Transcript Creative Media Production

Creative Media Production
Contextual Study
By Joe Haswell
Red Bull - Stratos
This is a television and online advertisement
campaign by Red Bull energy drinks to raise brand
awareness for the company/brand. The
advertisement features a live record breaking
‘jump’ from outside the Earth’s atmosphere,
involving Austrian skydiver Felix Baumgartner.
Red Bull’s original slogan “Red Bull gives you wings”
was featured on these advertisements, which most
people already associate with the Red Bull brand.
Due to the nature of the ad, people may see these
adverts and really think Red Bull could give you
wings.
Source:
https://barbarazois2051079.files.wordpress.com/2013/04/r
ed-bull-stratos_-mission-to-the-edge-of-space-countdownbegins.jpg
Brand Identity/build
I believe that the companies initial aim with this advertising campaign was to
raise awareness of the extreme nature of the activities of which can be
achieved by drinking Red Bull.
• Four quick observations about Red Bull’s unique approach to brand
building:
• Red Bull’s brand building is largely based on associating its brand with an
amazingly wide range of people, teams and events.
• Red Bull believes in owning teams and events rather than being one of
several sponsors.
• Because of this ownership model, they can and have turned this buzz
machine into a profit centre.
• Their on-brand activities reflect two very different personalities that live
side by side.
Red Bulls typical target audience.
Red Bull specifically markets to young males ranging in
age from around 15 to 30 year olds. These males lead a
exciting and adventurous lifestyle. They live “life on the
edge” and stereotypically take care of their shape and
partake in sporting events and a range of recreational
activities.
Red Bull’s main target audience can be seen as the new
generation of adults, due to the fact that most of their
market not only are active males but also students who
may need extra energy to study all night. I personally
feel that Red Bull has a secondary market also consisting
of older consumers in general ranging from 25 to 50,
may it be a business person finishing work or a taxi
driver or truck driver who may need energy to make
their destination in time. Both these groups of
consumers can come from any social status or ethnicity,
and can live in different areas and have different levels
of education, but mostly all have in common that they
want their adrenaline pumping.
Source:
https://loyoladigitaladvertising.files.wordpress.com/2013/1
0/eba088eb939cebb688.png
This advertisement is aimed at the usual target market of adrenaline
seeking youths, but could also appeal to most people varying in age or
sex, due to the nature of the advertisement. The advertisement shows
a record being broken, which would appeal to anybody who may want
too see history in the making.
Central Theme: Most messages focus on the fact that “Red Bull gives
you wings” and it is all you need to be athletic or adventurous. These
messages show different types of active males with a can of Red Bull
within the shot showing what benefits it can do for performance.
Structure/form
This advertising campaign could be seen in the form of a realist narrative
advert, as this campaign features a real life attempt to break a world
record. This type of advertising structure focuses on everyday parts of
life, which a record breaking stunt could be, but also most individuals
who see this advertisement, could be intrigued by this campaign and
want to find out more. This advertisement campaign is defiantly not an
Anti-realist advert, as this campaign features a real life stunt, being
recorded for the world to see.
An argument could be made to say that this ad is a documentary TV ad,
as it is informative and has been documented.
Persuasive Techniques
The persuasive techniques this advertisement uses to encourage
people to drink Red Bull is the fact that by drinking Red Bull you can
achieve world breaking stunts, which you could not achieve by drinking
for example Coke-a-Cola.
Another technique that is used could be Avant Garde, which suggest
that something is ahead of its time. In Red Bull’s case they are
achieving something which has never been achieved/attempted before.
Old Spice – “Smell like a
man, man”
My second advert I have chose to evaluate is
the Old Spice “Smell like a man, man”
campaign. This advert is trying to sell men’s
shampoo, by using such techniques as
celebrity endorsements and comedic
effects. This advertising campaign was in the
form of TV adverts and printed adverts. This
is one of the many Old Spice advertising
campaigns that use comedic effects to sell
their product, and a celebrity endorsement.
Source:
https://lovehateadvertising.files.wordpress.com/2010/06/6a00d8341c630a53ef0
12877b43d87970c.jpg
Brand Identity/form
Old Spice is an example of a brand going ‘Viral’ Their short TV ads
which focus mainly on the comedic side of men’s shampoo, and attract
huge groups of people who would enjoy these adverts. The branding
efforts of Old Spice have completely changed a once dying brand into a
new iconic product, which is fun and cheap. I personally find these
advertisements extremely funny, and I feel that through the use of
social media the Old Spice brand has made great use of the expanding
number of people who use social media, by not only running adverts
on live TV, but also posting them to sites such as YouTube and
Facebook, to attract a wider audience.
Old Spice target audience
Old Spice is one of the few companies that have managed to
successfully change their own target market, moving from men aged
50-70 to a much more younger audience, ageing from around 15-35.
This age group seeks products which are no longer associated with
being ‘old man’ shampoo.
Old spice had a complete re-branding by introducing new smells and
packaging. Their advertising effectively uses social media to target their
new audience of younger men, as most men/boys aged 15-30 will have
some presence on social media. Most of the jokes and even the slogan
used in this campaign is specifically aimed at males, as the slogan being
“Smell like a man, man”.
Structure
Theses ad’s are around 30 seconds long, and
focus on one man using Old Spice shampoo, then
feeling great afterwards. The printed ads show a
man holding various bottles of Old Spice, and
show the man who has used it looking extremely
‘fresh’