Evaluate different cross media campaigns for consistency of message(Toluwa) Deborah Atilade

UNIT 20

John Lewis campaign: Moz the Monster

THE AIM OF THE CAMPAIGN: The aim of the campaign was to promote Christmas time and also the power and value of friendship within children. The advert featured a small child called Joe and his imaginary friend Moz the Monster. They used this storyline to promote a child’s imagination.

TARGET AUDIENCE: John Lewis’ campaign is primarily aimed at young children. This is due to the fact that the main character is a young child. Also children are more likely to believe at one point in their life they believed that they had a monster under their bed. The secondary audience was parents and family units. This is identified by the fact that it is unlikely that children will have money to buy for themselves or anyone else a present. Parents are going to watch the advert and think to buy a Moz the Monster toy for their child.

KEY MESSAGES: The key message of the highly anticipated John Lewis advert is that friendship is important for children. This gives the campaign an emotion appeal to its audience. The audience is likely to feel happy and empathetic wile watching the campaign.

APPROACH: To build up a ‘buzz’ around the advert, an account with the name ‘@UnderTheBed’ was set up and the public starting interacting with it and already knowing that it has something to do with John Lewis. The hashtag ‘#UnderTheBed’ became a trending topic on Twitter.

REPRESENTATION OF PEOPLE IN THE CAMPAIGN: The film is diverse at it shows a family from two different races. It also shows different age people from the little boy to his sister, parents and

Evaluate different cross media campaigns for consistency of message(Toluwa) Deborah Atilade

UNIT 20

peers. The advertisement also delves a bit deeper with the representation of their characters. Monsters are usually scary creatures that appear only when they cause panic and mischief, John Lewis decided to flip the script and feature a friendly monster in their content.

CAMPAIGN LOGISTICS: John Lewis’ advertisement included the ‘flighting or bursting’ model. Their ad is seasonal and runs at irregular intervals. The audience is always awaiting the infamous John Lewis Christmas ad.

CHOICE OF MEDIA: John Lewis used a range of different mediums to promote and share their campaign. They broadcasted the advert on television and radio. The campaign was also printed in the newspapers. The campaign was also shared among the public online using social media channels such as Facebook, Twitter and Youtube.

LEGAL & ETHICAL ISSUES: Moz the monster has the legal and ethical obligation to ensure their advert is accurate, decent, truthful and socially responsible. Also the campaign will have to fall into the rules of the Consumer Protection from unfair trading Regulations 2008, which stops adverts from including false message, leaving out important information and from using aggressive sales techniques.

REGULATORY BODIES: The regulatory body for advertising is the Advertising Standards Authority (ASA). John Lewis would have needed to agree and abide by their authority. Also the Office of Communications (OFCOM) would have had to regulate their broadcast advertisements.

Evaluate different cross media campaigns for consistency of message(Toluwa) Deborah Atilade

UNIT 20

John Lewis have many different parts of their campaign which are distributed such as the examples above, they use this to make sure that their content is consistent throughout all platforms. This is done because it builds a ‘relationship; with their audience as viewers who watch and interact with the brand in any way automatically know it belongs to John Lewis. John Lewis have different advertising styles. They have videos that include information about the product being promoted and published on a video sharing platform like youtube so the audience can understand what John Lewis are doing. Secondly John Lewis can produce a hashtag or web banner that is another way of interacting with the product. They will be similar to any other previous John Lewis product so the audience will again be able to automatically identify the brand behind the content.

Evaluate different cross media campaigns for consistency of message(Toluwa) Deborah Atilade

UNIT 20

Sainsbury’s campaign: Every Bit of Christmas

THE AIM OF THE CAMPAIGN: Sainsbury’s ‘Every bit of Christmas’ campaign is a festive spin off and extension of the brands “Living Well” healthy eating campaign. The aim is to promote how people ‘live well’ during the festive period.

TARGET AUDIENCE: This campaign is targeted at families and regular people that you will see in your community. The audio-visual advert features real employees and real families so this suggests that they are the intended target audience.

KEY MESSAGES: The key message of the Sainsbury’s advert is to promote healthy lifestyles through food and also how you can still live well through the festivities.

APPROACH: Sainsbury’s used social media channels such as Facebook, Twitter and Instagram. Sainsbury’s have their own social media profiles where they post their own content.

REPRESENTATION OF PEOPLE IN THE CAMPAIGN: The video included 200 people that featured regular people such as customers. Celebrities such as the actor Ricky Tomlinson and Kermit the Frog were also featured in the sing-a-long video. Three genuine colleagues and employees from Sainsbury’s also took part in the video. This makes the video diverse as it didn’t get actors or they didn’t use people who look a specific way. The cast came from a range of different backgrounds, ages, races, genders etc.

Evaluate different cross media campaigns for consistency of message(Toluwa) Deborah Atilade

UNIT 20

CAMPAIGN LOGISTICS: The Sainsbury’s advertisement included the ‘continuity’ model. Their advertising campaigns run all year round and are ran across chosen mediums. The living well campaign is a famous campaign for Sainsbury’s so it is always and continuously in the mind of its audience.

CHOICE OF MEDIA: The advert launched for the first time during an episode of The X Factor on ITV. During this time it was also shared across social channels like Facebook, Twitter, Instagram, YouTube and Snapchat. Also Sainsbury’s previewed their product by using print and television services.

LEGAL & ETHICAL ISSUES: Sainsbury’s has a legal and ethical obligation to ensure that their campaign is accurate, decent, truthful, honest and socially responsible. Also because it is a food and drink retailer there are specific requirements. For example their drinks can only be labelled as ‘low in alcohol’ if it contains between 0.5 and 1.2 per cent alcohol by volume.

REGULATORY BODIES: The Advertising Standards Authority (ASA) is a regulatory body that policies different adverts. Sainsbury’s have to make sure their campaign goes along with their policies and if they fail to do that then audience members who watch the advert can complain to the ASA. The Office of Communications (OFCOM) is another regulatory body by the British Government that polices any content that is advertised through broadcasting.

Evaluate different cross media campaigns for consistency of message(Toluwa) Deborah Atilade

UNIT 20

Sainsbury’s is very consistent when showing their message because they use traditional methods such as tv, radio and print but they also utilise their online tools to promote their key message. Also Sainsbury’s is easily recognisable by their signature colour, orange. Throughout their content they include their orange font and also feature their slogan ‘living well for less’ so the audience can automatically know who is behind the campaigns. Sainsbury’s proved that they are consistent as they have print advertisements that feature in newspapers and magazines. Also they promote their advertisement through videos on their official Youtube channel and through small clips on Instagram that are shared through a specific hashtag. This is important because it makes it easier for the audience to believe what the brand is saying and also it makes it easier for connections to be made throughout the campaign.

Most effective campaignIn my opinion the most effective campaign is Sainsbury’s. I believe this because Sainsbury’s market is very large as it is business that will never run out of business because their products are needed. Also they have been consistent with the campaigns looks wise (colour, fonts, imagery etc) so viewers are already engaged. Also in their ‘Every bit of Christmas’ advert the people in the campaign are real people such as children, adults, employees etc. This builds a bridge between the brand and their consumers because the viewer can tell that Sainsbury’s is a brand that cares about their customers.