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

Media Campaigns 

1. Nike - Dream Crazier

Aims and Objectives:

The aims and objectives are to encourage and inspire young women to fulfil their dreams in sport, diminishing any of the stereotypes set by others in the Sports industry. The advert aims to showcase female athletes who are working to 'break barriers'. The advert itself, in association to Nike, attempts to convince women that they will feel stronger physically and mentally in Nike sports-gear. 

Target Audience:

The advertisement primarily targets young women ages 15-17, set for the 'new generation of athletes'. Therefore, aims to interest women who have a vast interest in sports and would describe themselves as 'athletic'. It would target women in the NRS Social Grade of A,B and C1, who can afford the slightly pricey and branded sportswear. 

Key Message:

The key message of this advert is to celebrate female athletes and highlight some of the challenges they face. 'Dream Crazier' is the beginning of the brand's celebration of women sports, breaking down the female stereotypes that don't allow them to take risks and excel. 

Approach and Representation:

The campaign is a continuation of a previous advert they marketed, that celebrated the 30th anniversary of the brands iconic 'Just Do It' slogan, featuring former NFL player Colin Kaepernick. The advert highlights several iconic moments in women's sport starring tennis star Serena Williams, gymnast Simone Biles, fencer Ibtihaj Muhammed, snowboarder Chloe Kim and members of the U.S national football team (inc. Megan Rapinoe and Alex Morgan). The advert was published before the Women's FIFA World Cup in France, in order to lead up to it. 

Campaign Logistics:

The 90 second advert was published on Nike's YouTube channel. The advert was also seen on posters that featured on tube stations and the TFL services. The advert was published just before the Summer, aiming to be released as a summer campaign for the Women's FIFA world cup. The advert featured many celebrity sportswomen to gain extra recognition. The athletes were featured as the prime focus of the print campaign posters. The campaign was also released during the Oscars, one of the most watched TV events of the year. This was a strategic move by Nike as it was likely able to reach a wider audience base on cable TV. This years broadcast of the Oscar's saw an audience of 29.6 million. Viewership was up 12% over last year. Nike reportedly spent $4million on paid TV ad buys but generated $7.6million in earned media value as a result. 

Choice of Media:

The media campaign was a convergence, featuring as a TV advert, a Youtube advert, and also as a major billboard. The idea behind Nike doing both print and online based marketing (digital and traditional marketing), is to gain a diverse selection of people who are attracted to the campaign. The advert reaches out to many more people by doing so. The advert could also be seen in half time intervals on Sports Channels such as Sky Sport and BBC Sport. 

Call to Action:

The advert aims to inspire and attract a major and new audience of female athletes. It wants women to feel empowered and inspired to do sport and be ambitious. The advert appears to make women feel braver and stronger in their own sports-branded clothes. The task was described by Nike as a "mission-driven creative" aiming to earn the campaign extra buzz by featuring Sports icons like Serena Williams. By featuring her, it aims to help the brand better engage with key consumers just from her being one of the most well-known figures in sports. Online sales for Nike jumped 31% over labour day weekend in 2018, which followed the campaign launch.

Legal and Ethical Issues:

Making political or social political statements was previously seen as a risky marketing move however, Nike has shown it to become a winning strategy. Nike reported 'record engagement with the brand' after the Kaepernick campaign in the autumn, despite drawing some controversy and calls to boycott the brand. Consumers continue to respond positively to brands that focus on women's empowerment and the breaking down of gender stereotypes. More than a third of consumers say they like brands more when their marketing rallies against gender stereotypes. Most consumers, especially millennials and Gen Z, are beginning to view brands as societal change-makers expected to take a stand on social and political issues. 63% of consumers prefer to purchase from brands that support a purpose that aligns with their own values, Accenture research found. 

Regulatory Bodies:

The Advertising Standards Authority (ASA) work to make UK advertisements responsible by taking action against misleading, harmful and offensive ads. The advertisement is not misleading as it features authentic athletes who are sponsored and therefore wear the brand. All the women who feature in the advert are real sports athletes. The Nike Dream Crazy advert is not harmful as it simply focusses on the positives of reinforcing women empowerment without bashing the male sex. The advert is based around a positive and encouraging message, that inspires females to participate in sports and competitive activities. The advert is not offensive as it doesn't include offensive language, or visuals that would appear hurtful or damaging to anyone. 

https://www.marketingdive.com/news/nikes-dream-crazier-spot-with-serena-williams-celebrates-female-athletes/549146/

2. Apple - iPhone XI

Sourced by YouTube

Sourced by Google

Aims and Objectives:

The aims and objectives are to demonstrate to the wider audience the new extraordinary capabilities the newest iPhone has on offer. The advert aims to showcase the new iPhone in the highest camera quality showing graphic examples of the phone's new capabilities including its new dual camera. The high quality video, includes slow motion selfies called the 'slofie'. 

Target Audience:

Apple is a mainstream industry, targeting both men and women of most ages, however, according to the trends of Apple's market demographic, Men outnumber Women on a 2:1 basis when it comes to purchasing Apple products. Studies also show the average age of an Apple customer is 35-44. In line with the older demographic composition of iPhone users, they also have higher incomes (NRS: A,B,C1). However, by introducing the 'slofie', Apple can gather a secondary audience of younger individuals between the ages of 16-22. This particular product is also showcased within the tech-savvy millennial age range of 18-30. The advert showcases 3 women, hence we can also understand Apple's need to attract more females to their products. 

Key Message:

'Slofie' seemed like a one-off joke Apple would mention during its iPhone launch, but the company is completely made up with the name. Apple's key message within this idea, is to hope slowfies will be a fun selling point for its new phones. Apple hope for this new feature to become a new phenomenon, just like their other latest feature 'Animoji'. 'Slofie' 's are one of Apple's new features that they hope to showcase to their tech-savvy audience, showing off their potential for new technological capabilities. 

Approach and Representation:

Apple have taken a jokey, light-hearted approach to this new mobile feature. The term 'Slofie' is not to be taken seriously, but to be enjoyed by a younger, more feminine audience. This approach can be seen clearly in both their posters, and tv adverts with the advert featuring 3 women taking 'selfies'. In terms of their representation, Apple have featured 3 different women all of different ethnicities. This showcases their inclusivity to a wider, more mainstream audience. The stereotype they meet with is that girls love to take photos of themselves, and with their friends, in which they present in this campaign clearly. 

Campaign Logistics:

The iPhone XI itself was released in September 2019. iPhones, usually tend to be released this date annually, therefore the consumers can anticipate when to invest or save up money towards the newest release. It is a clever marketing strategy done by Apple to create anticipation and excitement towards their new products. The feature is mentioned across Apple's website, and Apple presented the 'Slowfie' ad during the iPhones infamous launch event. Many tech enthusiasts tend to watch this particular event, gaining the feature even more recognition. The advert was released in the coming weeks that led after the Phone's were out. This targets a later audience, who were interested in the first initial release, but may be intrigued to know more about the product at a later date.  

Choice of Media:

The campaign was seen on both traditional and digital works of advertising. The advert primarily was seen online, on Apple's own website, and on Youtube. However, the print display of the advert was also seen in public places around megacities like New York's Times Square and in London's Piccadilly Circus. Targeting these increasingly populated cities, aims to target a very wide mainstream audience to consume. The 'Slowfie' campaign specifically, attracts an additional sector of Apple's mainstream consumers, reaching out to female millennials. 

Call to Action:

The advert aims to inspire and attract a major and new audience of female consumers. It wants women to feel inspired and creative in their new Selfie-photo-taking. The advert appears to make women feel more beautiful within taking photos on their new high-quality smartphone camera. The task was described by Apple as a "mission-driven creative" aiming to earn the campaign extra buzz.

Legal and Ethical Issues:

Since iPhones were released over 10 years ago, the mania surrounding the release has not been muted, especially with the iPhone X and XI being dubbed as the 'the future of the smartphone'. Beneath the din of overpaid devices and delayed deliveries, allegations are resurfacing of human rights violations at supplier factories, including worker protests and abuse. However, within the media itself, no legal and unethical issues are to be explored as the advert contains no graphic images, nor violence, or political protests, or even strong language. 

Regulatory Bodies:

The Advertising Standards Authority (ASA) work to make UK advertisements responsible by taking action against misleading, harmful and offensive ads. The advertisement is not particularly misleading however, the advert does amplify its effects by including a fan to emphasise the action of slow-motion. This advert would not be considered misleading however, as it does not change the images of the iPhone itself. The advert is not harmful as it does not contain offensive or graphic images. There is also not any images of aggression or the violence. The advert is not offensive as it is not discriminatory to any minority. The advert includes diversity in both the women, and within the portrayal of the phone. 

https://www.theverge.com/2019/9/18/20872215/apple-slofie-trademark-application-iphone-11-slow-motion-selfies

https://www.mediatoolkit.com/blog/nike-social-issues-based-marketing/

(M1) Evaluating difference cross media advertising campaigns 

In Nike's 'Dream Crazier' campaign, the consistency of the message is complete in the way the message is carried out throughout the duration of the 90 second advertisement. The advert shares the same concept throughout of featuring well-known women athletes and sportswomen, it also does this by featuring the sport in which they excel in. The advert makes a conscious effort to show off the sports attire they are wearing and picturing the Nike logo in all shots and camera angles. As well as this, the message is continued in the print-based adverts by featuring the same details of the Nike Logo, a Sports women and the memorable slogan 'Dream with us'. Nike's message for inclusion has been consistent for many years, in advertisements championing both the company's culture and values. Nike has promoted and strived for the inclusion of all genders, nationalities, religions and races into sports for a number of years. The advert was also carried out to social media, with the advertisement being accompanied by the just do it hashtag. A week after the advert was released (24th of February), the phrase was mentioned over 15,000 times. Overall, the advert was extremely successful in delivering the message across multiple media platforms. 

In Apple's 'Slofie' campaign, the consistency of the message is made throughout Apple's iPhone XI campaign. Within print advertising, the message across has been made clear by apple throughout time. A lot of apple-based products focus on the high quality shots the camera can take, and showcase them. In the 'Slofie' campaign specifically, the advertisement demonstrates the function of taking photos, and broadcasts it in a very simple, minimalistic way, yet very effective. In regards to the television campaign, the advert is short, but snappy, showing all angels and demonstrations of this new visionary. Both advertisements are used as devices that only show the product for itself, making the adverts a prime focus on the product itself, and not carried away with another creative tool. The colour schemes involve the lighting of the scenery, making the advert itself very aesthetically pleasing. The logos are simplified, not taking away from the prime focus of the campaign. Overall, I would say the advert campaign translates very well to the audience. The only improvement Apple could make is by showing multiple sceneries to best portray the front camera in different environments, to further persuade the consumer. 

(P1) Describing the media products for the advertising industry 

Different Methods of Advertising:

• Social Media
• Electronic Boards
• Billboards
• Television
• Bus stop adverts

How products are adapted across media platforms:

Within Nike's "Dream Crazier" campaign, the online and tv advert has been published and adapted to gain traction on social media. This is done by Nike's incorporation of their slogan 'Just Do It' into a hashtag. This picks up interaction by consumers tweets likes and followings, using the slogan. It is also important to note by Nike having their own youtube channel, the consumer can watch a collection of their campaigns and media work to help showcase their products efficiently. In addition to this, through their print advertising, Nike create short snappy slogans that are memorable and catchy to consumers. This enables recognition of their brand and what they aim to create. Consumers of nike will always distinguish their brand by their slogan and infamous 'tick' logo. 

In Apple's 'Slofie' campaign, the online and tv advert has been adapted to attract a new younger, millennial audience. This is done so with the term they have picked up to attract younger females into buying their products, as well as using soft 'feminine' aesthetics. The term 'Slofie' has been cleverly used by Apple to give the online and social media industry something to discuss and talk about. As well as this, their print advertising campaigns showcase their primary target audience they wish to attract. The key message is consistent across different media texts, with women being seen in both digital and traditional advertising. 

How the institutions create brands across different products and platforms:

Both Nike and Apple share an infamous brand identity. Apple have the popular 'apple bite' logo included on all their own products, as well as Nike featuring their 'tick' logo along with their popular slogan 'just do it' across most if not all their products. The designs and slogans are simplistic yet effective to the consumer, as they are so memorable and distinguished. It is a clever way for consumers to remember their brand and allow it to gain popularity amongst the industry. Fonts are also kept minimalistic to keep the focus on the products themselves and not any abstract ideas surrounding that. In regards to imagery, Nike will tend to focus their products in a sports-like setting, to keep the focus and identity of the brand on its actual purpose. They also tend to work with influential sports figures to to portray their brand being the best of the best. With apple, the imagery is simplistic, having tech-savvy customers its important to keep the attention to the products itself and the expertise. 

How they engage different target audiences:

The key idea behind Apple's 'Slofie' campaign is to gain a whole new target audience that differs to their usual primary consumers for most of their products. Usually, Apple's main customers are white males aged 20-24. By enabling the 'Slofie' campaign, Apple are sourcing a whole new audience to their products. The idea stems from the aesthetics and beauty of women wanting to portray their looks to social media, so Apple respond to this by ensuring their vanity features are of the highest quality. They focus their campaign on the new front-camera being of higher res, and containing a new feature that accentuates women's looks and highlights them. This is also of a similar case in Nike's 'Dream Crazy' campaign. Nike's sportswear often corresponds to men and male athletes in Sports, however to gain and showcase their women sportswear, they make a whole campaign targeting women and women's sports. The advert is cleverly released before the FIFA Women's World Cup, which helps the campaign gain extra recognition. In conclusion, both companies create their campaigns to broaden their brand and consumer interest, especially through introducing women interactions and interests.