UTEC Water (Billboard advertisement)
This advertisement for Peru University of Engineering and Technology (UTEC). This advertisement placed a billboard in Cairo, Egypt where fresh water was very limited to the local citizens. The advertisement produced 56 litre of water a day.
The target market of this advertisement were new students enrolling at UTEC and other universities. UTEC wanted to show that they were different and attract more enroll in the upcoming semester.
UTEC positions themselves to be different by saying their engineering students are making a change. They position their advertisements by focusing on benefits and somewhat psychological. The psychological part is shown through the authentic factor of how the technology is here and people are starting to create it at UTEC while the benefit is shown through the fresh water provided each day to the locals.
The main purpose of this advertisement was to attract engineering students to attend UTEC. This advertisement not only helped solved some of the local issues of not having fresh water but was a great success. The advertisement resulted in a increase of 28% enroll to the UTEC.
This billboard uses emotional appeal and facts and figures. This advertisement made individuals feel like at UTEC, they can help others by inventing products such as this billboard to solve problems people face. The billboard also shows facts about how the humidity in the air is take and turned into fresh drinking water people can consume.
The execution of the advertisement was through drama and product demonstration. They emphasize how this product was created by UTEC and helps with sustainable life. They demonstrated through providing fresh water for the citizens.
|Did the ad drive engagement / earned media ( 1 – 5)||It drove a lot of earned media do to what the advertisement did for the locals|
|Did the ad drive emotional appeal ( 1 – 5)||Most people can feel empathy for the ad as it is targeted for local students going into university|
|Enrolment increase ( 1 – 5)||Find the effectiveness of the advertisement. Did it solve the issue.|
|Did the advertisement benefit the audience ( 1 – 5)||Did the locals make use of the water filtration system and drive buzz|
Smoking Kids – Thai Advertising Campaign (Television advertisement) (Robinson, 2012)
This advertisement was created by Thai health to promote the negative effects of smoking and telling people to stop smoking. They had children with a cigarette asking smokers if they could give them a light and let the adults tell them what the harm is from smoking.
Smokers in Thailand
The position was psychological, benefit and usage. These positions can be seen through how smokers know the risk of smoking yet they still smoke (psychological and usage). Smokers also tell the kids what the benefits are of not smoking.
The objective of the advertisement was make people quit smoking and be more self aware of the dangers of smoking.
Technique: This advertisement appeals to the emotional and factual side. It made people tell the kids and others about what is bad about smoking. The emotional side came from having the kids ask for a light, as most people don’t want to lead children down the wrong path.
The execution of this advertisement was done through drama. They dramatized the negatives of smoking through people telling children themselves about why is bad. This can also be considered somewhat of a spokesperson but not a celebrity but normal person.
|Consumers being more self aware of smoking ( 1- 5)||This is to see if Thai citizens felt more aware that they are smoking and harming themselves|
|Did the ad drive emotional appeal (1 – 5)||This evaluation is to test if they consumers felt more emotional towards younger people smoking and setting a better example for younger people.|
|Increase in Smokers going to quitting classes (1% – 100%)||This is to test the effectiveness of the advertisement in decreasing number of smokers|
|Decrease in number of cigarette sales in Thailand (1% – 100%)||This is to test if the advertisement had an impact in decreasing the number of people starting smoking|
Games of Thrones – Dragon Bones washed up on the Beach (Stampler, 2013)
This advertisement was a overnight placement. This advertisement was to promote the third season of Games of Thrones coming back to television. Not only was there the dragon bone on the beach but also a dragon shadow on the newspaper.
- Games of Thrones watcher and other viewers of the same genre of television shows
- The promotion strategy was psychological. This was to promote that dragons are coming back (one of the revolving, yet to come part of games of thrones).
- The objective was to promote that season 3 of Games of Thrones are coming back.
- The advertisement was to appeal to a lifestyle
- The execution of this advertisement was done through drama. They dramatized the negative effects of smoking through people telling children themselves about why is bad. This can also be considered somewhat of a spokesperson but not a celebrity but normal person.
|Increase in viewership on the first episode of the season 3 (1% – 100%) compared to season 2||This is see if the advertisement were able to drive more viewership and people tuning in to see what this advertisement was all about|
|Amount of buzz/earned media of the different advertising mediums used (1 – 5)||This is to see if just promoting in a local area was enough to reach other parts of the world as Games of Thrones is a internationally seen television series|
|Did the advertisement drive an emotional appeal (1-5)||Did consumers feel emotionally/psychologically attached to the advertisement that they will check out the TV show|
|Did the advertisement drive the right appeal? (1-5)||This is to show if consumers could tie the dragon bones to games of thrones and not some other type of advertisement|
Dumb Ways to Die (APP) (Mccann, 2013)
This advertisement was to promote awareness of the dangers in life. They created cartoons doing actions which people would see as a dumb way to die. They used humor to make people watch and be more aware of the advertisement as humor makes people remember more.
- Australian citizens
- The brand was promoting psychological and pre-emptive position strategy. They played to the fact that convention warnings are boring and this is another way to promote the dangers of life.
- The aim of this campaign is to engage an audience that really doesn’t want to hear any kind of safety message, and we think Dumb Ways To Die will (Wikipedia, 2013).
- Humour was used through the catchy tune and weird ways the characters die such as poking a grizzly bear with a stick.
- The execution of this advertisement was through drama and taglines and slogans. This advertisement tied the main slogan of dumb ways to die to a song. They dramatized the different ways to die. Aside from just having an app, there were was a Youtube video, print media and books created around this campaign.
|Awareness of safety in the community ( 1- 5)||This criteria is just to add onto the number of download of the app to see if the consumers aside from playing the game are putting it to use and getting the main goal of the ad.|
|Number of download of the apps (1 – 5)||This is to test how well the consumers took to the advertisement.|
|The amount of buzz/earned media through app||This is to if the message was reached to more than citizens of Australia and into other parts of the world|
|Increase number of safety procedures people are taking in preventing accidents||Aside from awareness, we want to test if the advertisement is driving prevention.|
Senior Self Defence Academy: Deadly seniors, Biker ( Print Advertisement) (Media Bistro, 2013)
- Senior Community
- The advertisement used psychological, benefit and usage. They showed benefits and usage by showing how the granny walker was used to beat a big biker. This advertisement used psychological attachment that senior can have the potential to beat a biker.
- The message objective promote that senior should learn self-defense just in case they are in trouble in the future, they can still do something about it.
- The appeal technique can be seen as humorous as you see a walker is use to beat a biker with a chain. the people to see this advertisement would see this as a humor and maybe positive. The positive is shown through the beat up biker situation as it shows a better ending compared to a senior being robbed/beat up.
- The execution was through drama. They dramatized the situation by showing a walker use to beat up the biker. The biker is seen to be a tough person and with his chain, he should be able to take on a senior but with self defense the situation is changed.
|Awareness of Senior Danger in Community (1- 5)||This evaluation is for the concern of community specifically the senior community about their safety concerns in their community.|
|Increase in number of inquiries about classes (1% – 100%)||This rating is check if the advertisement drove more awareness towards seniors or other age groups of the community (does the ad need to be changed?)|
|Number of increase enrollment ( 1 % – 100%)||To see if seniors are willing to take self defense classes to protect themselves if they are actually in trouble in the future|
|Increase number of safety procedures people are taking in preventing danger to seniors (1-5)||This is to see if the community took other action aside from self defence class to protect the senior community|