Author Archives: davidgomoh

Platforms of media

Posted on by • Leave a comment

Case Studies:

Succesful Advert: http://thinkbox.tv/ipad/case-studies/xbox-uses-innovative-product-placement-to-connect-with-tv-viewers

Within the Xbox Kinect sports 2 it shows A League Of Their Own popular daytime TV show based on a range of  sporting activities  . Within the advert a lot of household names are inside such as, Micheal Corden, John Bishop, Andrew Flintoff, Jamie Red Knapp and Rory Mckilroy their shown with using the Kinect system. This would help the advert recieve an influential and have a mass appeal to the general public. It is evident that the researchers the target audience was C2DE because the use of various comedians a common person may familiarize themselves with. Research had shown that the target audience had developed a close connection with the show and it was perceived as a great family entertainment experience which goes well with connect which goes well with Kinect Sport Season which is a family based game.

 

In the opening of the advertisement highlights of well renowned golfer Rory Mckilroy is briefly shown in the beginning then a transition is made where Rory Mckilroy is shown golfing on the Kinect system this is a form of endorsement which generally will boost interest from the public into the advert. The appearance of Rory Mckilroy is a clear example of someone’s reputation being transferred to the brand. There is  a scene within the advertisement where various Rory Mckilroy, Andrew Flintoff and Jack Whitehall are seen walking through a hall and  posters of  A league of their own are shown behind, this advertise the show to the public on the show. To end the advertisement it shows a league of their owns opening sequence.

 

The advert initially managed to be a success as the objectives like accelerating sales for the Kinect, building awareness on LOTO show were reached.  Kinect Sports Season 2 was the best selling Kinect game of the year, Kinect Sports Season 2 grew the Kinect Sports franchise by 47%, A League Of Their Own attracted 7.8m viewers across the series which was an outstanding 35% better from the previous series, The initial investment paid back over £1m in media value and UM and XBOX won the Thinkbox TV Planning Awards 2012 Best Use of TV Innovation award.

 

 

 

Sucessful Advert: http://thinkbox.tv/ipad/case-studies/rubicon-hit-sales-targets-for-six-by-bridging-the-ethnic-mainstream-divide

The Rubicon advert it links to a popular international sporting event ICC World Twenty20 that was happening at the current time which would have a massive appeal, The initial target audience was 16 – 34 year old, there was no specified gender the advert was aimed at mostly because a world sporting event is likely to have people of both gender’s to supporting their country. The advert ran on various popular TV networks such as, Sky Sports, Channel 4 , Channel 5 and ITV ranging from 20 to 30 TV spots, This was to reach their objective which was to expand their brand beyond their ethnic audience, which would initially raise sales.

 

The adverts’ setting takes place in an exotic beach which links to their drink which is advertised to have an exotic taste, Within the various advert cricket scenarios are taking place on a beach which has an comedic side . For example, In one of the adverts someone is seen bowling but it doesn’t work as the cricket ball stops because its unable to bounce on the beach which may induce some people to be amused by it, this will initially help the public become engaged inside the adverts, towards the ending of the adverts Rubicon products are shown or a small disclaimer on the bottom reads ‘The ICC World Twenty20 on Sky Sports sponsored by Rubicon. This is informs viewers of the channel where the event takes place.

 

The advert managed to be a success because it manage to teach its goals which was to increase sales and expand the brand beyond core ethnic audience . The Rubicon brand grew a massive a 66% year on year versus the total market growth of just %6, The success extended to key trade customers such as Bestway wholesale who also showed significant sales increases, Rubicon juice drink distribution has also increased 22% year on year across weeks year on year across total grocers and 18% in multiples, post campaign , overall spontaneous brand awareness reached 32% amongst a broad audience, on  a par with Ribena and Lucozade and when prompted with a list of brands awareness increased to an incredible 78%, Winner of the Marketing Campaign of the Year’ at the 2011 World Food Awards, Winner of ‘Best Use of Sponsorship or Content’ in the TV Planning Awards 2011

Social Enterprise: http://www.thinkbox.tv/server/show/ConCaseStudy.1676

The Scottish National Blood Transfusion advert aim initially is to help raise the dipping 20% of blood supplies which dips due to people active within the festive season, The targeted audience is All Adults, both genders were targeted mainly because the advert is mainly for those who feel empathetic to those who need blood. The advert ran on STV which happens to be the largest ITV franchise within central Scotland and also has been around since 1956, which would make it well known and to the Scottish public. Evidently, this would mean a lot of people will be watching  the channel especially during the festive season were people are feeling more generous.

 

Within the SNBT adverts a different technique is used to engage with viewers and grab their attention. In the advert they hijacked the same layout of Scotland national news, but they would change the iconic Scotland news colour scheme from blue to red which heightens blood donors within the advert. This original way to get a point across can also be seen as a talking point for the general public which would also get word around about the actual point of the advert which is about giving blood donors.  The advert put emphasis on blood donors and saving lives because they are both placed in big red font throughout the advert. Pictures of people who have taking blood donors and also need blood donors are shown throughout the advert. Towards the ending of the advert the slogan ‘make a new year’s resolution with a difference’ is seen on the advert this demonstrates that there target audience is for those who are heavily engaged within the festive spirit.

 

The results of the advert were, In 2007, the SNBTS New Year appeal generated just 401 enquiries, In 2008 enquiries increased by a record 209% as a result of the campaign which generated 857 responses – the biggest SNBTS had ever received in a single day, Econometric modelling demonstrated the specific effect of the 2008 Red ‘S’ appeal – which equated to 972 donor attendances and the saving of almost 3,000 lives, Overall, the decline in blood supply levels over the period was reversed, with SNBTS suffering no blood shortage at all over the festive period , The campaign was repeated at Christmas 2009 and actually increased year on year attendance by an additional 5%. The main aim of the advert which was to entice the audience to give blood was successful ad SNBT received a record number of enquires and donations that saved almost 3000 lives.

 

Unsuccessful Advert: http://www.youtube.com/watch?v=FftZt-Dw_hQ&feature=fvwrel

The KFC cricket survival guide advert which similar to the Rubicon advert links to a sporting event but unlike the Rubicon advert this advert was not  as successful because of the negative stereotype the advert was perceived to send out though the point of the advert was about bring to people from different cultures and or with sporting differences together with the jubilation of food. The target audience within this advert was cricket enthusiasts between the ages of 14-35 also their is no specified gender for this advert.

The advert starts with an opening sequence which reads ‘Cricket Survival Guide’ the main protagonist an Australian cricket lover Mick is seen crowded by black people he then goes on to say ‘need a tip going into a awkward situation’ and then goes on holds up a KFC bucket filled with chicken, which from then the black people around him start dipping their hands and taking the chicken. This advert was only seen as controversial when it was put up to popular video-sharing site YouTube , the advert was seen from a white American and black American  perspective, Chicken being a certain type of food associated with stereotypically associated with black people in America whereas in the Australian public it was seen as funny and no negative connotation came from it.

Initially cause of the negative connotation by the north American public the advert was banned from TV and can only now be viewed on YouTube

Review for Four Lions

Posted on by • Leave a comment

Four lions is the british black comedy which makes light but also simultaneously sends a message to the audience about how senseless suicide bombing are, I believe the films target audience is to various age groups such as, young muslims because of the influence suicide bombings will have on them and what it could lead to in the future. I also believe that it could be aimed towards people from different cultural backgrounds to raise awareness on the situation.

The film Four Lions follows four incompetent jihadists who set out to cause an act of terror, the films uses the components of an comedy film and drama to keep the audience engaged in the film. For example, the scene of when Feisal a dim-witted character in the film is holding highly explosive bombs and the goes on to blow up sheep and also kill himself. This is a example of a serious situation turned into a comedic moment for the audience. Messages through out the film which portrays the more serious side to the film such as conversations between Omar(Riz Ahmed) and Uncle Imran(Karl Seth) about Islam teaching’s.

To conclude my opinion on the film Four Lions is that it doesnt fail to engage the audience into the film with the comedic elements throughout and also the ultimate message it is trying to help the audience recieve. The film sucessfully message is recieved by the audience as it is trying to raise the public awareness on why suicde bombing’s happen and how it should be stopped.