MARKETING CAMPAIGNS

Campaign Analysis: Mercedes Benz, Grow up campaign The primary sponsor of the campaign was Mercedes Benz. The campaign was launched in 2017 and it was running for the whole of 2017 to 2018. The campaign was created by ...

Campaign Analysis: Mercedes Benz, Grow up campaign The primary sponsor of the campaign was Mercedes Benz. The campaign was launched in 2017 and it was running for the whole of 2017 to 2018. The campaign was created by Sumo Eleven advertising company and it was directed by a Swedish director Gustav Johansson. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood od, who embody the new compacts' attitude towards life. After the campaign was run it was approximated that 83% of the new leads were converted to test drives, while 45% of Millennials registered intent to purchase a Mercedes-Benz, showing that the campaign had a great impact for the company. The company created commercial television that have good shots, and well scripted to pass the message. They also created print ad that were printed on magazines. Billboards across the city with the words, grow up, clearly illustrated. Through social media they ran the campaign using the hashtag #growup accompanied by short clips form the commercial ad. The videos created a very crisp with HD quality. The images are also very sharp and clear, making it easy for target to read the message. The strength of the video comes from incorporating musicians and famous actor giving the message a lot of weight. The creators of the campaign are a big impact to the campaign because of the way they executed the idea. Their weakness is including very high-profile people on the campaign and this makes the campaign biased to certain a specific group. The ad has created an opportunity for Mercedes as people that did not recognize their products can be made aware and this could improve their sales in general. The creative strategy used is the use of young vibrant millennials to give the campaign it’s meaning. The company targets millennials as well as old-people because both groups are included in the campaign. The campaign targets people from all over the world who use Mercedes, and people that have hopes of buying Mercedes in the future. The campaign targets young adults from all religions. The campaign created an advert that resonated with their target audience. Sumo Eleven used young and confident millennials to create the tell the story and they incorporate Asap Rocky, an American Musician, who shows how he rises as a musician blending in with the name of the campaign. Therefore, the message appeals to all young people to grow up and embrace class through purchase of a Mercedes Benz. There is product placement in the campaign as the characters use the Mercedes A-Class premium compact SUV, and this helps the audience know about the product. Campaign Analysis: Coca-Cola, Share a coke The ‘Share a Coke’ campaign first launched in Australia in 2011, and involved changing the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with’ and a popular name. The campaign received a lot of popularity and other companies adopted it. It focused more on young adult, as the advert was created through a representation of young adults having good moments and enjoy a good time together. Through the campaign, Coke sold more than 250 million named bottles and cans in a nation of just under 23 million people. The campaign used both TV commercials, magazine spreads, billboards and social media ads. The videos produced for the campaign were well thought of, and the quality is high definition. They have observed food consumption ethics, where there is no representation of kids of older generation who are prone to the consumption of soft drink beverages. The strategy used to evoke an emotion where one feel good when they see their name on a coke bottle. The campaign targets global market as the campaign was adopted by different countries. People from all cultures are targeted and the campaign focuses more on young adults. The key message of the campaign is to create a more personal relationship with consumers and inspire shared moments of happiness. There is product placement as throughout the campaign every one is drinking coke and their names are on the coke bottles, and this prompt the consumer to want the coke flavor and not the other flavors. Campaign Analysis: Dove, Real beauty campaign The campaign Real Beauty, by Dove was launched in 2004, in response to the findings of a major global study, The Real Truth About Beauty, and it ran up to 2013. The main message of the Dove campaign was that women’s unique differences should be celebrated, rather than ignored, and that physical appearance should be transformed from a source of anxiety to a source of confidence. The campaign was advertised through a variety of communication means, including TV commercials, magazine spreads, talk shows, and a worldwide conversation via the Internet. Their goal was to change the perspective of beauty in women. The Tv ad quality created is very thoughtful as the women describe themselves to an artist who draws them. The strategy used in evoke of emotion as women are able to relate to the artists. Through the campaign, media exposure has provided $150 million in free media time for Dove’s campaign. The campaign’s success can be attributed to it being the first digital campaign to drive participants to a supportive online community that reached over 200 million people worldwide, with over 26 million people participating in the campaign online. The ad targets women of all body types across different cultures. The ad is also created for the female gender and this is because all the characters presented in the campaign are women, showing that the message is targeted for female gender. It also targets young adult female to mature females of all cultures. It focusses on self-love and acceptance for women across the world. The campaign has used a good strategy of appeal where they showcase different women of different race and body structure and this makes it possible for all women to relate and accept the message of the campaign. They use product placement to advertise some of the products they sell such as deodorants, shampoos and soaps. Through their campaign they ar also able to sell their products.