Research Portfolio (U20: P1, M1 U24: P1)

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

Campaigns

Nike: 'Risk it all' 

The Nike 'Risk it All' campaign is helping to promote the 2014 World Cup, as well as helping to promote the boots they were releasing at the time of this advert being released.


(Source YouTube)


(Source YouTube)


Overview 

This is the TV advert, it consists of multiple smaller adverts that Nike merged together to create one longer advert. The reason they did this was to incorporate all aspects of the advert into one sitting for viewers. As well as that they split it into smaller clips and showed those, the reason this was beneficial to the company was that it became more memorable for the watcher, this is due to them seeing the same advert multiple times, however, it was laid out in different methods, this included; Different players, different skills and different storylines for each mini advert, which all eventually lead into the same larger advert. 

Aims and objectives 

The aims and objectives of this advert was to raise awareness for the world cup that was starting shortly after this advert was released, as well as raising awareness for the world cup they use it as a way to promote the boots that they were releasing at the same time. As well as that they would have set themselves the goal to have an increased market share and increased popularity over their competitors such as; Adidas and Puma. They were successful in meeting their aims and objectives, this is evident because the sales of the new boots and sales of the international kits that had been sponsored by Nike had increased when the advert was released. 

Furthermore, the aims and objectives they set were designed to bring a higher number of potential customers to Nike as well as increase the number of customers who were already purchasing products from Nike. 

(Source Nike twitter)

Target audience 
Their primary target audience they intended for the advertisement to be focused towards athletes who predominantly play football, the reason for this is because they used a large number of famous footballers, due to the use of famous footballers people are more likely to watch the advert. Their secondary target audience is athletes in general, the reason this is the secondary target audience is because the products they are advertising (Football shirts) can be used for other purposes not solely for the purpose of playing football. The products can be used for other sports such as Tennis, Running etc. 

Key messages 

The key message that the advert is trying to portray is that the footballers have put everything on the line to be able to get to the place where they are. The way they have shown this is through the slogan/ campaign name. By giving the audience the idea that the footballers have put everything on the line to fulfil their dreams it will help the audience to begin believing in themselves and start taking risks and believing in themselves that they can accomplish their dreams if they commit to it. As well as that the youtube advert 'Winner stays on' portrays the message that the audience can play and be like their favourite players if they put the work in and commit to it.

Approach

The approach that Nike used for increased coverage of their product was to use highly rated professional footballers. The reason for using this approach is beneficial to the advert is because the footballers used in the advert will promote the campaign on their social media pages, such as; Instagram and Twitter. Nike used players such as Ronaldo and Neymar, who are sponsored by them, but as well have large social media presences. As a result, by having them post about the campaign it will enable Nike to have a huge increase in potential customers. 

Representation 

Throughout this campaign, Nike used a number of footballers from all over the world from a number of different countries, and players that have come from a number of different backgrounds, for example; Nike have used Neymar who comes from Sao Paulo, which indicates that he has come from a less fortunate and poorer region of the world, however, they have also used Wayne Rooney who comes from Liverpool, despite Rooney coming from a wealthier background the two players have been able to get to the same stage showing that no matter where you are from you can achieve anything. They have also used a number of other footballers from a variety of backgrounds, by doing this they are trying to appeal to a wider audience. Additionally, they ensure that it's inclusive for all footballers.
Furthermore, Nike has used no female football players the reason for this is because, at the time of release women football was not as popular as it is today, as a result, people watching the advert won't have known who the female footballers were. 

Campaign logistics

Nike predominantly advertised through TV adverts, they had two adverts both having different layouts to each other, by doing this they are appealing to a wider audience than if they had prioritised advertising in other methods such as; Magazine or Radio. By promoting on the TV they are reaching their desired audience of athletes as they can choose which channels they can advertise on. They are also advertising on the footballers Instagram and Twitter pages, this helped to expand the coverage they are receiving. 

Choice of media
Nike used a wide range of media platforms when creating this campaign.
The reason they used such a large number of platforms is to help spread the word faster. An example of platforms they used is the footballers social media platforms, the reason this would be an effective method for them is because if the footballers advertise it then Nike will know that they are reaching a large audience of people who are interested in this product because they are following those footballers.
In addition, they have also used TV adverts, Radio adverts, Posters and Billboards, the reason these were the desired choices of media was because it allowed for Nike to reach the large audience whilst also enabling them to only show people who would have had an interest in the products. This in turn allowed the project to be successful because the target audience would gain the most information about the product.

Call to action

The call to action Nike was aiming for was to bring in an increase in customers around the time of the world cup. The way that Nike created anticipation around the campaign was by dropping small teasers in magazines and on TV that hinted at it. The hints they used can be seen by the logo on the right. This method helped to bring in more customers as there was an increased hype created around the advert.

Legal and ethical issues

One ethical issue they would have faced when creating this advert is to include athletes from different ethnic backgrounds, the reason for this is due to the fact that all potential customers will want to be represented throughout the advert and not only have one ethnicity represented throughout. 

However, Nike did not face any legal issues. The reason for this is because there were no issues encountered when creating the campaign. The only issue that could have been faced during the creation is potential copyright issues if they used music from an artist without permission. However, they did not use music in the campaigns so this was not an issue for them. 

Regulatory body

The ASA (Advertising standards agency) is responsible for controlling all forms of advertisement, this includes TV, radio and print. They determine whether the adverts are acceptable to be released and which ones are not acceptable. After reviewing this advert they came to the consensus that there was nothing wrong with the advert and that is was acceptable for all audiences, and as a result, released it to the public.













(Source Google)

The graph above shows the increase in sales of Nike products when the advert was released, the advert was released on the 9th June and as the graph shows there was a significant increase in sales when the advert was produced.


Royal navy: Born in ..., but made in the royal navy

Overview
This marketing campaign was created as a way for the navy to advertise roles in the Navy to everyone in an efficient way. The reason they did this was as a way to reach a wider target audience in a shorter space of time, doing this will also appeal to a wider audience as they are trying to attract potential recruits to come and join the Navy. 

Aims and objectives 

The goals of this advert were to raise awareness for the Royal Navy, it is trying to encourage the average person to overcome fears and join the Navy and help their country. The reason for this was as a way for them to efficiently and passively make the navy look appealing to their target audience, whilst also showing them the real life situations they may encounter once they have joined. 

Target audience 

The adverts main target audience is middle young adults ranging from 16-24 years old. The reason for this is because to join the navy you must be at least 16 years old, however they will also want to appeals to young adults as a way to get more mature and older people to join as well. The way they have done this is by, in the Tv advert, they are following the life of a young male and by doing this they are making it relatable to people at the respective ages that they reach at each stage of this life. This is beneficial for the advert because it makes people think about whether they are going down the same path and whether they want to change the way they are acting and potentially join the army.

Key messages 

The key message of this advert is that, no matter how you have been bought up there is always a way to get their life back on track, as well as that they are saying no matter who you are and no matter at what stage they are at they are always able to join the navy and help their country. Furthermore, they are portraying a positive message for all young adults going through difficult periods in their life that there is always a way for them to correct themselves and get their lives back on track and do something they want.

Approach

The approach used by the Navy to attract more potential recruits is by using peoples real life stories, the reason this is an effective approach is because if they are able to have people relate to the stories that are being told it is more likely to appeal to a wider audience. The reason for this is because if people feel connected to the advert then they are more likely to pay more attention to it, in turn this will make more people think more about whether they want to join the army. Furthermore, they repeat the saying of 'Born in ..., but made in the royal navy' this further increases the relatability to the audience as the person involved in the advert may be from the same place as the person in the advert.  

Representation 

Through this campaign The Navy use real life stories, the reason for them doing this is so that more of their audience will feel connected to the cause. The reason using this method will help them to feel more connected is because if they can follow and understand someones journey to get to the point of them joining the Navy then people will be more intrigued and will look more into joining the Navy, which in turn could lead to a large increase in new recruits for them. 

Campaign logistics

The royal navy advertised predominantly through social media platforms such as instagram and twitter, as well as that they put their advert at the beginning of some youtube videos, the reason it is beneficial for them to do this is because it will allow them to reach the largest target audience. As well as that by using youtube they can select the channels they advertise on and they can specifically chose the channels and videos which are more targeted towards the older generation; such as 16-20 year olds.

Choice of media

Throughout this campaign The Royal Navy used a number of different advertising platforms in an attempt to reach more people. One platform they used is through a radio advert, the reason using a radio is important is because it reaches such a wide audience in such a short time, as well as that they can do it on a lot of different stations which will help to reach the audience quicker. As well as that they used TV adverts and posters, the reason for using these methods is that they attract customers due to them having the ability to be designed to best attract to their desired target audience. 

The use of a radio advert was effective because 

The use of a TV advert was effective because 

The use of a poster was effective because 

expand on each one of these and explain WHY this choice of media was used/why it was successful.

Call to action

The Royal Navy's call to action was to bring more potential recruits, the way the Navy appealed it to younger generations that they are targeting was by having them review their initial advert then provide feedback on it, doing this ensured that they can make the ideal advert for their intended audience, which are old teenagers to young adults. 

Legal and ethical issues

One legal issue they could face with this advert is customer confidentiality, the customer this is referring to is whether or not the persons story that is being told may not want their name to be shared. An example of how they sorted this is by blacking out someones face and providing them with a fake name to not share their details on the advert.

The only ethical issues they may face is to not show any shots of war that are too gruesome for people to see and keep the adverts relatively as calm as they can.

Regulatory body
The regulatory body involved in this project would be the ASA. The reason they would monitor this project is because due to them showing shots or war and what it is like the ASA will need to analyse it and make sure that aspects of the adverts are ok for audiences to see and if not then they would need to be changed to be acceptable to be shown onTV.