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ABC Award – Creative Advertising Campaigns

October 15, 2012

ABC Award Assignment.
Media National Diploma Level 3 BTEC.

A)     Research Project: -

You must Research and analyze three successful and one unsuccessful campaign. At least one of the campaigns must be a social enterprise. You will research and explain how the campaigns are aimed at target audiences. You will also need to critically compare the advantages and disadvantages of using particular platforms in advertising campaigns, giving examples throughout.

Case study 1 – Rubicon ICC World Twenty20 Sponsorship.

Brief introduction:

Rubicon is a colorful, exotic and flavorsome soft drink. Produce in 1982, Rubicon is a soft drink with many personalities as it is available in various refreshing flavors, such as, Mango, Passion fruit, Lychee and many more. Rubicon has progressively grown as a brand, becoming more socially common, competing in the market with the more classic brands; like Coca-Cola, Lucozade, Ribena and others. However, even though Rubicon was making sales, they became aware – through surveyor, that for some reason their product predominantly appealed to a particular ethnic community, with awareness of the brand being high by those within the ethnic community but low to the mainstream consumers. Rubicon was then extremely eager to expand the brand and make it better appeal to its mainstream audience.

Media platform:

With aim to merge the divide between the ethnic community and its mainstream audience, Rubicon took to advertising to create brand awareness through Television. They found this method of advertising particularly appropriate as it appealed to their target audiences of age 16years – 34 adults.

Rubicon found that one sport in particular could unite both ethnic and mainstream audiences, which was cricket and fortunately for them the ICC World Twenty20 Cricket tournament was vast approaching, starting from the 30th April through till the 16th May 2010. Now although the traditional English cricket, which celebrates long test matches and cucumber sandwiches, was an unfamiliar practice to the ethnic community that already purchases Rubicon as a household brand. Rubicon was non-the-less confident that they could bridge the divide.  With a budget of£ 1 – £2million Rubicon opted to sponsor the tournament. The package included coverage across all Sky Sports channels (1, 2, 3 and 4) and the Sky website, which both live and repeats available with the highlights. Rubicon was also involved in all of Sky’ promotional activity for the tournament and in addition Rubicon also hosted a range of competitions, both online and on air for the audience to win a trip to the Caribbean. As Cricket coverage generates a large number of advertising breaks, this meant that Rubicon would be receiving a huge number of sponsorship credits.

Advantages and disadvantages:

Positives -

Rubicon merged the divided of their consumers successfully with the cricket games celebrating the English culture and tradition and having the World Twenty20 Cricket games hosted in the West-Indies fitted with the brands personality and appealed to their ethnic consumers engaging them with the sport. Rubicon then used this to their advantage, in addition to the vibrancy of their tropical range of refreshments to enhance the interest of their consumers.

The coverage on the website were also a good method to entice and engage their ethnic consumers to follow the activities of the games and would also appeal to people who are on the go, with portable devices to catch every moment of the game. I believe this widely contributed to their brand awareness. Winning a trip to the Caribbean was also a good method to attract people to participate in the game activity, as it not only appeals to their ethnic customers but to all of the audience.

Choosing a TV sponsorship as their advertising platform was positive for them as it appealed most to their target audience as opposed to using a Radio advertisement, which would attract a more specific audience (i.e. people with cars, people with alarm clocks). However with the TV sponsorship it covers a larger number of viewers.

Negatives -

Rubicon initially took a risk in covering the cricket sport, as it does not generally appeal to those from the ethnic community as it celebrates a tradition that was unfamiliar to their consumers.

Outcome:

Ultimately choosing to sponsor the World Twenty20 Cricket games worked out a success for Rubicon, with England winning the world tournament for the first time ever, the TV ratings for the coverage peaked over an extraordinary 2million viewers for the finals between England and their arched nemesis’ Australia on 16th May 2010. This lead the Rubicon brand to grow a massive 66% year on year in comparison to a total soft drinks market of 6%. The Rubicon juice drink distribution also increased 22% year on year across total grocers. Post campaign, the brand awareness amongst a broad audience reached 32% on par with Ribena and Lucozade, and when prompted with a list of brands, awareness increased to an amazing 78%.

 

Case study 2 – Radio Times Olympic TV Campaign.

Brief introduction:

Radio Times are a well-known TV guide that provide up-to-date television news, radio and program listings. It is extremely popular as it appeals to anyone that watches television.

 

Media platform:

Radio times took to advertising through TV to broadcast the news on their Olympic edition TV guide. The guide included dates and time listings for all activities throughout the Olympics. Although the Radio Times is somewhat popular, its last televised advert was in 2006 and now knowing the Olympic Games was to be held at London they grasped the opportunity to expand brand awareness and boost sales. The Radio Times, which usually sold for £1.40 a copy, was bumped up an additional 60p, going up to £2 during this period.

With a budget less than a 100k and running on only two channels (ITV1 and C4) from the 20th – 26th July 2012 , the advert was short, lasting only ten seconds but tactful and clear-cut, with a simple message – “don’t miss a moment of the Olympics with 72 page pull-out guide”.

They were eager to drive sales at a newsstand with both new and occasional readers.

Radio Times went on to work with Zenith Optimedia to buy media space which would achieve a minimum of 40 adults on TVRs on prime time TV. Zenith then went on and chose the top 3 most watch programs on ITV1 and chose center breaks to air the advert. They also contacted Channel4 and agreed to position their Radio Times Olympics advert near their Paralympics trailer, to further increase its breakthrough.

 

Advantages and Disadvantages:

Positives –

Using this Media platform after so long is a good way to refresh the brand to their current customers and new customers and those that faded overtime, as it re-awakens the brand and gives the brand ability to appeal a larger crowd.

Narrowing and selecting the most common channels to air was also a tactful move, considering the budget and the length of the advert. Using one of the most common channels to air the campaign on, means it would be viewed my more of the public. Doing this also narrows the kind of people or age of people that would view the advert enabling the advert to be subject to their target audiences.

Negatives –

Radio Times could have also used Poster/Billboard advertisement for their platform, as it would draw them away from their usual consumers, making more sales. As the mobile audience could see the opportunity as they are ‘out and about’ and quickly purchase a copy, saving them less time also. This could make certain consumers feel appreciated and considered as they may have a busy schedule but still interested in the Olympic Games.

Outcome:

Radio Times reached their goal as sales increased by whopping 185k copies on a normal issue. Sales reached over 20% year on year and over 26% above the regular. Over 80k sales made can be attributed to the TV advert alone and newsstand revenue was +100% in comparison to the previous year.

Radio Times generally won all-round, leaving with Gold for the best Olympic TV guide, achieving all their goals on excess.

 

Case Study 3 – Livestrong Cancer Campaign.

Brief Introduction:

In 2004 Livestrong founded by Lance Armstrong produced and introduced a gel bracelet to support sufferers of Cancer and increase awareness of brand and the disease. The bracelet sold in the states for $1 each which adorned the wrists of Cancer survivors, supporters and celebrities and united people around the world in the fight against the life threatening disease. Although successful, the craze eventually died down but raised an astonishing estimated $70 million.

 

Media platform:

Eager to keep motivating the hearts of others and improve the quality of life for current cancer sufferers, Livestrong creates a viral effect on the order of the yellow bracelets, but in the virtual world. The year 2009, was monumental for Livestrong as the organization moved into a new headquarters building and appointing a full time person to the social media. Moving into such Media platforms as Twitter, Facebook and other social networks bring fourth a high volume its of website traffic.

 

Media Stats:

Twitter

@livestrong, 63,000 followers

@livestrongceo, 1,007,958 followers

@lancearmstrong 2,499,311 followers

Blogs

Facebook: 769,167 fans

YouTube: 2,270 subscribers

Above all the media platforms, it was Twitter that brought in most of Livestrong’ audience as 60% of its website traffic was due to its Twitter pages.

Outcome:

Using the social media was a good step towards awareness and growth for the brand as it gives consumers insight on the brands intentions. Using social media as its advertising platform as it is totally impartial and creates a community of political, geographic, ethnic and age lines.

  • In 2009 the Livestrong challenge raised $10.8 million – a record for the 13 year event in a down economic year.
  • Online store sales set a new record in the rough 2009 holiday season.
  • Livestrong collect 70,000 signatures for a healthcare petition.
  • Twitter in matching challenges have brought in hundreds of thousands of dollars

(Reference: www.socialmediaexaminer.com/how-livestrong-raised-millions-to-fight-cancer-using-social-media/)

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