. They are still able to see the message behind the ad and the importance of participating in sports and the enjoyment it brings, but it also makes a lot of people feel left out. Social media platforms would be one of the most effective ways of targeting the demographics for the campaign as it is the most prominent age range, in terms of who uses social media the most, so by advertising through social media, they will be able to reach their audience and show young people the importance of exercise and sport, hence why the campaign allowed the celebs involved to post their standalone parts on social media apps such as Instagram. The message is consistent through the use of social media as it allows a larger range of people to see this and understand that it's really for a range of people, interested in different sports and physical activities. 

'Nothing Beats a Londoner' used celebrity endorsement throughout their advert, but they used it more in the sense of giving people inspiration and someone to look up to. Nike focussed their advert around sports and athletes, so only people interested in sports would know these athletes, rather than a whole range of people. The three minute long advert included many celebrities, including football manager Gareth Southgate, grime artist AJ Tracey, Olympic gold medalist Mo Farah, and many more. By including all these celebrities, it appeals to both younger and older audiences, as well as different sub-cultures within their demographics. This keeps the consistency of the idea of this campaign being a brand for a range of people, besides the point of this campaign being very aimed at Londoners.

The tagline for this campaign is 'Nothing Beats a Londoner', and the overall message is saying that if you want to be a Londoner, buy Nike products and wear Nike clothing to fit in. Their slogan is very recognisable, although again, it is very specific with who it's aimed for, so it could therefore put people off if they don't feel it's aimed towards them. When people read this they may look specifically at the 'Londoner's' bit which may instantly put people off because they don't live around or in London. Although, the tagline is very catchy and easy to remember, which helps the consistency of the message as it's used in all their ads and when posted on the celebrities social media pages, they would include this tagline, so people will tend to know of the campaign if they see this tagline.The tagline is displayed in all their adverts, typically written in bold so it stands out, and this allows people to recognise the campaign and what its message is. 

'Nothing Beats a Londoner' has a large text which is all in white, except the 'Londoner' which is in yellow. This stands out, and is again pointing out who they are aimed towards. It stands out as a whole due to the size and use of capital letters, but not necessarily through the use of colours as they are very basic. Nike typically uses the colours of white and black, alongside a bright colour that stands out amongst the rest. In this campaign, I noticed the use of yellow mainly that stands out from the other colours. Within this campaign, I felt it didn't necessarily stick to a colour scheme, so this means people are unable to recognise this campaign through specific colours. The use of colours within brands are typically what allows the public/audience to recognise that brand, and by having a brand colour palette, it helps to build a successful company identity. By not sticking to a colour scheme, people have to then have another thing specifically associated with that brand or campaign that will allow them to recognise it without content behind it. There is a consistency of the yellow standing out within the campaign, and this is shown in social media, print ads and their video ad in parts, which may help to engage people and if they pick up on this, then it may help them to recognise the campaign. 

Through the video advert, it allows people to see the enjoyment within sports and how it brings people together. In the video, there's a lot of moving around and showing each person doing a different sport or physical activity. As each person is wearing Nike clothing, footwear or accessories, it's showing that Nike products can be worn really at any time, no matter what sport or activity you're participating in. Although, the advert is set in London and reminds you of 'Nothing Beats A Londoner' which can affect the way people feel towards the campaign and that they may feel distanced from the advert and campaign if they are not from London. The variety and range of products they sell is consistent through their advertising as they are repeatedly reminding you through different ways that Nike products can be for anyone, worn in any weather conditions, and at any time.

https://www.youtube.com/watch?v=26qmJzTCRG4

Nike's 'Nothing Beats A Londoner' advert uses and shows their swoosh tick logo which is very recognisable and makes pretty much everyone link that back to the brand of Nike. Within this advert and campaign, there wasn't really a consistency of colours used. Nike typically used the colours of red, white and black, but in this video advert they have used a range of colours, so without the Nike tick or actual words of 'Nike', through the colours only, people wouldn't be able to identify the brand as it's not specific. However, the use of multiple colours shows the variation of products and styles within Nike and how it's suited to a wide range of audiences. Thought he Nike tick is consistent by being shown on pretty much all their products and in their ads (social media, video etc), the  colours aren't, so this could send mixed messages to the audience. Nike's swoosh tick logo is well known to everyone, so by using this in their advert and making it noticeable, it allows people to know the reliability and genuineness of the campaign. The swoosh tick logo is shown on their products (clothes, shoes, accessories etc), and tin their other adverts, the tick is typically somewhere on there- mainly under the tagline to show the link between them.