Advertising hall of fame – Aaron’s picks & evaluations

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Print – Poster

Description
The Ikea in-store poster (pictured above) was specifically designed for the month of February (see appendix A). The simple ad displays two chairs; one straddling the other with the message “Happy Valentine’s Day”. The ad also includes the iconic IKEA logo along with product information such as product name, material and color option along with price; all using IKEA typography (Creative Bloq, 2014).

 

Target Market

Geographic

Demographic

Psychographic

Behavioural

– North America
– Singapore
– Metropolitan/ urban areas
– Unisex
– Age group of 18-49
– College/ post-graduate professionals
– Trendy
– Young
– Early adopters
– First-time furniture shoppers
– Enjoys technology
– Transient lifestyle
– Wants inexpensive modern/ contemporary furnishings

 

Positioning Strategy
IKEA is known for its well-designed, affordable, functional furniture and positions itself as an innovator. This ad illustrates those same characteristics while showing how the company doesn’t take itself too seriously; as illustrated by the chairs positions and tagline.

 

Message Objective
The objective is to bring some humor to an inanimate object which does not have any differentiating features. It’s a chair. Trying to take a straightforward feature/benefit approach would not be an effective form of advertising.

 

Appeal Technique
Humor and sex. As this ad was up for the month of February and Valentine ’s Day, the tongue-in-cheek positioning of the chairs is meant to garner a few smirks from people on both sides of the divide.

 

Execution
BBH Singapore took IKEA’s traditional form of advertising a product (clean, simple, and unobtrusive) and gave it a holiday inspired twist; outside of the traditional forms of Valentine’s Day advertising.

 

Evaluation Criteria Score (out of 10)
Message Clarity 9
Visual Appeal 10
Brand Representation 10
Relevance 8

 

Electronic – Television

 

 

Description
The autoTRADER.ca Stoplight television ad, “Opens on four thugs cruising the streets of downtown listening to gangster rap. As they pull up to a stoplight, a very traditional, suburban family pulls along next to them. Exchanging stares, each party realizes that they are both driving the exact same vehicle. As the family drives away the hardened thugs are left in bewilderment. They and their cool car, aren’t so cool after all. In a seamless transition, the visual of the car turns into an online listing on autoTRADER.ca. Pulling back, viewers realize the listing is on the computer screen of three wannabe “homies”. While the car is no longer cool for the true “thugs”, it’s the perfect match for a few suburban gangster imposters (Cassies.ca, 2013).”

 

Target Market

Geographic

Demographic

Psychographic

Behavioural

– Canada – Unisex
– B2B & B2C
– Age group of 16-29
– Students
– Young
– Tech savvy
– First-time car buyers
– Used car buyers
– Deal hunters
– Comparison shoppers
– First contact method is online 

 

Positioning Strategy
To reposition autoTRADER.ca from being a print legacy company tied to the readership of your dad to that of solely digital destination for a younger demographic. As this age group uses the internet to evaluate options, it was important to focus on being the largest vehicle marketplace in Canada.

 

Message Objectives
The goal was to focus on a single message “The most cars in one place”. In addition the ad quickly highlights the website and inadvertently show the lifecycle of a vehicle.

 

Appeal Technique
Humour & fact. Humour is illustrated on the interaction between the thugs/ family and then with the wannabe homies. Fact in the voiceover and the tagline “The most cars in one place.”

 

Execution
An authoritative approach was used in executing this ad. The main message is outlined loud and clear with the statement “The most cars in one place”. The company is directly communicating the message to the consumer and how it should be conveyed.

 

Evaluation Criteria Score (out of 10)
Message Clarity 7
Visual Appeal 8
Brand Representation 7
Relevance 8

Internet – Website

http://yourquestions.mcdonalds.ca

 

Description
The website “Our food. Your Questions” by McDonalds is basically a socially powered FAQ. Consumers can ask anything they want about McDonald’s food. Additionally consumers can browse, search, follow and share from the ever-growing content base of text, image and video answers.

 

Target Market

Geographic

Demographic

Psychographic

Behavioural

– Canada – Unisex
– +18 age group
– Parents
– Health conscious youth
– Health conscious individuals, whether for themselves or children – QSR frequenters who are concerned about food quality

 

Positioning Strategy
The positioning strategy is to provide radical transparency. By listening to their consumers, McDonalds aim to quell any consumer’s woes by answering their food quality concerns and questions.

 

Message Objectives
To increase brand perception through this transparency. The amount of opinions, concerns and myths regarding food quality are absurd. Questions such as “Do you actually serve 100% beef or is 100% beef the name of the company you purchase meat from” and “where do your potatoes come from? I am told your fries aren’t from real potatoes?” (Cassies.ca, 2012) are just some of the myths that were debunked through the website.

 

Appeal Technique
Rationale. The website is created to shed light on the concerns consumers have. Answers are logical, straightforward and the website does not try to advertise anymore/ any less than its intended use.

 

Execution
An informative approach was used as the website is basically a FAQ or Q&A site. As they state on their site, “Canada asked. We’ve answered – thousands of questions about our food. Search them all. And if you don’t find what you’re looking for, ask yours.”

 

Evaluation Criteria Score (out of 10)
Message Clarity 10
Visual Appeal 10
Brand Representation 10
Relevance 10

 

Outdoor – Billboard

 

ImpossibleGoalkeeper

 

Description
This billboard was displayed just prior to the start of the 2008 EuroCup soccer tournament in Vienna (see appendix B). The man is goalie Petr Cech and the billboard is stationed directly in front of the Prater ferris wheel. As a result of the positioning, it looks like Peter Cech is actually supporting the wheel (Kusinitz, 2014).

 

Target Market

Geographic

Demographic

Psychographic

Behavioural

– Austria – Male
– +18 age group
– Tourists & locals
– Soccer enthusiasts
– General sports fans
  

 

Positioning Strategy
The aim is to position Adidas as the leader in football gear. The huge billboard in an open location not only attracts attention from the general public, it sends a signal that “Adidas lives here”.

 

Message Objectives
The message is clear, if athletes such as Petr Čech wear are gear, you as a consumer should be wearing our gear. Although there is no explicit message in the billboard, the adidas logo is clearly visible on his shirt.

 

Appeal Technique
Spokesperson and fantasy. The spokesperson is the Czech Republic and Chelsea’s goalie Petr Čech while the fantasy aspect is demonstrated by the larger than life billboard.

 

Execution
An authoritative approach was used in executing this ad. The message by Adidas of “large and in charge” along with having the image Petr Čech create the perception of the company being a sports leader.

 

Evaluation Criteria Score (out of 10)
Message Clarity 7
Visual Appeal 10
Brand Representation 9
Relevance 10

 

Alternative – Guerrilla marketing

 

 

Description
The Pepsi Unbelievable campaign/ prank. The side of a bus stop on New Oxford Street, London was rigged with a hidden screen, cameras and digital technology that tricks unsuspecting commuters into thinking they are seeing hovering alien ships, a tiger, a robot etc. (Macias, 2014)

 

Target Market

Geographic

Demographic

Psychographic

Behavioural

– London, England – Unisex
– No defined age
– Transit commuters N/A 

 

Positioning Strategy
The goal of the campaign was to live up to the “unbelievable” proposition from Pepsi through a creative event that surprises unsuspecting commuters. The positioning of the product as being unbelievable is more so seen in the viral video.

 

Message Objectives
From the actual transit event there is really is no message. On the outside portion of the screen there is a Pepsi ad that reads maximum taste, no sugar (which does not highlight the message of this event). The message is illustrated through the viral video, which incorporates the unbelievable slogan along with their LiveForNow hashtag.

 

Appeal Technique
Shock. People are completely thrown off guard by the event and as seen by the video, many of the transit commuters can’t believe what they are seeing. Once they figure out how the screen works, they are genuinely delighted by the event and begin interacting with the cameras, instagramming etc.

 

Execution
Fantasy is the execution tactic used. The events that occur on the screen imply fantasy around everyday life.

 

Evaluation Criteria Score (out of 10)
Message Clarity 7
Visual Appeal 10
Brand Representation 8
Relevance 8

References

 

Cassies.ca. (2012). Our Food. Your Questions [McDonald’s]. Retrieved from CASSIES Online Entry System: http://cassies.ca/entry/viewcase/12343

 

Cassies.ca. (2013). autoTRADER.ca: The Most Cars In One Place. Retrieved from CASSIES online entry system: http://cassies.ca/entry/viewcase/7162

 

Creative Bloq. (2014, February 27). The best print ads of February 2014. Retrieved from Creative Bloq: http://www.creativebloq.com/advertising/best-print-ads-february-2014-21410813

 

Kusinitz, S. (2014, 03 28). 15 of the Most Creative Billboard Ads From Around the World. Retrieved from Hubspot: http://blog.hubspot.com/marketing/creative-billboards-around-world

 

Macias, A. (2014, March 20). A New Pepsi Ad Shocks Londoners Waiting At The Bus Stop. Retrieved from Business Insider: http://www.businessinsider.com/pepsi-ad-shocks-londoners-2014-3


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